Silversea’s UK & Ireland MD, Peter Shanks, advises agents to focus on local expedition cruises.
- Expedition cruises offer thrilling, awe-inspiring travel experiences worth promoting.
- Shanks suggests moving these journeys from bucket lists to booking lists given their appeal.
- He emphasises the commercial benefits for agents, with significant commissions available.
- Closer destinations offer unique opportunities in the British Isles and Northern Europe.
Peter Shanks, managing director for the UK and Ireland, highlighted at the Advantage Latitude Conference that expedition cruises, while traditionally thought of as distant ventures, could be more profitable if promoted locally. Expedition cruises offer unique and thrilling experiences, making them a perfect choice for adventurous travellers.
Shanks encouraged agents to capitalise on the fact that these voyages are not just for bucket lists but can be actively booked now. With expedition cruise commissions averaging £3,000, agents have a strong financial incentive to focus their marketing efforts on these ventures.
In recent years, the capacity for global expeditions has grown by 200% from 2017 to 2023. This trend indicates an increasing interest among holidaymakers who often return for repeat experiences, dismissing the notion that such trips are once-in-a-lifetime events.
Shanks addressed concerns regarding the pricing of expedition cruises, advising agents not to initiate discussions focusing on costs. The emphasis should be on the value and experience rather than the price tag, as these cruises, despite being expensive, offer tremendous value.
Local destinations are becoming increasingly popular, with many exceptional opportunities in Northern Europe, the British Isles, and the Mediterranean. These locations rival more traditional remote destinations like Antarctica and the Arctic, providing enticing options closer to home.
As expedition ships reposition from Antarctica in winter to other regions during summer, there are expanded opportunities in Africa, Asia, and South America, enhancing the scope for marketing these experiences.
Peter Shanks underscored the urgency of targeting existing customers, noting that many are already familiar with luxury travel and simply need to be guided toward expedition cruises. Often, these customers are Baby Boomers, but Gen X and multi-generational travellers increasingly show interest.
Though classic and expedition cruises differ considerably, expedition trips have captured the interest of many who prioritise unique itineraries, wildlife experiences, and shore excursions. Agents need to become experts in these areas to effectively sell these packages.
In conclusion, Peter Shanks encouraged agents to recommend these prestigious cruises to their clients who are undecided on their upcoming travels. By meticulously identifying and nurturing the right audience, agents can benefit while providing clients with unforgettable experiences.
By focusing on closer expedition cruise options, agents can tap into a growing market, ensuring both customer satisfaction and increased profitability.
