Cunard is embarking on an ambitious venture in 2024, poised to welcome more travel agents on board than ever before in its history. This unparalleled endeavour is set to enhance the agents’ firsthand experience of Cunard’s luxury offerings, thus strengthening their capability to act as brand advocates.
By leveraging a strategic mix of ship visits, conferences, and familiarization trips, Cunard aims to foster a deeper connection with travel agents. Such efforts are designed to build expertise and loyalty among agents, who play a crucial role in communicating the brand’s unique selling propositions to their clientele.
Cunard’s Strategic Initiative for 2024
Cunard is preparing for a significant year in 2024, with plans to host an unparalleled number of travel agents on board its fleet, which will soon consist of four ships. This initiative includes a comprehensive ship visit programme, aligning with the annual CLIA Conference and a series of familiarization trips that aim to enhance agent engagement with the brand.
Within the framework of this strategy, Cunard will host nine ship visit events across the UK, in cities like Greenock, Southampton, and Liverpool. The events are scheduled between July and December 2024. The new ship Queen Anne, joining the fleet in May, alongside the flagship Queen Mary 2 and Queen Victoria, will be prominently featured in these events.
Registration and Rewards for Agents
Travel agents are encouraged to register for one of the 420 available places through the Shine Rewards platform, Cunard’s agent loyalty programme. This platform incentivizes agents by offering them the opportunity to experience the cruise line firsthand.
The full ship visit programme is set to commence on 26 July in Greenock with Queen Anne and will conclude on 25 December in Southampton with Queen Victoria. Additional visits are planned for Queen Mary in both Southampton and Liverpool.
CLIA Conference and Further Announcements
As part of May’s CLIA Conference in Southampton, 185 agents will have the exclusive opportunity to explore Queen Anne.
Cunard has indicated that further details of its 2024 familiarization trip programme will be disclosed soon. This announcement is expected to expand the scope of opportunities for agents to engage with Cunard’s offerings, promoting greater familiarity and potential sales growth.
The strategy to include these familiarization trips highlights Cunard’s commitment to building strong relationships with travel agents, ensuring they are well-informed advocates of the cruise experiences offered by the line.
Impact of Previous Familiarization Efforts
Previous initiatives by Cunard have proven successful in converting travel agents into loyal advocates for the brand. An example shared involves a travel agent who, after experiencing Queen Elizabeth, opted for a personal holiday with the cruise line.
This anecdotal evidence supports the effectiveness of Cunard’s strategy to involve agents more intimately with their cruising experience, thereby potentially increasing sales and brand loyalty.
Through firsthand experience of the amenities and services offered by Cunard, agents are better positioned to market these cruises to prospective clients, drawing from their own enriched experiences.
2024 Ship Visit Programme Details
The 2024 programme is a cornerstone of Cunard’s effort to reach a record-breaking number of agents. The scheduled ship visits are meticulously planned to give agents comprehensive exposure to the brand’s luxurious offerings.
Starting in late July, the visits will feature different ports, ensuring a wide geographical reach and diverse range of experiences. Each event aims to deliver a unique insight into the ships where agents can experience Cunard’s signature hospitality.
By extending such opportunities, Cunard is not just promoting its fleet but also strengthening its market presence by equipping agents with firsthand knowledge and memorable experiences.
Announcements on Future Voyages and Records
Recent announcements have highlighted Cunard’s success in booking a record number of guests during January 2024, eclipsing figures from the past decade. This achievement demonstrates the effectiveness of Cunard’s current marketing and engagement strategies.
Such records are indicative of a robust and growing interest in the cruise line’s offerings, reflecting the positive impact of strategic promotions and agent engagement initiatives.
Conclusion
The 2024 plans solidify Cunard’s position as a leader in luxury cruising by focusing on intensive agent engagement programmes. The initiatives aim to ensure agents are informed and enthusiastic ambassadors for Cunard’s offerings.
As Cunard prepares to execute its 2024 strategy, the company stands on the brink of setting a new benchmark in agent engagement. With a focus on comprehensive experiences and relationship-building, Cunard is positioned to enhance its reputation and broaden its market reach. The alignment of agents with the brand’s ethos is a testimony to Cunard’s commitment to shared growth and success.
