5 expert-recommended ways to attract new-to-cruise bookings

Gemma Antrobus, managing director of Haslemere Travel, says: “If you’re a high street manager, make sure you have a team well versed in cruising. So they’ve done the fam trips and explored everything from small expedition ships to the massive cruise liners with all the frills. Plus they need the right relationships with cruise firms. It’s imperative you have a good understanding of the cruise industry, the different types of cruising and the nuances that set the cruise liners apart.”

Jonny Peat, senior commercial manager at The Advantage Travel Partnership, agrees. “Endorsement and word of mouth really do help sell a cruise holiday. My advice? Get on a ship and discover what a cruise holiday is all about.”

2. Ask the right questions

Whenever you’re trying to attract new clients, it always comes down to asking the right questions, says Antrobus. “Discover exactly what it is they’re wanting from a holiday and, using your expertise, match it up with a cruise that suits their preferences.” So if they like the all-singing, all-dancing, all-inclusives with the glittering shows and plenty of restaurants, they’re more likely to relish the larger cruise lines.

She finds she often recommends cruises to families. “The activities, the shows, the food. It often outstrips what you can find in the large family hotels. Plus, there’s the added bonus of taking your kids to different destinations and giving them the chance to explore new cultures and food.” If your clients prefer luxury boutique, she suggests looking at a smaller ship. Or if they’re committed to wellness, she would find the ship and itinerary that aligns with this. “If you don’t listen to the client properly, that’s when issues can arise. It all comes down to understanding what the client wants,” Antrobus adds.

3. Dispel the myths

“We always tell our members to introduce cruise as an option to new clients. Even to those who are yet to cruise – you just need to dispel the myths first,” advises Peat. You know the sort. No, cruises aren’t just for old people. No, you don’t need a ball gown for dinner. No, it doesn’t take for ever to disembark for your day’s adventures. And no, ships never feel crowded. “These new ships are so cleverly designed. It’s all about flow, and they feel incredibly spacious. People are dispersed all over the ship. There are so many preconceptions about cruising that simply aren’t true,” explains Peat.

4. Host a local event for prospective clients

“Whether it’s in the office or the pub, whatever your budget allows, focused events are a brilliant way to get people excited about cruising,” says Antrobus. “Advertise it using the channels that work for you, be it the local newspaper or social media. And be sure to invite along the consortia and members from the cruise lines to stir up excitement. They could talk about the bucket-list experiences onboard, the different levels of cruising, the standout restaurants to discover… You could even run a competition with a free cruise place as a prize.”

5. Promote yourself and your travel expertise

Booking a cruise holiday can be a bit of minefield for the consumer. And this is where agents can step in and woo potential clients with their expertise and knowledge. In fact, more than three quarters of global cruise holidays are booked offline, according to Statista Research Department, revealing that travel agents really do play a pivotal role in this hugely profitable market. “Agents have the power to help pick the right ship, right itinerary and right cabin to fulfil a client’s expectations. Tell them you only unpack once yet visit lots of different destinations and make sure they understand the value of the food and drink package,” says Antrobus.

Peat agrees with that advice. “Make it absolutely crystal clear how varied a cruise holiday could be and what the different cruise lines stand for.” On one hand you could be gliding along the Mediterranean, stopping off anywhere from Barcelona to La Spezia, and revelling in thrilling shows at night with plenty of restaurants to hunker down in. On the other, you might be seeking full-on adventure with a river cruise down the Amazon or the Nile or gazing at the northern lights on an expedition cruise around Greenland. “If you’re a member of Advantage, you can access The Cruise Collection, a thorough guide to the world’s best liners,” Peat adds.

Find more cruise news and selling tips on the TTG cruise homepage and find cruise line contact details and trade resources on the TTG Supplier Directory.