Agents urged to become matchmakers in growing cruise market
The number of UK cruise passengers is expected to exceed two million for the first time this year.
Speaking at the CLIA UK conference in Southampton this week, CLIA president Cindy D’Aoust said globally the number would reach 28 million.
However, cruising still accounts for just 2% of the total number of holidays taken worldwide, she said.
To further grow the market, D’Aoust said agents need to make it easier for younger, more spontaneous, adventure-seeking customers to choose to cruise.
"They might not have as much disposable income (as older generations) but they are willing to spend more of it on experiences," she told the audience.
However, she said it was easy for young travellers who typically hate planning, to get overwhelmed by the variety of cruise options.
"Your role is to make that selection process really easy. It is your expertise that brings value to the process. Your role is a matchmaker," said said.
D’Aoust warned agents of the importance of ensuring that customers select the right cruise. "This is what will bring them back for their next cruise," she said.
For the younger, new-to-cruise market, she urged agents to consider destinations such as Vietnam, Cuba and Machu Picchu.
The UK attracted 1.96 million cruise passengers last year, making it the third largest global market behind the US (11.5 million) and Germany 2.2 million, and well ahead of the fourth, Italy, which has only 770,000.
MSC chief executive Gianni Onorato said the cruise line’s decision to christen its new ship, the Bellissima, in Southampton next year demonstrated the importance of the UK to its business.
"It is a way to show our commitment to the UK market," he said.
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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