总部事件:邮轮计划者庆祝成功25周年
by杰西卡·蒙特瓦哥/
Looking back on the past 25 years, Michelle Fee, CEO and co-founder of Cruise Planners, talked about just how far the brand has come.
The company that she started back in 1994, with Marvin Davis and Lynn Korn,was an early adopter of the home-based travel agency model, a foresight and vision that has paid off in spades.
“We saw that the industry was changing, and we knew if we didn’t change along with it, we were going to become dinosaurs – and become extinct,” Fee said at the Cruise Planners Convention last week, at the Diplomat Resort & Spa in Hollywood, Florida.
二十多年后,该公司以1,995美元的支票开始,迄今为止最强劲的销售额。整个邮轮计划人员的总体离职今年持续到今年20%。在2019年,它们的增长率为28%。
The company’s Millionaires Club has increased to include over 100 advisors, nearly 17 times the amount of when the program launched in 2008.
To stay ahead of the game, Cruise Planners’ executives said, the home office is always innovating, developing cutting-edge marketing and technology platforms for its agents. Fee and Vicky Garcia, COO and co-owner, laid out a host of new developments and enhancements for 2019. “It’s never enough for CP. We’re always progressing and moving forward,” Garcia said.
高度针对性的营销
加西亚(Garcia)宣布了该公司首次以千禧一代为目标的营销活动,该活动将于明年启动。CP Insights去年首次亮相并收集客户数据以预言其基于购买模式的支出的倾向,将有助于将正确的产品与正确的客户匹配和销售。
费费说,触发的电子邮件是该集团最受欢迎的营销工具之一。自动电子邮件可帮助代理商在整个预订过程中与客户保持联系,因此它们始终是头等大事。Cruise Planners在预订,旅行保险和岸边旅行销售方面的销量激增。新元素包括添加频道触发电子邮件;“随时取消”旅行保险的最后机会电子邮件;以及一封特别的“谢谢您的预订”电子邮件。
Hot Lists are also part of the brand’s marketing offerings. Ecards are automatically sent out to clients celebrating milestones and who have not made a booking in the past year.
此外,将免费提供各种促销视频,以便在其社交媒体平台上使用。视频资产将集中在各种旅行领域,例如家庭旅行或土地,所有这些都将包括强烈的行动呼吁。
CP营销中心还将重新启动更多工具和功能。现在,它将允许代理商跟踪已经向客户出去的营销;跟踪该营销的成功率;并设定目标,例如收入增长或电子邮件选择。
Technology at the forefront
当宣布新的互动供应商合作伙伴数据库时,观众中的600名代理商在掌声中爆发。新的度假巫师将允许代理商根据某些标准轻松找到适合其客户的供应商。该工具根据首选供应商,旅行类型或样式缩小结果。他们甚至可以比较佣金级别,提供特别优惠,并链接到代理门户网站。
与会者还对邮轮计划客户的客户的新CP移动应用程序感到兴奋,该应用程序定于2019年初发布。客户将能够付款;填写信用卡授权表;购买旅行保险;和访问目的地指南。对于没有积极旅行的客户,该应用程序将具有强大的搜索和预订引擎。它还将托管一个新的收藏夹功能,允许客户创建他们感兴趣的旅行列表。每次生成列表时,都会通知代理商,以便他们可以主动帮助客户计划度假。
代理商还将获得一个新的应用程序,以帮助他们“从手掌上运营业务”。CP Maxx移动设备将连接到Web,因此所有数据均已同步,甚至可以脱机。
Furthermore, the company announced that its consumer-facing websites will be redesigned and relaunched in 2019. The new mobile-first design will have a fresh, modern look and better showcase videos. Agents can have up to three different types of sites: contemporary (which covers all travel), land (which will be more destination-focused), and luxury.
专业是关键
Cruise Planners reported that after focusing on offering luxury travel trainings as of two years ago, it has seen 19 percent sales growth in the segment for 2018. There has also been growth in river cruise sales, with 55 percent growth this year.
“We know that when we focus our training, like we did with luxury and river, we see tremendous growth, so we’re doing it again,” Garcia said, just prior to announcing a complete certification series offering a deeper dive into all-inclusive, luxury, travel insurance, escorted tours, group, and river. After completing these extensive programs, agents earn certifications.
In more education-related news, Scott Kempf, who joined Cruise Planners last year, will host “Cruisitude Academy: Sales Skills,” a series of three- to five-minute videos providing tips on how to increase sales.
Cruise Planners announced that, next year, it will again host its travel agent boot camps, focusing on group and technology. The trainings will take place in Las Vegas, Dallas, Atlantic City, and Orlando.
明年夏天,该公司还将结合其豪华研讨会和豪华论坛,该论坛将在一个全包度假村举行,该讨论室将在以后宣布。
总而言之,邮轮计划人员将代理商留下了这一消息:“我们的家庭办公室团队都是出于一个目的,这是为了帮助您让客户满意。”