#MyCLIA www. cruiseexperts .org
#myclia
trends in the luxury cruise market
2010 the ‘ACE’ Selling Cruise Conference
£234m is the total revenue logged by our 2,500 Aspire travel agents
40,799 the total number of bookings logged since launch in 2010
£5,742 is the average booking value of bookings in the Aspire database
26% of all Aspire Travel Club bookings are cruise
£5,835 average value of our cruise bookings is £93 than our overall average
£6,576 but our river cruise average value is EVEN higher!
£11,545 but even our luxury database has layers of ‘luxury’ – this is the top end!
£3,732 But ‘luxury’ means something different to everyone – affordable luxury?
£179,438 one of five £100k+ cruise bookings in the database
an exciting period for the entire sector – product knowledge is key to keep pace the luxury end of the market has been a little overshadowed…until…
LUXURY – RIVER CRUISE
WHY RIVER CRUISING? Smaller and more intimate ships, with an o average capacity of 130 guests Authentic experiences in quaint towns and o villages, as river cruise ships can easily access them, unlike big ships Convenience — river cruise ships can often o dock in the heart of grand cities and small towns alike Ease of travel — no long lines, no tendering, o and no motion sickness
A PLACE TO DREAM LUXURIOUSLY APPOINTED STATEROOMS AND SUITES
NO REQUEST TOO LARGE, NO DETAIL TOO SMALL EXCEPTIONAL AND PERSONALIZED HOSPITALITY
NO REQUEST TOO LARGE, NO DETAIL TOO SMALL EXCEPTIONAL AND PERSONALIZED HOSPITALITY
A CULINARY JOURNEY FOR ALL THE SENSES AUTHENTIC CUISINE COOKED TO ORDER
VARIETY IS THE SPICE OF LIFE A VARIETY OF DINING VENUES AND EXPERIENCES
CHOICE UNIQUE AND INNOVATIVE ONSHORE PROGRAMS
TRULY ALL-INCLUSIVE UNCOMPROMISING LUXURY, REMARKABLE VALUE
Uniworld’s Venice & The Gems of Italy V’s Independent City Break
DEFINITION OF LUXURY High Staff to guest ratio CHOICES: Meals, excursions, pillows, drinks AWARDS: recognition inc social media QUALITY ATTENTION TO DETAIL
PASSENGER PROFILE AGE: 45+, with the majority over 55 FAMILY: Most are married and travel with their spouse/companion; however, single travel and family travel are growing EDUCATION: Well educated; may have earned an advanced degree ANNUAL HOUSEHOLD INCOME: +£75k AVID TRAVELERS: Past ocean cruise, independent traveller, escorted tour clients, long haul, lakes and mountains
Tips to selling Luxury
Content • Think about how you link your customer with luxury • Using the luxury “wildcard” • Top tips
What is luxury? L Longing/Lifestyle U Unique X Xenogamy U Unexpected R Refined Y Yours (if you want it)
Do you need rich customers to buy luxury items?
What are we focusing on Distinction Brand Loyalty Experience Passion Emotion Personalisation Enrichment Feeling special… Luxury makes us feel special
We all have our own personal perception of luxury therefore we are ALL luxury customers Customer service has to be on the same level as the creation/brand of the luxury item LISTEN to them…then you know what to offer Make each customer interaction a memorable experience Be a luxury travel ambassador not a sales associate - The ambassador must represent the brand, so if the ambassador doesn’t “get it” don’t expect the customer to
So if we are ALL potential luxury customers what should we do…
• We have an obligation to tell them what they can have… • If you don’t know about it you cant decide whether its for you… • If you don’t offer you have made a HUGE assumption and that doesn’t close sales or create customer advocates!
• The customer who still asks questions is still interested • The customer who continues looking/talking still wants it • Unlike a diamond ring the customer cant put a cruise on or hold it, but they can do in their heads. Visualise, verbalise - imagine it - only if you allow them to have it
Aristotle said “We are what we continuously do . Therefore excellence is not an act its a habit” Luxury Travel ambassadors learn through observing people, they are open minded and share their positive ideas with their customers after really listening, learning who their customer is... understanding what they want – then offering it to them.
The attributes required 1. Confidence Confidence without the ability to back it up is useless, but if you’re truly competent, own it. 2. Self-awareness This is a part of displaying confidence-knowing who you are and what you know and owning your strengths and weaknesses. Knowing where to go for help. 3. Strategic thinking One of the basic principles of success is to start with the end in mind. Truly professional people identify their goals, and then can set a plan to achieve them. 4. Caring You can't truly help others unless you can be bothered to learn about their goals, wants and also some of their fears. 5. Follow-through If you say you'll do something; then do it .
The attributes required 6. Enthusiasm Smart enthusiasm, a very positive quality. The power of positive taking, thinking and acting should never be underestimated. 7. Listening Caring and self-awareness, combined with good communications ability, leads to prudence and the ability to be candid and give YOUR opinion. 8. Curiosity No professional is ever finished learning…..‘Nuff said. 9. Authenticity Entrepreneurial advice is “fake it ’til you make it,” but your performance needs to be grounded in truth. Otherwise, no matter your skills, your shortfalls, your interests-or even the things you aren’t interested in -people can tell. Be congruent. 10. Be it Be a luxury travel ambassador, not a sales consultant - The ambassador must represent the brand, so if the ambassador doesn’t “get it” don’t expect your customer to either!
People want to work with people who are • Reliable/trustworthy • Approachable/friendly • Knowledgeable/professional • Accountable/responsible • Positive /realistic • Do what they say they are going to do • Keep them in the know
Rather…. • Enable rather than persuade • Help rather than go for a hard sell • Listen rather than talk • Understand each person has a their own view of luxury rather than stick to your view • Offer them the luxury choice, rather than leaving it out of the conversation • Explain the VALUE of the choice rather than focus on the cost of it • Be a Luxury Travel Ambassador rather than a sales consultant
www. cruiseexperts .org
www. cruiseexperts .org
www. cruiseexperts .org
www. cruiseexperts .org
www. cruiseexperts .org
Cruise Week River Cruise Showcase 2015 - Manchester 19 – 27 September 2015 17 September 2015, Manchester CLIA New to Cruise Summit CLIA River Cruise Convention 2015 15 September 2015, London 22 – 23 November 2015, Amsterdam www. cruiseexperts .org
brightideas @cruising.org www. cruiseexperts .org
www. cruiseexperts .org
Recommend
More recommend
