29 September 2008

UK cruise market will be worth Ã&#pound;2.2bn next year

Independent agents at the Advantage Travel Conference were told how to get a bigger slice of the Ã&#pound;2.2 billion expected to be spent on cruise holidays in 2009.

Giles Hawke, sales director for Complete Cruise Solutions, told Advantage members they were currently only booking around Ã&#pound;2 million of cruises.

Ã¢â¬ÅâœThatÃ¢â¬â¢s quite a small share of the total. ItÃ¢â¬â¢s not too late to get involved with cruise if youÃ¢â¬â¢re not already doing it,Ã¢â¬~ he said.

Hawke said the forecasted figure of Ã&#pound;2.2 billion was based on projections that 1.5 million people in the UK will take a cruise next year, spending an average of Ã&#pound;1,500 per person.

He said 90% of these cruises would be sold through agents, with commissions of 12%.

According to a Yougov survey earlier this year, cruises still only account for less than 3% of all overseas holidays.

Ã¢â¬ÅâœThere is still massive growth potential,Ã¢â¬~ he said. Ã¢â¬ÅâœIn the survey, 9.5 million people in the UK indicated they would take a cruise in the next five years.Ã¢â¬~

Jo Rzymowska, associate vice president and general manager UK and Ireland for Royal Caribbean said agents should consider holding afternoon teas and evening drinks receptions to entice customers.

Ã¢â¬ÅâœClients love to feel special and events like these donÃ¢â¬â¢t have to cost a fortune. Even if you get one or two bookings out of it, it will cover the cost,Ã¢â¬~ she said.

Ã¢â¬ÅâœDonÃ¢â¬â¢t be afraid to upsell, and remember with repeat customers you hold so much information. From their passport details, you know their birthdays, and if you booked their honeymoon you know when itÃ¢â¬â¢s their anniversary.Ã¢â¬~

She said between them, the cruise companies have a sales force of around 200 people who were available to give advice, marketing support and information to agents.

By Bev Fearis