Breaking into the luxury cruise market can be an intimidating endeavor for any travel advisor. However, insights from seasoned experts can illuminate effective strategies and techniques to attract clientele eager for high-end experiences. Dondra Ritzenthaler, the CEO of Azamara, recently shared her expertise on the “Trade Secrets” podcast, providing valuable advice for those looking to transition into this lucrative niche.
Understanding Your Client Base
To begin, Ritzenthaler emphasizes a critical analysis of an advisor’s client database. Identifying customers who have previously enjoyed premium or contemporary cruises is essential. This demographic is key; they are familiar with cruising and have already demonstrated an affinity for travel. Ritzenthaler advises, “Target those who have taken at least one luxury cruise and returned with positive feedback.” These individuals represent a prime opportunity for introducing them to higher-end options. Furthermore, understanding where these clients have traveled in the past can help advisors avoid redundancy in suggestions, enhancing the likelihood of a successful sale.
When connecting with clients, Ritzenthaler suggests a tailored approach through probing questions. Advisors should prepare to ask three pivotal questions during their conversations. First, inquire if clients desire a deeper connection with the destination, such as extending their stay to experience local culture, cuisine, and highlights. A “yes” to this question indicates an openness to a more immersive vacation experience.
Second, ask whether clients are interested in lengthier journeys, ideally spanning 11 or 12 nights. Longer cruises not only enable travelers to explore multiple locations but also allow for a richer understanding of the destinations. Lastly, gauge their interest in a cruise experience that feels more intimate, avoiding bustling crowds in favor of personalized service.
Beyond direct inquiries, Ritzenthaler points out subtle indicators that reveal a client’s readiness to upgrade to a luxury cruise. For instance, those who have booked suites on other premium brands or who expressed dissatisfaction with crowded ships are ideal candidates. These clients likely seek enhanced comfort and exclusivity, making them perfect targets for luxury offerings.
Once a client commits to a luxury cruise, it is crucial for advisors to capitalize on the moment. Ritzenthaler encourages advisors to also propose that clients invite a companion, creating additional opportunities for sales. This approach not only broadens the advisor’s client base but also enhances the client’s overall experience.
Importantly, selling luxury cruises can significantly increase an advisor’s commission. Ritzenthaler notes that while every cruise booking demands dedication and effort, luxury products can yield more substantial rewards, describing commissions that “have a comma in it.”
The luxury cruise sector presents an expansive field of opportunity for travel advisors willing to engage thoughtfully with their clients. By understanding their clientele, asking the right questions, and seizing moments to upsell, advisors can transition seamlessly into this rewarding niche. For more in-depth sales techniques and insights into how Azamara stands out in the competitive market, listening to Ritzenthaler’s complete podcast episode offers a wealth of knowledge valuable for any travel professional.