It is that time of year when once again TV’s Rob Brydon sets sail courtesy of P&O Cruises. As I recall it was back in December 2014 when the comedian first appeared on our screens in the cruise line’s advert depicting a newcomer to cruising. This appears to be an ad that has a Marmite-like effect on the viewing public but whether you like it or loathe it the intention is to attract more people to cruising’ and, along with ‘Taster’ cruises from companies like Fred Olsen and Celebrity Cruises, there are indications that more people are taking to the water for the first time.
According to CLIA UK & Ireland’s last Annual Report in 2016, cruise passenger numbers for the local ocean cruise market broke new records hitting an all-time-high of 1,789,000 passengers for 2015 representing a 67% increase since 2005. The launch of new ships in 2016 including Holland America Line’s Koningsdam and Royal Caribbean’s two new vessels, Ovation of the Seas and Harmony of the Seas, will surely see this figure continue to rise.
CLIA (Cruise Lines International Association) is the world’s largest cruise industry trade association, providing a unified voice for the global cruise community and their Fourth Quarterly Travel Agent Cruise Industry Outlook issued in December 2016 states that “cruise travel’s popularity continues to rise…. Travel agents reported a higher cruise sales volume over last year with over three-quarters projecting a continued increase. River cruise popularity continues and six out of ten (67 percent) of travel agents are seeing a growth in river cruise popularity. Larger ships are seeing a spike in interest as well as 62 percent of agents is reporting growth in the sector.”
Looking forward for 2017 in their State of the Cruise Industry Outlook report the CLIA predicts
- New generations will take to the water.
- Travel Agent use will increase.
- River Cruise demand will continue to increase.
- More Private Islands will appear on cruise itineraries
- More non-cruisers will be converted.
- Drive and cruise will increase.
- Clients will be attracted by the lure of Celebrity Chefs.
- Demand for Expedition Cruises will increase.
Whatever this New Year brings, given the size of the market (around 2 million UK ocean cruisers alone), cruising is one that surely cannot be ignored. Certainly those who already specialise in the sector will be reaping the rewards: with many of the costs paid up-front in the price of the cruise the commission potential is considerable.
If you are new to the cruise market it is important to realise that there is more than one sector. Ocean cruising is the best known and certainly the largest but as you will have read above, river cruising is becoming ever-more popular. Within these sectors there are then sub-sectors but to help you understand the market better our colleagues at cruise-adviser.com have created 5 categories: ex-UK cruises; river cruises; family cruises; luxury and expedition & adventure cruises.
Cruise Adviser is an online platform for debate and a place for those involved in the cruise industry to come together and help drive their respective businesses forward. There is also a print magazine aimed at front-line travel agents which is published six times a year. Both the digital and print products are designed to help you sell more cruising holidays and thus of course earn more commission. And to help still further cruise-adviser.com have created the following selling guides especially for you, the Travel Uni learner.
- How to sell Adventure cruising. Many of your clients might already be aware of the specialist expedition cruises to Antarctica and the Galapagos but they might not know that mainstream cruise lines offer adventurous experiences too like a chance to see bears in Alaska or experiencing the midnight sun in the Artic. And especially popular with first-timers is the opportunity to experience a sense of wonderment amidst the Norwegian fjords.
- How to sell Luxury cruising. Perhaps more than any other type of client, those in search of luxury will expect you to know your port from starboard and want to be inspired. How about a cruise along the Mississippi aboard a steamboat or being pampered aboard the Crystal Esprit exploring the Caribbean – below the waves on the vessel’s own submarine?
- How to sell river cruising. Once you know how, the river cruise can be an easy sell because it has such a wide appeal. Those clients who do not wish to fly can jump on the Eurostar to join a cruise through Europe; the adventurous can experience a journey through Cambodia; for those in search of romance and luxury there are deluxe cruises in Myanmar or along the Ganges.
In fact cruising as a whole has so many sectors offering such a huge range of holiday options that once you embrace it you will open up so many more opportunities to sell and to earn.
Please do share your experiences of selling cruising holidays in the Comments section below
For more information on CLIA’s research reports
http://cruising.org/about-the-industry/research/travel-agent-outlook
Image source: https://www.americanqueensteamboatcompany.com/your-voyage/media-gallery/
