In the bustling environment of the travel industry, particularly within cruise sales, the competition among travel advisors can be quite fierce. At the recent CruiseWorld event in Fort Lauderdale, sales executives from leading cruise lines discussed strategies for travel advisors to enhance their visibility and effectiveness. In a panel moderated by Travel Weekly’s editor-in-chief, prominent figures from Norwegian Cruise Line, Royal Caribbean, Princess, Carnival, MSC Cruises, and Celebrity shared their insights on how advisors can succeed in an increasingly crowded market.
John Chernesky, the senior vice president of North American sales at Norwegian Cruise Line, emphasized the necessity for travel advisors to practice persistence. He described the industry landscape as “crowded,” highlighting that merely reaching out once may not yield the desired results. “If you don’t get a response, don’t be discouraged,” he advised. Establishing connections requires follow-up, which is essential for capturing attention in a saturated market. Chernesky’s comments reflect a broader truth in sales: success often correlates not just with skill, but also with the willingness to keep trying. Advisors should embrace a proactive mindset, utilizing available resources like local business development managers for support and guidance.
Vicki Freed from Royal Caribbean pointed to a significant challenge faced by cruise lines: locating and connecting with independent advisors. Many advisors have shifted to remote work, which can lead to communication breakdowns. Freed emphasized the need for advisors to communicate their locations and needs clearly. This collaborative approach is essential, as cruise lines genuinely want to partner with advisors for mutual success. By fostering a culture of openness and communication, both parties can derive greater benefits from their interactions.
The panelists unanimously acknowledged that personal relationships are at the core of selling travel. Carmen Roig from Princess articulated this sentiment, stating that “it’s all about relationships.” She pointed out that advisors have an abundance of choices when it comes to cruise brands, underscoring the importance of engagement when advisors seek assistance. For Princess, making a lasting impression when an advisor reaches out is vital, as it can lead to deeper, more fruitful partnerships.
Kirk Neal, of Carnival, urged advisors to leverage modern technology, referring to the Carnival Independent Agent Team (CIAT). He highlighted CIAT as a transformative resource, providing a Facebook group and YouTube channel aimed at enhancing the educational experience for advisors. This use of technology represents a shift in the industry, where digital outreach can create communities of support and learning, making resources more accessible than ever.
In discussions about brand awareness, Wendy Whitener of MSC Cruises pointed out the need for advisors to familiarize themselves with less prominent brands. She encouraged participation in monthly webinars tailored for advisors, highlighting MSC’s blend of “European style with American comfort.” Such initiatives not only educate advisors about distinct product offerings but also empower them to expand their sales portfolios effectively.
Rob Coleman from Holland America shared advice for new entrants to the travel industry. He recommended that novices resist the urge to overwhelm themselves with extensive information about numerous brands. Instead, he suggested concentrating on one or two brands initially. This approach of gradual learning can help new advisors build confidence and expertise without feeling inundated. In a complex and multifaceted industry, simplicity can often be the key to unlocking greater understanding and sales acumen.
The insights shared at the CruiseWorld panel reflect a growing recognition of the importance of collaboration between cruise lines and travel advisors. As the industry continues to evolve, empowering advisors through communication, persistence, and technology will be essential in cultivating successful partnerships. By embracing these strategies, travel advisors can enhance their visibility and ultimately thrive in an ever-competitive marketplace.
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