Sell Value Over Price to Close Cruise Sales

Travel agencies all possess the tools that can increase sales volume – and many opt to increase volume solely on the promotion of low prices. But those travel agents interested in boosting cruise sales profitability – in hand with customer loyalty – would be well served to pay heed to an individual and indispensable sales tip: First and foremost, selling cruise vacations is about relaying the value of the experience over the monetary costs.

In other words, retailers should not put emphasis on price but rather value. The 21 members of the Cruise Lines International Association (CLIA) offer much for agents to store in their sales arsenals. Furthermore, by relaying the highly experiential value of cruise vacations to customers, you can show them the pivotal role retailers play in the vacation planning process.

Although travelers are more educated than ever before, thanks in large part to the Internet, they are not able the glean the wealth of information and advice that a well-educated CLIA-member travel agent can provide. Thankfully, cruise vacations are not a commodity experience. However, focusing solely on price risks commoditizing a cruise in the eye of the buyer.

With 33 ships debuting in the next five years, there are plenty of features and amenities that connote cruising value, which only well-trained agents can properly relay. Virtually anything a traveler hopes for in a vacation – be it romance, relaxation, adventure or luxury – can be found on CLIA-member line ships.

Before agents embark on discussions of price, they first must detail the value of the actual cruise vacation, beginning with the fact that virtually everything comes wrapped in one convenient all-inclusive package. Cruise fare include all meals and snacks, served in a variety of dining venues; multiple entertainment options; enrichment lectures; kids’ programs; a robust itinerary featuring multiple ports of call, with the convenience of packing and unpacking only once; and so much more.

Agents should also make sure to take advantage of the “value” selling technique, to communicate all the ways a cruise is better and different from other vacation alternatives. And don’t forget to present the balcony and suite options to clients. This small and incremental cost difference can mean a world of difference in your client’s overall vacation experience.

Another important value point to discuss with clients is innovation, a term that defines CLIA-member line ships. Among the latest innovations you will find on board CLIA-member line cruise ships are high-tech simulators that can re-create golfing at Pebble Beach or racing in the Monaco Grand Prix, ice skating rinks, bowling alleys, bungee trampolines, giant outdoor movie screens, and even water sports marinas.

Innovation and choice also define dining options and accommodations. The days of one main dining room with regimented seating times have given way to multiple dining venues, extended meal times and such varied cuisine as Asian, Tex-Mex, Italian and French. Guests can also opt to dine al fresco on stateroom and suite balconies.

Meals can be as decadent or as healthy as guests like, with menu choices that cater to all types of diets. In addition, health and fitness facilities abound, with state-of-the-art equipment, jogging tracks, boxing rings, specialty classes such as Pilates and yoga, as well as spas that easily rival their land-based counterparts.

Guests will also find staterooms in all shapes and sizes, including balcony accommodations boasting sweeping views of both land and sea, family staterooms with privacy screens for parents, and multi-room suites with private sundecks and elevators.

The value equation doesn’t stop with onboard offerings. Cruisers can choose between itineraries to all seven continents. Travelers have the option of sailing from more than 30 convenient North American homeports, saving travel time and money while also eradicating the hassles associated with flying.

In 2006, more than 12 million vacationers took a cruise on CLIA’s 21 member lines. The best way to cash in on cruising is to sign up for CLIA’s education and certification programs. CLIA certified counselors report that on average their sales have increased 261 percent after achieving their Accredited Cruise Counselor designation.

Overall, it has long been clear to CLIA that the incredible success of the cruise industry is largely due to the formidable drive and brilliance of the travel agents who sell cruises, ensuring that sea-going vacations continue to evolve as consumers’ number-one vacation choice.