At last week’s ‘Embrace the Future’ CLIA Cruise360 event in Sydney, more than 850 agents and trade members gathered to explore trends in cruising.
Morning sessions included The Seizing the Potential: New to Cruise Trends and Insights, moderated by Adam Coulter, Executive Editor Cruise Critic.
Coulter was joined by Chris Watson, Business Partner, Chris Watson Travel Group; Michelle Hartland, Managing Director Champagne Travel; Dave Humphreys, Director of Sales, Royal Caribbean International; Jason Worth, Vice President International Sales, Oceania Cruises; and Lee Haslett, Chief Commercial Officer, Celestyal.
Michelle Hartland talked about multi-generational travel.
“We’re getting the market in their 30s, 40s and into the 50s. They’re bringing their kids, and then those kids are the ones who we are eventually booking honeymoons for; or they’re celebrating….or jumping on another cruise while they’re in Europe – they start to get the value of what’s included. As my kids say to me, why wouldn’t people take a cruise? You know, if you can get free ice cream all day, every day and lie by the pool?!”
On how to turn hesitation into interest and ultimately bookings, Dave Humphreys conceded that it can feel like a lot of work to book a new-to-cruise guest.
“There’s a bit of hesitation…to find new guests and the commissions on a weekend sailing are $250. But upsell it to their friends! I’d say 90 per cent of people who take a cruise with us want to take a cruise again. Cruise is a little bit mysterious and complicated – customers need someone to help explain it,” said Humphreys.
The advice was to turn the hesitation around and build a great pipeline of guests and customers for life for travel advisors – and to take full advantage of the business development managers.
“Get to know your reps, know your products, get out there and experience it for yourself. There is a ship out there for every customer,” said Michelle Hartland.
Chris Watson added:
“When I sell a cruise, I make a commission on everything that I sell. There’s nothing else like that,” drawing a cheer from the crowd.
“Talk to your BDM. Ask about their new ships, their old ships…. because they want to support you to grow your business as well,” said Watson.
Other sessions included Leveraging the Experiential Travel Trend, moderated by Anthony Goldman, Joint Managing Director Goldman Group interviewing Conrad Combrink, Senior Vice President, Expeditions, Destinations & Itinerary Management, Silversea.
When talking about expedition clients, Combrink advised agents to look to their existing land-based clients.
“Don’t look for an expedition client within your cruise portfolio –look for an expedition client from your land portfolio, for example those that already enjoy hiking and outdoors exploration,” he said.
Virtuoso Regional Advisory Board Cruise committee member Robyn Sinfield, Owner and Manager of Home Travel Company moderated a session titled ‘Unlocking the Luxury Market: Strategies for Upselling and Maximising Opportunities’, interviewing Steve Spivak, Global Vice President of Sales & Service, Tauck.
“We help people find joy in their lives and we help them lead richer, fuller lives – and isn’t that what luxury is all about? We should all be very proud of the role that we play,” said Spivek.
He said that when it comes to luxury, there’s really three elements: the product, the emotional connection and then the practical business.
“The typical customer values the care that they receive from a luxury experience and it doesn’t start when they get to us… it starts with you, the travel advisor. People cannot get a luxury experience from the internet. Luxury is being heard, being valued and…listening, asking questions. What they’re really looking for is that level of care and personalised service and then matching them with a product that meets their needs and then understanding why they’re travelling,” said Spivek.
The session titled ‘Beyond the Cruise: Harnessing the Potential of Immersive Pre- and Post-Cruise Experiences’ was moderated by Susan Haberle, Vice President of Sales, Abercrombie & Kent.
Haberle was joined on stage by a panel comprised of Chantelle Lusenbrink, Tourism Development Manager, Port of Seattle; Michael Mihajov, Senior Director Destination Development, Holland America Line; Meg Hill, Co-Founder and Managing Director, Cruise Express; and Rose Febo, Personal Travel Manager, TravelManagers Australia.
Rose Febo talked about the importance of customising for her clients.
“Really personalising the packages, tailoring it to your clients’ preferences and customising it – that leads to higher client loyalty, and what comes with that is revenue acceleration and additional revenue streams that you produce by packaging,” said Febo.
“Honestly, your files become much higher commission files once you can add in the extras beyond just a cruise. I think it’s a disservice to just sell a cruise to your client. It also leads to improved client relationships, client satisfaction and positive reviews to attract more business,” said Febo.
Meg Hill, Co-Founder and Managing Director, Cruise Express said
“I think first and foremost for us is about creating ease for the client: that they know that from the moment they leave home, all the components of their holiday are taken care of,” said Hill.
Another session included ‘Embrace the Future – Staying Competitive in the Rapidly Evolving Cruise Market’, moderated by Damian Francis, Cruise Weekly.
The panel included David Tanguay, Head of Global & Sales, Aurora Expeditions; Alice Ager, Managing Director AU/NZ Uniworld Boutique River Cruises; Stuart Allison, Senior VP, APAC, UK & Europe, Princess Cruises; Lisa Pile, VP Sales & GM Asia Pacific, Regent Seven Seas Cruises; and Lisa Teiotu, MD, AU/NZ, MSC Cruises.
Some of the key trends the group spoke of seeing across their collective businesses were the growth in slow travel and a desire for a connection to place; a huge trend in people travelling in groups – but equally, growth of solo travellers, particularly in expeditions. Across the board there’s also a trend in a younger demographic of cruisers; a definite growth in wealth in Gen X, Millennials and Gen Z; and the growth of the power of the influencer.
In his closing statements, Joel Katz, CLIA Managing Director pointed to the upcoming program that remains in 2024, including Cruise Month kicking off in October and CLIA’s #lovecruise campaign.
Ocean Week will take place between 29 September – 5 October; River Week 6-12 October; Expedition Week 13-19 October; and Luxury Week 20-26 October.
The 22nd annual Cruise Awards will take place on 8 March 2025, Star Event Centre Sydney.
Katz also announced that the 2025 CLIA Cruise360 will take place from 27/28 August in Brisbane at the Royal International Convention Centre.
“I can confirm it will evolve into a two-day event and I’m pleased to confirm we’re returning to Brisbane in 2025, building on the success and celebrating the rise of our Olympic city,” said Katz.
For more information, visit cruising.org.au
*Images supplied by CLIA
