#MyCLIA www. cruiseexperts .org #myclia trends in the luxury cruise - - PowerPoint PPT Presentation

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#MyCLIA www. cruiseexperts .org #myclia trends in the luxury cruise - - PowerPoint PPT Presentation

Dec 12, 2022 346 likes •1.02k views

#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

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SLIDE 1 www.cruiseexperts.org

#MyCLIA

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#myclia

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2010

the ‘ACE’ Selling Cruise Conference
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£234m

is the total revenue logged by our 2,500 Aspire travel agents
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40,799

the total number of bookings logged since launch in 2010
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£5,742

is the average booking value of bookings in the Aspire database
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26%

  • f all Aspire Travel Club bookings are cruise
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£5,835

average value of our cruise bookings is £93 than our overall average
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£6,576

but our river cruise average value is EVEN higher!
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£11,545

but even our luxury database has layers of ‘luxury’ – this is the top end!
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£3,732

But ‘luxury’ means something different to everyone – affordable luxury?
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£179,438

  • ne of five £100k+ cruise bookings in the database
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SLIDE 21 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…
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LUXURY – RIVER CRUISE

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  • Smaller and more intimate ships, with an
average capacity of 130 guests
  • Authentic experiences in quaint towns and
villages, as river cruise ships can easily access them, unlike big ships
  • Convenience—river cruise ships can often
dock in the heart of grand cities and small towns alike
  • Ease of travel—no long lines, no tendering,
and no motion sickness

WHY RIVER CRUISING?

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A PLACE TO DREAM

LUXURIOUSLY APPOINTED STATEROOMS AND SUITES
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NO REQUEST TOO LARGE, NO DETAIL TOO SMALL

EXCEPTIONAL AND PERSONALIZED HOSPITALITY
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NO REQUEST TOO LARGE, NO DETAIL TOO SMALL

EXCEPTIONAL AND PERSONALIZED HOSPITALITY
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A CULINARY JOURNEY FOR ALL THE SENSES

AUTHENTIC CUISINE COOKED TO ORDER
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VARIETY IS THE SPICE OF LIFE

A VARIETY OF DINING VENUES AND EXPERIENCES
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CHOICE

UNIQUE AND INNOVATIVE ONSHORE PROGRAMS
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TRULY ALL-INCLUSIVE

UNCOMPROMISING LUXURY, REMARKABLE VALUE
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Uniworld’s Venice & The Gems of Italy V’s Independent City Break

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DEFINITION OF LUXURY

High Staff to guest ratio CHOICES: Meals, excursions, pillows, drinks AWARDS: recognition inc social media QUALITY ATTENTION TO DETAIL
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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
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Tips to selling Luxury

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  • Think about how you link your

customer with luxury

  • Using the luxury “wildcard”
  • Top tips

Content

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L

Longing/Lifestyle

U

Unique X Xenogamy U Unexpected R Refined Y Yours (if you want it)

What is luxury?

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Do you need rich customers to buy luxury items?

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What are we focusing on

Distinction Brand Loyalty Experience Passion Emotion Personalisation Enrichment Feeling special… Luxury makes us feel special

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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

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So if we are ALL potential luxury customers

what should we do…

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  • 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!

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  • 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

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Aristotle said “We are what we continuously do . Therefore excellence is not an act its a habit” Luxury Travel ambassadors learn through

  • bserving 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.

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  • 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

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  • 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!

The attributes required

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  • Reliable/trustworthy
  • Approachable/friendly
  • Knowledgeable/professional
  • Accountable/responsible
  • Positive /realistic
  • Do what they say they are going to do
  • Keep them in the know

People want to work with people who are

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  • 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
  • ut 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 Rather….

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SLIDE 59 www.cruiseexperts.org
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SLIDE 64 Cruise Week 19 – 27 September 2015 River Cruise Showcase 2015 - Manchester 17 September 2015, Manchester CLIA New to Cruise Summit 15 September 2015, London CLIA River Cruise Convention 2015 22 – 23 November 2015, Amsterdam www.cruiseexperts.org
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brightideas@cruising.org

www.cruiseexperts.org
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SLIDE 66 www.cruiseexperts.org