At the recent conference, experts discussed the importance of educating both consumers and travel agents to attract new cruise passengers. The consensus was clear: awareness and understanding are crucial.
Delegates at Fred Olsen Travel’s annual event highlighted the need for a strategic blend of education, advertising, and industry partnerships. This approach aims to boost the cruise sector by addressing potential customers’ concerns and expanding the market.
The Role of Education in Expanding the Cruise Market
Cruise lines and travel agents are prioritising education to captivate new-to-cruise clients. The industry recognises the necessity of raising awareness among both potential customers and the trade. As P&O Cruises sales director Ruth Venn noted, it is challenging to balance maintaining existing standards with attracting newcomers.
Venn emphasized the significance of utilising creative platforms during the wave period to promote products. According to Venn, effective messaging and training are essential for helping agents understand the distinct differences between cruise ships. P&O’s plan includes hosting over 1,000 travel agents on their ships this year to enhance product knowledge.
Strategic Partnerships Enhance Product Awareness
According to Tom Mahoney, Cunard UK’s director of sales, forging alliances with established consumer brands is vital for enhancing product awareness. Such partnerships ensure that the brand remains relatable and recognised beyond the typical cruise clientele.
Mahoney stressed the importance of selecting partners that resonate with the values and interests of the cruise line’s target audience. This strategy helps bridge the gap between the cruise industry’s offerings and the expectations of prospective customers.
Television and Nature: Key Elements in Reaching New Clients
Fred Olsen Cruise Lines has successfully leveraged TV advertising to reposition its brand for first-time cruisers. As head of sales Geoff Ridgeon shared, this investment aims to highlight the brand’s unique offerings and entice clients unfamiliar with cruising.
Ridgeon pointed out that research indicates a growing interest in nature and wildlife experiences. Fred Olsen Cruise Lines are therefore adapting their strategies to these consumer preferences, further tailoring their approach based on client interest and destination choices.
The shift towards more personalised experiences is becoming apparent as cruise lines engage directly with potential travellers, seeking to meet their specific preferences and travel interests.
Challenges in Attracting New Cruise Customers
Kelly Cookes, Advantage Travel Partnership’s commercial chief, commented on the present challenge of enticing new cruise customers amidst issues like airlift availability and rising travel costs. There’s a significant need for increased awareness, she noted, as cruise sales contribute over a third to the consortium’s leisure business.
Cookes identified these barriers as major considerations in formulating strategies to reach untapped market segments. Overcoming such hurdles is crucial to ensure continued growth in new-to-cruise client acquisition.
Articulating Nuanced Differences Among Cruise Lines
Celebrity Cruises’ vice-president and managing director EMEA, Giles Hawke, emphasized the need for cruise lines to clearly communicate the subtle differences in their offerings. Despite similarities, nuances such as food quality, service levels, and entertainment options can significantly impact customer perceptions.
Hawke urged cruise lines to educate their agents effectively, enabling them to convey these distinctions to potential customers. Agents’ ability to explain the unique attributes of each cruise line is vital for capturing interest and encouraging first-time bookings.
The articulation of these differences goes hand-in-hand with providing unforgettable experiences that align with individual preferences, fostering long-term customer engagement.
Survey Insights and Customer Experience Initiatives
In an effort to better understand non-cruise customers, Celebrity Cruises is currently conducting surveys with individuals in their 50s. The aim is to explore how firsthand cruise experiences might alter their perceptions.
As part of these initiatives, the company has taken these individuals on the Celebrity Apex, allowing them to directly engage with the cruise experience. This proactive approach provides tangible insights into customer sentiments.
By understanding these motivations and hesitations, cruise lines can tailor their messaging and offerings to better appeal to potential new cruisers, effectively turning skepticism into curiosity and interest.
The Imperative of Raising Cruise Industry Awareness
Across the industry, there is a recognised imperative to elevate cruise sector awareness. The comprehensive strategy involves both enhancing agent knowledge and directly engaging with potential clients.
Such efforts are designed to demystify cruising, presenting it not just as a travel option, but as an enriching experience worth exploring.
The discussions at the conference underscore the industry’s collective recognition of education as a fundamental tool in attracting new-to-cruise clients. By enhancing awareness and strategic partnerships, cruise lines aim to capture a broader audience.
As the industry adapts to shifting consumer preferences, the emphasis on education and understanding remains central to expanding the cruise market. This ongoing commitment to awareness and engagement will be key to future success.
