December 2016 / January 2017 | Forward
WHERE NEXT FOR CRUISE?
Ben Bouldin Sales director, Royal Caribbean The cruise industry is thriving and showing no signs of slowing down in 2017. There are 49 ships in the order book between now and 2030 across the industry, with an expected total investment of more than $17 billion. What’s more, consumer demand is also growing with 1.7 million UK consumers choosing to go on a cruise holiday in 2016, which has almost doubled since 2002. Couple this with a 4.8 per cent share of the travel market spend, we’re expecting to see this increase as we enter the new year. In 2016, Royal Caribbean launched the largest ship in the world, Harmony Of The Seas. With its innovation, Harmony has helped to whet the appetite of Brits who had never considered cruise before. It also showcased the choice and variety of destinations you can travel to on a cruise holiday, as well as the amazing things you can do on board. Who would have thought ten years ago that you would be able to use a skydiving or surfing simulator on a cruise ship? It’s this extraordinary blend of beautiful destinations and thrilling onboard activities which is attracting
it’s important that agents focus on the following tips when helping customers choose their cruise holiday – particularly if it’s their first:
a new, less formal and younger audience to cruise and we expect to see increased interest from these types of holidaymakers in the years to come. We also have a strong pipeline of new vessels with the impending launch of a new Oasis Class ship in 2018, a Quantum Class ship in 2019 and new Icon Class ships from 2022. These will continue to help provide holidaymakers with the right type of cruise holiday for them. As we enter into what will be another booming year for the industry,
1. Holidays are the high points of everyone’s year. People want to live the dream and sign up for exciting experiences. A cruise shouldn’t be badged as a cruise; it’s a holiday that offers a vast range of opportunities. If it’s not on a customer’s shortlist, put it forward for consideration. 2. The biggest converter is still destination. A focus on itineraries – and the breadth of destinations – is imperative. After all, where else do you get the opportunity to wake up in a new city or country each day? 3. Cruise is not ‘one size fits all’. There is a cruise to suit all tastes and budgets, so always work out what’s important to your customer. Are they looking to relax or be active? Are they more interested in food or entertainment? You’ll then be able to pinpoint the perfect itinerary and ship for them. 4. It’s not all about price. Helping customers understand what they get for their money is a crucial part of their decision-making process – there’s not a lot of other holidays that throw in front row seats at a West End show! 5. Don’t write anyone off because their last holiday was land-based, they may just have wanted an alternative break. A nudge in a sea-based direction may be all it needs.
The next year will be an exciting time for cruise, complete with more industry firsts and technological innovation to help make ships more efficient and make the guest experience even more enjoyable. CRUISE-ADVISER.COM
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