邮轮销售主管谈话业务大楼,新裁缝和神话破坏
经过Dori Saltzman/
来自皇家加勒比海,名人巡游和挪威巡航系列的销售主管谈到了旅行顾问如何建立业务,吸引新的到期客户,并在纽约旅行与冒险秀的一个小组中解决巡航误解。
Moderated by Charles Sylvia, vice president of industry and trade relations at CLIA, the executives offered a wide range of practical advice that ranged from layering their communications and marketing plans to finding affinity groups within their local communities and personal networks to the best ways to deal with pricing obstacles.
Building Your Business
小组成员们说,与沟通,分层营销以及克服邮轮公司国家营销的背包是一致的是邮轮销售旅行顾问渗透到本地市场并发展业务的最佳方式。
“There is no magical equation,” Lisa Falango, director of sales, northeast region of Royal Caribbean International said, of growing an agency’s business. “It’s all about consistency and communication… those accounts that are having great success are those that have been in contact with their existing clients throughout the pandemic.”
名人巡游国家帐户经理科里·华莱士(Corey Wallace)表示同意。“有一个古老的说法,‘人们不在乎你知道多少,直到他们知道你在乎。’
在人们巡航后询问他们的旅行情况后,请确保您正在跟进。致电祝他们生日快乐或周年快乐。
“At that point they realize, they’re not just a client. They feel more connected and more cared for and it helps take that relationship to the next level,” he added.
法兰戈(Falango)和华莱士(Wallace)都谈到了对多种形式的沟通的必要性,华莱士(Wallace)称之为“分层营销”。
“Make sure that you’re sharing your stories on social media, have ads in the local newspaper, be a member of the local Chamber of Commerce and be visible in the community because the more people see you, the more you’re out there, the more your name resonates with them. They may not book with your today, but you’re planting the seeds for tomorrow,” Wallace said.
法兰戈同意社交媒体尤其重要。她说:“在社交媒体上可见可能是任何人都可以用来取名并建立业务的最关键因素之一。”“大多数人喜欢看您的故事,喜欢知道您去过哪里,您一直在做什么,并看到您喜欢在不同的地方和不同的巡游中旅行。”
Derek Lloyd, vice president of trade sales at Norwegian Cruise Line, added that travel advisors should also look for ways to piggyback on the “millions and millions” of advertising dollars that cruise lines spend to amplify those brand messages and associate themselves with the brands.
“不管你应该使用s的口号是ame in your marketing because you can amplify that message. You can associate yourself with that brand and that is how you get the business for yourself,” he said.
不确定您的市场本地广告系列是什么?他补充说。
接近新的邮轮市场
邮轮公司和旅行顾问的有利可图的市场是从未巡游的人。但是,您如何找到它们,Clia的Sylvia问小组。
NCL’s Lloyd advised mining your current client database. “Who do you have in there who simply has not done it yet and ask them why. Do you have families that want to travel together? Who is it that does the Mexican resorts? Who goes to the Caribbean? Who does bus tours in Europe.”
Falango echoed Lloyd. “Work your database by who hasn’t cruised. Who are some of your fun and sun land vacations? Maybe some of your Disney clients have grown up a little and are looking for something different.”
劳埃德说,尤其是家庭是一个很好的来源。寻找想要与整个家庭一起旅行的祖父母。“突然之间,您有一组10或12个客舱,其中一半从未上过巡航……我们知道,一旦我们得到了它们,他们就会回来。”
该小组说,亲和力团体是新的到期客户的另一个重要来源。有了葡萄酒爱好者,教堂团体,编织者,高尔夫球手和其他人等亲和力团体,您可以将人们与该团体相连,而巡航则是次要的。
“People will travel with like-minded people,” Falango said. “If you put together some sort of group or trip with a common interest, you will attract new to cruise that way.”
华莱士补充说:“这样做的优点在于它可以帮助您发展业务渠道。”“因为现在他们已经通过小组负责人与您合作,他们对您感到满意,并看到了您的能力。现在,也许他们想进行家庭聚会巡游。”
Myth Busting
Panelists also took some time to bust a few myths about their brands, giving advisors talking points should they hear any of these objections from potential clients.
法兰戈说,对于皇家加勒比海而言,有些人认为他们的船太大且过度安排。
她说:“我们的船只的设计是,使船上有一个私密的区域,无论是在一周或那天都想做的事情。”
她推荐顾问向客户展示该船的布局,并指出所有不同的空间。她补充说:“一旦看到了船的布局,您就会失去这种感觉不堪重负且太大的感觉。”“是的,我们拥有最大的船只,但在亲密的环境中我们也有很多东西可以提供。”
As far as being overscheduled, Falango said, “You can completely customize your entire cruise experience for what you want it to be. You don’t have to eat at 6 or 7 o’clock. Maybe one night you want to eat at 5:30 and the next you don’t want to eat until 8. You design your experience for what you and your family or friends are looking to do.”
Celebrity’s Wallace said the objection he hears most is that Celebrity is too expensive. “We are more expensive than the contemporary brands and we don’t apologize for that,” he said. “But amenities, such as the tips, the beverage package, Wi-Fi, those are things they’re going to get with us all the time and those are built into the price.”
他说,当您将这些便利设施的价格添加到其他邮轮收取的票价中时,“您会发现我们的定价并不明显高于其他票价。”
华莱士还强调,名人投资的车载体验 - 人们所付出的经验是“人们每天都会利用的东西,例如食物和服务。”与诸如拉链线和滚筒杯架之类的东西相反,巡洋舰可能每次巡航或根本不使用一次。
NCL battles the same misconception, Lloyd said, adding it’s up to advisors to compare apples to apples.
“When your customers are standing in front of you, don’t just say ‘here’s a $499 cruise and here’s a $1,299 cruise’ without any sort of frame of reference. You’ve got to say ‘this is $499 and this is what you are going to pay additionally for onboard the ship’ or ‘this is $1,299 and includes all of these things.’”
巡航类别过时
华莱士和劳埃德都误解了一个误解,敦促观众放弃旅行顾问的概念,例如当代,高级和奢侈品。
华莱士说:“关于名人的最大神话是我们是一个高级品牌。”“我们是新的奢侈品。那就是我们。基本上,这是您通过豪华邮轮公司找到的所有好处,例如优质的服务,出色的烹饪体验和对细节的关注……但是,在我们比这些家伙拥有优势的地方,这是一艘大船。”这意味着百老汇风格的表演,广阔的赌场,多个游泳池和精品店。
“You need to stop putting cruise lines into these categorized buckets,” Lloyd said. “You cannot say that an inside on Oceania is a more luxury product than a Haven suite on Norwegian. It’s simply not the case. Every single cruise line has different customers… find the right product that works for them but not based on where your preconceived ideas are, that this is a premium brand and this is a contemporary brand, this is a luxury brand.”