In the dynamic world of travel, agents are constantly seeking opportunities that offer both excitement and profit. A compelling choice is expedition cruising, advocated by Silversea’s UK & Ireland MD, Peter Shanks, as a strategic focus. With unique experiences closer to home, these cruises are seen as a commercially appealing option with numerous benefits.
Agents can explore new horizons by offering expedition cruises that captivate the adventurous spirit in travellers. These journeys, endorsed by Shanks, not only promise memorable experiences but also provide a lucrative revenue stream. As demand for such cruises increases, agents have the potential to strengthen client relationships and enhance their service offerings.
Expedition Cruising: A Local Focus
Silversea’s UK & Ireland managing director, Peter Shanks, has urged travel agents to consider selling more expedition cruises closer to home. Speaking at the Advantage Latitude Conference, Shanks highlighted these cruises as a compelling travel option, pointing out that expeditions offer unmatched experiences. By opting for nearby destinations, agents can provide customers with enriching journeys without the need for long-distance travel.
The Appeal of Expedition Cruises
Expedition cruises are not just another travel product—they are transformative adventures. Shanks noted, “An expedition is unlike any other form of travel, it’s thrilling, it’s awe-inspiring, and it’s humbling as well.” These voyages transform the bucket list concept into actionable travel plans, providing commercial benefits to agents with significant commissions.
Maximising Commercial Opportunities
The potential for profit in expedition cruises is substantial. On average, agents can earn commissions upwards of £3,000 per booking. By focusing on the unique offerings of these cruises and the high level of interest they generate, agents have the opportunity to increase their sales and customer satisfaction. Global capacity for expeditions grew by 200% from 2017 to 2023, illustrating a strong, ongoing demand.
Challenges in Communicating Value
Pricing is often a perceived barrier to selling expedition cruises. However, Shanks advised against leading with price in sales conversations, stating, “Price comes way down the conversation. They are reassuringly expensive. People get the value when you start the conversation about expedition.” Communicating the unique value and experience of these cruises is key to persuading potential travellers.
Expanding Destination Horizons
There is a misconception that expedition destinations are all distant and remote. Shanks highlighted a shift towards more accessible locales in Europe, such as the British Isles, Mediterranean, and Norwegian Fjords. Closer-to-home expeditions offer unparalleled detail and depth of exploration, appealing to adventurers seeking unique experiences without extensive travel.
Targeting the Right Audience
Identifying potential customers for expedition cruises can enhance sales success. Shanks pointed out that the key demographic includes adventurous individuals who seek luxury touring experiences. These customers, often already booking upscale holidays, include Baby Boomers and a rising number of Gen X and multi-generational travellers. By tapping into these existing relationships, agents can introduce their clients to the world of expeditions.
Distinct Preferences of Expedition Travellers
Expedition cruise passengers differ significantly from classic cruise enthusiasts. Shanks revealed that expedition guests prioritize itinerary, wildlife viewing, shore excursions, and safety over dining and accommodation—a distinction vital for tailoring marketing strategies. This knowledge allows agents to better cater to the specific interests and concerns of potential expedition travellers.
Strategic Actions for Travel Agents
Agents are encouraged to invest time in research and training to effectively sell expedition cruises. Shanks proposed developing expertise in select destinations, such as Antarctica and the Galapagos, alongside engaging in familiarisation trips. Becoming the “go-to expedition expert” within their business can position agents as trusted advisors for intrepid travellers.
The Importance of Persistence
Shanks concluded by motivating agents to challenge their clients’ travel aspirations, suggesting, “be brave” in recommending expedition cruises to those unsure of their next holiday destination.
The potential for local expedition cruises to redefine travel options is substantial. Travel agents are positioned to harness this trend, offering enriching, accessible journeys that excite clients and ensure growth in the travel sector.
