River cruising is the fastest-growing
segment of the cruise industry, and you’re missing the boat if you’re not selling them. To help you boost your share of river cruise
sales, we collected advice from river cruise executives. “I guarantee, a river cruise is on the bucket
list of just about everyone,” says Kristin Karst, executive vice president and
co-owner of AmaWaterways. Here are their
sales tips.
EMPHASIZE THE MODERN FLEETSRiver cruise
ships have come a long way in a short time.
Make sure your clients know that river cruise vessels are no longer
Spartan ships with bunk beds and regimented schedules. “There’s been an evolution in 10 years,”
Karst says. “Ships are becoming much
more sophisticated.” Today, river cruise
vessels offer amenities and features found on their ocean-going cousins,
including private balconies. River
cruise fleets now also offer specialty restaurants, shipwide Wi-Fi (often
included, cut double-check_, decent-sized fitness areas and more.
TARGET TRADITIONAL CRUISE CLIENTSYou might
have suspected this, and it’s true, the majority of river cruise customers have
sailed on traditional blue-water ships.
“The majority of guests are big-ship cruisers looking for more
intimacy,” John Restuccia, director of national accounts for Uniworld Boutique
River Cruise Collection. Kristin Steele, a business development manager for
Avalon Waterways, said 80 percent of her company’s clients have been on at
least one international cruise. Darren
Dolan, director of business development-Southern Florida for Viking River
Cruisers, said about 70 percent of Viking clients are ocean cruisers.
GO FOR GROUPSGroups like
going on river cruises, whether they are a formal gathering of an organization,
a family reunion or a casual group of neighbors. Karst said groups make up more than 50
percent of AmaWaterways’ business. And
the group amenities kick in at five cabins.
“Pick a date and give the TC (free tour conductor berth) to a Pied
Piper,” she urges. Notes Dolan, “River
cruise business plans are made at least a year in advance. It will work for you. We give you all the tools; you’ve just got to
be proactive.”
EDUCATE YOURSELFTake
advantage of online training programs offered for free by river cruise
lines. Each packs a wealth of
information on river cruising in general as well as the sponsoring company’s
products. Learn about the top rivers,
shore excursions, Internet connections and what’s included and what’s not. The program, www.SellRiverCruises.com, offers on-demand webinars and links to training,
deals and news about the industry. Take
advantage of all the free marketing tools companies offer on their agent
portals.
TELL CLIENTS THAT RIVER CRUISES CAN
BE ACTIVEMake sure
prospects know that river cruises are not completely sedentary vacations,
although they can be if that’s the client’s choice! “Our travelers want to be active and
involved, not just sitting on deck and looking at castles,” Karst says. Although that sounds pretty nice, too!
HOST A CRUISE NIGHTKarst is a
fan of cruise nights, where you host a gathering of interested prospects and
talk about river cruising. “Cruise
nights are extremely important, and they work,” she says. “It’s the face-to-face contact. Get in touch with your BDM and set a
date. Co-op money is available.” A cruise night can be structured or
informal. Ask CLIA or from your sales
reps. They know what has worked in your
area in the past.
HIGHLIGHT THE INCLUSIVITYRiver
cruises might seem higher-priced at first, but that’s because they are more
inclusive than most traditional big-ship cruises, points out Avalon’s
Steele. “The price includes shore
excursions, complimentary wine, soft drinks and beer, and We-Fi,” she
says. Emphasize the inclusive nature of
river cruises, but first make sure you know what each line includes.
QUALIFY YOUR PROSPECTSRiver cruises
are not perfect for everyone. Clients
who want non-stop entertainment and discos that stay open until 2 a.m. should
stick with the traditional big ships.
PREPARE FOR REFERRALSYou can
expect repeat business and more referrals.
“Odds are they will come back to you and bring someone else with them:
notes Uniworld’s Restuccia. “It spreads
by word of mouth.”
