As CLIA Cruise Week approaches, industry experts examine growing trends in the cruise sector, highlighting incredible advancements and opportunities.
- 2023 is nearing closure, with limited availability remaining, shifting industry focus towards 2024 and beyond.
- Increasing agent interest and engagement drive significant developments, with numerous agents participating in ship visits and events.
- The cruise industry recognises the need for agents to adapt and actively promote the product amidst evolving consumer perceptions.
- Inclusive pricing and value for money emerge as crucial selling points for cruises, challenging outdated notions of expense.
As the cruise industry looks forward to CLIA Cruise Week, experts have reflected on the past year and anticipated future trends. According to Torey Kings-Hodkin, 2023 has largely wrapped up with only a few opportunities remaining, signalling a strategic pivot towards planning for 2024 and subsequent years. Similarly, Nick Hughes from Princess Cruises reported a robust 2023, attributing it to their enhanced ship visit programmes which saw nearly 2,500 agents experience their offerings first-hand.
The heightened interest and engagement from agents have been pivotal. Nick Hughes observed an unprecedented demand from agents eager to understand the cruise sector more deeply, with a noticeable increase in participation at various webinars and in-person events. This engagement is not just cursory; every ship visit organised was met with overwhelming demand. Luke Smith from Carnival Cruise Line echoed this sentiment, citing an incredible response to their programmes which sold out within 24 hours, emphasising the responsibility on agents to actively promote cruises rather than viewing them as trendy outings.
A recurring theme at the roundtable was the evolving role of agents in this dynamic market. Koral Lipton highlighted the growing demand that necessitated team expansions to better support agents. Andy Harmer of CLIA UK & Ireland noted that the breadth of cruise options available today presents unprecedented opportunities for agents to engage potential customers, even those new to cruising, by leveraging these diverse offerings.
Cruise Week itself has been a longstanding tradition since 2008, designed to unify the industry’s voice and amplify awareness through collaborative efforts. Participation extends to social media and various media outlets, ensuring a far-reaching impact. Torey Kings-Hodkin mentioned Royal Caribbean’s commitment, stating that their sales force would be actively supporting agents throughout the week, supplementing engagement with a significant incentive programme.
Pricing discussions surfaced repeatedly, with many industry leaders advocating for a reassessment of perceived costs. Andy Harmer urged a reconsideration of value by highlighting the all-encompassing nature of cruise packages. Everything from activities to meals is included, making these holidays competitively priced against other alternatives. This perspective aligns with Luke Smith’s assurance that cruise holidays represent excellent value, with the post-experience cost analysis underscoring their affordability.
As the cruise industry sails into the future, the amplified engagement and strategic focus promise an evolving landscape ripe with possibilities.
