Send Your Cruise Sales Skyrocketing

It’s a New Year and time for a fresh start for your cruise-selling business. To help you send your cruise sales skyrocketing in 2015, we contacted high-ranking executives from cruise lines and host agencies, as well as some top-producing travel sellers as well. Here are their out-of-the-box ideas, as well as recommendations that always bear repeating.

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Build Interest on Facebook

“Create a Facebook campaign that begins with a teaser like, ‘Coming soon — the vacation offer that you won’t want to miss.’ That will generate initial questions and excitement. Shortly thereafter announce a group cruise featuring whatever demographic you are seeking — friends, couples, families, sports fans, a social group, neighborhood association, restaurant club, spring break families, or many others.

“After announcing the vacation, describe it, provide details and direct followers to a “private sign-up page,” where interested parties can go to share comments, plans, questions, etc., and see the status of those who have signed up. Of course, provide information on how to book and any requirements or restrictions, as well as deadlines and due dates. You can do this through your own Facebook network or utilize your client list and let them have fun with it.”
— Scott Knutson, vice president, sales and marketing, Costa Cruises North America

Don’t Make Wrong Assumptions

“Don’t assume that someone is not a luxury client. ‘Affluence’ is a mindset, not a state of being. Start with the clients in your own database and name someone right now that would be a great potential Seabourn client. Reach out to them — some of the best Seabourn prospects are not aware of the small-ship luxury experience.”
— John Delaney, senior vice president-marketing and sales, Seabourn

Find New Partners

“One out-of-the-box marketing idea I implemented was teaming up with a local financial adviser to give a presentation to his clients on luxury travel at a luncheon that he had for them. I got one client from that luncheon, but the repeat and referral makes one luxury client very profitable.”
— Andrea Joyce, Cruises Inc. independent vacation specialist, Somers, N.Y.

Be in Touch But Not a Pest

“As regular and meaningful contact is important, agents must find non-intrusive ways to maintain communication with their customers throughout the year. Not all communication should be about selling a vacation. Instead, send a hand-written thank-you note after clients purchase a vacation, letting them know how much you appreciate their business. Also, find ways to keep your clients excited about their upcoming trip by sending photos, small destination-related gifts, restaurant reviews or excursion recommendations. Take the time to call them when they get home from their vacation and be sure to ask what they liked and didn’t like. You can reference that information for future bookings. Reach out to your clients on their birthdays and other special milestones. From time to time, send relevant suggestions for future vacations based on data that was stored in the CRM from a previous conversation.”
— Jackie Friedman, president, Nexion

“Don’t just end the sale once customers book and transact with you. Make sure to stay connected throughout the experience before, during and after they get home from their dream vacation. In doing so, they will know you are invested in THEM and will return to YOU.”
— Drew Daly, general manager-network engagement and performance, CruiseOne and Cruises Inc.

Promote Yourself as a Professional

“As a home-based travel agent and franchise owner, I’ve made a huge effort to be known as the ‘Travel Agent Professional’ for my community. I have focused many of my marketing and promotional initiatives in my community, including participating in several community events that showcase local businesses, including a Christmas bazaar and concert in the park. I’m an active member of my local Chamber of Commerce, serving as an ambassador and now leader of the chamber’s leadership program. I attend many local business ribbon-cutting and after-hours networking events.
— Paula Kaisner, CruiseOne franchise owner, Lakeway, Texas

Use Technology from Your Host or Consortium

“Efficiently communicating to clients will be the main way travel agents will succeed in 2015 — it’s what we call ‘High Tech and High Touch.’ Cruise Planners realizes the importance of letting agents focus on selling and in 2014 launched a multi-tiered triggered email campaign that automatically sends out a series of eight emails to clients. We truly believe in using technology to look larger than life and adding personal touches, not reducing them.”
— Michelle Fee, CEO and co-founder of Cruise Planners, an American Express Travel Representative

Ask the Right Question

“The easiest way to boost sales is to ask one simple question, ‘Do you have friends or family that you typically travel with when you go on vacation that you would like to invite to join you on your Windstar Cruise?’ We find that many Windstar guests do travel with their friends, so you can potentially double, triple or even quadruple your commission by asking that simple question. The consequence of not asking is simple. Their friends will still travel with them — but most likely book through someone else.”
— Hans Birkholz, CEO, Windstar Cruises

Focus on High-Paying Specialties

“In 2015 we are focusing on cruise sales that pay high commissions, such as river cruises. We have decided that the community needs to know that we are River Cruise Specialists. In some instances, we may not receive co-op from a vendor but feel that the commission on the sale will more than cover any advertising costs. We have also decided to focus more on group packages. When you package a trip, there is always room to increase your commission. From getting extra TCs from the cruise line or commissions from all the added tours, hotel, transfers, airfare, etc., every component adds to the overall commission on the sale.”
— Lindsay Hardy, co-owner and sales manager, Travel Leaders in Palm Coast, Fla.

“It has become quite clear that cruise consumers are now looking for more of an all-inclusive experience than ever before. This is great news for travel agents who want to boost their cruise sales simply by taking advantage of selling higher-priced cruises that offer an all-inclusive value to their clients. Even for those clients who go the à la carte route, MSC Cruises pays commission on things such as beverage packages, specialty dining, spa treatments and shore excursions, so the agents have greater earning potential and also a reason to sell their client on booking as much as possible pre-cruise.”
— Ken Muskat, executive vice president-sales, public relations and guest services, MSC Cruises USA

Pick Up the Phone

“My advice for agents looking to increase their cruise sales in 2015 is to be proactive — don’t wait for the phone to ring. No one knows your clients better than you do, and you should take advantage of every opportunity to reach out to them directly with ideas and suggestions. Reaching out to your clients directly is also an opportunity to demonstrate the value and knowledge you bring to the table and to differentiate yourself from all of the noise in the marketplace.
— John Lovell, president, Travel Leaders Franchise Group, Leisure Group and Vacation.com

Look in Your Own Back Yard

“There’s no time like the present to work on boosting cruise sales with Wave Season right here upon us — and at Carnival, we think there’s no better place than your own backyard to start. There are dozens of cruise rookies within your reach at the grocery store, at your children’s or grandchildren’s school activities, your church group or even your spinning class. Tap into these groups now and throughout the year to build affinity group business that becomes repeat business for years to come.”
— Joni Rein, vice president of worldwide sales, Carnival Cruise Lines