How to bust myths about cruising

CRUISING is an easy
and lucrative sell, so
why don’t agents do
more to promote the holiday
option?
A big issue is overcoming
misperceptions that clients
may have about cruising
and marketing the holiday
correctly.
Many people believe that
cruising is only for ‘old’
or retired people. This
misperception is based on
outdated ideas that cruise
itineraries are lengthy and
that only the elite can afford
it, George says. “In the
past, this was in fact the
case. Only people who were
retired had the time to take
a lengthy cruise and often
had saved the money to do
so.”
However itineraries have
been adapted to cater
for couples, families and
incentive groups, with
various types of budgets
and time constraints.
“Family travel is a growing
market and, to stay abreast
of this trend, many cruise
companies have added
family-friendly facilities to
their ships,” says George.
“It is also a popular option
for honeymooners as it is
cost-effective.”
Another misperception is
that cruising is expensive.
“Passengers can enjoy an
all-inclusive cruise for less
than US$100 (R1 360) a
day,” says George.
It is also an uncomplicated
transaction. Agents can
sell an entire experience
in one package, without
having to get involved in the
details or logistics. “Cruises
International works with the
agent to suggest a cruise
for a particular customer.
We work with agents to
understand every itinerary
we offer and sell the one
most suited to each unique
traveller,” he says.
Customers may also have
the perception that there
is little privacy on board.
However, for those who
don’t want to retreat to
their rooms, cruise lines
have designed areas where
people can escape for more
quiet time. For travellers
who are not keen on
crowds, luxury cruise lines
such as Crystal Cruises or
Oceana offer more space-toguest
ratio.
Cruise lines have also
become more flexible when
it comes to excursions,
offering overnight stays
at some ports. “Some
passengers choose to rent
a car and drive while others
walk around and explore.
It is completely dependent
on the preferences of the
passenger,” George says,
adding that passengers can
also opt to stay on board
and enjoy half-price spa
deals.
Initial cruise sales take
time and effort, George
admits, but loyal customers
will promote cruising to their
friends and family, bringing
in sales. “The word-of-mouth
element in cruising is very
prevalent,” he says, adding
that cruising becomes
easier to sell over time and
can guarantee agents a set
commission every month.
Another problem is that
there is a lack of product
knowledge in the industry.
Only informed agents
can sell cruising, says
George. “We offer agents
opportunities to attend
presentations and to take
part in our online workshops
on Travelinfo.”
Chrissa Karanastasis,
brand ambassador of Cruise
Corner, a cruise specialist
division of XL Sandown
Travel in Sandton City, is
passionate about cruising
and believes “any client
is a cruise client”. “If the
agent doesn’t know about
cruising, he or she won’t
offer it. Knowledge is key
to making sales.” She adds
that agents should take
a cruise or learn about
cruising before they suggest
it to their clients as there
is a big trust factor when
selling cruising.
At the moment, one of
the greatest selling points
is the weak rand. “Cruising
is currently the most costeffective
holiday option for
South Africans, and agents
should take advantage of
this,” says Chrissa.
So why become an
expert?
The consumer who is
familiar with cruising still
depends heavily on
booking a cruise through a
travel agent, says George.
Online bookings are not
popular, particularly in
the South African market,
he adds. Customers often
do their own research
online but still rely heavily
on the expertise and
experience of a travel
authority to make the
booking.
Also, cruise customers
aren’t as concerned
with price. In fact, price
is fourth on the list of
considerations for travellers
looking to take a cruise,
says George. “Travellers
prioritise the following:
destination, time of year,
reputation of the cruise line
and then price.”
And then there’s the value
proposition that cruising
offers. “Agents can have
high returns on cruising,
earning between 8% and
13% commission. There are
also additional incentives
from time to time,” says
George.