Graham Carter of Unforgettable Travel Group discusses strategies to boost small-ship cruising and agent collaboration.
- The company established a trade team to increase interactions with travel agents, elevating trade revenue significantly.
- Small-ship cruising is gaining popularity, and Unforgettable Travel Group plans to expand its offerings and fleet.
- The travel group has launched a new agent portal to provide resources and training for improved client engagement.
- Graham Carter emphasises the need for education and awareness to advance the company’s unique cruise experiences.
In a recent discussion, Graham Carter, co-founder of Unforgettable Travel Group, outlined significant strides his company is making to capitalise on the burgeoning demand for small-ship cruising. Since their previous conversation in 2019, the company has demonstrated resilience and adaptability in a rapidly evolving travel landscape, amidst the pandemic’s disruptions.
A central focus for the group’s strategic efforts is the implementation of a dedicated trade team, spearheaded by Pietro Molica Lazzaro, a seasoned travel specialist within the firm. This team aims to foster stronger relationships with travel agents, a strategy that has already seen trade revenue rise to £3.6 million. Carter acknowledges the proactive necessity of such initiatives as essential to maintaining their competitive edge.
To support this collaborative ambition, a new agent portal has been introduced. The portal plays a pivotal role in delivering exclusive offers and marketing assets, alongside facilitating familiarisation trips, thereby allowing agents to fully immerse in the Unforgettable experience. Lazzaro articulated the vision of cultivating a vibrant community of agents, empowered by personalised services and exclusive product offerings.
Graham Carter acknowledges the transformative potential of these measures, explaining that previously reactive approaches have often limited their market impact. By equipping agents with comprehensive product knowledge through targeted training and education, the portal embodies a strategic pivot towards proactivity. He underscores the importance of this educational thrust as integral to effectively conveying the unique value proposition of their small-ship cruises.
Looking ahead, Carter reveals that the company is contemplating the deployment of business development managers to further cement agent relations. This prospect, while initially unplanned, signifies a commitment to continuous adaptation and readiness to seize evolving market opportunities. The company’s focus is sharply honed on high-end clientele, who are inclined towards intimate, yacht-style cruising rather than the traditional large passenger vessels.
Unforgettable Travel Group’s plans include expanding its fleet and establishing new itineraries to meet the growing expectations of their clientele. With capacity nearly maxed out at 99.3 per cent for the current year, Carter envisions a balanced approach to growth that retains the exceptional quality of guest experiences. This entails meticulous planning to deliver not just quantity but memorable, high-quality adventures.
Unforgettable Travel Group’s forward-thinking strategies and commitment to agent collaboration are set to redefine its position in the small-ship cruising market.
