CR5,6,7 nov21 18/11/08 14:26 Page 58
knowledge cruise
ttglive.com
DIY cruise packaging
Savvy
cruise
agents are
increasingly
looking to create
bespoke packages
to set themselves
apart from the crowd.
Sara Macefield looks
at this growing trend – and
at the potential pitfalls
A
s the battle for cruise sales
becomes more competitive, one of
the most effective ways for agents
to boost their earnings is to take
the DIY route and build their own packages.
By adding extras such as personalised
Cut yoursel
transfers, hotel stays and individual
excursions to standalone cruises, retailers
can put together a truly bespoke deal.
This not only helps them to stand out
from the crowd, but makes it difficult for
customers to find a cheaper like-for-like
alternative online.
a bespoke m
Such deals also promise better margins
and win brownie points from customers
who appreciate the personal service they
receive from the agent.
But to put such packages together in the
first place, agents need to be able to source And what happens wouldn’t be
the best rates from cruise lines. if it all goes wrong? available.
Net fares are the obvious way forward, but Delayed or As the
while some cruise lines are happy to oblige, cancelled flights economic
it seems the bigger or more productive you can wreak havoc so squeeze starts
are as a retailer, the easier it is to obtain them. agents need to allow to tighten its
However, net fares are not necessarily the enough leeway when making grip on the industry,
lowest rates in the marketplace. arrangements. bespoke cruise packages
They might start off as the cheapest, but Most get around this by flying customers are helping to ease the pressure. But despite
cruise-only fares can represent the biggest out the day before, or a few days in advance the growth of this sector, those agents who
bargains once they are discounted – and by so they can enjoy a hotel stay to get in the have exploited it are reluctant to talk
buying these, the agent preserves their holiday mood. publicly about their success.
commission too. For cruise lines, bespoke packaging appears “The main disadvantage now is that there
Another issue is the regulatory require- to be a win-win situation. They don’t have to is more competition as an increasing number
ment. Agents arranging flights need to take extra risks or spend time and money of agents cotton on to it,” said one leading
ensure they are covered by a suitable Atol, putting together such arrangements. cruise retailer who did not want to be named.
whether it is theirs, their parent company’s The retailer does it for them, giving cruise So what of those who were willing to talk?
or arranged through a third party. lines another route to market that otherwise Agents and cruise lines give their views.
58 21.11.2008
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