Advantage launches margin-boosting cruise tool for independent agents

Advantage travel agency members will be able to build their own dynamic cruise packages for the first time, adding flights and accommodation, later this year.

Breaking the news at the Advantage Travel Conference in Cadiz on Saturday, group commercial and membership director Paula Lacey said member will be able to repackage fares for Mediterranean ocean cruises first, followed by worldwide luxury and river cruises in phase two in 2020.

"We have never had the technology to do this before, but we have been talking to cruise and airline partners and we’ll be launching phase one this year," said Lacey.

Being able to package cruises with low-cost flights or flights with partner airlines and add pre- or post-cruise accommodation will allow agents to increase their margins by as much as 20%, said Advantage chief executive Julia Lo-Bue Said. "Taking rates from the cruise lines and combining them with flights and hotels allows agents to offer flexibility and we know from experience with other products that when offering flexibility there are margins to be made."

Lacey said that being able to offer regional departures as well as flexible durations would give members an opportunity to grow by giving them an edge of competitiveness.

About 70% to 80% of the cruise lines have the technology in place to allow Advantage agents to repackage their fares, which can be done under the Advantage Holidays brand.

Advantage Holidays allows members to book financially protected holidays under the Advantage ATOL, which enables members to package flights, accommodation and ground arrangements across 43 short and mid-haul destinations.

To further increase cruise sales, the consortium has launched a business-to-consumer cruise magazine, Navigate, that members can send to clients under their own brand. The first three editions will be available to all members from next week. Advantage is also launching a business-to-business magazine, Explorer, with plans to add marketing material to send to customers later.

Going forward, it plans to carry out a census of its members to find out what other new products and services they want. It is also planning to set up ‘regional communities’ in the autumn, reintroducing cluster meetings and dinners, plus a buddy service for new members to partner with other members in their region. In addition, it will offer monthly regional community conference calls with business development manager, head office staff and – where necessary suppliers – plus new webinars, regional Facebook groups and Facebook lives transmissions.

Lacey added: "As a membership organisation we understand the need for members to feel they are part of something special and have the opportunity to create relationships with not only the centre but other businesses in their area to discuss local issues/challenges and share knowledge with people who may be experiencing the same challenges and by working closer in those communities we can get even closer to the members and a deeper understanding at head office. This also gives members even more access to Head office staff and suppliers."