The Advantage Travel Partnership is poised for remarkable growth as its Latitude cruise programme approaches a significant milestone. The initiative is on track to welcome 600 members, underscoring its expanding reach within the cruise sector.
At the recent annual conference, members were encouraged to join this burgeoning network to benefit from shared insights and enhanced revenue opportunities. The conference highlighted how the programme is reshaping collaboration across the industry.
Advantage Latitude’s Membership Growth
The Advantage Travel Partnership is on the path to substantial growth with its cruise community. By the year-end, the Latitude programme is set to reach 600 members, as discussed at the recent annual conference. This expected increase speaks volumes about the programme’s growing influence within the travel industry.
During the conference aboard the Ambassador Cruise Line ship, the senior cruise manager, Jonny Peat, reinforced the importance of these events. Peat highlighted how such gatherings foster collaboration among members, encouraging them to “really drive that business.” Additionally, the emphasis was placed on integrating more members into this expanding community.
Increased Revenue and Incentives
Kelly Cookes, the chief commercial officer at Advantage Travel Partnership, shared that members have benefited from additional earning opportunities linked to cruise bookings. Over the past twelve months, there has been a significant financial impact, with an additional £1 million in cruise-related income paid out to members. This boost in earnings is attributed to strategic time-based uplifts and incentives secured by the team.
The conference illuminated the financial advantages of being part of Advantage’s cruise network. The average commission from cruise bookings is reportedly around 15%, showcasing a lucrative opportunity for members. As Jonny Peat noted, the community is selling cruises not only in greater numbers but at higher prices, which emphasises their effectiveness.
Cruise Month Success and Market Resilience
September saw a remarkable 20% increase in revenue for Advantage, compared to the previous year. This growth trajectory follows a 53% jump from 2022, underscoring an upward trend benefitting its members.
Despite challenges such as rising costs and shifting consumer sentiments, the cruise sector’s resilience remains evident. According to Cookes, 72% of members noted increased demand for cruises, which signals a robust consumer interest that continues to grow.
Future Strategies and Developments
The Advantage Travel Partnership plans to enhance its offerings by expanding the dedicated cruise team, aiming to become the “go-to-cruise partner” for the industry. They plan to focus on river, luxury, and expedition cruises, and offer tailored training for sellers at different levels.
Peat outlined initiatives for more ship visits and familiarisation trips next year, with a particular focus on regional ports. This strategy will accommodate 450 members, granting them firsthand experience and strengthening their knowledge base.
Engaging New and Existing Clients
Strategically, Peat urged members to approach non-cruisers actively, with 71% reportedly open to discussions about future cruise experiences. The aim is to introduce cruise travel as an option to every holidaymaker.
Peat suggests an inclusive approach: even if clients do not mention cruises initially, agents should propose it as an alternative. This method serves to broaden the range of options clients consider, potentially converting them into cruise enthusiasts.
Conference Highlights and Feedback
At the conference’s conclusion, Gordon Wilson, the Ambassador Cruise Line chair, shared insights into the partnership’s success. There was a 35% increase in bookings and a 20% rise in agencies booking for the first time, which Wilson described as a noteworthy achievement.
In response to the increasing demand, there was a call for simplified messaging from cruise line partners and more ready-to-use social media content, facilitating easier marketing for members across different platforms.
Outlook for Advantage Latitude
As Advantage Latitude gears up to reach 600 members, the momentum shows no signs of abating. The strategic initiatives and steady increase in cruise demand underscore a positive trajectory for the future.
The Advantage Latitude programme is steadily progressing towards its target, reflecting its growing impact within the travel sector. With concerted strategic efforts to expand and engage members, the programme is set to thrive.
This trajectory not only solidifies Advantage’s position in the market but also opens new avenues for its members in the cruise industry.
