Growing Your Uniworld Business DEMOGR APHIC AND PSYCHOGR APHIC PROFILE OF UNIWORLD GUESTS U Age 45+ years old, with the majority over 55 years old
U Annual household income $100K plus
U Most are married and travel with their spouse or companion;
U Avid travelers: past ocean cruise and escorted tour clients
however, we are starting to see more single travel and families interested in multigenerational travel U College educated; may have earned an advanced degree
U Belong to different group affiliations (affinity and association,
including university alumni, family reunions/multigenerational, special interest clubs, etc.)
THE MOST POTENTIAL GROW TH OPPORTUNITIES U Baby Boomers: 46 to 65 years of age comprised the largest age
group of travelers seeking “E Factor” (experiential travel) vacations. Italy was the most often named destination in Europe offering the most experiential travel options. In responding why, members cited food, wine and culinary tours, educational and historical opportunities, art and culture in general. France followed closely behind, for similar reasons. Uniworld offers programs in both destinations. (“USTOA Members Reveal Travel Trends for 2012”)
U Multigenerational/Family Travel/Family Reunions U Singles/Solo Travelers U Social/Corporate Groups: Alumni, garden societies,
food and wine connoisseurs, music and art groups, etc. U Clients looking for off-the-beaten-path itineraries U Clients interested in themed cruises U Honeymooners
TARGET UNIWORLD ITINER ARIES TO YOUR DATABASE You can work with your local Sales Manager to target itineraries to your database. For example:
U Italy: Uniworld is the only North American River Cruise Line to offer river cruising in Italy, along the Po River and the Venice Lagoon. Uniworld
offers two itineraries: a 13-day “Splendors of Italy” and an 8-day “Venice & the Po River” itinerary.
Multigenerational Family Travel:
U Uniworld offers multigenerational family-friendly programs in France and the “Classic Christmas Markets” itinerary designed specifically to
appeal to grandparents and parents who wish to share the gift of travel with the special young people in their lives.
U Garden Clubs: Gardeners may roam through millions of blooming tulips at Keukenhof Gardens on the 8-day “Springtime Tulips & the Rhine”
and the 10-day “Tulips & Windmills” itineraries. U Food and Wine Connoisseurs: Uniworld offers an exclusive Epicurean Adventurer Program™ on 17 itineraries in Europe providing your clients
with the opportunity to delve deeper into the culinary traditions and regional flavors.
WHEN TO BOOK YOUR UNIWORLD CLIENTS
Uniworld travelers tend to book: U Within 3 months 14%
U 3–6 months out 28% U 6 –9 months out 29%
U 9–12 months out 19% U 12–15 months out 7% U 15–18 months out 2%
Start mining your database 1 to 1.5 years in advance; then plan to follow up at nine, six, and three months. It is important to note Uniworld rewards your clients for booking early with significant Pay-in-Full and Early Booking Savings programs, so it is advantageous to prospect to your clients early for future travel.
How to market river cruises to your clients? MINING YOUR DATABASE FOR POTENTIAL RIVER CRUISE CLIENTELE U Target your existing database: A simple, effective, and low cost way
of increasing revenue and profits is to sell more to your existing customers. It can cost up to five times more to acquire a new customer than to keep an existing one. U Target the right products to your clients: Use Uniworld's demographic
and psychographic information to help determine the best options for your clients.
U Target Ocean Cruisers: There are over 10 million ocean cruise
passengers, and only 250,000 river cruise passengers, so the possibilities are endless for growing your business. U Target Groups: River cruising is one of the fastest-growing segments
in travel today, and it is one of the most desired group travel programs for a variety of reasons.
INCREASE YOUR PROFITS: UPSELL BY PRESENTING YOUR CLIENTS WITH MORE OPTIONS There are so many different strategies to upsell to your clients, and as a result, you will earn more money as almost everything you sell with Uniworld is commissionable. For example: U Upsell from shorter itineraries to longer ones, such as:
“Castles along the Rhine” (8 days) to “Legendary Rhine & Moselle” (13 days, which includes many of the same places, such as the UNESCO-designated upper Rhine, plus the breathtaking Moselle River) “European Serenade” (13 days) to “European Jewels” (15 days, which includes many of the same cities, plus Budapest) “Impressions of China” (10 days) to “Highlights of China & the Yangtze” (11 days, which includes all the same places, plus Xi’an) “Classic Egypt & the Nile” (8 days) to “Splendors of Egypt & the Nile” (12 days) U Add a one-night hotel package option to your clients cruise in select cities, so they can get over jet lag before cruising. U Add Pre- and/or Post-Cruise Optional Land Extension to get the most for your clients’ international airfare.
THE BENEFITS OF WORKING WITH UNIWORLD Since river cruising has proven to be a strong growing market, and Uniworld is 100% Travel Agent dedicated and does not actively solicit consumer business, it is imperative that Uniworld builds a solid partnership with our Travel Agent partners. We also offer you the right tools and resources to make it easier for you to secure your Uniworld business. U Travel Agent Online Tool Kit: Uniworld offers a variety of materials to help you grow your business, including flyers,
letterhead, postcards, brochures, DVD, and an extensive image library. Visit uniworldcruises.ca/agency for more information. U Cooperative Marketing: Your local Sales Manager can work with you on a variety of co-op ideas, including targeted
“Web to Print” options. U Co-Branded Website: The co-branded website mirrors Uniworld’s existing consumer website and allows you to customize
your URL, add your travel agency logo or travel agent head shot, contact name, agency name, and the option to add your own social network links. Visit uniworldcruises.ca/agency for more information on how to start. U Travel Agent Online Booking Engine: River Currents online booking engine for Travel Agents only U River Cruise Specialist Program offering a host of benefits for completing the program U E-Partner and CRM Programs U Attractive Travel Agent Rates and Familiarization Trips so you can experience Uniworld firsthand
Please contact your local Sales Manager at 1-800 -868-7905 or visit uniworldcruises.ca/agency for more information on how to grow your Uniworld business.