COMMENT: ‘Floating resorts’ are not just for retirees

With crusing no longer a ‘niche’ product, it shouldn’t be left to ‘niche’ agents to sell. Rob Golledge, head of marketing communication, Amadeus UK & Ireland explains why.

For travel agents, the cruise market represents one of the biggest opportunities for growth. In the last decade, the number of cruise passengers worldwide has increased by almost 80%, reaching 21.3 million travellers in 2013 generating a total revenue of $117 billion worldwide, according to CLIA. With over half the industry output generated in Europe, the sector is showing little signs of slowing down.

Most significantly, unlike most other types of travel, more than two thirds of cruise passengers prefer booking through travel agents to booking direct with the operator. Yet despite this, a surprisingly low number of agents appear to be focusing on this sector.

Cruise holidays were historically viewed as a niche product for either retirees or the wealthy. Growth in these markets gave rise to specialist agents, who worked with cruise operators to create experiences specifically targeted to those types of traveller.

But today’s cruise market is a very different one. A wider audience has been attracted by the possibilities of fine dining and entertainment, combined with visits to multiple locations, with holidays now on offer designed to cater to both families and solo travellers alike. All travel agents, not just those focused on the sector, need to be well versed in what the cruise industry has to offer, in order to capitalise on this growing audience. Today, there are a wide variety of highly differentiated products available, designed to cater to the many and various needs of all types of holidaymakers.

With such a high proportion of travellers turning to agents for advice on cruise bookings, there is significant opportunity to add value for the customer. With the right technology in place, travel agents can provide a wealth of itinerary, destination, ship and entertainment information as easily as sharing flight details.

Research has highlighted that price is often a key issue, with four in ten people surveyed saying that they perceive cruises to be too expensive, preventing them from booking, according to Amadeus research. In fact, a third of those surveyed said they would be tempted to go on a cruise holiday if they were of comparable or lower cost to a typical all-inclusive holiday.

However for these floating resorts, with much of the catering and entertainment included in the ticket price, the value compared to a land-based holiday can often be a positive surprise.

The ability to communicate clearly about what is available, and tailor the sales experience to the individual traveller is key. With a number of desktop booking tools and web-based solutions available, travel agents have easier access to cruise availability than ever before.

For those who need more guidance, industry bodies such as Cruise Lines International Association (CLIA) offer agent educational programmes and advice, to help demystify the sales process.

The most important thing is for travel sellers to recognize is that anyone can sell cruise holidays, and with cruise no longer designed for niche travellers, it shouldn’t be reserved for niche sellers.