In the dynamic world of cruise sales, travel advisors serve as the pivotal bridge between consumers and cruise lines. However, the path to successful bookings is not solely reliant on relationships with clients; advisors must also cultivate effective connections with their local business development managers (BDMs). The recent CruiseWorld conference highlighted this necessity for engagement, emphasizing how BDMs can enhance advisors’ success and ultimately the cruise line’s profitability.
The concept of persistence emerged as a key strategy for travel advisors during the CruiseWorld conference. Executives from various cruise lines, such as Regent Seven Seas Cruises and Princess Cruises, expressed that a proactive approach in reaching out to BDMs can significantly impact an advisor’s business. Eric Schmit, from Regent Seven Seas, noted that BDMs thrive on helping advisors succeed because their success is directly linked to the performance of the advisors they support. This reciprocal relationship fosters an environment where advisors not only benefit from their relationships but are also encouraged to be involved in the sales process actively.
A significant takeaway from the conference was the increasing importance of understanding the specific needs and circumstances of travel advisors. Royal Caribbean International’s Vicki Freed underscored the challenge of locating advisors who might be working remotely or have not maintained current contact details. This disconnect can hinder the effectiveness of support systems that cruise companies have in place. Therefore, advisors are encouraged to keep BDMs informed and updated about their operational status and whereabouts. Such transparency is crucial for ensuring that BDMs can offer the necessary assistance during peak booking seasons or challenging scenarios, which may involve complex customer interactions.
One of the themes reiterated by senior executives was the idea of strategic selection in the partnerships advisors forge with cruise lines. Rob Coleman from Holland America Line advised advisors to be selective rather than trying to engage with every available cruise brand, cautioning them against the overwhelming nature of “drinking from the fire hose.” Advising a more focused approach allows for deeper partnerships with particular cruise lines that resonate with the advisor’s interests and client base. By identifying specific goals and aligning them with the right cruise brands, advisors can optimize their efforts and ultimately drive greater business success.
Alongside personal engagement with BDMs, leveraging online training platforms and technological tools was emphasized by various executives. These online resources are especially beneficial for newer entrants in the cruise industry, like MSC Cruises. Wendy Whitener encouraged advisors unfamiliar with a brand to participate in webinars, which provide valuable insights into products. Furthermore, companies like Carnival Cruise Line have pioneered platforms such as the Carnival Independent Agent Team (CIAT), which serves as an engagement community designed to enhance training and foster meaningful relationships with advisors. Such tools enable advisors to delve deeper into brand offerings while simultaneously building rapport with cruise line partners.
Communication is vital in the advisor-BDM relationship, and this necessity extends beyond mere outreach. Celebrity Cruises’ Jennifer Suarez highlighted the importance of feedback from travel advisors in shaping collaborative efforts. Through initiatives like the online survey at TheCelebrityCommitment.com, advisors can voice their needs and preferences, allowing cruise lines to adapt their support mechanisms accordingly. This two-way communication enhances the relationship and nurtures a partnership that’s responsive and adaptable to evolving market needs.
The partnership between travel advisors and business development managers within the cruise industry is pivotal for driving mutual success. By adopting a proactive approach, prioritizing selective engagement, utilizing online training resources, and fostering open communications, advisors can effectively navigate the complexities of the cruise sales landscape. As the market continues to evolve, the importance of these relationships cannot be overstated, with both advisors and cruise lines reaping the benefits of a united effort towards a shared goal—enhancing cruise travel experiences for customers around the globe.