Our Top 5 Tips for Building a Thriving Cruise Business
One of the things our personal travel managers (PTMs) love most about the TravelManagers model is how easy we make it for them to focus on the specialised areas of travel that they are most enthusiastic about. Annalize Troost has channelled her own love of cruise holidays into creating a thriving cruise business, and these are her top tips for anyone who would like to follow her example.
1. Know Your Why
People often ask me, “why cruise?” and for me, it’s an easy question to answer because there is so much to love about a cruise holiday. You only have to unpack once, there is a cabin type and cruise itinerary to suit every type of traveller, and you can explore corners of the world you would never imagine getting to by car, train or plane. Your meals, accommodation, entertainment (and in some cases, your sightseeing) are all included in your cruise fare.
There are so many things that I personally love about cruise holidays, so it’s easy for me to share these selling points with potential customers in a way that is enticing to them too.
2. Relationships are Everything
For me, the most important aspect of the consulting process is getting to know my clients. This ensures that I can offer tailored recommendations which consider my clients’ individual preferences, budgets, past travel experiences (good and bad) and future travel goals.
Building up a cruise-oriented client base takes time, so when I started out, I made sure that my customers and their friends knew me as their local cruise specialist. I listened to the opinions of friends and people I met at golf or social events, and I asked them about their cruise experiences. I am always fascinated to hear what they like and dislike, and why they prefer a particular brand.
Personalised service doesn’t end with choosing an itinerary – it’s also about great communication, proactive problem solving and seizing every opportunity to add value to my clients’ overall holiday experience.
3. Stay Current
Although I had worked in the travel industry for a long time before joining TravelManagers, I was not overly familiar with selling cruises. My Business Partnership Manager, who knew that I was keen to specialise in the cruise sector, encouraged me to join CLIA. I worked through every available training module, and within twelve months, I had attained my Cruise Masters certification. It was the best investment of time and money I ever made.
Posting a letter from the Penguin Post Office in Port Lockroy, Antarctica
I also signed up for every ship inspection I was offered, and I booked myself on every short cruise I could find out of Sydney or Brisbane so that I could experience the ships for myself. I have now completed 37 cruises and have three more planned over the next six months. It’s not always easy to stay up-to-date with such a huge inventory when your business is growing and your time is limited, so I try to learn about new itineraries and ships as they are launched. TravelManagers’ Cruise Product Manager, Lia Malone, and the rest of her cruise team, are also a fabulous resource, especially when it comes to understanding new systems and products.
4. Find Ways to Add Value
For many clients, a cruise is often the first component to be decided, and then they will add pre- and post-cruise arrangements to round out their holiday. Back-to-back cruises are becoming increasingly popular, and it is also not unusual to have clients combine a river cruise and an ocean cruise into a single holiday.
Eating ice from the Ice flow in Greenland
I always look to offer those extra components that will round off their experiences. For example, clients who are flying to South America to embark on an Antarctica expedition cruise might also be interested in visiting Machu Pichu or trekking in Patagonia. It is very reassuring for clients with complex itineraries to have a single point of contact who is across every aspect of their holiday: me.
5. Know Your Niche
Much has changed in the world of cruise holidays over the past decade, especially in the luxury cruise sector. Luxury expedition cruising has become immensely popular as the client can feel in touch with unique and remote destinations and experiences, without having to forgo any of the luxury touches they enjoy.
The concept of luxury cruise has changed too – clients are more interested in all-inclusive itineraries, expert lectures, and a well-stocked whisky bar than lavish décor and black-tie events.
About 80 percent of my business is now comprised of luxury cruise holidays, and in the last two years I have sold a variety of cruise destinations. Once I found my niche, I focused on ensuring that I know my products inside out, taking advantage of the strong supplier relationships that TravelManagers has established with all the major cruise brands.
Whether it is motoring quietly between massive icebergs in a Zodiac, diving amidst vibrant coral formations in Papua New Guinea or island hopping in the Seychelles, TravelManagers has the resources and expertise to help you make your clients’ cruise holiday dreams a reality. If you’re looking to turn your passion for selling cruise holidays into a successful cruise business, call (02) 8062 6400 for a confidential chat with one of our state-based Business Partnership Managers.
