When it comes to selling river cruises, more and more agents are getting into the sales action. River cruising is highly inclusive, and thus, a good revenue option for agents. More importantly, clients typically come back highly satisfied and ready for more.
The typical demographic – once solely comprised of mature travelers – is broadening, offering even more sales opportunities.“We’re seeing a combination of ages,” says Dave Lovick, Travel Leaders in Maple Grove, MN.
While his agency’s European river cruisers are often mature individuals, people who have done a lot of cruising, he’s also increasingly seeing interest from other clients looking specifically for a small-ship experience as well as the ability to get closer to the continent's interior cities.
New Itineraries, More Opportunities
Denise Petricka, Higgins Travel Leaders in Eau Claire, WI, says the cruise lines are also doing their part to put forth new itineraries that keep her clients interested in taking another river cruise. “Once [clients] have done a river or two in Europe, they are moving on to rivers in China or Russia,” she stresses.
So when you’re ready to sell, how will you promote? Lovick, Petricka and Max Nelson, Travel Leaders (Tzell Travel), San Jose, CA, give us insight into their plans for promoting river cruising this year.
One good tactic is to go after affluent ocean cruisers who may be ready for a new experience. “Our agency is going to target clients who have been multiple cruisers on upscale lines,” Nelson stresses.
His agency also plans direct mail, an e-mail campaign and suggestive selling. The agency will also “definitely hold more cruise nights,” according to Nelson. “We have done cruise nights before with great success.”
Petricka’s agency plans to promote via direct mail. She says her agency also will continue to use the Constant Contact e-mail marketing campaign that Viking River Cruises offers.
In addition, "we also host two river cruise theme events in our office or off site at an upscale venue in our area,” Petricka says.
Lovick’s agency is planning large local consumer events featuring the agency’s top river cruise vendor. And, his agency is also looking at holding group space onboard river cruise vessels and then proactively marketing that space.
Passion for the Product
But when it comes to effective marketing, our trio of agents point to first-hand experience as critically important. Typically, research shows that people selling a product are more effective when they have experienced it themselves.
Real life, first-hand experience matters. An agent's passion for a river cruise product is extremely helpful in marketing a product and closing a sale; it builds trust and shows expertise.
“We have eight travel counselors on staff who have actually experienced a river cruise themselves,” Petricka notes. “This is a great help in convincing prospective clients on the benefits of river cruising.”
Being social also is helpful for marketing river cruising. “We are also getting our agents out to experience the ships to come back and tell their clients how great of an experience they have had via blog, Facebook and e-mails,” notes Lovick.
What ways do you suggest promoting river cruising in the new year? Share your knowledge and tips? What works for your agency? Share your thoughts in the comments below, or on our Facebook page at www.facebook.com/TravelAgentMagazine.