What Advisors Need to Know About Celebrity’s New All-Inclusive Fares
经过丹尼尔·麦卡锡(Daniel McCarthy)/
Last week, Celebrity Cruises made waves after announcing it was shifting its pricing toa three tiered all-inclusive fare称为“始终包括”。
票价将于11月17日正式推出,将包括无限的饮料(鸡尾酒,玻璃杯,啤酒,苏打水);无限的wifi;每日小费;更多取决于客户簿的层次。
在旅行市场报告中,名人的beplay客服销售高级副总裁,贸易支持和服务Dondra Ritzenthaler表示,大流行引起的操作中的停顿为名人提供了一个绝佳的机会,使名人继续其“新豪华”的演变。
Ritzenthaler说:“这实际上是要与豪华线竞争,同时拥有所有您无法在小船上做的事情。”
Celebrity built the new fares with the help of an outside consulting agency that helped them reaffirm what they already knew about their brand.
“We made the decision when we had to take this pause way back in March and April to use the time to get an outside consultant and really figure out where we should be, what we should be doing differently, who should we be marketing to, etc.” Ritzenthaler said.
“通常我们没有时间去做这些事情。我们聘请了一名顾问,并做了很多事情来证实我们已经知道的事情。我们希望复出比挫折更强大。”
Shift to the ‘New-luxury’
Celebrity began the transformation long before last week’s announcements. When the line debuted Celebrity Edge, the first of its Edge-class ships, in November 2018, the talk from travel advisors was how the Edge would revolutionize the industry.
现在,随着更多边缘级船只的到来和名人植物的植物,第一艘专门为已经亮相的加拉帕戈斯(Galapagos)设计的船,名人正处于转移到“新豪华”的转变。
That move, which is highlighted by the new fares, includes a focus on The Retreat, Celebrity’s ship-within-a-ship concept that allows clients to have an ultra-luxury experience on a modern ship that sports all the amenities of the industry’s best large ships.
另一个方面包括X世代的扩展目标,即婴儿潮一代和千禧一代之间的队列。
“We really came at this very analytical and very strategic so that audience, in general, is really the sweet spot for Celebrity Cruises because of their time and their expectations and because of what they expect in their vacation,” she said.
“When we get manically focused on that Gen X market, not only is it going to get the Gen X, but the multi-generational market also really works because the grandparents, parents, kids, everybody will have a wonderful time.”
顾问委员会
长期以来,不可委托的票价组件一直是各地旅行顾问的刺耳票。有了新的票价,名人现在正在为顾问提供机会赢得以前从未做过的物品的佣金。
Ritzenthaler说:“这绝对是决定的一个因素。”“因为我们绝对取得了旅行顾问作为我们的支柱之一的成功。”
“客户之所以喜欢它,是因为它为他们提供了选择,顾问喜欢它,因为它对客户的作用和对他们的财务状况更好,我们喜欢它,因为我们适合这两个群体。”
有了新的票价,名人顾问现在将能够根据客户书籍的包裹,从未有过以前从未有过的包裹,以提示,wifi和饮料套餐,车载信贷和Shorex信用额度赚取佣金。
培训和促销代码
So far, Ritzenthaler said, Celebrity has trained about 10,000 of its travel advisor partners on the new fares since the announcement last week. The goal going forward is to get 50,000 advisors trained over the next four weeks.
Advisors can contact their BDM or go to the Celebrity advisor portal to get informed of when the trainings are taking place, but for the moment, Celebrity is committed to offering twice-daily trainings.
Another advisor-perk of the shift to these kind of fares is how it impacts the simplicity of the bookings for advisors.
以前,名人有27个促销代码,可以跟踪何时预订,现在,有三个新的票价,名人为8个 - 四项可退还的代码和四个不可退还的代码。
需求影响
Celebrity has seen a fairly steady amount of bookings even with the COVID-19 pandemic continuing to impact the world.
“We’re really proud of the demand that we are generating for 2021 but obviously we want to keep our pedal to metal doing everything we can to keep to bookings coming in,” Ritzenthaler said.
“这表明了我们忠实的客人和我们的旅行顾问的弹性 - 他们真的从未停止过。该卷显然减少了,但我们继续与旅行顾问和合作社合作,以确保预订继续进行。我们真的希望每个人都知道我们从未真正停下过,现在有了这个好消息,我们可以看到增加。”
到目前为止,名人已经看到了该行业的“绝大多数反应”。
她说:“交易的压倒性反应是他们说的事情使我们与所有其他竞争对手分开了。”