In the dynamic world of the cruise industry, fostering strong connections is paramount for travel advisors seeking to elevate their business. This notion was emphasized during the recent CruiseWorld conference, where seasoned executives highlighted the vital role business development managers (BDMs) play in facilitating growth for advisors. As Eric Schmit, the director of business development for Regent Seven Seas Cruises pointed out, the success of advisors directly influences the success of BDMs. Hence, establishing and nurturing these relationships can lead to a mutually beneficial partnership.
Travel Weekly’s 2024 Travel Industry Survey underscores the significance of BDMs, which ranked as the most valuable service offered by preferred suppliers. Advisors echoed the sentiment that having accurate access to BDMs can provide essential support, surpassing other incentives like higher commissions or exclusive educational opportunities. BDMs are not just a communication channel – they are strategic allies equipped to drive group business and assist in overcoming challenges, such as tough client negotiations.
Despite the importance of BDMs, cruise line executives expressed concern regarding advisors’ visibility and availability. Vicki Freed of Royal Caribbean International emphasized the challenge of striking the right connections, noting that many advisors work remotely and do not update their contact information. This can create a disconnect that ultimately hampers collaborative efforts. Freed encouraged advisors to maintain current information with their strategic account managers to facilitate more than just transactional interactions; the goal is to foster personal relationships that can lead to better service and support.
Similarly, Carmen Roig from Princess Cruises urged advisors to be proactive in identifying themselves and communicating their needs. This call to action underscores a universal theme within the cruise industry: the necessity of open and direct lines of communication.
The message from the sales executives was clear: advisors must adopt a proactively persistent attitude when reaching out to BDMs. John Chernesky from Norwegian Cruise Line articulated this concept well, encouraging advisors not to shy away from seeking support. In a competitive industry, the advisors who demonstrate initiative are the ones who garner the attention and assistance they seek. Deriving from this encouragement, it’s crucial for advisors to embrace a strategic mindset when approaching their local BDMs, ensuring they communicate their needs and aspirations effectively.
Additionally, engaging with the extensive resources and support available through their cruise line partners can be beneficial. Derek Lloyd emphasized the value of the large support teams established by cruise lines, noting that these teams stand ready to help advisors navigate various aspects of their business, from booking issues to creating marketing strategies.
With numerous cruise lines and brands in the market, advisors are faced with the dilemma of determining where to focus their efforts. Rob Coleman, overseeing sales for Holland America Line and Seabourn Cruises, advised advisors to avoid information overload. Instead, he suggested a more thoughtful approach by identifying specific brands and destinations that resonate personally with them. This strategic prioritization can create a foundation for developing deeper relationships with chosen cruise lines and tapping into their available resources effectively.
Agents should also take advantage of online training tools offered by cruise lines, which can serve as a valuable resource in cultivating their knowledge and confidence in new products. Companies like MSC Cruises, which is relatively new to the U.S. market, have implemented various training programs to help advisors enhance their selling skills and product awareness, proving that continuous learning is key.
As travel advisors work to build their connections within the industry, they can benefit from community engagement. Initiatives such as the Carnival Independent Agent Team exemplify how cruise lines are nurturing a sense of community among advisors, providing extensive online resources through platforms like Facebook and YouTube. This engagement is critical for building relationships not only with the cruise line but also among peers, thereby enriching the advisor’s network.
Furthermore, brands like Celebrity Cruises are actively seeking feedback through online surveys, highlighting their commitment to collaboration and partnership. By developing these interactive platforms, cruise lines demonstrate their willingness to listen and adapt to the needs of advisors, fostering a culture of trust and collective ambition.
Looking forward, the role of travel advisors in the cruise industry is set to evolve continuously. Navigating effective relationships with BDMs and utilizing available resources will be imperative in driving success. Through resilience, engagement, and strategic communication, advisors can not only thrive but also contribute to a vibrant and collaborative industry landscape. As the cruise market continues to grow, embracing these principles will ensure that travel advisors remain essential players in the game.