Advantage2011: Agents see 44% rise in cruise bookings
Friday, 09 May, 2011
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Travel agents now earn more from selling cruises than from any other type of luxury holiday, according to latest sales figures from Advantage.
Head of commercial John Sullivan told the annual conference that sales of cruise holidays through Advantage outlets rose 44% last year, earning members at total of £42m in commission, up £13m on the previous year.
Luxury holiday sales were up 12%, earning member £18m, just £1m more than last year. Average commission on luxury holiday was 13% compared with 14% for cruises, said Sullivan. Overall, average commission has been maintained, he said.
Later this year, Advantage members will be able to book cruises through the consortium’s one-stop comparison and booking system, Gateway, launched at last year’s conference.
The system allows agents to compare all products available from every Advantage partner on just one screen and to bring all the elements of a holiday together in a single booking.
Hundreds of thousands of hotel rooms, millions of holidays and scheduled flights are now live on the system, but currently no cruises. Advantage leisure director Julia Lo Bue-Said said most cruiselines didn’t have the right technology to link to the system, but they were working on it and the system should be ready by the autumn.
"Our cruise partners have committed to providing us with the ability to access their content, which will happen this year," added chief executive John McEwan.
Insurance and tours will also be added to the system later this year, although no specific timeframe has been given.
Gateway is currently being tested by 140 members before being rolled out to the remaining 660 outlets. Lo Bue-Said told delegates it hadn’t been made available to everyone "because we don’t always get it right".
Admitting that some members already using the system were frustrated because it doesn’t do what they want, she said Advantage was taking their comments onboard. "We really would like your support, your suggestions and your feedback," she added.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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