The cruise industry is a complex and competitive landscape, with numerous players vying for attention from a limited pool of travel advisors. At the recent CruiseWorld event, key sales executives from major cruise lines gathered to discuss strategies for strengthening their relationships with travel advisors. This article explores the insights shared during a panel discussion that underscored the importance of persistence, clear communication, and leveraging technology in the pursuit of mutual success.
John Chernesky, the senior vice president of North American sales for Norwegian Cruise Line, highlighted a significant hurdle for travel advisors: visibility. In an industry described as a “crowded space,” Chernesky emphasized the necessity for advisors to be “politely persistent.” This means that travel advisors should not hesitate to follow up with cruise line representatives, particularly when initial attempts to connect do not yield immediate results. Chernesky’s call to action encourages advisors to take charge of their relationships, reminding them that assertiveness can lead to greater recognition and support from cruise lines.
Vicki Freed from Royal Caribbean expanded on this theme, noting that the geographical shifts in how advisors operate—many having moved to remote work—present a challenge for cruise lines trying to connect with them. Freed urged advisors to actively communicate their whereabouts and needs so that cruise lines can better support their sales activities. This creates a reciprocal relationship, where advisors are not only receiving help but are also integral to the cruise lines’ strategies.
In an industry where personal connections matter significantly, Carmen Roig, vice president of sales at Princess Cruises, pointed out that relationships play a crucial role in sales success. Roig’s assertion that “you sell the people you like” speaks to the importance of trust and rapport in business transactions. Travel advisors are faced with numerous cruise options, and engaging effectively with the sales teams of these companies can make all the difference.
This focus on relationship-building serves as a reminder that success in the cruise industry is often not just about the product but about the connections forged between advisors and cruise line representatives. The more advisors feel valued and understood, the more likely they are to prioritize those brands in their offerings to clients.
Kirk Neal of Carnival Cruises emphasized the importance of utilizing readily available resources, particularly through the Carnival Independent Agent Team (CIAT). By promoting channels like dedicated Facebook groups and YouTube content, Neal highlighted how digital platforms can serve as vital tools for education and community-building among travel advisors. This modern approach encourages the sharing of experiences and insights, ultimately leading to enhanced sales strategies and support.
In addition, Wendy Whitener of MSC Cruises urged advisors to participate in monthly webinars to familiarize themselves with MSC’s unique offerings. This is particularly relevant for less familiar brands that may not yet have a strong presence in the advisor community. The invitation to engage with the cruise line before making client recommendations demonstrates a proactive approach toward education and relationship-building.
Recognizing that many new advisors can feel overwhelmed by the abundance of options, Rob Coleman from Holland America Line suggested a more focused approach to learning. His advice to concentrate on one or two brands allows advisors to deepen their expertise without getting lost in a sea of information. This strategy not only boosts confidence but also positions these advisors as informed advocates for the brands they have chosen to represent.
A final note from the discussion pointed to the necessity of continuous dialogue within the community, urging advisors to visit booths and engage with brands directly at events like CruiseWorld. This face-to-face interaction remains a key aspect of networking and building connections that drive the industry forward.
As the cruise industry adapts to new norms, the collaborative spirit cultivated during events like CruiseWorld offers promising potential for all parties involved. By prioritizing persistent communication, leveraging technology, and focusing on enduring relationships, travel advisors and cruise lines can create a successful synergy. This continued commitment to mutual growth will ensure that both sectors thrive in an ever-evolving marketplace.