The How To Book of ....
Cruises

Winning Promotional Ideas
Cruise Sales Aids
Initial Creation of Cruise Interest
Be In Control
An Agent's Holiday Group Cruise Wish List
Working with Your Host Agency
14 Tips for Selling First Time Cruisers
Ultra Luxury Cruise Market
Cruise Lines and Agents - A Winning Combination
How to Protect Your Cruise Clients
What to Wear on a Cruise
Cruising With A Silver Spoon

*** Go To Part 4 ***

1. Make cruising everyone's business in your community with an advertising, and promotional tie in.
* Banners, posters and and displays, invite prospects to visit your agency.
* Promotions such as essay contests and host your own "cruise night".
* Newspaper ad campaign to match.

2. The Mayor
If in a smaller community, have the mayor be a spokesperson for you.
* Have mayor be your spokesperson.
* Hand out promotions.
* Sweepstakes entry at mall.

3. Choose a hero.
* Choose a hero in your community.

4. Official Cruise Center.
* Agency becomes the "cruise center" complete with official Chamber of Commerce ribbon cutting ceremony and promotional dominance on main street.
* Create posters and banners displayed in downtown storefronts.
* Local radio, newspaper ads and have a cruise party to end the promotion and signup clients.

5. The ultimate cruise party.
* Create ultimate cruise party to thank prior cruisers and to raise awareness among new prospects. Feature giveaways contests and videos.

6. The S.S. Bonavista
* Turn your agency into the S.S. Bonavista and have a cruise night that exposes the prospects to all the excitement af the cruise experience.
* Create all day departments of the cruise ship.
* Dress up like officers and crew for each department.
* Have cruise director give a tour via a video.

7. Agency becomes a cruise ship.
* Decorate agency to appear like an actual cruise ship. It creates excitement to help you sell.

8. Co-op cruising.
* Tie in your promotion with local downtown business association effects. Co-op radio and newspaper ads.

9.Window cruising.
* If you have a storefront location, lure people into your agency with window displays about cruising. Sunny beaches, fine dining, exciting entertainment.

l0. Creative cruise.
* Promote cruising with a photo/essay contest in which the entrant explains why cruising is one of the best vacation values. Give a grand prize away.

1l. The most for your money.
* Limited budget? Produce a commercial using top line throughout. Use post cards from cruise lines for direct mail.

12. Cruise lovers.
* Tied in with Valentine's month contest. Send in poem describing your wish to take a cruise.

13. Grand Opening.
* Tie in your new cruises only division. "Choose to Cruise" theme in all advertisng.

14. Cruise Expo.
* Hold a cruise expo at a local banquet facility. Provide food, entertainment and answers to cruising questions.

15. Don't miss the boat.
* Sponsor a radio talk show so callers can ask questions about cruising. Cruising fashion show, etc.

16. Cruise campaign.
* Develop a newspaper ad campaign on reasons to "Choose to Cruise" that teases and hooks the reader into waiting for the next ad.

17. Cruise night open house.
* Send a personal invitation to clients. Design each section of hall/agency to represent a different aspect of cruising.

18. Cruise greetings.
* Send prospects a personalized card announcing, "Let us help plan the cruise of your dreams", gets them in the mood and into your agency.


The Sales Process

We have divided the sales process into three sequential phases to facilitate discussion and comprehension. These labels are just labels. You will encounter other labels for the same concepts in other sales programs.

...The Approach
...The Data Exchange
...The Glose

The Approach
The approach is a short phase, the most important and includes four vital components:
...Greeting;
...Listening
...Adapting
...Relating

The Data Exchange
This generally takes the most time. This phase includes five critical components:
...Interviewing
...Positioning
...Agreeing
...Researching
...Suggesting/Recommendations

The Close
When you have properly applied the principles outlined in THE APPROACH and THE DATA EXCHANGE phases, closing the sale can be one of the easiest parts of the process. Closing the sale does not have to be a high-pressure, unpleasant situation. It can be fun. The components of the sales call are:
...Recommendmg
...Offering to Book
...Recapping
...Overcoming Objections
...Determining Payment
...Recognizing Buying Signals
...Offering Extras/Selling Up
...Dealing with Concerns

Overcome Price Objections By Following these Techniques:

Quality
...Determine at the beginning of the selling process approximately how much the prospect has budgeted.
...Don't be reluctant to discuss money. Price is a fundamental consideration in any purchase and you are the expert who knows how to offer a client the best value in travel products and services. ...Your customers need only the reassurance that they are getting the most for their money.

Reinforce
...Demonstrate the benefits of one cruise over another. Assure the customer that the cruise is a good value.

Dealing with Clients
...Selling a cruise is a fulfillment of a client's dream, Know your prospect well.
...Get the client Involved.
...Ego, greed, fear, pride, family concerns and other personal feelings all play major roles in determining where a client may want to go, how long and how he or she can be sold.
...Find out who will be making the decisions regarding a trip.
...An understanding of the client is necessary.
...A short, exact presentation is the best.
...Don't sell cheap. Sell what the customer appears to need or want, plus a little bit.
...Don't talk too much or down to a client.
...Never discuss your personal travel experiences on a lengthy basis. Act professional.
...Ask for the sale.
...Don't be hesitant or afraid to ask the client for his money, suggesting that a credit card may be used.
...During the sales presentation and after the sale is made make it plainly understood that you, as a Consultant will personally follow through with all of the business aspects of the cruise.
...After the sale, ask the client for some referrals.
...Make a profit. Never sell your cruise at or under cost.
...When talking to clients, remember that time is money.
...Don't be afraid to charge service fees for special services.
...Price should not be the focal point of the sales effort.
...Let the client know how valuable your services are.

General Objections
...Indecisiveness: as to time and dates. The real reason for your customer's hesitation may be the basic concern for price.
...Determine if they can afford the time and money by asking:
>>>>>"Can you get away for l0 days late July, from July 10 until say, the 20th?”
...Regarding the sensitive issue of money, ask;
>>>>>"Would you prefer a smaller, less expensive hotel?"
...You must have a clear reading of your customer's budget allocation before proceeding. ...Overcome generalized objections by establishing dates although your client may be vague and noncommittal.
>>>>> Example: "I'd like to make tentative reservations but I need to know when you're interested in traveling before making reservations".
...Book space while your customer waits (if time allows and client does not object). It's advisable to make reservation so that you won't be disappointed at a later time should the cruise already be sold out.

The following approach will help you to overcome any objection, as well as provide service and bring you to the point of closing the sale:

>>>>>"So very often this cruise is fully reserved well in advance of departure. I'll check the availability for you so that we can plan more definitely. When would you like to go?"

Punctuate your statement by saying:

>>>>>"I'll need a deposit in order to hold the space, once we make a definite reservation."

The Close
Once you have agreed upon the client's needs, completed your research, determined the two best options to meet the needs and have formulated the features of those options into benefit statements. Offering those options with benefits statements moves you into THE CLOSE phase of the sales process which includes:
...Recommending.
...Recognizing buying signals.
...Offer to Book.
...Assumptive Close / Choice Close.
...Offer Extras / selling up
...Recap
...Dealing with Concerns
...Overcoming Objections
...Payment

Recommending
Recommending the best options to the client is a natural way to begin to close the sale. You explain the features of the options:
>>>>>"Based on what you have told me, I would like to recommend... (state features and options)
Then you give the benefits of this option:
>>>>>”... this will allow you to ... and then you will see..."

Buying Signals
Just as you looked for agreement between you and the client regarding his/her cruise needs, at this point in the process you will want to listen for the client's agreement with the options you have offered with the suggestions/recommendations you have made.

Agreement with your recommondation is a definite buying signal:
>>>>>"Yes, I think the Caribbean cruise would work."

When the client asks for additional information about a particular feature/benefit, consider that another buying signal. Any mention of form of payment indicates the trip is mentally sold:
>>>>>"Does the cruise line accept credit cards?"
>>>>>"How soon do I have to make a deposit."

Offer to Book
By offering to book you are meeting the needs of the client and your needs. Pay attention to the timing. The offer to book can come a number of times in one telephone conversation. Once the right options(s) have been found and suggested, offer to book it and - BOOK IT !.

Then cycle back through the sales process and deterrnine the needs for the return, do the research, make the recommendation, offer to book and BOOK. Cycle back again and look for additional needs to satisfy, such as car rental, hotel accommodations, transfers, etc.

Timing
* Watch for buying signals and offer to book:
* When the client has enough information to make a decision to buy (what is available, how much it will cost) and/or when you hear buying signals.
* When you have summarized the benefits and/or when you hear buying signals.
* Two tried and true closing techniques are the assumptive close and the choice close.
* They are simple and effective

Assumptive Close

* Assume that the sale is made and proceed. This is a simple natural result of the work you have done up to this point. Once you and the client have agreed upon the right cruise it is natural to assume the sale.

lt is often most appropriate to assume that once you have:
...Established a rapport with the client
...Completed the interview, the fact-finding
...Completed your research
...Chosen the options
...Presented those options to the client becoming benefits
...Received any buying signals
... THEN . . . the client is ready to make the reservation.

Offer to Book
>>>>>"I can confirm that reservation for you now. Wil1 you be needing anything else?"
>>>>>"I have confirmed the cruise beginning on the 15th with your return on the 22th. I will have your voucher in the mail by Thursday. How will you be paying for the cruise, check or credit card?"

Choice Close

The choice close is most effective because it involves the client in the process. Many types of people prefer being provided a choice. As has been mentioned before, when offering a choice, the best method is to provide no more than two options. This is especially true of telephone sales. Once you begin to explore person to person sales, you will discover some variations on the choice close.

You might use the choice close technique when:
...The available service does not exactly meet the client's needs. The client is unsure of his/her preferred departure time or there is more than one cruise that meets his/her needs.

Offer to Book
>>>>>"Ms. Jensen, we are in luck. Carnival and Princess both have an open birth available for you and your husband. Which shall I book for you?"

Offer Extras
Depending on the traveler, purpose of the trip and the destination, consider offering such items as cruise cancellation insurance, baggage insurance, transfers, etc.

Recap
Recap the details of the reservation. Accuracy is the hallmark of a professional. Much better to discover an error at this point than when the client is 2,000 miles from home. Be sure the client understands all the cruise restrictions and change or cancellation penalties.

Close the Call
Close the call as professionally and courteously as you began. The end of the call can destroy the professionalism if "bye-bye" or something similar is the end of the conversation.
>>>>>“Thank you for booking your cruise with us, Ms. Jensen. Good-bye."

Client Management
If you can identify the client's character, interests and desires you can more effciently sell them the right cruise, at the best price and the shortest period of time.

Client Analysis
* Obtain the complete name of the client and any other people traveling. To get the best results, you should attempt to find out what the client wants and is interested in.
* Ask enough questions and assess the answer.
* Where possible, review past travel records or otherwise find out as much as you can about the client.
* More specific, individual characteristics of the client should be noted.
* When you do not know the client, it is important to quickly evaluate the type and price of cruise that should be offered. It is much easier to reduce the value of the cruise than to increase it. * Make certain you can identify what the client is looking for.
* Instead of simply accepting the cruise suggested by the client, it has been found that a positive selling program which presents attractive alternatives are readily accepted.

Client Affluence
The amount of money a client can afford to spend has a direct relationship to the gross sales and gross income generated by you. Keep the following points in mind when assessing the cruise options for your client:

A rich traveler is not interested in saving a few dollars and will probably be offended if offered a cheap or budget-oriented cruise. When in doubt, ask the client the specific question about how much money he or she wants to spend.
Remember - the client wants to be sold the cruise that meets his or her normal standards.

Communication with the Client
Communication with the client is important in assuming that the customer receives the best cruise opportunities, while giving your agency the maximized profit. Make sure that you are fully aware of potential changes in itineraries.

When communicating avoid generalities and trade terms. Use plan English so there is absolutely no confusion. It is extremely important that you know your client's needs. Understanding the client will also create a personalized relationship that can be used to generate more business.

Use the client card and other information to make sure that you show the customer how important he or she really is to you. Show concern for you customer's needs by discussing his or her individual requirements.
............The key words are: FOLLOW UP !!!!
For each of the inquiries which you receive, it is important that you respond within at least five days and then follow up in two or three weeks in the following ways;
...Write a thank you letter or postcard to develop the relationship with your contacts.
...Send the requested literature

Mailing List
All business cards which you collect, client profiles or index cards and flyer clippings which you have accumulated can be alphabetically or geographically filed to help you to develop a mailing list.

Keep records of name, address and phone of all your old and new contacts. After you are fully acquainted with your local territory, examine where your business is coming from. As you develop phone logs or mailing lists you will see who is buying what and when. Your market may consist of bankers, lawyers, doctors, dentists, teachers, senior citizens, union members and church-goers. Target your market and keep going back for the sale.

Your monthly, weekly and daily routine will be busy. Your personal efforts, your high volume of activity and your perseverance will result in greater profitability.

FOLLOW-UP
It is a proven fact that a satisfied customer is the best source of new business even when problems may have occurred during the trip. Whether it's the consultants fault or not, the consultant will be found partiaily to blame. The immediate follow-up after completion of travel by a client will not only offset this potential risk when a trip is problem-free, it will indicate to the client that you care, and are interested about whether the trip worked well. When making the call you can find out about potential repeat business and ask for referrals.

Follow-up is one of the most important parts of selling travel. If you don't do it, you lose sales, lose gross income/commissions and lose profit.

Four Easy Follow-Up Methods
The simplest form of follow-up is the telephone call. When making a call, ask if the cruise was okay and thank the customer for traveling through your agency. Ask for referrals.

A very appreciated type of follow-up over a long period to clients or prospects can be done by sending out Christmas, anniversary and birthday cards. Taking into consideration the cost of doing this, it should only be done with important repeat customers, to highly qualified prospects and where pending or future business has been assured. To implement such a plan, you must acquire birthday and anniversary dates.

A letter can be sent as a follow-up but may not be as effective as something more simple and less formal. Whatever form you use, keep it simple and fun. A follow-up will create business.

When writing a client as a follow-up procedure, make certain you ask that they contact you if there was any problem. Maybe of greater importance, since it plays upon the ego of the client, ask them to call you and advise you about the facilities and services they received so that you can provide a better service to other clients in the future.

In many cases your follow-ups may not generate immediate response. Don't feel too bad because the simple fact that you did follow-up has made an impression on your clients. Impressions are important. Keep making them and you'll keep getting repeat business. Sooner or later that client will remember your efforts and give you repeat or maybe even referral business without being requested. Assuming the continued sales efforts are made, the first follow-up will be one of several and the customer should eventually respond favorably.

Follow-up programs keep reminding the client of the possibility and potential of travel through you again. Use the material set forth in this section to continue contacting the client. He or she needs to be reminded about the cruise opportunities you are offering and the high level of service that you will be able to provide.

Follow-up should always be carried out quickly, as soon as possible after the trip. Don't give the client the time to lose interest.

Summary

There are three key requirements to getting new, repeat and referral business:

Sales aids vary. These materials and support items can be acquired at relatively low cost and have been shown to be effective sales generators.

Brochures and handouts can aid the Cruise Agent in their selling efforts. The law of averages is on your side. It you distribute effectively, or mail suffcient advertising material you will obtain travel sales.

The buying public is always looking for the most effective professional and effcient organization to handle their travel needs. The use and distribution of materials can assist your agency in getting your message circulated to the maximum number of prospects.

Flyers
Flyers should be created featuring the travel products which specifically relate to your Cruise Agency's services.

Doorknob Hangers
The use of the doorknob hangers is somewhat similar to that of flyers, except that the distribution piece is designed so that it can be specifically attached to doorknobs. Doorknob hangers can be distributed anywhere. You can hire someone at a relatively low cost to hang the material for you if you do not have time.

Stuffers
Stuffers are advertisements placed in packages and they can be very inexpensive means of advertising. Be creative about finding people who will help distribute stuffers. Grocery bags and other types of packages and delivery systems can be used to stuff your message.

When materials are distributed, use of a return card can help create response. Business reply cards can also be designed for your promotional materials. To obtain a business reply permit contact your local post office. A business reply permit allows a client to send letters and post cards back to you at your expense.

Tour Folders and Brochures
Some of the things to consider when preparing a tour folder, flyer or brochure are:
- Use cover or heading as means of attracting interest.
- Plan the material.
- Copy should be designed to apply to prospect's potential questions.
- Give location, description of destination and its surroundings.
- Material should sell specific cruises. Specific offers sell better than general information.

Distribution Methods
* Materials are only as effective as the effectiveness of their distribution. They should only be utilized in a planned, systematized manner, such as putting them underneath windshield wipers or inside screen doors.
* Sell the owners, managers or appropriate representatives at central places on the idea that they should let you leave materials where prospects will see them.
* Personal Distribution
* Select the right place for the right item.

One effective person should be able to distribute about 1,000 flyers per hour. About 60 to 90 doorknob hangers can be distributed per hour by one effective person.

When using professional "walking-men" be sure that the organization you're dealing with is a professional group and that they will perform as contracted for.

Make sure your close friends and family have lots of your material on hand. Leave materials in grocery stores and request the checkout stands to stuff them in grocery bags.

* Talk Listen and Write
* A big mistake that many travel salespeople make is to only pass out card to people who exhibit interest.
* Whenever you are in contact with people, ask them if they travel. It may help to have a professionally produced flyer for you to give to people along with your business card.


Summary
Generating leads is an ongoing requirement. As time goes by, the best source of new prospects will be generated from new associates and friends that you make and most of all, from referrals given to you by happy clients.

Telephone Productivity
Don't assume that a phone caller is just asking for information. Consider the request for information as a challenge in selling.

The two primary objectives in handling incoming telephone sales calls are to:
... Get the caller into the agency and pursue selling.
... Get enough information to make a recommendation and pursue selling.

When someone phones you to inquire about vacation travel, the same basic conversation should occur as it does when the client is present in your office.
... You aim to accomplish the exact same goals.
... You find out what the client needs/wants.

You make a recommendation based on the information provided to you by the client.

You sell the client by convincing him/her that your recommendation fulfills his travel desires. ... You "ask for the order".

Incoming Telephone Selling
Accomplishing a sale on the telephone is more likely to occur with a client you know well, a regular client. After you have determined your client's wishes, dates and the budget requirements for his/her vacation plans, proceed as follows:
... Ask to book the cruise.
... Arrange for your customer to mail in, by a specific date, his payment or suggest a time for him/her to visit you with his checkbook.

Repeat and Referral Customers
Repeat business is where a former cruise client cruises again with the same agency. When a high level of service gives the client the impression that he will be satisfied again, repeat business will be very high.
Referral business is acquired by people talking about your cruise agency to others. Satisfied customers are the best source of referral business. in fact, they send peoople to agencies without being asked.
Repeat and referral business are the least expensive types of sales to obtain. The expenses of getting this type of business is providing excellent service and keeping satisfied customers, and by asking everyone you can for a referral. The quality of service and the number of people asked play a direct and important role in increasing repeat and referral customers.

Repeat and referral business will build gradually as the total number of clients increase and as salespersons approach more potential customers. It will not come by itself and requires substantial effort.

In the second year of business, up to twenty percent of your sales can be generated by repeat and referral customers. The more customers that are generated in this manner, the more the compounded effect of business. The repeat and referral sales can be high as the total sales during the first year of business, if all proper efforts are made.

Repeat Customers
Repeat customers are satisfied customers. There is no other way to guarantee this source of business except effort, friendliness, and all of the other good factors detailed and set forth in this section and as otherwise may be apparent. Repeat sales must be created with great service.

Send a memo saying "Hope your trip was great. Please complete the enclosed questionnaire so we can better serve you next time."

Referral Customers
The major method of acquiring referral customers is to ask other clients and everybody else you can find for a referral. It's surprising how many people will volunteer a name. After a name is given, follow-up by calling the referral and using the person who gave the name to you as a "mutual acquaintance or friend", which will break the ice and create confidence in the mind of the person to whom you are talking.

Every time a sales call is made, whether successful or not, ask the person being called on if he or she "knows anyone who might require professional travel service".

Don't forget to keep asking your friends and everybody you contact for referrals.

The more influential a person or client may be, the greater the opportunity for referrals. Therefore, efforts to acquire referrals should be emphasized among influential people, as well as everyone else.

A major source of revenue by referrals is group business. Ask existing clients and others if they have or know of a group that is or may be traveling.

In some cases, when an influential or otherwise important person is being asked for a referral, it is worthwhile to find out about that person, his or her past travel experience, the type of business and other important information which can then be used when discussing a potential source of referral with them. For example, if they are golfers, ask them for golf referrals.

When asking for referrals, try to obtain an entry which will allow you to provide a presentation to groups or other organizations. The person giving the referral may belong or be a member of an association or group and he can refer you to the appropriate person who may be able to authorize a presentation to several persons at a single time.

People who have daily contact with the general public or many people having special interests are a source of substantial referrals; bartenders, stylists and utilize the community services method of selling as set forth in this section, because this will put you in contact with more people and more people can provide many more referrals.

Remember, repeat and referral sales are some of the least costly to acquire and are the easiest to handle. Repeat referral sales are created by past happy, satisfied customers.

Repeats are there, work for them. Referrals are there, ask for them.


Direct Mail
Direct mail can be a most effective method of getting your message to prospects, but it must be used after full consideration of the costs related to materials, production and distribution.

Types of Direct Mail
Different types of direct mail can increase results by injecting a change of pace in an extended promotional program. You can save money through the use of less expensive direct mail media as it relates to each individual requirement. Common types of direct mail include:

Originally Typed Letters
An originally typed letter provides much greater impact than most other kinds of direct mail. It should only be used for top-level mailings to key people and prime prospects. It is a relatively expensive process, but ideal for limited purposes, important lists, or approaching big-tickets potential sales.

Processed Form Letters
The processed letter is one which is printed on an offset press, or good copy machine, and which has the same text copy. The name and address are filled in on a typewriter or by a computer program. A good printing or copying job will make the work almost original. When signing this type of letter use a different colored ink, not black, to increase the degree of personalization. Even though this letter may be recognized as a form letter, there is attention value in having the recipient see his own name on the letter. It is worthwhile for a limited list of good prospects and for standard replies to inquiries.

Regular Form Letters
A regular letter is also produced by printing or copying, but has a standard headline where the name and address would normally be placed. These can be best used when you mail to a new or mass audience list, when you want to test the value of potential market area.

Post Cards
Post cards are good for brief travel messages, announcements and reminders. They can also be developed as a continuing reminder campaign for special tours or in support of long term selling
programs.

- Join specific friends for lunch and other events where there is more than one person present. - - - Invite them to open house or presentation at your office.
- Distribute your business cards.
- Give a free inexpensive trip to associations or large organizations to be used as an award for the most sales.
- Join service clubs and associations.
- Create a special day program for clients and prospects.
- Hold open house parties, like Avon or other neighborhood direct sales programs.
- Participate in career days which are held at schools.
- Become the community travel writer for your local newspaper.
- Hold a travel fashion show with your local club and a small boutique.
- Become familiar with the various membership opportunities that airlines offer to passengers.
- Go to retail stores that are involved in the sales of anything that's related to travel.
- Contact your local Savings and Loan association and suggest that they include your cruise promotional material in mailings sent to their customers.
- Put some travel programs together for sports fans for road games.
- Talk to your local hair stylist or barber and leave a stack of brochures to pass on to their clients. - Build a mailing list from client profile cards. Organize by name of client, destination, season, etc., for easy references.
- Do regular mailings which include supplier inserts as well as a summary of the timely product offering.
- Consider starting a local circulation newsletter: gather material from brochures, include testimonials from local travelers on their own experiences, advertise a destination you can sell profitably, etc.
- Giveaway brochures, stickers, buttons, memo pads, pens - each item containing your office location and phone number.

The person who asks the questions is in command. The person who listens is in greater command.

- Always agree.
- Objectives are always opportunities.
- Answer common objectives as a part of your presentation.
- People buy benefits.
- Qualify customers emotionally as well as practically.
- Buying is emotional.
- Get the customers involved by talking about themselves.
- Show as well as tell.
- Avoid expressing opinions.
- Keep the customer talking.
- Obtain frequent "yes" responses.
- We all need recognition - give it to your customer.
- The travel personnel must be flexible.
Be in command - have a plan.

Service
The primary offering to the buying public is SERVICE, therefore service should be included as a major part of all marketing and sales efforts.

Customer Contentment and Satisfaction
Remember, the client must feel that “The customer is always right”. Pay total attention to the client. Be enthusiastic. Praise the client's own travel ideas. Get the customer to look forward to the pending trip. Make the client feel important and well taken care of.

Courtesy
When in contact with a customer, think courtesy and act courteously. Prospective clients expect to be greeted with a smile. The trend is computerization in retail travel. It's your personal touch that will make the difference. Courtesy is the least expensive, yet among the most important of ingredients in convincing a customer that the service offered is of the highest caliber. When a puzzled client's elementary questions are answered patiently and courteously, the client will respond with repeat business. The higher the level of courtesy, the higher the level of profits.

Complaints
A good salesperson is not afraid to admit a mistake. When a complaint is due to someone else's mistake, write to the company responsible and ask that suitable explanation be sent to the client with a copy sent also to the office. Do not consider a booking or complaint to be rectified until the client is wholly satisfied.

Physical Service
Service at times takes the form of psychologically dealing with the client and is directly exhibited by providing physical efforts in support of the customer. For example, advertising ticket delivery as a service can generate immediate sales. Many experienced travelers are older and they want more than just ordinary services. Be prepared to meet the prospects after normal agency hours of operation.

Advertise that you are selling travel gift certificates in your office during the holiday season.

Put together a wine tasting/cheese cruise for singles or appropriate trips for senior citizens or other special interest groups. Condominium residents are conveniently grouped in a single location. Distribute selected brochures to all tenants. Give details of an exciting package to a local newspaper to write up.

Originate a jogging competition or walkathon sponsored by your cruise agency with a suitable reward donated to charity. Make T-shirts available and sell them in your office to publicize the event.

If you take a trip abroad, send foreign postcards to clients back home as a teaser.

Conduct a survey about the local cruise market, its patterns of movement, preferred destinations, etc. Communicate the finds to local news and radio editors and forecasters on travel.

Send telegrams, mailgrams, oversized business stationary/envelopes to clients to peak interests in profitable cruises you want to sell and destinations that are fashionable and currently in demand.

Use feedback from telephone solicitation work to pinpoint which destinations your market wants to learn more about when they are planning a vacation.

Lead Generation
Success as a cruise specialist is dependent upon the amount of prospecting carried out. Use your ingenuity and creativity to develop ideas of how to find new clients and make more sales.

The first thing to do when developing a client list is to start with those readily known.
- Family
- Friends
- Club members
- Businesses with whom you do business
- Community Leaders
By making contact with all these people, a substantial list of potential customers can be developed.

Secondary Client Sources
It is necessary to expand the source of potential clients beyond those within your closest areas of interest and knowledge.
- Loca1 clubs
- Churches
- Fraternal organizations
- PTA's
- Contact special interest groups
Ask a bridal shop for names of future brides. They may be planning to travel on a honeymoon. Again, complete a master client cards denoting the special interests of the customers. Remember that you are selling and talking about travel. Make sure that you make a lot of notes.

Methods of Contact
Various methods of contacting potential clients when developing leads can be utilized:

- Telephone calls
- Cold visits to offices
- Send letters to those people who appear to have a relatively good reason for travel.
- Get a business directory.
- Set up a route for calling on existing or potential commercial customer offices.

Check your daily newspaper, in the announcements column, for engagements of newlyweds. The generation of potential cruise clients is endless if you work at it. It should be easy to create a client list ranging from friends to small business or more. Ask yourself:

- Who do I know because of where I work?
- Who do I know from my children?
- Who do I know from my spouse's work?

Meet as many now people as possible by participating in various community organizations:

Join your local chapter of the:
- Chamber of Commerce
- Merchants or Small Business Association Rotary/Kiwanis or Lions Club

Volunteer your leadership in the:
- Junior League
- Hadassah
- Men's or Women's Civic Organization P.T.A.
- Church-sponsored events or charity drive
- Pursue business through recreation by joining a:
.....Golf or Country Club
.....Ski or athletic group
- Become coordinator of a special community happening such as a food fair or museum fund raiser.
- Attend functions like church bazaars, benefits, dinner-dances, etc.

Follow Up
Always carry your business cards and have them out. Mention good times for someone to reach you or tell a new business contact when you will call to discuss about going on a cruise. The time, energy and money required in community involvement is an investment. It will pay off in terms of new clients, increased bookings and greater recognition of you as a cruise specialists in your community.

Lists and Mailing Sources
A mailing can consist of one letter or thousands of mailing pieces. In the case of large mailings, messages should be specific and should include a sense of urgency. In many cases they support other conjunctive activities. Persons who should be mailed can be identified in the following manners:
- From existing client files.
- From prospect lists.
- From business, association and group directories. These can be obtained at the Chamber of Commerce or at the offices related to group and associations.
- Credit company list.
And many more, depending on your creativity.

Retum postage cost should be considered when a business reply card or request to return something is used. For the very important, top-level prospect, consider using an original postage stamp and placing it on the business reply item. This high impact and the personalized nature of this approach will cause much higher than normal responses. A second choice is to have a business prepaid postage permit from the post office, which is simple to get. Each item must be printed with the number and appropriate format.

Prepaid postage will induce more people to return the card or piece since there is no cost to them. It is a common and effective way to create responses. Or, leave a place for the prospect to put a stamp, where somebody actually buys postage and returns the card to your office. You can be convinced that any response is a highly qualified lead and a very prospective sale.

A postage stamp will increase the priority of the mailer as compared to metered postage. Metered postage denotes "junk mail".

Envelopes
When sending mailers, consider the envelope type to be used. The cost of the envelope should be as minimal as possible. An invitation style envelope will normally be opened more frequently. A brown manila envelope, which is larger than normal, will normally be opened. When a regular letter is used as the mailing item, the normal business envelope of your office should be used.

To get the mailer to the actual prospect and to avoid having it opened by a secretary, you can write "personal" or "private" on the envelope. Care should be taken when using this approach because some persons receiving it will consider it sneaky unless the message inside warrants their attention and is designed to assure you of their interest.

Another method of having the envelope opened for certain is to hand address it, in writing or printing, and to send it in a regular envelope without return address on it.

Salesmanship
Selling travel is easy when compared to selling other types of products and services. You are selling fun and everybody wants to have fun. Don't be afraid to talk about your product. Most everyone will listen and enjoy it. A key to successful salesmanship is confidence in what you are doing and knowing you can do it effectively. Anybody can sell travel. It's easy, enjoyable and it's fun.

Personality is important. Project the right personality and you will create sales.

Sell Yourself
Before you can sell cruises, you must first sell yourself. Be enthusiastic. It's catching. Believe in what you are doing. Exhibit an air of confidence and that in itself will let you sell more cruises. Sell yourself first on cruising and the product afterwards.

Present an Image
First impressions are lasting Impressions. Your dress and attire, demeanor and language, and other aspects of your general appearance are very important to making the sale. What prospects hear and see is what will influence them to buy. Look and act professionally and you will dominate your market area.

Questions
The most powerful sales tool is the ability to ask questions. Ask everyone you meet of the travel they have done. Ask and you will receive. Most people travel and would like to tell you about what they have done, will do or are planning on doing. The person asking is in command.

Listen
After asking, listen. Record the information you hear. Ask more questions to more effectively define the needs of the prospect. Listen and you will hear about a real sales opportunity.

Be Friendly
Friendliness is a primary factor in creating sales. Friendly people who ask questions will be answered and will be able to listen to a travel sales opportunity.

Never argue with a prospect. Remember, "the client is always right".

Even when the client has a less than legitimate complaint, be sympathetic and offer to do whatever you can to remedy the situation in a friendly manner.

Salesmanship is not much more than good old-fashioned sense mixed with a generous dose of friendliness. Do it and gain the respect of clients.

Communicate
Make sure you are communicating well. Your prospect's view and outlook may be entirely different than yours. Therefore, communicate by asking and listening.

Ask about anything you don't fully understand.

Avoid abstract words and trade terms.

Use plain English to prevent misunderstanding for misinterpretation.

Don't base a conversation on your own likes and preferences; communicate about what the prospect is interested in.

Summary
Develop your services, bearing in mind the spending habits and trends of your target customer base and the modern day travelers.

Inquiries cost money to obtain and should not be treated casually; therefore, deal with qualified inquiries as an important source of sales. When an inquiry is received, immediate follow-up must occur to ensure that a maximum number of inquiries are turned into revenue-producing sales.

Types of Inquiries
There are four general types of inquiries normally received, all requiring prompt follow-up.
They are:

- Those which show definite interest, ability and readiness to buy a travel opportunity as soon as the proper program is presented.
- Those who are interested but who plan to buy sometime in the future.
- Those who are possible buyers of a trip but don't know when they will buy and are simply curious.
- Those who appear to have no interest.

All of these types of inquiries require a follow-up. At worst case, each may provide a referral name which can be contacted and turned into a sale.

Inquiry Handling
Three basic requirements exist for the handling of any inquiry. They are:

- Promptness in responding to the inquiries.
- Quick evaluation of the source of the lead.
- Regular follow-ups after the initial contact.

Promptness In Handling
When messages and inquiries come into the office, place them on the appropriate form and distribute them as quickly as possible. Make sure that the information, including name, address and other pertinent details are written down. Verbal communication of leads will always result in lost inquiries.

Distribution of inquiries can effectively be carried out by placing messages in a selected location for each sales person or agent, assuming that the notes are checked regularly, several times per day. It is essential that a record of each inquiry received and the source of the inquiry be
maintained.

Source of the Lead
Inquiries are the result of some form of marketing effort. The source of advertising venue should be recorded so that dollars and time can be spent in ways which have been shown to be productive and marketing that has been ineffective can be discontinued. As soon as possible, client information should be placed on a "Master Client card" or list of contacts with pertinent information regarding them. When making entries, make certain that complete information is placed on the card and when additional details are acquired, that this data is added.

Regular Follow-Up
Follow-up action should be carried out using all of the ideas and concepts described in this section and which you may otherwise feel are appropriate. You may require more than one follow-up attempt. Keep the momentum going. If the first follow-up method does not work, move on to a second, and a third if necessary. You need a series of follow-ups. Consider all the angles of approach using all of the sales techniques discussed and otherwise available to you. Record each of your efforts on the Master Client card.

Summary
Inquiries are hard to get, cost money and are the primary source of sales, profits and agency success. They should be responded to promptly, accurately documented and tracked for advertising effectiveness and regularly followed up for future sales and leads.

Dearest Santa Cruise

*Give us boarding passes. Technology in cruise line air departments generates tickets and often seating assignments. Why not, then, boarding passes? Tis the season to be jolly, and everyone's pondering a holiday wish list. Many a travel agents dreams would come true if cruise lines would wrap these packages for agencies that target group business:

*Empower sales managers. They should be able to negotiate with group producers to provide discounts, amenities, override commissions and tour conductors passes; whatever it takes to close a group sale promptly without home-office approval.

*Create special group rate structures that aren't available to individual cruisers. It's frustrating to see the same rates for individuals and groups-the only distinguising feature separating them is a tour conductor. That's standard policy. How about some true incentives for group producers? Its truly impressive to clients when agents can show a savings comparison for group travel.

*Give up-front, seasonality-based discounts for groups. This would permit the cruise line to direct group business. The cruise lines should also set up more early booking programs with category upgrades and on-board credits. Rates should be protected from those last minute newspaper sales that are so difficult to explain to booked passengers.

*Use sliding scales based on Productivity to give higher commissions . . . . to group producers. Give bonuses for obtaining annual volume goals. This is a definite perk for group producers who select preferred suppliers.

*Quit tying up our cash flow. Have a date option that is realstic for both the cruise line and the group producer. "A $1,500 deposit is required in-house in seven days or your space will cancel" works fine for individuals. For groups, however, more time is required for receipt of deposits from travelers.

*Make brochure prices realistic. Why spend millions of dollars to produce alluring, creative sales pieces with astronomically inflated prices and then prepare supplements with lower rates? It would be far less costly to print once and price realistically.

*Don't ignore older travelers in marketing materials. The senior market segment represents a high percentage of group business, yet print pieces and videos use the "beautiful people" concept almost exclusively. Mature customers often wonder if cruising is too "young" for them. Why not intersperse singles, seniors, families, the disabled and other segments in marketing materials?

*Schedule more weekday departures for better air-sea connections. Cruise ships traditionally set sail on weekends. Air blocks often are not assigned to groups until 30 days prior to travel, resulting in disjointed itineraries, long connection times and unsatisactory seating arrangements. Why not re-educate the traveling public and encourage non-weekend departures?

Group business should be a priority for cruise lines. Groups fill cabin inventories more quickly, and the cruise lines can use incentive programs for group producers to drive business to traditionally slower dates and seasons. As to workload, the lines should remember that it requires one person to take an individual reservation as well as a group reservation.

Competition among cruise lines is formidable, and that won't change in the future. Salvation will belong to the suppliers with the shrewdest marketing and sales teams. Group business could be a
deciding factor in cruise line profitability, and putting some of the above packages on travel agents' doorsteps this holiday season could determine the suppliers success or failure with group agents.

A. Step-BY-Step Procedures

Working with Atlas Tour and Travel will be fun, easy, and exciting if you follow the steps below. (TIP: Get in the habit of using the forms that are included. It will help keep you organized and aware of where your business is coming from and how to improve it.)

1. Use the CLIENT RECORD FORM to collect information on your clients. (NOTE: You should begin to build a database on your clients immediately. Repeat and referral clients are the best ! )

2. After you have found out where, when, how much, and what cruise line your clients want, fill out part of the CLIENT QUOTE SHEET and CRUISE RESERVATION DATA SHEET before calling the cruise line. (TIP: Have al1 information that is in bold available before calling cruise line. Also, don't recommend a certain cabin number, only a category. When you get them interested in only a certain cabin, you're limiting your chance of a sale.)

3. When making the actual reservation, please refer to the booking procedures for that particular cruise line. You will always book the reservation under Atlas Tour and Travel, using the home office IATA number and telephone number of (504) 483-0607.

Conversation will go something like this;

"Hello, this is agent _______ and I would like to book a reservation with you. I'm with Atlas Tour and Travel and I need... "

Proceed to tell them what you are looking for, and once you have found the right category, price, and sailing date, make the reservation using the telephone number (504) 483-0607 and our IATA number.

NOTE: Once you have made the reservation, make sure you get the booking number from the cruise representative. (This is like your record locator for the airlines and is essential for future follow-up.)

SPECIAL NOTE: When checking the booking procedures for the particular cruise line your client wants, if it is different than using those described, follow the cruise line’s specific instructions or call Atlas Tour and Travel for special instructions on that particular cruise line. Be sure the cruise notes your agent ID# in the reservation.

4. After you make the reservation with the cruise line, make sure you also get the option date and final payment date. At this time, you should collect the deposit from your clients and give them a receipt for it. Discuss insurance with your clients. If they decline the insurance, have them sign the INSURANCE WAIVER and then attach it to your records.

5. After the client is booked, fax or send a copy to Atlas Tour and Travel, along with the deposit. Atlas Tour and Travel will then forward it to the cruise line.
.....a.Check. If your client pays by check, have them pay you, then send Atlas Tour and Travel your agency check made out to Atlas Tour and Travel. On the check please write booking number, cruise line, and name of passenger.
.....b.Credit Card. If client pays by credit card fill out the credit card form to keep with your records. When paying by credit card, get in the habit of asking each cruise line the policies. Most of the cruise lines will allow you to give the credit card information over the phone for payment on both the deposit and final payment. Sometimes you may be required to fill out a universal charge form to be forwarded to the cruise line. If that is the case, call Atlas Tour and Travel and we will send you the universal credit card form if you have none on hand.

6. Upon receiving a confirmation from the cruise line, Atlas Tour and Travel will then either fax or mail you a copy for your records.

7. Since many cruises are booked months in advance, make it your responsibility to stay in contact with your clients. When it is time to make final payment, collect the remaining balance two or three weeks in advance. This will give you plenty of time to get the payment to Atlas Tour and Travel. The final payment is collected the same way as the initial deposit. When using a check, have them pay it to your agency, and then you send your agency check for the full amount to Atlas Tour and Travel. We in turn will forward it to the crurse line. If paying the final balance by credit card, most of the time you can give it to the cruise line representative over the phone (usually same policy as deposit).

9. Review the documents and then deliver them to your client. Remember to wish them a fantastic trip, and always follow up on their return. You want that repeat and referral business!


B. Commissions

1. How and When Commissions are paid.

Commissions will be paid on the 25th of the month following return of your clients.

2. Commission Rates

Be sure to check our Preferred Supplier list for the very substantial override commissions we receive and share with you.


C. Groups

1. When blocking space for a group, call the group desk of the cruise line, or Atlas Tour and Travel and we will be happy to assist you.

2. When booking Atlas Tour and Travel blocked group space, please call Atlas Tour and Travel as the booking procedures vary from group to group, and cruise to cruise.

3. Check with our consortium, Vacation.com for their blocked space availability.

WE LOOK FORWARD TO WORKING WITH YOU AND SENDING YOUR CliENTS AROUND THE WORLD.

EXPERIENCED CRUISE sellers will tell you the first time's the hardest. But once you hook clients on cruising, they say, it's smooth sailing.

The repeat sale is so beguilingly easy that it's easy to forget to make the sale to the first-timer. As a result, the percentage of first time cruisers has fallen dramatically. It's a wide-open opportunity for travel agents, considering that 93 percent of the American public has never taken a cruise. But once they do, they're very likely to cruise again: CLIA reports that 82 percent of first timers indicate they probably - or definitely - will take another cruise within the next two years.

l. Make the assumption that everybody who walks into your office or calls for a vacation is a cruise prospect. Until a customer says, "I'm interested in a cruise," it's not going to come up. When someone approaches your desk, say, "I bet you want to go on a cruise. You look like you could use one."

2. Listen! We tend to sell before we listen. The best sales people in the world are those who listen attentively. In a reasonably short period of time, if agents use pre-planned questions, they can find out as much as they need to know about a consumer's travel desires. And they can offer them a
cruise solution in most cases.

If you listen, they'll tell you what they want. If you understand the product, you can create a solution to a client's travel requirements in the form of a Cruise.

3. Draw attention to yourself... perhaps a large (40-50 feet) model of a cruise ship out of PVC pipes, draped in Christmas lights, and set up in the agency in February during National Cruise Vacation Month. You will spend roughly $400 on the pipe, elbow joints and plastic glue, but you will find new clients that had never noticed that there was a travel agency at your location. Be sure to send out press releases to the local radio and TV stations and newspapers. You will be surprised at the amount of free coverage you will receive, especially in smaller cities and towns.

4. Turn existing clients into cruisers. Go back over your sales records for the past two years and find people who purchased tours or traveled independently to the Bahamas, the Caribbean, Alaska, Bermuda or Europe. Use their prior travel experience to open the door to a cruise vacation. Say something like, "You enjoyed Europe last year. I have away for you to see more of Europe in a new and exciting way. You've never cruised before, have you?"

5. Follow up. The first time a cruise is suggested, the client might not be ready to book. It's absolutely essential that travel agents follow up. It might be a phone call in a few days or maybe dropping a post card in the mail the same day so it arrives a couple days later. Say "I'm very interested in doing business with you".

6. Get the kids on board. They're your future cruisers and the best sales people to their parents. Cruising covers all areas of interest - from the lazy morning sleeper to the early morning exerciser.
And there's something for everybody to do.

7. Offer a cruise each and every time. If someone comes in and is interested in seeing Europe, many agents never think of offering a cruise. The only time they think of it is in the Caribbean. The QE2 has 30 Atlantic crossings a year. Why do agents automatically think of airplanes?

8. Many clients will leave all the vacation planning in your hands. If they say they want to go to one of the Caribbean islands, ask them specifically what they might be interested in - casinos, night life, restaurants. Pinpoint their interests; tell them that their best buy would be a cruise to the Caribbean, because everything is included in the fare. And once they've gone on a cruise, they come back the following year - with more people in the group.

9. After assessing land programs, promote the all-inclusive nature of a cruise. Pull out a brochure of a large regional wholesaler, and I say, "Let's look at a week on St. Thomas". Tell clients they'll want to stay at a decent hotel, and they agree. Give them the price, which for a week would be approximately $1,600 per person. Point out that the supplier is the largest Caribbean wholesaler, so no one gets a better price. Using the suppliers's best offer, and their price chart, point out what the clients will get: a charter flight on airline they haven't heard of, a van ride to the hotel where they may or may not be the first stop, and a hotel room where meals are not included.

Then say, "That's what we can do on land. Let's look at the cruise option" and go on to explain that you can book them on a first-class $250 million ship built in the last 24 months. You also point out that all meals are included. And that they'll fly with a major air line and bags will be delivered to their cabin. Then ask them what they think is a better value - the land trip or the cruise.

10. Rent a booth at a local expo. Participate in expos sponsored by your chamber of commerce, as well as club organizations, specific interest groups, etc. Collect names of potential clients. You will find a surprising response from these people who now have seen you at a creditable event!

Encourage expo attendees to register for a prize, like a basket of gourmet goodies. The form they fill out asks their name, address, dream destination whether they've ever cruised before and what their other travel interests are. Follow up with a personalized letter to everyone who filled out the form. The expos are time-consuming - requiring staffing of the booth for two full days or more, but the investment of time and money is worth it in new business.

11. Be prepared to overcome objections to cruising. Some people say it's too regimented. They look at cruising and remember summer camp, where you all eat in one hall and then it's horseshoes at l0:30. The perception is it's very organized. And that may or may not be the experience, depending on the individual's desire to participate. There's also a concern of being cut off. But with satellite telephones and fax machines on ships, it's easy to communicate from anywhere in the world.

There's also a fear of being at sea. The “what am I going to do when we're not in port?" feeling. A lot of people think of their last time in the sailboat and how they felt a little queasy, a little seasick. They don't realize these ships are huge floating resorts.

l2. Focus on the experience, not just on price. If an agent wins a customer on the; lowest price, that's also how they'll lose them. That's not to say that price isn't an important part of the evaluation but it's not the entire evaluation. It's like putting on a new suit or a new blouse. You like how you feel and how you look, even if it was expensive.

13. Offer educational cruise seminars at your agency, in the local library and at club meetings. Educate on cruising in general rather than on a specific cruise line or ship. Invite clients who have never cruised and also advertise. People are sometimes a little intimidated by cruising. They wonder what to bring, what to wear. They get a little afraid of the whole process. Your education program should show how stress-free cruising is. They might not come back to book for six months or a year, but they will remember that you knew what you were talking about.

14. Get sales training, preferably geared toward selling an intangible product. The average agent closes one sale out of every l0 prospects. The successful agent closes five out every 10 prospects. There are many ways to get sales training, including CLIA seminars and videos and Carnival's four-step sales video.

Travel professionals frequently ask what is the future the - view from the crow's nest - of the ultra-luxury cruise market: Will it grow or go flat? Is the potential passenger base expanding or shrinking? Do today's cruise passengers choose price over substance? How will demographic trends impact on the future of this niche segment of the travel industry?

All indicators chart a course of success and growth for this once-narrow market niche that served only an elite few. The luxury cruise market is poised at the beginning of an era of growth and expansion as we approach the next millennium. Not only does the ultra-luxury cruise category deliver on its promise of enrichment, opportunity, and a quality product and service, but it is also becoming synonymous with tangible value. And the experienced and prospective cruise passenger, as well as the discerning traveler in general, is demanding value, style and substance.

Consider this: while other categories of the cruise industry have posted a decline of up to 7% in passenger boardings, the ultra-luxury ships are boasting increases. This trend is expected to continue.

The baby-boomers, many of whom are experienced travelers and view vacations as a necessity and a right, are beginning to gray. No longer is an ultra-luxury cruise the reward for retirement. It's an opportunity that must be seized now.

We have all seen and heard the statistics showing that the "boomers" are marching into middle-age, top management and acquiring wealth and disposable income. But the really fascinating fact is that the boomers are on the verge of becoming the recipients of the largest inheritance in U.S. history. Their parents and families benefited from a period of unprecedented growth in our nation's history and many invested in homes, land, businesses and the market. This windfall of disposable income is soon to reside with the boomers - people who believe in vacations and traveling in style. Consider the emerging preferences of today's cruise passengers. Research shows that, first and foremost, they want exotic destinations complemented with comprehensive and rewarding shore excursions.

They seek state-of the-art ships with all the amenities of a five-star hotel or resort. They are searching for and environment that's intimate yet spacious, friendly and hassle-free. They expect, demand and will not compromise on personal service. And they are savvy travelers, seeking convenience and overall value at all inclusive pricing.

Since we know the equation, then the solution should be easy to calculate: The best way to reach and satisfy today's affluent vacationer is with an ultra-luxury cruise that offers sexvice and enrichment.

There are several very fine cruise lines that cater to this audience. There are more ultra-luxury cruise ships sailing the globe than ever before. This category, formerly dominated by tiny vessels, now features ships that accommodate more than 250 passengers and offers more space-per-passenger and crew-per-passenger ratio than the largest mega-liners afloat.

But the greatest resource of any cruise line is its crew, repeat passengers and, most important of all, the travel professionals who recommend and support the line. There are four key features crucial to success in the ultra-luxury category: spacious ships; superb service; unusual and compelling worldwide itineraries; and all-inclusive pricing that gives clients top value for every dollar they spend. This makes the ultra luxury cruises easier to sell than ever before.

To understand the importance of spaciousness, simply take a look at the average space ratios of ships in the major cruise categories. These ratios are derived by dividing a vessel's gross tonnage, a volume of measurement of interior space, by its lower berth capacity. Average space ratios climb as the cruise ship luxury level increases: the average space ratio is 32 in the mass category, 38 in the premium category and 49 in the luxury category. As an example, Silver Seas Cruise
Lines' Silver Cloud and Silver Wind have a space ratio of 57.

To the ultra-luxury cruise passenger, service is perhaps the most important element. Service goes beyond a high crew-to-passenger ratio or a staff that performs many tasks. It means anticipating and exceeding the guests' expectations with individualized attention and a presentation that is genuine, sincere and courteous.

The cruise lines that can provide spacious, modern ships, uncompromising service and exotic, memorable itineraries will be the most successful when it comes to destination cruising. In the ultra-luxury market, guests are looking for name recognition in ports as well as interesting and well executed shore excursions.

Being a leader in destination cruising means providing a superior product both on land and at sea - offering worldwide destinations with the best itineraries for the greatest number of guests within your market subsegment.

Today, all cruise passengers want to know that they received the best value - tangible value - for their money. While complimentary newspapers and flowers are appreciated, real value is not having to sign receipts for beverages and spirits and having 24-hour room service on demand. It's knowing upfront that all port charges, gratuities, airport transfers, first-night hotel stays and even airfare is included in one all-inclusive price.

Cruise passengers and even travel professionals, are having a hard time following all the “deals" in the marketplace that just create confusion and skepticism. The advantage will go to those lines offering true all-inclusive rates. Its simple and hassle-free and guests are reassured to know that they aren't being nickeled and dimed to death.

They are fully aware that any cruise line can increase its prices by 100% and then discount by 50%.Today's smart cruise vacationers and agents are not asking how much is the discount, but what is the final all-inclusive price to be paid.

Travel agents who understand how to sell these four features will increase their bookings of ultra-luxury cruises. And agents who also understand the new ultra-luxury cruise passenger will find the market to be truly lucrative. The growing ultra-luxury cruise market presents spectacular opportunities to agents who take the time to understand the market and learn how to sell it. Those who still think of this category as limited haven't been up to the crow's nest to search the horizons of tomorrow.

For many years now, cruise lines' marketing efforts have been the undisputed leaders in the travel industry. Their success, even in the face of the Gulf War and the Recession cannot be argued. Cruise line executives have been urging agencies to join the bandwagon.

This examines the cruise industry's advantages, how agencies can leverage them, and how resort hotel marketers can improve their approach, thus improving their sales through the agency distribution system. It looks at the four ingredients of the marketing mix and examines them from both the traveler and travel agent perspectives:


Product. In general, the cruise product is perceived as "easy to sell." Most mass-market cruise line brochures are attractive and easy to read and to sell from. They are focused, concise and structured. It is very easy for agents and travelers to compare various cruise products. There are few enough cruise lines and ships for agents to become familiar with most. At the same time, there is suffcient variety to meet almost any taste or budget.

Terminology in the cruise industry is relatively clear and unambiguous. It is very easy to learn and understand the differences between upper and lower versus two lower beds, inside versus outside cabins, main and late seating, etc. It is easy for agents to book a cruise. They need only call a single toll-free number to handle all booking arrangements and get answers to virtually any question.

Most importantly, cruise ships have virtually unbelievable satisfaction rates. Agents can almost
guarantee prospective customers that they will be satisfied, and agents can be confident they will earn repeat business when they recommend a cruise to a properly qualified client.

This passenger appeal is the result of a number of aspects of the product:
- Cruising offers the opportunity to visit a variety of places in a short period of time without the hassles of other modes of travel (packing and unpacking, waiting for flights, the boredom of a bus ride, etc.)
- Ships are self contained. Passengers feel they are part of a group and easily interact with cruise staff. Parents can let their children wander and passengers feel safe. There's always something to do-games, seminars, shore excursions, gambling, eating, etc.
- Cruise ships have a senior level person with an entire staff whose sole function is to interact with passengers and make sure they have a good time.
- There is high quality (and quantity) food served in elegant style. This feature cannot be overemphasized since dining is such a central part of any vacation.
- On most ships, everyone begins and ends their vacation on the same day. This makes people much more psychologically willing and able to meet and make new friends. Everyone shares the uncertainty of a new beginning, and no one risks meeting someone who is leaving the next day.
- The cruise product is both organized and flexible. Passengers get a schedule of the next day's events in their own room each evening and the dedicated cruise director makes sure there is plenty of variety.
- Passengers can stay up all night and party, find a quiet, peaceful place to be alone or anything in between.

On the other hand the novice to moderately skilled agent (which comprises the majority of agents) can have difficulty selling resorts in unfamiliar destinations. Even experienced agents have trouble keeping up with the large number of resorts and destinations.

Also, terminology used for a land based vacation is ambiguous and confusing. There is no standard meaning for major descriptive terms like "standard," "superior," "deluxe," "ocean front," "garden view," etc. This often leads to customers having misplaced expectations, and it makes agents uncomfortable when they are not able to easily and accurately answer customer questions.


Resorts receive a reasonable rate of satisfaction. Primary sources of satisfaction include:

- Distribution: The cruise industry has the most homogeneous distribution network of all the travel industry segments. Virtually all cruise bookings are made through the travel agent distribution network, which books directly with the supplier, not with a third-party tour operator. This simplifies the process for agents and reduces the risk of problems for travelers (the probability of miscommunication rises geometrically, not arithmeticatly, with each additional entity involved). This distribution approach has created a true partnership between suppliers and agents. This makes it difficult to focus promotion or build strong relationships with any single segment. Resorts are not aware of which agents really support them since the agents' identity is usually known only by the tour operator.

- Communications and Promotion: Cruise lines enjoy the benefit of a unified marketing association as well as their individual efforts. The Cruise Lines International Association (CLIA) serves as a focal point for communication with agents and other industry people, as well as a proactive voice for the industry with the press. They coordinate, among other things, National Cruise Vacation Month-a highly successful general cruise promotion and a fall promotion aimed at increasing consumer interest in a season that is traditionally more slow. In participating in CLIA, cruise lines worry less about competition among themselves and more about the cruise industry's competition with other travel segments and other high-ticket discretionary purchases. More than 20,000 travel agencies pay an annual fee to be CLIA affiliated and receive CLIA promotional, materials. Many are also participating in CLIA's certification program.

Individually, cruise lines are generally effective with their promotions. Three major cruise lines Carnival Cruise Lines, Royal Caribbean Cruises Line, and Norwegian Cruise Lines - regularly participate in national television advertising campaigns. Other cruise lines, such as Holland America Lines, participate in targeted cable advertising, and many lines advertise in major print media throughout the nation. The cruise industry also gets a substantial and growing amount of free public relations. Cruising has become a part of the American psyche with coverage everywhere from major print articles to television news stories to mentions on popular television pragrams.

Most cruise lines also have large and active sales forces to support their efforts. In contrast, the
resort industry has no unified voice. They may have membership in the American Hotel and Motel
Association, but this is not adequate for the marketing needs of this specific segment. More importantly, relationships with agents are not very strong. Whether deserved or not, many resorts suffer from much of the same mistrust as the rest of the hotel and motel segrnent.

- Terms of Sale: Because a cruise package is all-inclusive, agents are getting a commission on virtually all their clients' travel expenditures. Travelers also benefit from knowing almost exactly how much they are going to pay. Furthermore, the cost of a cruise is less than most land all-inclusive alternatives and virtually any comparable quality land package that does not provide meals and entertainment. The cruise industry's pricing initiatives sparked great demand without losing complete control of their yields like the airlines. Yields are higher and total passenger count continues to grow.

Just as importantly, the industry has developed sophisticated market segmentation strategies to meet the increasingly varied and complex demands of its customers and potential customers. The distribution partnership discussed above is backed up by aggressive preferred supplier programs. These include overrides as high as 6/o, educational programs, cooperative advertising money and a variety of regional and national discount programs.

The cruise lines also make it easy for their partners to book groups with clear group pricing policies and simple ways for pied pipers to earn free cruises. In contrast, most resort packages are not all-inclusive. Agents often must coordinate flights and transfers independently as well. Furthermore, agents' commissions are reduced and travelers must worry about keeping track of fund; and expenses while at the destination.

- How Agencies Can Take Advantage of Cruise Opportunities. The savvy agency will take advantage of the opportunities that the cruise industry presents. Higher satisfaction, better commissions and stronger working relationships will work to their advantage.

Specifically, Agencies Should:
- Invest in education and training to ensure that al1 leisure agents can qualify potential cruise clients and effectively present cruise options. They should insist that their agents go on at least one cruise Fam trip each year.
- Seek out outside sales and group opportunities to promote cruise travel as well as encourage inside sales agents to sell more cruises through financial and/or non-financial incentives.
- Promote cruising heavily in their leisure advertising and seek opportunities to cooperatively advertise with the cruise lines including print, direct mail and cr'uise nights.
- Participate actively in CLIA's National Cruise Vacation Month and other promotions.
- Leverage the cruise overrides to increase agency yield and/or compete more effectively with toll-free rebating agencies.

Cruise agents, be forewarned - and learn how to protect your clients. The shake up of the cruise industry illustrated by Regency Cruises' sudden closure is likely to continue. Is it going to happen again? Yes, it will happen again. It might not happen in the same way, but it's all part of a very natural process.

What's happening in the cruise industry is not particularly unique. There's a lot of consolidation going on. It happened with the airlines, it's happening with computer companies, it even happened in the auto business. Have you bought a Hudson lately? Have you seen the new 2000 Studebaker. These are company brands that have gone by the wayside. The process is now in the cruise business. You have strong players and weaker players, and it's not necessarily large and small.

The weeding-out of weaker companies may be a natural process in the business world, but that is little consolation to travelers who wrote checks for Regency cruises that never sailed. Or the travel agents who sold the cruises.

Though some change will likely take place in an orderly fashion, without lost deposits or stranded travelers, there are steps agents can take to provide some measure of protection against another Regency-type closure.

Most agents agree it is tremendously important not only to have trip-cancellation insurance, but to examine what kind of coverage you have. As some agencies learned, after the fact, the cruise line's insurance, did nor cover claims in case of bankruptcy.

( ) Be wary of companies that make sudden changes in the way they do business and are late in paying commissions.

( ) Scrutinize insurance carefully to see what is covered. The best thing is to offer the client insurance from an outside company whose policy covers not just trip cancellation or interruption but also the default of the supplier. The cost for such protection is comparable to the incomplete protection offered by the cruise line, and pays as much as 37% commission. Regency clients who had cruises pending on Regency were reimbursed, with their private insurance policies.

These private policies also includes coverage for medical, evacuation and baggage problems. If a client balks at paying the premium for this coverage, point out how much money clients put at risk when paying for cruises. If they don't want to buy insurance, ask "How long did it take you to save that $6,000? How fast do you want to lose it?" This will work most of the time by pointing out the practicality of insurance.

If clients decline insurance, ask them to sign a waiver. A lot of agents have that on their invoice or they can write a separate one.

( ) Recommend clients pay for trips with credit cards. If you place a purchase on a credit card and the service is not received - if the cruise line goes out of business - clients can contact the credit company and dispute the charge for services not rendered. A credit for the full amount is then issued with no loss to the client.

( ) Really get to know the cruise lines you sell the most. Publicly held companies regularly file financial data. They read like an open book, literally. And there are a lot of very fine companies that are privately held that have earned an excellent reputation over a long period of time and have sound policies.

( ) Be wary of cornpanies that undergo sudden changes in the way they conduct business, that are slow to pay commissions or have irrational policies about cash payments rather than credit card.

( ) Keep your relationships fairly narrow so you can get to know the companies and have faith in the companies. You need to link in and say, this is the best product to suit my customers' needs. I'm going to get to know them so I don't go home tonight and worry.

Are these suggestions a 100 percent guarantee? There are no 100 percent guarantees. But it's a long way from where some agencies are today.

Cruise travel is at an all-time high. Yet there are still plenty of landlubbers out there - perhaps you're one? - who steer clear of the seas for one reason and one reason alone, Claustrophobia? Nope. Fear of being forced to limbo on the Lido Deck? Hardly. Seasickness? A popular concern, to be sure, but not the most common complaint.

Incredible as it may seem, the excuse which tops the list of reasons not to take a cruise is: "I don't know what to pack."

Reluctant cruise goers who utter this lament may have seen too many Hollywood cruises remember Bette Davis and Paul Henreid in the film Now, Voyager? - and believe you have to dress to the nines for the duration of the voyage and have a special outfit for every activity. But travelers will find that dress codes have definitely loosened up and few ships today have formal wardrobe requirements.

How loose is the dress code aboard a particular ship? Travel agents and ship brochures can give you some idea of what to throw into your valise, and the Cruise Lines International Association (CLIA) has general guidelines for first-time passengers.

According to CLIA, casual wear is usually de rigueur for daytime activities on both ship and shore. The group recommends tossing in a pair of flat-soled walking shoes and sneakers, T-shirts, shorts, jogging suit, bathing suit, cover-up, hat and windbreaker. If you plan on working out during the cruise to keep those extra pounds from piling on, don't forget to throw in your workout gear.

Evening wear can be a bit trickier. In general, most evening activities require informal attire: slacks and a blazer for men and, for women, skirts or slacks and a festive top or a casual dress. But there may be one or two formal nights - such as the Captain's Gala - that will require extra primping. For these occasions, women should pack a cocktail dress or gown. And for men, CLIA recommends a dark suit or dinner jacket, tuxedos are optional on even the most formal ships.

And if you don't know what to tip your steward - the crew member who keeps your wardrobe in order during the Cruise - CLIA recommends $2.50 to $3 per day as a rule of thumb.


SEASICKNESS TIPS

Although fear of seasickness - Excuse #2 for steering clear of a cruise vacation - is not nearly as widespread these days, quite a few people turn green at the mere thought of lolling around on the open seas. How to overcome the green-to-the-gills syndrome?

Today, most ships are outfitted with stabilizers (fins that prevent ships from rolling), so passengers rarely feel any rocking motion. Here's a hint to share with people who are afraid of getting sick: Select a cruise on a newer ship, because the newer the ship, the more modern the equipment, and the smoother the sailing.

Some people, though, won't be assuaged by the latest maritime technologv. For them, there’s Bonine, an over-the-counter motion sickness medicine (about $3 per box for a box of eight tablets). Most people say it works better than Dramamine, another inexpensive product, but one which can cause drowsiness, or an over-the-counter patch, such as the Transderm-Scop (about $l5 for a box of four), which can sometimes cause rashes and double vision.

Those who prefer a more holistic approach to countering seasickness can give Sea Bands a try. These wristbands use acupressure to counteract the dizziness and nausea of seasickness. They cost $l4.95 a pair and can be ordered directly From the Cruise Lines International Association (212-921-0066) or at many pharmacies.

Best, is the no side effect approach of taking Ginger capsules, available at all health food stores.

THINK OF ULTRA LUXURY CRUISES AND YOU PROBABLY VISUALIZE A MAN IN A BLACK TIE AND TAILS, strolling across a moonlit deck, arm-in-arm with a well-coifed woman in a long evening gown accented by shimmering diamonds. But while it's easy to contemplate the dream, many travel agents feel it's an even greater fantasy trying to find such customers.

No doubt, luxury cruise clients are a rare breed. For example, the typical cruise client at SilverSea Cruises earns more than $100,000 annually. Meanwhile, an average Seabourn Cruise Line seven-day sailing will cost $11,600 for two people.

Some passengers on the mass-market cruise lines don't have that kind of money for a down payment on a house, let alone a vacation. But several top-end cruise lines have created thriving businesses by catering to the discerning taste and passion for luxury of travelers who pay to fly first class, stay only in five-star hotels and never ask how much something will cost.

This market understands attention to details. The discerning passenger on SilverSea will notice pure cotton bed linens, down pillows and personalized stationery in their rooms. In the dining room, table settings are replete with Limoges and Villeroy & Boch china, Schott-Zwiesel crystal and elegant silverware by Christofle. Seabourn embellishes its cabins and dining rooms in a similar fashion.

At Seabourn, the company seldom hires staff from other cruise lines. Instead, the line cruises five-star European hotels and restaurants, looking for staff that have personalities dedicated to "pleasing a discriminating clientele." And when they do hire, luxury cruise lines don't under staff. Seabourn uses 145 crew members to serve 200 guests. SilverSea offers a similar ratio. As a result, 40 percent to 50 percent of luxury cruise passengers come back for more. These cruise passengers tend to stay loyal to their line and will probably recommend a luxury cruise to friends and relatives.

There is a lot of emotion at play when wealthy people choose a vacation. Some are looking to keep up with the Joneses and want to go where their neighbor went last week, while others want to travel with people they know, or with people with whom they wish to be associated.

There's a little psychology that has to be tapped into here. The chairman of IBM won't want to be sitting on the Lido deck talking to a mechanic. Many are entrepreneurs who enjoy talking about their businesses as well as their vacations.

But how do you find clients for your high-end cruises, especially if you've never sold them before? Holds small banquets for her high-end clients, either at an exceptional local restaurant or at your home. Learn about other businesses frequented by upscale clients, as it is likely they will serve other customers with similar incomes and tastes. In other words-look for potential customers where they play. Appeal to your client's lifestyle.

SilverSeas works with agents and cultural institutions such as symphony orchestras to offer free or discounted cruises for fund raisers. It's a great way of putting your agency's name in front of a group likely to buy and getting access to their membership list.

"Celebrity" cruises are a big draw for many cruise passengers. There's a high affiliation factor for many customers. A lot of people get mileage out of saying "I was briefed on world affairs by Walter Cronkite".

But experts advise agents not to limit their sights to just the local cognoscenti. Their Recommendations? Ask a client's hairdresser or dry cleaner to place some brochures in their store fronts. Or ask clients to help organize a cruise sales presentation at their Country club. And, of course, never hesitate to ask clients if they know of any friends who might want a similar experience. Furthermore, the local Chamber of Commerce, or Kiwanis or Lions Club are excellent sources for more sales leads. And never neglect your own database; sometimes the best "new" luxury cruise sales leads are already some of your best customers.

Have you recently booked someone to a week or more at a spa? Next time they are looking for a vacation getaway, suggest they try a twist on the original with a spa at sea. Travel agents cannot just look at the core cruise product. They have to look at the add-ons as a revenue source and a marketing tool. Pre-sell customers on the entire experience.

Agents also should look for telltale geographic preferences in past noncruise bookings. If a client recently has booked a vacation to Tahiti, they might be interested in one of Seabourn's new South Pacific itineraries. The cruise line reduced the number of sailings in the Caribbean in response to customer interest in more exotic destinations such as the Marquesas in the Polynesian Islands.

Still, while more luxury cruise passengers are choosing the Amazon and Vietnam over San Juan and Bridgetown, don`t count the Caribbean out. Thirty (30%) percent of luxury cruise passengers were people who had never cruised before. Some were former guests at various Caribbean resorts whom some experienced agents successfully converted to cruise customers.

SilverSea has had tremendous success sailing to "off-the-beaten path" Caribbean islands such as St.Barts and Guadeloupe. Agents should think of islands that regularly advertise in upscale magazines, and find upscale cruise lines that go there. (SilverSea regularly advertises in glossy lifestyle magazines covering gourmet foods, wine and gardening.)

Many wealthy clients cringe at the prospect of a long flight to their embarkation point and high-powered executives and business owners have little discretionary time, and they look at a three-hour flight to Miami, or San Juan, as a benefit. They only have so much time for their vacation and don't want to waste a minute.

Some cruise executives believe the lack of five-star hotels in several developing Asian countries will help to keep their ships full. They recommend that agents market the comfort factor of having reliable, first-class meals and sleeping quarters on board, while having access to such exotic ports-of call as Ho Chi Minh City.

Play up on-board and land based activities that appeal to high income households such as onboard casinos and foreign language classes. Seabourn, for example, as part of its "Signature Series Shore Excursions," offers golf side trips, including a stop at St. Andrews in Scotland, birthplace of golf. There also are private receptions in famous castles, palaces and museums and hot-air balloon trips over the Loire Valley.

Several officials said that the two-seating dinners typically found on mass-market cruises might make a more discerning client feel rushed to finish dinner. Describe to them the luxury of lingering over dinner and mention formal attire dinners. Older passengers love formal nights.

Agents need to educate clients about the pluses of small ships and the trade-offs from the large ships. SilverSea's ships are a good combination of an intimate small ship with the array of activities typically found on a larger ship. Ultra-luxury cruise ships are typically smaller than other cruise ships, so they can accommodate less than typical itineraries. They can, for example, sail up rivers the larger lines cannot.

Once you have sold a client, go the extra yard to make them come back. Offer complimentary limo service and a free bottle of champagne with every luxury cruise booking. A $6,000 per person booking leaves you some room to do special things that will bring a customer back. Little gifts and good service can lead not only to repeat business, but to one of the best advertising campaigns a cruise line can launch.

Word-of mouth referrals can do more for your luxury cruise sales than just about any other method. While many ULTRA LUXURY cruise passengers drive Cadillacs and worry about estate taxes, not every potential client must be found in the local society column. Experts say that some upper-end middle class couples are willing to pay $8,000 to $10,000 for an extraordinary vacation. They'll save up for a once-in-a-lifetime experience.

Agents might also find success in selling to suite customers of mass-market lines. If you have sold suites on Princess, Holland America or Costa, the high end of the mass market, talk to these clients.

And at a time when the dollar has lost a lot of buying power in Europe and Asia, travel agents should look for career couples who have shown a liking, if only an occasional one, for first-class accommodations. Some middle-class consumers can be sold on the opportunity luxuxy cruises offer to relax in sumptuous surroundings.

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.