The travel advisory industry, particularly in the realm of cruise sales, is experiencing significant shifts in both competition and opportunity. Recently, during the Travel Weekly’s CruiseWorld event in Fort Lauderdale, several high-ranking sales executives from various cruise lines shared insights on how travel advisors can enhance their business prospects amidst a “crowded space.” The panel highlighted key strategies for success, underscoring the necessity for proactive engagement and relationship-building within the industry.
The Importance of Persistence in a Crowded Market
John Chernesky, the Senior Vice President of North American Sales at Norwegian Cruise Line, illustrated a crucial point: the travel advisory field is becoming increasingly saturated. In his discussion, Chernesky encouraged advisors to adopt a mentality of “politely persistent” outreach, emphasizing that follow-up is vital in establishing connections.
His guidance serves as a reminder that initial attempts to engage with potential partnerships or clients might not yield immediate results. Travel advisors are asked to maintain resilience in their outreach efforts, reinforcing the belief that perseverance can lead to meaningful relationships. Chernesky’s assertion that “shy people are not going to get that attention” reinforces the notion that those who actively seek connection will be the ones to secure visibility in the competitive market.
Vicki Freed, the Senior Vice President of Sales and Trade Support at Royal Caribbean, echoed the importance of visibility in her remarks, pointing out that many advisors have transitioned to remote work. This shift has created a gap in communication between cruise lines and travel advisors. She stressed the importance of advisors being proactive in sharing their locations and circumstances with potential partners.
Freed’s call to action is particularly relevant in today’s digital age, where remote work can obscure the paths of communication. The onus lies with advisors to articulate their needs and conditions clearly, facilitating collaboration that can drive mutual success. The desire from cruise lines to “run the race” alongside advisors highlights the collaborative spirit required in this evolving landscape.
Building Relationships: The Key to Selling
Carmen Roig, the Vice President of Sales for Princess Cruises, shifted the focus towards the importance of relationships in the advisory business. Her insight that “you sell the people you like” underscores the intrinsic value of personal connections in driving sales. Travel advisors face a multitude of options when it comes to cruise products; thus, establishing a personal rapport with a cruise line’s sales team can make a significant difference.
Roig’s observation prompts advisors to consider relationship management as a foundational strategy for their business. By ensuring that they engage meaningfully whenever they reach out for assistance, advisors can cultivate stronger ties that undoubtedly lead to enhanced loyalty and sales.
Utilizing Digital Resources for Engagement
Kirk Neal, the Regional Vice President of Trade Sales at Carnival, introduced digital platforms like the Carnival Independent Agent Team (CIAT). He referred to these resources as a “game-changer,” highlighting the importance of leveraging social networks and online communities to bolster business practices. By utilizing these tools, advisors can access a wealth of support, insights, and collaborative opportunities that can significantly enhance their selling strategies.
In the current environment, where face-to-face interactions may not always be feasible, digital platforms offer an alternative avenue for building networks and engaging with peers. Neal’s emphasis on online engagement recognizes the necessity for advisors to adapt to contemporary tools that foster communication and collaboration in a less traditional setting.
Amidst these discussions, Rob Coleman from Holland America Line provided invaluable advice for those new to the industry. He encouraged new advisors to simplify their approach by focusing on understanding a couple of cruise brands thoroughly, rather than overwhelming themselves with information from many sources. This measured approach can catalyze confidence and competence among new entrants into the field.
Coleman’s wisdom serves as a reminder that mastery often comes with depth of knowledge and a focused outlook, especially in an industry that may seem intimidating at first. By fostering a comprehensive understanding of a few key brands, new advisors position themselves as knowledgeable resources to their clients, enhancing their credibility in the early stages of their careers.
Overall, the insights shared by the Masterminds panel during CruiseWorld reflect a coherent call for action among travel advisors: become visible, be persistent, build relationships, utilize online tools, and take the time to master the brands you choose to represent. As the industry continues to evolve, those who align themselves with these principles will inevitably find pathways to success in this dynamic and rewarding field.