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Asia Cruise Yearbook : ASEAN Yearbook 2015
Contents
14 ASEANCRUISING.COM Masterclass CRUISE NEWS: XXXXXXXXXX Understanding the cruise revolution ■ The biggest difference between Asia and the rest of the world is the perception of cruise. In the US and Australia, a cruise is a natural holiday option for all ages and all budgets. In Asia, it is wrongly perceived as being only for seniors, and an expensive luxury. This is far from the truth. With more than 350 ships and 120 river vessels to choose from, an agent needs to spend time researching the product range and understanding the different target markets the cruise lines are approaching. The evolution in ship design, brand-affiliated HOW TO SELL CRUISE HOLIDAYS IN ASIA activities, and shore experiences have changed more in the past 10 years than at any time in the history of modern cruising. Know it and educate your client base. Identifying current trends ■ There are three major groups cruising in Asia: new to cruise, multi-generation groups and “Millennials” (under 35). These are some of the way agents can sell cruises to the different demographics. New to cruise ■ Show them the per-day cost of a cruise compared to land options and suggest: Theme Cruises – a person with no previous history of wanting to cruise may change their mind if their special interest is the focus of the cruise, with like-minded passengers sharing these experiences. Groups – much like themed cruises, wanting to spend time away with your affinity or corporate group gets people to cruise despite their previous apprehension. Multi-generation groups ■ Showcase all the activities on offer, from learning experiences for the mature to the fun activities for the juniors, all while spending quality family time together. Millennials ■ Technology has changed on board – learn about it! Also illustrate the many activities, bars, etc the ship and destinations have which all lead to a dynamic experience. Know sales 1.0.1 ■ The number one thing to remember in all sales is that the seller is trying to get their potential client “emotionally connected” to the product. If this doesn’t succeed, neither will the sale. In cruise terms, this means both the product (ship) and the destination (itinerary). In the role of modern travel agents, this means “painting the picture” with face-to-face, phone and email communication. Using social media helps as well, as pictures themselves are still the greatest assets as agent tools. Tip: If you don’t know the reason your customer wants to go on a holiday, don’t expect to paint the right picture! Where to start? ■ The best place for Asian travel agents to start learning about product is studying the ships sailing in Asian waters. Currently 90 per cent of all Asian passengers are cruising close to home (from domestic ports), so if nine out of 10 customers are asking about these products, then it is best to learn about them first. Other markets around the world are at approximately 70 per cent close to home, so as the Asian market matures, more of your clients will cruise from other regions. Importance of destination knowledge ■ I could fill a whole magazine with reasons why destination knowledge is so important for agents, from selling (painting the right picture), to service (the logistics of the port, where the ship docks, what to do). But the number one thing to know about Peter Kollar, Cruise Lines International Association (CLIA) Australasia training and development manager, has conducted training sessions in many Asian regions. It is expected that much of his knowledge will be incorporated in the agent training CLIA Asia will be offering soon. He spelled out the top lessons every agent should learn exclusively for us. ACY_014_015_Masterclass.indd 14 3/07/2015 11:36 am
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