Graham Carter at Unforgettable Travel emphasises the pivotal role of trade partnerships and market education.
As cruise preferences shift, the company adapts with innovations targeting small-ship enthusiasts.
Strengthening Trade Relations
Graham Carter, co-founder of the Unforgettable Travel Group, emphasises the importance of working closely with travel agents in the evolving travel landscape. This focus is driven by a significant increase in trade revenue, now reaching £3.6 million. The formation of a dedicated trade team in March, led by Pietro Molica Lazzaro, aims to provide travel agents with exclusive offers, social media marketing assets, and registration opportunities for familiarisation trips.
Lazzaro, who has been instrumental in shaping this initiative, stated, “Our aim is to build a strong and happy community of travel agents due to the personalised service we offer and the exceptional product available to our mutual guests.” The new approach is a strategic move towards being proactive, rather than reactive, in the market.
Educational Initiatives and Market Awareness
Carter acknowledges the need to enhance market awareness of their offerings. There remains a vast amount of education required, especially as larger cruise companies dominate agent training with extensive resources. For Unforgettable Travel to thrive, creating awareness is imperative. “The training and education of our agents are paramount,” Carter asserts.
The agent portal is a pivotal element in this educational drive. Once agents experience the unique Unforgettable product firsthand, they can more effectively convey its value to clients, making them more likely to recommend Unforgettable Travel.
Embracing Intimate Cruising Experiences
The rise in demand for intimate small-ship cruising provides Unforgettable Travel with a unique market opportunity. Carter highlights an increasing preference among travellers for yacht experiences over traditional large cruise liners.
Agents have noted a growing consumer interest in smaller, more personal cruising experiences, which include visits to both popular and less-explored ports. The company is responding to this trend with enthusiasm.
“Expanding our fleet is crucial,” Carter suggests, noting that maintaining high service standards while increasing capacity is a delicate balance necessary for success.
Strategic Growth and Development
Moving forward, Unforgettable Travel is contemplating the establishment of on-road roles akin to business development managers. Carter mentions, “Being face-to-face with agents during training sessions enhances the learning experience.” Such positions would ensure Unforgettable remains foremost in agents’ considerations.
Given the premium nature of their product, Unforgettable aims to collaborate with agents familiar with high-end travel brands. This alignment promises mutual benefit and sustained growth.
Innovation in Route Planning
Route expansion is on the horizon as Unforgettable Travel assesses future growth strategies. The company strives for a balance between offering popular destinations and unveiling new, surprising routes.
Carter envisions a future where Unforgettable maintains its reputation for offering once-in-a-lifetime experiences while expanding its reach to new destinations. This approach not only meets growing client expectations but also sets a benchmark for excellence in the industry.
Ensuring High-Quality Service
The company’s commitment to providing exceptional service remains unwavering, even amid expansion plans. As Unforgettable grows, maintaining the quality that defines its cruises becomes increasingly vital.
Carter remains resolute in his belief that quality must not be sacrificed for growth. The challenge lies in upholding these high standards whilst pushing the boundaries of what the brand can achieve.
Future Prospects in a Competitive Market
The trajectory of Unforgettable Travel shows promise in a competitive cruising market. By focusing on small-ship experiences and building robust travel agent partnerships, the brand is well-placed to capture an increasing share of the market.
In shaping the future of intimate cruising experiences, Unforgettable Travel underscores education and awareness as cornerstones of its strategy.
The investment in relationships with agents and a focus on unique offerings positions the brand for sustained growth.
