The How To Book of ....
Cruises

How to Market Groups
Promotions
The Endorsement Letter
Pied Pipers
Qualifying the Cruise Client
Developing Cruise Business
Selling the Incentive Cruise Market
How to Develop, Sell and Operate Incentive Travel Program
Practical Success Factors for an Incentive Program
The Proposal
Staying Power or Don't Stop Trying in Trying Times !
Emphasis of Key Words or Phases
Brochures
Features Become Benefits
Cruise Night/Cruise Party

*** Go To Part 3 ***

Now that you have a list of organizations to contact, and you know the benefits of a cruise, it is necessary to market that cruise to your potential group. It is important to remember that every group has a unique personality that must be taken into consideration before making any proposal.

There are three basic steps to take, before proposing a group program:

1. Who belongs to the group and why?
2. What are the advantages (to them) of group travel?
3. What is the best cruise program to meet their needs of both the sponsoring organization and the membership.

Once you determine who the prospect is: Age Range, Sex, Economic Level, and what their goal is in promoting a cruise: Fund-raiser, Pleasure Trip, Incentive, you will need to put together a written proposal to the president, membership secretary or whomever you are dealing with. This should include:

1) The group offer
2) A brochure describing the cruise
3) A cover letter emphasizing the benefits to the organization and it's membership.

If the group you are pursuing is a new client, you should detail the services you can provide and how the group can benefit by using your agency.

If you are dealing with an established client, you need only mention the benefits the group will derive from taking the cruise.


Checklist for Qualifying Groups

Before investing too much of your valuable time in a group, it is wise to spend some time researching their previous history to help you ascertain how viable the group may be for a cruise proposal.

Below is a list of questions you should ask:

- What is their track record?
- Where have tkey traveled in the past three years?
- What time of the year did they travel?
- Is there only a specific time they can travel or are they flexible?
- Have they taken a cruise before?
- Who did they cruise with?
- How much did they spend per person?
- How many people actually traveled in relation to the size of the membership?
- What is the size of the group's membership and how active is it?
- What is the economic level of the members?
- Can they afford the cruise you are planning to offer?
- Can the organizer successfully gather enough people to make it worth the time and effort you will have to commit?
- Is there anyone already providing the group with services similar to yours?

Once you have decided to propose a group cruise, ask these questions:

* Is there a special need that can be filled by offering a group trip?
* What destinations are they interested in?
* Do they have any special priorities - price, season, quality of food, entertainment, meeting space?
* What port of departure do they want - San Juan, Fort Lauderdale, Vancouver, New York, etc.
* What ship and cabin size do they need?
* Are there any special requirements such as: free escort, free cocktail party, special shore excursions, a profit for the group?

Remember the personality of the group and match it to the ship:

* Do they want formal or informal?
* Does the itinerary provide enough at-sea time for meetings?
* Is there adequate meeting space on board?
* Is there equipment available - TV, microphones, blackboards, etc.

Establish a budget to include all of your costs.

Be realistic about the number of people that will actually travel and plan your promotional budget
accordingly.

Does the group have a newsletter or regular mailing to the membership that can be used to
promote the trip for free?


Writing the Group Proposal

Now that the ship and destination have been selected and the group is interested, you are ready to submit your proposal.

Your proposal should include:

* The destination of the cruise - Caribbean Mexico, Alaska, Europe. Describe the ports with a little information about each one.
* Specifics about the ship - tonnage, age type of crew, public rooms, Pools, duty free shops, activities. Include specifics about available meeting space if this is applicable.
* The day to day itinerary of the cruise including times in port and at sea.
* Daily itinerary for the group, including meeting times if pertinent, meal hours, special get-togethers, a sample daily schedule of shipboard activities which can be obtained from your cruise account executive.
* Budget summary including all costs: land, sea, air, tours and port taxes. Quote a guaranteed price per person. If the quote is for an incentive trip, quote a total price for the entire group.
* Include a list of optional tours offered by the Cruise Line or those you may have prepared through your own land operator.
* Include a deck plan of the ship and a sample menu, all of which can be supplied by the Cruise Line's sales office.

Double-check (Triple-Check....) to make sure that you haven't left anything out. Giving the correct quote is important. Once you have quoted it will be difficult to change it.

The Endorsement Letter

If you are selling a cruise to an organization, the endorsement letter must come from the president or another well known member of the group and not from you, the travel agent. Members will not be reluctant to send money to the organization that they belong to, but they may be reluctant to send money to an agency they don't know.


Group Operation Checklist

Block Space with the Cruise Line that You Will be Using

* Request the number of cabins you require: outside, inside, twin, triple (agree upon date for deposit)
* Block air transportation (if separate from cruise package) as needed (from the cruise line)
* Arrange group transfers, baggage handling with the cruise line.

Obtain Group Contract from the Cruise Line

The Cruise Line will provide a group contract detailing the option date, deposit and final payment dates. Obtain promotional contributions from the Cruise Line. If additional promotional contributions are involved either through your agency or the group make sure the cruise line is aware of the nature of these amenities.

Prepare Promotional Schedule

Direct Mail letter

Advertising literature (brochure, reservations form, envelope, postage)

Cruise night

Request Special Requirements that May be Required on Board Ship

Meeting space

Flowers

Cocktail parties

Wine or champagne for the group Fruit baskets

Special shore excursions


Review

You should review progress with the group leader regularly to determine if promotion is on target and if not what needs to be done to generate the necessary commitment.


Final Review Prior to Sailing

All documentation and payment should be sent to the Cruise Line at least 60 days prior to sailing. This includes: rooming list, indicating where you want people located {adjoining/sharing, etc.); flight arrivals if they will be scattered; dining room requests, special diets, etc. Client documents (correct spelling of names, dining room seating, etc. )


How to Get Deposits Coming in

Preparing the group promotion:

The most economical and effective way to get group deposits corning in is to create a direct mail package and send it to the potential group members. It should be designed so that the recipients have only one choice - sending in a deposit to reserve their cabin. The most important element of this package will be the cover letter. This endorsement letter should come from the leader of the group or organization - the president, membership secretary, etc. It should be personalized and signed by that person.

The second element is the brochure. The headline should include the name of the group, the reason for the trip and the dates. If space allows, the Pied Piper (See Signing Up Pied Pipers in this section) or any special guest speaker should also be shown on the brochure. If not, this should be covered in the first paragraph.

Your agency name and address should appear on the back.

Deposits should be made payable to the organization and sent to the group leader not to the agency, unless you are forming a group from your retail clients.


The mailing:

Give yourself adequate lead time - industry norms are:
3-4 months for inexpensive cruises - 3 day party cruises
4-6 months for one to two week cruises
6-12 months for expensive, longer cruises.

Do not mail during the Christmas, New Year period, the summer months, or at tax time.

Plan a Cruise Night for the potential buyers.
Prepare press releases for the groups, audiences.
Prepare your staff members who will be involved in taking bookings for the group.

Remember:

Your Cruise Line Representative should be involved in your promotion. He/she can provide you with pre-written copy and shells for your brochure as well as fully prepared ads, ready for use, should you require them.

He/She can attend your cruise night and show your group a slide presentation and answer specific questions about the ship and the itinerary.


Post-Trip Follow--up:

It is imperative that you contact the group leader after the cruise. Find out how the group enjoyed the trip. Ask if there is anything they might want to change the next time and makea note of it. If they encountered any problems, take care of them immediately.

Above all, show your client that you are concerned and interested. After all - you want the organization to book another cruise next year and you also want them to recornmend your services to others.


Additional Points In Developing Group Business

* Groups take a lot more effort than a single cruise, but the end result of increased profits is worth it.

* Review all your costs and time commitments to be certain you will earn enough from groups to make selling them rewarding.

* Look at all the costs that will be incurred to do a good job and make certain they are covered and shared by all who will ultimately gain from the promotion.

* Remember that you are the liaison between the group and the Cruise Line personnel. Do not allow that gap to appear - it’s your responsibility - take it seriously.

* Maintain your contact with your, Group Account Executive, and the Group Supervisor.

Members will most likely respond to an endorsement letter from someone within the club or organization. A strong endorsement letter from the President, Secretary or the person that is the "mover and shaker" of a club or organization can make a vast difference in the success of your group.

And don't hesitate to get an endorsement letter from more than one person in the club or organization.

Note: If the endorser is also hosting the cruise, the letter should also clearly state that.

Follow up letters are also very important in getting the membership to respond to the offering. "Don't miss out on this fantastic opportunity." "Space is going fast, act now before it's too late," "We are looking forward to seeing you and Mary on board." These are the phrases that will entice members to make a decision to go.

Following are various sample endorsement letters.

From: Mrs. Sandra George
Re: Fund Raising Cruise

Dear Friends:

Once again the Children's Hospital and I invite you to join us on Holland America Cruise Line's newest ship, the Ryndam. This spectacular ship will cruise the glamorous ports of the Mexican Riviera for nine days of unsurpassed luxury.

The Ryndam's exciting voyage departs Los Angeles on November 10, 2000, visiting Puerto Vallarta, which is noted for its old-world charm and crafts at unbelievable prices; Zihuatanejo, with its rustic beauty and its glittering sister resort Ixtapa - both are ideal for sun bathing and delicious fresh seafood; Acapulco, the true gem of the Mexican Riviera, where one can shop, sun and explore the charm of this ancient fishing village; and finally, Cabo San Lucas where the clear air of the desert meets the placid Sea of Cortez.

For this exciting cruise we have arranged a 20% discount off the brochure rate with free air for the Children's Hospital group. Also, if booked and under deposit of $100.00 per person, we will also offer a $160.00 per person ship-board credit and a group cocktail party for everyone to get acquainted.

We invite you to a reception on Wednesday, August 3rd at 7:00 p.m. at the Children's Hospital Auditorium to get more information on the cruise. Come met Jay Mehaffey, the Holland America Cruise Line representative, and Bill and rne, your Children's Hospital tour conductor. At this reception a deposit of $50.00 will secure your reservation. All deposits received that night, or prior to the reception, will receive a one-category upgrade plus an additional $50.00 per person on-board credit.

If this isn't enough, for each person booked, Children's Hospital will receive a $100.00 donation in your name. Children's Hospital is a pediatric medical center serving children from birth to 21 years in more than 40 sub-specialties. In 1995 the Hospital treated children from 12 states and 2 foreign countries. Thank you for traveling with us, and for helping the children of our hospital to a better tomorrow. Please take time to read the enclosed brochure. You may send in your deposit today, or join us on August 3rd for more information.


Sincerely,

Sandra Schittone

RSVP: Mrs. William Schittone or Pat DeRouen, at {504) 483-0607


EXAMPLE 1

This is an example of a combination of marketing programs:

The WBYU Bayou Cruise Club, a Cruise Shopper Unlimited cruise club (see Cruise Club Section) is putting on a cruise show, sponsored by Royal Cruise Lines and Delta Steamboat Company and featuring three separate theme cruises (see Theme Cruise Section).

Even though a huge thunderstorm hit the city about the time of the first show, holding attendance down, over 200 people attended both shows.

With the use of Co-op funds from Royal Cruise Line and Delta Steamboat, the entire cost of both shows was covered.

5 bookings were obtained at the shows and several additional bookings were added after telephone follow up was done.


EXAMPLE 2

These are some examples of some typical groups that can be found in almost every city:

1. The local Chamber of Commerce is sponsoring a cruise for it's membership. In addition to having a very successful cruise, the additional business that can be acquired from participants can be tremendous. Think of it, you have a captive audience for the entire trip. If you are not involved in local organizations, such as the chamber, you are missing out on a fantastic opportunity to increase your cruise sales.

2. A local high school senior's class trip: An ideal way to promote a senior's class cruise is to have as many parents cruise with the children as possible. This not only is more appealing to the Cruise Line but adds additional cabins which means more profits for you.

3. A local Jazzercise Club, promoting a "Jazzer-cruise." Many of the new ships have excellent health and fitness facilities on-board.

4. A local Bar Association conducting a continuing legal education seminar at sea. There are many organizations similar to this in every town.

5. A college fraternity class reunion on a weekend cruise. There is no better place to have a reunion than on-board a ship. The Phi Kappa Theta class of '61 will certainly agree.

6. A local professional singles club just having a fun-filled escape from daily work pressures.


TO: Fellow Jazzercise Instructors
FROM: Sharon Bourgone
RE: Jazzer-Cruise'00 FAN'TASY - July, 2000, 3 night cruise

Dear Friends:

I am pleased to announce that "Jazzer-Cruise '00" is taking place aboard the MS Fantasy July 23-26th. The Fantasy is Carnival Cruise Line's new 70,000 ton, 2,500 passenger super-liner doing 3 & 4 night cruises from beautiful Miami, Florida. She has a full fitness facility including a spa, aerobics room, gymnasium, and massage facilities. She also has 6 lounges, a discotheque, teen club, child's playroom, beauty parlor, several pools, sun deck, showroom, a shopping mall, and a restaurant featuring "nautical spa" (heart smart) cuisine. As you can see, she is complete with all the features of a fine resort. Team this with the fun and expertise of Jazzercise, and you and your students will experience the trip of a lifetime.

We will depart from the port of Miami on Friday, July 23rd and return on Monday the 26th. Round trip air and transfers will be included. While on board, Jazzercise classes and seminars will be held several times a day in conjunction with the ships regularly scheduled fitness activities. Passengers may do as much or as little as they wish. This is designed to be a weekend totally dedicated to spoiling and pampering oneself, without having to gain 5 pounds in the process!

I chose a weekend cruise for several reasons. To most of us, time is money. For most of our students and friends (with careers and families) it's hard to break away for a longer period of time. Also, cost is a factor. I wanted to keep it as minimal as possible. Keep in mind cruise fares include round-trip airfare transfers all meals entertainment and Jazzer-related activities while on board.

You will earn a free cruise for every 8 cabins (16 passengers) you sell. I am working on a cash incentive for those instructors who feel they can sell all 8. I will provide you with fliers, information, and all the promotional materials you will need to sell the cruise. We can even personalize it if you desire. I am available to come to your class and do a short presentation and answer any questions you and your students may have. You may reach me locally at (504) 483-0607. Out-of Towners may use my toll free line at l-800-483-0607.

Carnival is the numher one cruise line in the world. What a perfect partner for the number one fitness program in the world. Don't you think so? If this event is successful, the possibility of future relations with Carnival is endless. I sincerely hope you will join me in promoting this event and join me on a deck chair the day we set sail!

I look forward to hearing from you and helping you to promote this event in any way I can.


Sincerely,


Sharon Bourgone

A "Pied Piper" is a person who has the ability to draw people into your group. The Pied Piper may either be the person that the group is built around or he/she may be the person that adds the extra drawing power to help make your group successful. In many cases the “Pied Piper” is the key to a successful group.

Pied Pipers can be many different types of people. Some are quick to spot, while others are more difficult to assess as potential motivators.

The following are some suggestions for potential "Pied Pipers":

- Church Ministers: One of the most obvious to lead a fund raising cruise.

- Local Celebrities: Make excellent Pied Pipers. However, in most cases additional compensation may be required, except possibly in conjunction with a fund raising cruise.

- Radio & TV Personalities: Like local celebrities, radio and TV personalities are excellent Pied Pipers. Local TV News Anchor Personalities are highly visible in the community and are ideal for fund raising situations. Local Country Music Radio Personalities are particularly effective "Pied Pipers."

- Local Sports Stars: Professional, as well as recognized amateur athletes can be very good drawing cards for your group, particularly if a sports theme is involved

- Teachers/Professional Speakers: There is a limitless supply of qualified Pied Pipers in this field. Generally groups are built around these Pied Pipers and the subject matter involved. In most cases, additional compensation is required.

- Special Interest Groups: Whether a local garden club or country club, every organization has it's "guru" who is respected and because of his/her stature makes an ideal Pied Piper.

- You: That's right. You may have the potential of being an excellent Pied Piper. People want to travel with people that know how to travel.

How much will you be required to pay these Pied Pipers? This is a negotiable item. In most cases a "free" cabin is enough compensation to satisfy the Pied Piper, if they are only going to accompany the group and not be involved in any type of planned activity on board.

If the Pied Piper is involved in a planned program such as a seminar at sea, additional compensation generally will be necessary. You may have to use a part of the discount offered or, in some cases, when the Pied Piper is strong enough, you may need to make it attractive enough for he/she to participate.

Note: Complimentary cabins for Pied Pipers should be negotiated up-front and should not be included as part of the tour conductor cabin allotment you will receive for the group.

Don't expect the Pied Pipers (unless he/she is experienced in dealing in such matters), to be involved in administrative activities while accompanying a group.

You should make it mandatory that someone from your agency always accompany an Affinity Group.

The bottom line is: if you want to make sure your group is going to be a success, find the right "Pied Piper."


EXAMPLE 3

Sponsor a cooking cruise using chefs from local popular restaurants.

This is a example of how local personalities can be excellent Pied Pipers. And in addition, the relationship that has been established by the agent involved with these popular chefs will result in individual cruise bookings from their friends and associates who also want to go on the cruise.


EXAMPLE 4

Here are seven separate examples of local personalities that were used successfully in promoting group cruises.

l. A local radio personality, Scot Michels of station YLEO in Wichita, Kansas, led a Big Band cruise on the Norway. The agent has used this gentleman on several Big Band theme cruises.

2. A local TV news anchor woman, Lynn Gansar of station WDSU in New Orleans, Louisiana went on a fund raising cruise. (Fund Raising Section) sponsored by the New Orleans Symphony.

3. Two local journalists from Alexandria, Virginia, were Pied Pipers for a teaching seminar on board the Horizon. The agent has already secured them for a second cruise.

4. Two local Country & Western stars, Mickey Gilley and Kevin Black of Houston, Texas, went on an Encharited Seas Cruise.

5. A local priest in Ft. Lauderdale, Florida, escorted a group from his congregation on a fantastic European Cruise on the Crown Odyssey. This priest escorts at least one trip each year and has been an extremely successful Pied Piper for this agent. Clergymen are some of the most effective Piped Pipers.

6. A local college faculty member in Santa Cruz, California, conducted a personal Growth Seminar on board the Westward.

7. A local image consultant, Robert Pante, in Dallas, Texas, hosted a seminar on personal growth on board the Noordam.

Of course, nationally acclaimed personalities make excellent Pied Pipers.

Here are two examples:

1. Louis Rukeyser, host of Wall Street Week, shown nationally on public TV, along with several other noted financial experts, has conducted successful financial seminars at sea on several ships, including the Royal Princess.

You may not be able to get Louis Rukeyser as your Pied Piper, but almost every city has financial experts that can be just as effective in conducting a seminar on a cruise. An agent has recently contracted with a local stock broker from Dean Whitter, to hold a financial seminar on board the Noordam. In addition, the firm is doing an incentive program (see Incentive Section) for it's sales staff.

2. Noted Author, Catherine Lanigan (Romancing the Stone, The Jewel of the Nile) was host on a fantastic Murder Mystery theme cruise on the Norway. This was done through an agency in Houston, Texas. The agent that put this together had limited experience in dealing with groups. With the support of the Cruise Line {NCL) and Host Agency, who has considerable experience in this area, a very successful cruise was produced.

Again, there are local authors, scholars, and experts on just about everything you can image in your marketing area that can become excellent Pied Pipers for groups.

Qualifying the client is a time-honored technique in travel sales.

INTERVIEWING: The Interview process helps you to uncover your client's needs, dreams, expectations, concerns, regarding a contemplated cruise vacation.

You will always interview your client before presenting any brochures or recommendations.

This Interview process involves techniques known as fact finding and/or qualifying. This is the part of the sales process where you uncover and confirm your client's needs and preferences.

WHO - WHAT - WHEN - WHERE - HOW ?

The client generally knows the answer to these questions when they speak with the travel professional to explore the possibilities of a cruise vacation.

The travel professional needs to ask those questions and discuss the answers to assist in the selection of appropriate cruise brochures.

WHEN - Knowing the date of travel can alert you to such things as climate problems, or heavy booking problems.
HOW LONG - Knowing how many days the client might be interested in directs you to the right length of cruise.
WHO - The number of people included in the vacation is important in quoting rates and checking on availability.
WHERE - This may or may not be predetermined. If the client has a preference, assist them in considering such things as:

- How much vacation time does the client have?
- Does the cruise area desired have cruises of the desired length?
- Is the climate desirable during that season?
- What activities do they prefer?
- Why do they want to visit a particular area? (as the professional, you may find they misunderstand the features or attractions of a particular area or cruise line)

By asking probing questions about the purpose of a vacation, you can quickly eliminate many cruise vacations and begin to zero in on the best set of choices for your client.

TRAVEL BUDGET

You must know the travel budget before you begin making any recommendations. You have discovered by now the vast range of cruise vacation offerings and you will become increasingly aware that there is a cruise vacation for most travel budgets. How to ask the right questions to obtain this information is covered in the sales unit.

PAST TRAVEL

By exploring past vacation travel experiences you can make more accurate, informed recommendations. When discussing past vacations you will uncover many likes and dislikes, which you can use in assisting the client in choosing a cruise vacation which maximizes the "likes" and eliminates the "dislikes'.

Publications

When it is available, a travel tabloid newspaper offers strong potential as a mailing piece. It gives the reader something to concentrate on, while getting messages across concerning your business objectives. Take into consideration the cost of distributing these materials. They should be sent to existing clients, which will generate referral and more importantly, prospects.


Timing

Always avoid sending direct mail at a time when it's likely to reach the prospect just before a holiday, or immediately prior to any other special event that is likely to distract the prospect.

The success of direct mail is based upon persuading the recipient to respond. Some of the strong reasons that create response include the following:

- The direct mail arrived when the prospect was thinking about taking the kind of cruises that the mailing piece described.

- The mailing piece described a service that your travel office offered that the prospect needed, and the prospect was advised by the mailing piece that you could provide it at no additional cost.


Summary

Direct mail must be used consistently, so that it will arrive when the reader is in a buying mood, and make continuing impressions.

Direct mail must stress benefits to other prospects.

Direct mail that includes a business reply card usually generates a response of between 2% and 3%.

Direct mail must make it easy for the reader to take advantage of your services. Tie it into other promotional programs - IT WORKS.


Dominate Your Market Area

In order to generate new business, a consistent sales effort supported by continual promotional activities and the appropriate follow-up is necessary. The guidelines provided will help you to build a successful more profitable business and prevent you from making costly mistakes.

You will find recommendations as to how to get more involved in your community, generate local traffic into your agency, and plan and carry out a monthly promotion.

Get involved in your community - It's your Market.


Objective

To find more people to whom you can sell your services by broadening your contact base and creating greater awareness of your business and its services.


Strategy

It is not enough to be a Cruise Agent in name only. Get involved in your community by serving on or chairing a committee, or by helping plan an activity. The more you participate, the better known you'll become as a dynamic, contributing professional.


Key Actions

Familiarize yourself with your local territory.

It will help you to become known in your community if you are familiar with the local territory. First, familiarize yourself with your immediate area and the surrounds. Use a city or village map with streets, avenues and commercial landmarks clearly visible for easy identification.

With a thorough orientation to your community, its physical plan, business resources, residential and commercial areas, public facilities and community service centers, you can better plan your Cruise promotional and advertising effects.

For example, direct your phone solicitation toward all the inhabitants af a new residential development, particularly if the housing is high income level. The new community members will welcome a call from their neighborhood Cruise specialist. You have a double reason for making contact: to welcome them and to introduce your Cruise business to them.

Shopping malls, condominium housing complexes or downtown commercial centers are areas of high concentrations of people. Once you have located them and are familiar with the different kinds of people you see there, you can develop the right approach in reaching the potential clients. For example, supermarkets, drug stores and malls attract families. Use flyers suggesting family getaways to capitalize on the traffic.

Or you might arrange to leave a supply of Weekend Package Brochures in condominium housing lobbies for apartment owners who have both time and money to travel.


EXAMPLE 6

Finally here is an example of Pied Pipers that can be found everywhere.

Travel agents themselves can be effective Pied Pipers, particularly in dealing with mature clients. Many clients want to travel with travel savvy people. You can be your best Pied Piper.

For example, Linda & Harmon Montegut escorted an Agency cruise to West Africa and Iberia on the Queen Elizabeth II. This is one of many such cruises that have been escorted by their staff.

It is time for the two most lucrative segments of the travel industry to get together - Incentive Travel and Cruises!

According to recent studies (namely Travel Weekly's biannual Louis Harris poll and Incentive Magazine's annual Survey of Incentive Marketing), incentive travel and cruises are perfect for one another.

The average incentive group in 1991 totaled 142 people, and the average cost per person was $1,638. The average length of an incentive trip was 6 days - 5 nights. Land-based incentive trips are all-inclusive. Incentive programs are planned a year in advance.

Most modern cruise ships can easily accommodate that size group and the average cost of a cruise is within the sixteen hundred dollar range. The average cruise is 7 days, and a big selling point to an incentive prospect is that the one-time cruise cost is all-inclusive. The cruise lines will love you when you reserve space for a group a year ahead of time.

Many factors support the contention that cruises are ideal for incentive groups.

- Incentive travel is quickly approaching the $3 Billion dollar mark in sales.

- The great majority of American corporations have yet to use a cruise in an incentive program.

- Business meetings are held by 62% of the companies that use incentive travel. Most cruise ships have meeting facilities and services and provide a captive environment in which to hold an effective meeting.

- Hawaii, Mexico and the Caribbean are the three most popular incentive travel destinations. There is no end to available cruise ships that sail to these destinations.

- The Cruise Lines will be in deep trouble if they do not find people to fill their larger ships and increased berth capacity, so you can expcct them to work closely with you, offering attractive rates, promotional materiats, etc.

There are basically, three phases to an incentive travel program. The first involves setting up the "rules" the program participants must follow to win the award. This area demands a high degree of expertise that most travel agents do not have. It is why the incentive houses control a good share of the market, because they have the marketing knowledge to understand any corporation's needs and suggest plans that will best motivate sales people to achieve higher standards of performance. Unless you are willmg to make a concerted effort and commitment, it is best to stay away from this area.

The second phase is the "campaign period," during which the program participants engage in a contest to achieve higher sales levels so they can win an award. This is promotional in nature, and involves creative ideas and material to stimulate sales people to do something they would not ordinarily do. Here, you can help by providing materials, such as posters, shell brochures, postcards, and so forth which can be obtained from the Cruise Line and the tourist boards of the ports of call.

The third phase is the "implementation phase" - the trip itself. Here, of course, you are totally involved. It should be clearly understood that an incentive trip has to be unlike any other trip you have ever arranged for a client. If it could be easily obtained, it would not motivate a sales force to do something they would not ordinarily do.

With a cruise, there is little land-based activity to be concerned about. If there is, contact an inbound operator and have him help you with that segment of the trip. Your Cruise Line will help you set up ship board activities tailored to your group, such as theme parties, dinners, entertainment, etc.

Your prime prospects for an incentive travel account are small to medium sized companies located in the market area you normally serve. You can quickly show how incentive travel works harder and produces more in order for incentive participants and their spouses to enjoy an all expense paid cruise!

Start by contacting companies in you area that use sales people, dealers or distributors to sell their products. A direct mail letter followed up by a phone call for an appointment is usually the best way to start. Once you get an appointment, you should interview your prospect to determine their incentive history. What is the size of their sales force? Where they have traveled in the past? How many and what was the per person cost? This will help you determine an approximate budget. Industries that use incentive travel to market their products are automobile dealerships, pharmaceutical companies, building supply firms, insurance companies, beauty products, etc. Any company that relies on a sales force to sell its products is a prospect for an incentive cruise. You can find such companies listed in the yellow pages or you can obtain a list of these companies through your local Chamber of Commerce or Economic Development Bureau. Most good-sized cities have a business directory that provides you with not only the names, address and phone numbers of the company, but what they produce, number of sales people and the name of the executives that head up each department. The Vice President of Marketing or the Sales Promotion Director are usually involved with the incentive programs.

Do not expect to become established in incentive travel overnight. Incentive travel programs are planned at least a year ahead of time. However, if you make the effort now, you can look forward to not one, but several incentive movements next year and a big increase in profits for your agency.

Fact Sheet for Incentive Program

l. Who is the main decision maker?

You will be wasting your time unless you are stating your case to the person or persons who will be the ultimate decision
maker(s).

2. What is the nature of the company that you are dealing with?

Is it a manufacturing company?. . distribution company? ... sales organization?. . or a combination of all of these?

3. What is the purpose of the incentive program?

Is it to increase production? ... to maintain quality services? ... to increase sales?

4. How many participants will be involved?

- Will the incentive program be designed to include the majority of participants?
- Will spouses be involved?
- Will there be guests or special VIP's in addition to the winners?
- Can the participants "buy" into the program if they do not reach the required goal?

5. What kind of incentive program, if any, has the organizatian offered in the past?

- What were the destinations?
- What was the length of time?
- How many participants?
- What was the cost per person?
- Was it successful?

6. What time of year would they want to take the trip?

Would it interfere with any holidays or events?

7. What type of budget would be involved?

What percent of increase would be spent on incentive?

8. What would be the period for qualifying?

Six months, one year, a month?

9. Would the group be a potential full ship charter?

Make sure that they are aware that it would have to be secured with an irrevocable letter of credit from their bank. Do not get involved in putting up your money for any group sailing.

l0. What would be required of the agent?

- All management of the trip?
- Promotion for the group?
- Only to supply the cruise?

1l. Will there be specific requirements?
- Special meeting rooms?
- Special amenities?
- Special events?

12. Are there any other bidders involved?

Don't Oversell Your Ability to Deliver Full Services

Know Your Customer (or Prospect): Take the time to gain a thorough knowledge of your prospect's business, objectives and needs.
Cost to Make a Profit: You may receive the business on price and go out of business for the same reason.
Sell Your Discernible Difference: Know who you are competing against and develop your program based on discernible differences in service, unique features and enhancements, and overall product quality.
Pay Attention to Detail: An incentive travel program may be the most important marketing strategy/activity in a year for a corporation and a mistake in the smallest detail or lack of follow-up can have a ripple effect through the corporation and sales network.
Reduce Risk in the Mind of the Buyer: All business decisions involve risk evaluation and in many cases risks are based on misconceptions or a lack of knowledge. Reducing or eliminating risk is critical to an individual making a buying decision.

Here are some hints to keep in mind when attacking this obstacle:

- Address a customer's concern, don't ignore them.
- Identify and solve problems.
- Overcome misconceptions and provide qualitative and quantitative information.
- Separate a customer's perceptions from their preferences.
- Address your customer's needs, not your own.
- Speak directly to a decision-maker's fears.
- Listen to your clients.


Top Travel Incentive Users

*Insurance
*Electronics
*Auto Parts
*Auto and Trucks
*Farm Equipment
*Heating and Air Conditioning
*Office Equipment
*Electrical Appliances
*Building Materials
*Toiletries

Surprising List to most of us ............. That’s why Knowledge is "VALUE" ..........


Negotiable Cruise Items

*Inspection Cruise
*Upgrades and Tour Conductor Tickets
*Cocktail Parties
*In-Room Amenities
*Meeting Breaks/Refreshments
*Shore Excursions
*Dinner Wines/Soft Drinks
*Transfers (Cruise-Only)
*Shells
*Promotional Items

* Cover letter with reason for ship choice

* Background information on ship/Cruise Line


Details on:

* Accommodations
* Facilities
* Entertainment
* Food and service
* Special features of ship
* Day-by-day itinerary/program
* Price/what is included
* Details on your services
* Information about your company/accomplishments


Incentives-Added Value

General:

- Fly your own standard on ship/tender $
- Welcome banner over ship's railing $
- Your company theme song on arrival and during the cruise $
- Hospitality/Welcome/Info Desk $
- Separate check-in at embarkation $
- Special terminal decoration $
- Farewell marching band on dockside $
- Limousine service in embarkation port $
- Fly overs $
- Fireworks shore side display $
- Fireboat send off $
- Escort to staterooms $
- Personalized printed invitations, programs (facilities on board) $
- Showing of reproduced industrial films $

Cabin Amenities:

- Bathroom packages $
- Champagne/Wine {with your label) $
- Fruit $
- Cheese tray $
- Chocolate $
- Cold Hors d'oeuvres (with your logo) $
- Sandwiches (with your logo) $
- Petite Fours (with your logo) $
- Bar set up $
- Bath/beach robes $
- Slippers $
- Beach towels $
- Personalized book- matches $
- Personalized stationary and folder $
- Flowers $
- Flower arrangements $
- Corsages for the ladies $
- Personalized travel bag $
- Name plate on door $
- Name badges $

T. V.:

- Your own T.V. channel (semi private)
- Special written messages on the screen via character generator
- Coverage of parties, functions, etc., to give as souvenir video tape
- Personal interview with executives on board
- Personal message from the chairman
- Day-by-day video recording for your channel

Entertainment:

- Specialized bands (Jazz, Rock & Roll, Polka, Country) $
- Choose your own celebrity $
- Enrichment program (Astronauts, ex-presidents, etc.) $
- Variety artists $
- Beauty contest $
- Bingo $
- Horse races $
- Game shows $
- Awards presentations $

Sports:

- Volleyball team games
- Olympics
- Various events and championships

Cocktail Parties:

- Carvery Party $
- Champagne reception $
- Theme parties (Christmas, Western, General, Masquerade, Mexican, Caribbean Pirate, Klondike) $
- Dutch Goodies Market $
- Oktoberfest on deck $
- Italian Wine/Pizza Party $
- Gone with the Wind Theme $
- Bon Voyage party with sushi bar $
- An ice carving at your party $

Wines:

- Your own wine list
- Preselected wines for each meal $

Dining:

** Dining Room
- No preassigned seats (open sitting for your guests)
- Hosted tables
- Preassigned seating
- Your logo on the dinner menu
- Your own menu selection
- Gala show buffet (late evenings) $
** Lido Restaurant
Western barbecue (evening) $

On Board Billing:

- Separate Master Accounts/Regular Accounts
- Deposits on individual accounts
- Separate billing for charges from various outlets
- Day-by-day monitoring of account
- Personalized ID cards $

Shore side Events:

- Special tours and beach parties $
- Sporting events such as yacht races, Shore side Olympics, golf tournaments $


EXAMPLE 10

This is an example of an incentive program for a local business.

In this case the local district office of the Xerox Corporation conducted an incentive program for it's service representatives.

The agent that assisted in designing the program has conducted several other incentive programs for this company as well as many other local companies.

This particular client, was obtained through participation in a Business Trade Show sponsored by the local Chamber of Commerce.

During the course of the show, the agent passed out her business card to other participating exhibitors explaining that she specialized in group and incentive cruise programs. In addition to the Xerox account, several incentive accounts have been established as a result of this show, which is conducted annually.

Annual attendance at this show now exceeds 30,000.

No other travel agencies participated in the show.


EXAMPLE 11

This is an example of a "Buy-In" Incentive Program.

The program was designed for a local regional insurance company in New Orleans to help increase Auto Insurance sales through it's agency network.

The object was to award as many agencies as possible in the program.

If an insurance agency participating in the program did not reach the $75,000 increase that was required to win a free cruise, they were allowed to "Buy-In" to the cruise at a substantially reduced rate based on their increase in premium volume,

The results:

..... 23 agencies qualified for a free cruise.
..... 41 agencies executed the "Buy-In'" provision.

*** This was 41 cabins that would not have been sold if every agency participating in the program had to meet the $75,000 requirement in order to qualify for the cruise.

- The greatest quarterbacks comptete only six out of ten passes.
- The best basketball players only make about half of their shots.
- Major league baseball players get to first base only 40% of the time, including walks.
- Top oil companies with their expert geologists find oil in only one well in ten.
- Winners in the stock market make money on only two out of five investments.

It's not enough to plan; it's necessary to persevere. Trying once will not do; you've got to try and try again. Success depends on staying power. The lack of perseverance is the reason most people fail in attaining their goals. Persistence is the "Gold mine" of success.

No one is automatically entitled to success. There are plenty of opportunities in the cruise business. Whether an individual finds it depends entirely on his or her attitude toward their work, self esteem, positive self-motivation, effective goal setting, and most of all-perseverance.

>Be relentless!
>Be persistent in visualizing your ultimate goals and dreams of achievement.
>Happiness is a "learned" habit.
>Go the extra mile.
>Do more than the average cruise agent.
>Work that extra day a week.
>Ask every prospect for referrals; make appointments on more and more of your leads.
>Keep trying new techniques.
>Use feedback from other agents and your friends & family.

The most successful people in this business are the ones who strive to become better and better at what they do.

>>>>>> "As long as you're green, you're growing".

>>>>>> "As soon as you're ripe, you begin to rot".


Goal Setting

The way to achieve success is to set goals and do better than those objectives. Set goals concerning the number of cold calls, telephone calls, etc. Measure your actual activity versus the goals you set.

When you set your goals, set them so that they have to be reached on a short time. Don't over or under sell.


Over selling will cause you to lose clients, particularly repeat and referral prospects.

^ Over selling includes the recommending of travel that does not meet the expectations of the customers.
^ Over selling is expensive travel arrangements that have been packaged on individual basis which include unnecessary and costly items.
^ Over selling is an agent who practices the 'hard sale" or promises luxury at economy rates.

Under selling can also cause you to lose clients.

< Under selling is not sufficiently explaining to your clients and prospects what you do.
< Under sell, and a client will go on a trip and think that it was very easy to arrange, and believe he or she no longer needs you for your guidance and consultant services.
< Under selling is letting a commercial customer think that he can get the same thing at an airline ticket office.
< Under selling is not making sure that your client is aware of the fact that it costs no more to go through a travel agency.
< Under selling is not making prospects clearly aware of all of the abilities of your agency, the service skills and the special products and other services you can offer.


Sales & Marketing

The elements of a successful cruise marketing approach can be described by using the acronym:

S.M.A.R.T.:

S stands for selectmg Specific programs, like hosting a cruise night, that will work best in the agency's market.

M is for Measurable. The quantity and quality of business that the program has the potential to produce should be measurable.

A is for Attainable. Goals set should be realistic and reachable.

R stands for Result oriented. The marketing plan must be bottom-line driven.

T is for the Time necessary to implement the program to it's fullest.

These are strategies that can be used to negotiate with any cruise line once an agency has identified its market.

Agency owners should also be prepared to answer the question why. Know why specific lines are geared toward your market and how and why you are choosing to work with that line.

Make a list of what you expect from the line and what the line should expect from you in return before calling.

Once a preferred supplier relationship has been established, agencies can expect cooperative advertising dollars, guaranteed group rates, discounted rates on particular sailings, upgrades for clients, a separate booking desk for agencies that have preferred supplier relationships with the line (if available) and most importantly, an override commission program. In return, most cruise lines expect volume bookings from the agency.

In summary the supplier/agency relationship must be focused and committed. Your host agency should focus on specific lines and make a commitment to them.


How Agents Can Successfully Negotiate With Cruise Lines

In the competitive cruise environment of the 21st Century travel agency owners need to develop preferred supplier agreements with cruise lines that fit their market needs. By doing this, agencies can access marketing support from the lines and increase the agency's profits through override commissions. The main contact travel agency owners have with a cruise line is through their host travel agency.

However, before approaching the host travel agency for marketing support, an agency should develop a marketing plan. If an agency needs help with this, the host travel agency is the best source of advice about how to create or modify marketing plans. A marketing plan is critical. Both short-term and long-term goals should be outlined clearly.

Short-term goals may include hosting a cruise night or sending out a mailing, but the plan should also include a long-term strategy, which can include an advertising schedule that will increase the agency's cruise sales for the cruise line.

Both the cruise line and the agency must make a commitment to each other and set goals that are attainable. The goals must be translated into numbers of bookings expected and then amount of revenue projected. Also, a mechanism should be in place that tracks and measures the results of each marketing effort. Agency owners must examine the cost of the planned promotion versus the incremental revenue it is expected to generate. This preferred supplier arrangement has been implemented for you by Atlas Tour and Travel. A small or independent agency cannot hope to achieve the level of sales a cruise line requires to offer "extras" in both monetary and incentive programs. That individual agency will have to concentrate on only one or two lines and give them virtually all their business.

Atlas Tour and Travel with its every growing network of agents throughout the country and its potential "buying" power has programs in place with every major cruise line. The overrides and benefits are already in place for you to use whenever your client asks for that particular cruise. Of course, if you are asked for a recommendation, those cruise lines that offer the greatest reward to you, the agent, should be sold. Why sell a cruise for 10% commission, when you can sell one for 15% or Greater ?

As time goes on, with the help of all the agents affiliated with Atlas Tour and Travel, these overrides and benefits will increase to the advantage of all.

Certain words are designed to give added impact to your cruise presentation. These words are known as Key Words or Phrases.

Some examples:

To draw attention to key words, emphasize them when speaking by changing your tone of voice. Another means of emphasizing key words is by pointing to them while presenting the brochure. Use your pen and point from above the word you are stressing. Never point with your finger.

Cruise lines publish extensive and comprehensive brochures in booklet form. These slick publications are effectively designed to market, promote, advertise and sell cruises.

The brochures are used by cruise clients as well as cruise sales people. As a travel professional you will want to become adept at locating and interpreting cruise brochure information.

An overview of the general makeup of cruise brochures is shown below.

COVER/TITLE: The cover will generally show the CRUISE AREA(S) featured and the Cruise Line.

CONTEN'I'S: Brochure contents generally include the following in pictures and words:
* Destination Information
* Accommodations diagrams and pictures
* Activities
* Deck plans
* Ship facilities
* Cruise Itineraries
* Rates
* Special programs
* Optional land and/or air packages
* Terms and conditions of booking
..........Reservations
..........Cancellations arid Refunds
* Terms and conditions of passage
..........Travel documents
..........Itinerary changes
..........Cabin occupancy
..........Dining Room reservations
* General Information
..........Clothing suggestions
..........Climate
..........Gratuities


Brochure Utilization

One of the biggest mistakes by travel agencies is to display a wide variety of brochures and travel material without any specific intention in mind, other than decoration. Take advantage of displaying "hot spot" materials to spark travel ideas in your client's mind, such as brochures featuring high demand destinations: The Caribbean, Hawaii, the Mexican Riviera, Alaska and the Orient for example:
* Make absolutely sure that the brochures being utilized are current.
* Never put a brochure in a client's hand without first reading it and being familiar with it.
* Sell what people ask for. Cruise prospects study advertisements, folders and otherwise determine that they want a special product and ask you to give it to them. Don`t throw them off track by suggesting what they're not interested In.

After being frank and open with the client you must leave the decision to him or her. There are times when you find it necessary not to give a client what he or she asks for...but only if you are absolutely certain that the supplier or product selected by the customer is not reputable or will not meet the customer's expectations.

Features or benefits? In sales, the features are the facts and the benefits are the facts personalized to benefit a particular client.


FEATURE/BENEFIT INCLUSIONS/PREPAYMENTS
The major expenses - transportation, accommodations, meals, snacks, activities and entertainment are prepaid as features included in the price of the cruise. This makes planning and estimating expenses much easier and more accurate.

VALUE
Comparisons of land packages with cruise packages always demonstrate the advantages of the cruise vacation. This assumes of course, that you compare like "classes" of service and luxury.

TIPPING
No constant tipping. Gratuities can even be preplanned, as cruise lines publish recommended amounts.

RELAXATION
The cruise ship has been likened to a floating resort, with all the features a fine resort has to offer. Cruising offers a hassle-free vacation, whether the client prefers many or few activities. There is no need to look for a good restaurant every evening, as the dinning room offers sumptuous meals as part of the cruise. Nightly entertainment is readily available and you only unpack and pack once.

SERVICE
Regardless of the client's budget, cruise lines strive to pamper the passenger with personal service and fine food

WEATHER
Most cruises are operated in areas and seasons that provide warm sun, ocean breezes and clean air.

RECOMMENDING AND CLOSING
Once you have established a rapport with a client, interviewed and thus qualified the client to determine their wants and needs, the next phase of the sales process involves recommending the right cruise to the right client.


CLIA makes the following suggestions in making effective presentations.

SELL TO NEEDS: Stress features and benefits keyed to their particular wants and needs
SELL THE TRIP: Go from the general to the specific. Sell the idea of the cruise. Sell the cruise experience, then...
SELL THE SHIP: Narrow in on the cruise line, ship, and itinerary. The use of the "grids" for Honeymooners, etc., can be most helpful in this phase.

SELL BY - Start mid-range if you have been unable at this point to determine your
CATEGORY - client's price range.
QUOTE - This brings the cost in focus and minimizes the impact of the total
PER DIEM - cost of a cruise.
USE - Provide each client (each member of the party) with their own brochure.


B R O C H U R E S B R O C H U R E S

Go to the deck plans and discuss price and value, then use the rest of the brochure to build excitement and and enthusiasm. Concentrate on the features in the brochure that relate directly to the motivations, needs, and interests of your particular client.

CLOSING THE SALE

Volumes have been written on closing sales, more will follow later. Remember you must close the sale and get your clients payment before you make your commission. Don't be afraid to ask for the reservation.

OBJECTIVE
In holding an open house you will generate new interest in your business and introduce yourself and selected travel suppliers to both old and now clients. You'll be able to display your business effciently, introduce yourself and your facilities and accumulate client information upon which to build a mailing list. With potential clients there to see you, the open house provides a captive audience. It's an ideal environment for in-person selling.


Steps to a Successful Cruise Night.

l. Appoint Your Cruise Night Coordinator
*This one person will work closely with you to manage all the details.

2. Select Your Date
* Allow 3-4 months lead time.
* A Tuesday, Wednesday or Thursday will be best for attendance.
* Avoid conflicting with holidays, sports events and major civic functions.

3. Plan Your Guest List
* The number of guests will affect all other plans.
...* Decide whether you want a large or intimate group.
...* Develop your mailing list. Best candidates are:
...... -experienced cruise clients
...... -clients who have never cruised
...... -commercial account clients
...... -sales Incentive organizations
...* Be sure to include editors and travel writers from local media, as well as local representatives of Government Tourist Boards for countries you're featuring.

4. Select end Reserve Your Site
* Base your room size on 60% attendance from your guest list.
* For medium to large-size groups, consider school auditoriums, local hotels, lodges. churches or community halls.
* For 25 or less, your own office may work.
* Allow booth/table space for the cruise line(s) you're featuring.
* Make sure it's conveniently located with ample parking.
* Check availability (and rental fees) of A/V equipment.

5 . Arrange For Catering
* For daytime parties, we suggest pastries, or fruit and choose, with non-alcoholic beverages.
* For an evening event, keep it simple with basic hors d'oeuvres and punch (or wine),
...* Local beverage distributors may offer reduced rates for recognition at the show.
...* Open bars are very inviting - but very costly.

6. Establish Your Theme
* For a specific destination, just decorate accordingly.
* When in doubt, a cruise ship theme will always work.
* Add interest, perhaps, with a cruisewear fashion show coordinated by a local store.
* See Winning Promotional ideas for help in this area.

7. Develop and 'I'ime Your Program
* Avoid featuring competing lines or itineraries.
* Plan your open and close.
* How will music, if any. be provided?
* Use CLIA’s motivational, entertaining film Cruising: The Best Vacation, to add excitement (and soft sell) to your program. Also, consider including films from member cruise lines: a variety are available. (NOTE: In a 2-hour program, film time should not exceed 30-40 minutes.) Be sure to order the films you want 4-6 weeks in advance.
* Distribute CLIA's brochure: Cruising: Answers to l0 of Your Questions, plus brochures from cruise lines that you are featuring. Be sure to order 4-6 weeks in advance-and stamp your agency name and address on each.
* Be sure to Invite the local sales representatives of the line(s) you're featuring. A good rules of thumb is, 2-3 for small parties, no more than 6 for a big turn-out.
...* Give proper credit to sponsors and contributors.
...* Plan the announcement and awarding of any door prizes.
* If there's to be a fashion show, or other event, who will present/announce it?

8. Mail Your Invitations
* They should be sent 3-4 weeks in advance.
* Plan attendance at 1/3 to 1/2 of those invited.
...* Be sure to include the date and time and RSVP information (or 'Admittance by Invitation only').
...* Hand-address and mail first-class.
...* Do a phone follow-up to all invitees a week in advance to maximize attendance.
...* Keep a master list of all invitees and attendees for a post-party follow-up.

9. Publicize Your Event
* Contact your local newspaper, radio and TV media well in advance.
* Press releases should stress 'by Invitation only' to control attendance and encourage potential clients to request invitations.
* If feasible, consider local paper and radio ads.

10. Prepare Your Helpers
* Make sure everyone knows the date, theme and individual responsibilities.
...* Prepare an outline, and brief them on the entire program.
...* Make preparations for appropriate costumes, name tags and decorations.

l l. Check Your Equipment
* Personally inspect the facility at least a week in advance.
* Check the working order of all A/V equipment.
* If guests are to have name tags, you should have them now.

12. Last Minute Double-Check
* The coordinator should recheck steps 2-11.
* Recheck your A/ V equipment: have extra projector bulbs and any necessary extension cords.
* All Helpers should be on-hand 30 minutes early to greet early arrivals.
* Don't wait for late arrivals - start the show at the time stated.

13. Follow-up
* Send a letter or postcard of thanks to all attendees.
* Send additional information to those who requested it.
* Phone those people who were interested but didn't book cruises.

DECLARATION: The information contained on this or any other page of the web site, , is based on research of other sources, personal opinion and feedback from travelers. Although every effort has been made to be as error-free as possible, the information is not to be considered as being 100% accurate since facts can change and there must be an allowance for human error.