Travel Agent - September 24, 2007 - (Page 18)

COVER STORY Down the Stretch: Tips on how to quickly improve your cruise sales before the end of the year he revenue clock is ticking. Cruise-selling agents say they must accelerate their 2007 cruise sales efforts to meet or exceed agency revenue goals. A stellar performance this year could translate into override commissions from major cruise partners for 2008. “Finishing up 2007 should be on everyone’s mind right now,” stresses Paul Allen, vice president of sales, Holland America Line. “For [selling in] 2008, you have the luxury of time and the luxury of training but for 2007 you have to jump on the opportunities now.” By mid-fall, clients will only be 30 or so days from sailing dates still within 2007. Cabins must be booked, final payments made and the cruise “sailed.” How do you improve performance quickly? Here are 15 top tips from a sampling of experts. 1. Don’t Write Off 2007: “There’s a tendency to start thinking only of 2008,” emphasizes Bill Smith, senior vice president of sales and marketing for Crystal Cruises. “If you’re looking for a certain itinerary or cruise, yes, it may be sold out in some categories, but there’s still good space for 2007.” 2. Pitch Holiday Travel Bookings: “Review your list for holiday travelers,” says Mark Conroy, president and CEO of Regent Seven Seas Cruises. “Many lines still have space available on Thanksgiving and Christmas cruises. Family holidays Ramping Up 2007 Sales are hassle-free for the guests and a good source of new business for the agency.” 3. Focus on Short-Term Opportunities: While agents may grow weary of continual e-mail blasts from cruise lines during September and October, “that’s where they’re going to find the short-term opportunities,” Allen stresses. Get yourself on those lists, then create your own e-mail distribution list—such as ABC Travel’s Top 10 Voyages—outlining lastminute offers. “Focus your entire team’s energy on promoting via e-mails or outbound calling to clients,” says Jan Swartz, senior vice president, customer service and sales, Princess Cruises. Also focus on new options from your consortia or franchise group. Sabine Harris, owner of Cruise Planners in Tampa, plans to rev up interest with medical personnel for continuing education cruise programs at sea—using International Concepts, a new Cruise Planners business venture. “I’m going to contact my current clients by e-mail or mail and ask them to refer me to their friends, doctors, dentists and so on,” says Harris. T BY SUSAN J. YOUNG 5. Promote Advantageously Priced Voyages: This fall, pockets of good inventory in the Caribbean and Mexico, in particular, are resulting in advantageously priced voyages in certain cabin categories. Contact clients and say, “‘I just had to call you to see if you might be able to squeeze in one more trip by the end of the year due to very aggressive deals on pricing,’” suggests Swartz. 4. Tap into Consumer Trends and Consortia/Franchise Programs: Costa Cruises and MSC Cruises have year-round European voyages, while some other lines still have availability on late fall European sailings or repositioning cruises that feature some European ports. “I just came back from Europe, and the opportunity is incredible for cruises,” says Smith. “I’ve never seen such long lines; Europe is packed with Americans.” “There’stoa tendency think only of 2008 there’s still good space for 2007. —BILL SMITH 6. Cultivate Short Cruise Business: “The best thing is to focus on the plethora of short cruises out there,” says Terry Thornton, vice president of marketing planning, Carnival Cruise Lines. Three-, four- or fiveday cruises fielded by ” 18 TravelAgent September 24, 2007

Table of Contents Feed for the Digital Edition of Travel Agent - September 24, 2007

Contents Editor's Letter News You Can Use Agenda: Fam Trips, Calendar of Events, Deal of the Week Cover Story - Down the Stretch: Ramping Up 2007 Sales Central & South America: Anthony’s Key Resort, Roatan, Honduras Florida: Hotel Packages for Cruise-Bound Travelers Cruises: A Tale of Two Lines Agent Exchange Classified Marketplace Luxury Travel Expo Update Advertisers’ Information People & Places

Travel Agent - September 24, 2007

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