This story is the second in a series designed to help advisors find the right match for their clients in different travel industry segments.
As the ocean cruise industry continues to grow and diversify exponentially, it has never been more important for travel advisors to work toward ensuring they’re booking their clients on the cruise lines and ships that will best suit their specific set of needs.
To sell with authority, agents must properly qualify clients, make the right supplier matches and inspect ships themselves.
Qualifying First-Time Cruisers
When booking first-time cruisers, advisors say it’s essential to determine what types of vacations they have taken in the past.
Claire Schoeder, a luxury independent advisor with Elevations Travel — affiliated with Signature Travel Network — starts by focusing on what kinds of resorts clients normally stay at and what kinds of experiences they are looking for.
“If they are Four Seasons or Aman Resorts clients, you need to know in advance so you can rule out certain cruise lines, or focus only on those that are more likely to offer the type of experience they want,” she said.
Next, Schoeder determines what type of itinerary her clients are looking for, such as those that are port-intensive or that provide a mix of sea days and days in port.
Similarly, Ken Keefer, owner of CK Tours & Cruises, notes that it is imperative to gain an understanding of a first-time cruiser’s travel style.
“For new clients, I have a questionnaire that asks various questions on travel style, typical hotel choice, food preferences and more,” he said.
Finding the Right Fit
When it comes to repeat cruisers, Robyn Jacobs — owner of Orca Travel LLC, an independent agency in the Avoya Travel Network — begins the process by determining which lines they’ve sailed on in the past.
“Next, I ask if they already have any ideas or destinations in mind,” she said. “If not, I guide the conversation by asking about their age range, places they’d like to visit, budget, preferred travel month, number of nights and whether they’re celebrating a special occasion.”
This information enables her to narrow down options to two or three cruise lines.
“Lastly, I explain why I’ve chosen each one and how it aligns with what they’re looking for,” she added.
Pinning down a budget is also crucially important in matching clients to lines.
“I review their budget for the cruise and onboard atmospheres they prefer,” said Cruise Caulfield, a CruiseOne franchise owner. “The more I find out, the better I can present just a few ships that will give them the best experience.”
Choosing Cruise Partners
A pivotal key to making the right cruise match: determining which lines align with what the client may want.
For Jacobs of Orca Travel, choosing suppliers is — first and foremost — based on her own firsthand experiences and client feedback.
When I’ve personally sailed with a cruise line, I’m able to speak about the product in much greater depth and with genuine confidence,” she said. “If I haven’t experienced it myself, I make a point to follow up with clients after their travels to gather detailed feedback.”
For his part, Keefer of CK Tours & Cruises relies on the agency’s relatively small preferred supplier list that encompasses mainstream, upscale, luxury and boutique lines.
“The list is composed of lines we have good relationships with, as well as lines staff have experienced and understand the pluses and minuses of,” he said.
Caulfield of CruiseOne, meanwhile, says he is open to all cruise lines and makes decisions on what will best suit his clients’ needs.
“Value for the client is one of the most important parts of my recommendations,” he said.
Inspecting Ships
For agents seeking to match clients with the right brand, experiencing different lines and ships for themselves is a principal component of success.
“I think it’s important for advisors to experience every aspect of the ship firsthand,” Jacobs said. That means dining in different venues to understand the variety and quality of the food, participating in the cruise line’s excursions to evaluate how well they’re organized — and if they match the brand’s promise — and engaging with the staff to get a feel for the service culture and overall guest experience, she says.
Jacobs also walks through the entire ship, from staterooms and public areas to lounges and outdoor spaces.
“Understanding these details allows me to confidently match clients with the cruise line that best fits their preferences and expectations,” she said.
For his part, Caulfield pays attention to passenger flow in the public areas and inspects areas he knows may be important to the client.
“I am not a spa person, but I will tour the spas so I can share the differences between cruise lines,” he said, adding that he takes photos of virtually everything. “You never know what may be useful later.”
For Schoeder of Elevations Travel, the most important element of a ship inspection comes to service issues, including small touches — such as if a stateroom minibar has been filled with her specific requests, or whether dining staff need not be reminded of dietary needs like gluten-free options.
“I want to feel welcomed when I get on the ship, I want a stateroom that is clean, and the service needs to be good,” she said. “I’m looking first and foremost for good service — point blank.”
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