Skills Zone

Cruise Club 2008: six travel agents in search of cruise sales

(01 May 2008)

Travel Weekly's Cruise Club follows six travel agents who have set their sights set on boosting cruise holiday sales and improving their market knowledge.

As well as a one year's free membership of the Association of Cruise Experts, Travel Weekly cruise club agents will participate in educational trips and training.

Provided by ACE and various cruiselines, the activities are designed to deepen the members' industry knowledge and help increase their cruise sales. They'll also enjoy the benefit of networking with fellow cruise club members.

Latest from the Cruise Club

Meet the Cruise Club 2008 members

Adele Parry, director, TR4 Travel, Flintshire, Cheshire

Cruise sales (% of overall business): 30%
Number of staff: Three
Type of business: High-street travel agency
Cruise sales target increase for 2008: 50%

Although she’s been in the industry for 23 years, it’s only since Adele Parry opened her own agency in June 2007 that she has focused on cruise. She now believes it will become a key part of her enterprise.

Like many agents keen to increase their share of the cruise market, Adele is aware of the value of getting as much help from as many sources as possible.

“I find the most challenging aspects are the growth in the market and keeping up to speed with new ships and itineraries in order to recommend the right ships to clients,” she said.

Goal: To generate contacts in the industry that will assist her in selling volumes of cruises in her first year of trading. She would also like to know which booking channels are the most effective way to sell cruise.

David Sixsmith, travel consultant, Personal Travel Advisor, Winstanley, Wigan

Cruise sales (% of overall business): 5%
Number of staff: Homeworker
Type of business: See above
Cruise sales target increase for 2008: 30%

David Sixsmith has been in the industry for about 30 years and started in a high-street agency. “I went on to work for Future Travel and have been there since the homeworking division started 11 years ago,” he said.

He has sold cruise but not in any volume. “It has been just one or two a year to regular customers, so I’ve never had the chance to specialise, although I’ve often thought about it.”

Now is certainly the time to do so. “With cruise an expanding market, I know the time has come to get into it,” he said.

“I’m looking forward to being a member of Cruise Club – it’s something I was interested in as soon as I heard about it and now the opportunity has come along I’m delighted to take it.”

Goal: To become more involved in cruise to understand the ranges on offer and the different needs and tastes of cruise customers.

Martin Hay, homeworker, GoCruise, Ribble Valley, Blackburn, Lancashire

Cruise sales (% of overall business): 100%
Number of staff: Homeworker
Type of business: Franchise
Cruise sales target increase for 2008: 400% by the year-end

Less than a year ago Martin Hay jumped ship after 20 years in senior roles in banking and insurance.

Now Martin, who operates under the Fred Olsen Travel GoCruise banner, aims to improve his knowledge of mainstream cruise and emerging niche products.

He’s not short of personal cruise experience having been on 16 cruises, on 15 ships with nine cruiselines in the past 10 years.

“I get a buzz exploring a new client’s requests and sourcing or creating a bespoke solution that satisfies their needs.”

Goal: Continue professional development; meet fellow travel professionals and cruiseline partners; exploit the opportunities afforded by being a Travel Weekly Cruise Club member.

Tracy McFall, business proprietor, franchise for Accessible Travel and Leisure, Bristol South

Cruise sales (% of overall business): 0%
Number of staff: Homeworker
Type of business: Franchise
Cruise sales target increase for 2008: As much as possible

Tracy McFall is new to the travel industry, having received her training only last November from Accessible Travel and Leisure after buying its Bristol South franchise.

The company specialises in travel for customers with disabilities – something Tracy knows all about, being disabled herself.

“I’ve booked holidays for years for myself, my family and friends as travel agents did not have the information I needed regarding special requirements – such as accommodation – for a disabled person,” Tracy said.

“I am attracted to cruises because most are accessible not only those with mobility problems, but those with visual and hearing impairments.”

Goal: Increase knowledge and understanding of what is available; view ships and raise the profile of ATL.

Holly Warner, partner, Holly-days Travel Shop, Folkestone, Kent

Cruise sales (% of overall business): 20%
Number of staff: Three
Type of business: High street retail shop
Cruise sales target for 2008: 15%-20%

Holly Warner has been studying and working in the travel industry for four years and selling cruises for two. She became partner of Holly-days Travel Shop last November.

She’s aware of the complex nature of the cruise market and the necessity to familiarise herself with product and destinations. The biggest challenges for Holly are: “Competition in the market, keeping up-to-date with offers and deals, advertising service rather than price.”

Holly has been on two cruises, but wants to go on more. “I love everything about cruising, especially waking up in a new destination. You get to see so much of the world without having to unpack and pack your suitcase,” she said.

Goal: Improve her knowledge of cruising, and increase sales; learn more about the Panama Canal and Alaskan cruises, which she said are very popular.

Sandra Lines, director, Knowle Travel, Solihull

Cruise sales (% of overall business): 50%
Number of staff: Six
Type of business: High- street retail
Cruise sales target increase for 2008: As much as possible

Sandra became a director of Knowle Travel 24 years ago. “It was my husband’s fault. He wanted to open a travel agency, and after three months we ABTA-bonded,” said Sandra.

Operating with six staff from one outlet three miles from Solihull, the agency is part of Midconsort.

Sandra believes there will always be people who want to book through an agent – particularly at the top end of the market.

“The cruise experience can be a overwhelming for first-timers, which makes an agent’s knowledge more important. “When you know the ships and the customers and get to know what they are like, you can match the two,” she said.

Goal: Improve her cruise sales and make new contacts. “I always enjoy a challenge,” she said.