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Advantage Conference 2008 • Cruise
DISCOUNTS. NEW CRUISE DIVISION.
Directline: Discounting
is the weakest technique
Mafalda Barreto, Silversea; Jo Rzymowska; and Giles Hawke
Lee Hayhurst.
More than 50 cruise lines have approached
‘Stop focusing on
ADVANTAGE member Directline Holidays hopes Directline Cruise, but the company has chosen to
a focus on customer service and expertise will help work with no more than 15.
cruise negatives’
its new cruise division steer clear of discounting. Flint said he expected to see growth in online
The Croydon firm has built its business over cruise sales as people became more familiar
the last 15 years based on destinations and with the web.
AGENTS who raised the issue of cruise discounts sectors it knows well, such as Turkey and ski, “The uptake of online bookings in cruise is not
were accused of concentrating on the negatives and now turns over £45 million. that huge but we hope to change that. This area
and not the opportunities the sector offers. Although some of the company’s 60 staff have is set for significant growth,” he said.
Speaking at the end of a cruise break-out cruise experience, Directline is looking for an “There seems to be an opportunity here in
session on the opening day of the Advantage experienced cruise retailer to head the division. the marketplace. Suppliers are crying out for
conference, Royal Caribbean general manager Managing director Anthony Bradley said: “It distribution and we know there is room for us in
Jo Rzymowska said: “We are such an exciting has always been our model not to discount and the online cruise space.”
industry and yet we just focus on what’s wrong.” we need to keep to that in cruise.” Traveltek has supplied Directline with the
Rzymowska was responding to complaints Sales director Matthew Flint added: “Discount- booking engine for the new website.
from agents about being undercut by larger ing is a sales technique but it is the weakest sales
competitors who have better commercial terms. technique, and not the only one by any means.” ■ Cruise lines seek tourist board help, p26
Although it was agreed discounting causes
issues, delegates were told lines were powerless
to act, as the law prevents them from price fixing.
Rzymowska admitted discounting was
HATS OFF TO
probably an issue for a small minority of the
PERFORMERS:
more popular cruises but said agents had to
Ian Dines (far
take advantage of the choice in the sector.
left) and Peter
Complete Cruise Solution sales director Giles
Turner, both
Hawke estimated £243 million would be paid to
Tui Travel,
agents in commission next year and £340 million
enjoy the Royal
by 2012.
Caribbean
“If you are an agent and you are not selling
International
cruise, or not selling much, the question is how
and Celebrity
much of that do you want,” he said.
Cruises dine-
a-round at the
Advantage
MEMBER RATES.
Conference.
The dine-a-
Advantage cruise deal
rounds had
various themes,
ADVANTAGE is to start talks with cruise lines to
including the
negotiate preferential group allocations to give
mighty Abba
agents access to exclusive deals.
performance
Giles Hawke, Complete Cruise Solution sales
from
director, told delegates the current level of cruise
Superbreak
business from Advantage agents showed they
and Bourne
were not taking their fair share of the market.
Leisure
Advantage is due to start talking to lines this
(see Out &
month about preferential deals for its members,
About, p24)
particularly those in its Cruise Specialist group.
03.10.2008 13
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