Affinity groups help home based agents make sales

Affinity group cruise sales have helped Alison Boyer, in Ventura, Calif.,
dramatically increase her business. "Affinity groups are key because they already know each other and are communicating through a newsletter or regular meetings. You're much more likely to sell out a block to an affinity group than to try and fill a sailing with individuals."

Boyer works directly with leaders of senior groups. She offers the leader an inclusive package, including the cruise, the airfare and port charges. "Otherwise, they might take their business direct to the cruise line, but I give them a better deal. Many of them are working for nothing, and this package is a big incentive."

Once Boyer and the leader select a sailing to promote to the group, she make a cruise presentation, usually arranging to have a representative from the cruise line also on hand. "Sometimes I bring lecor, but usually these are not elaborate presentations. We concentrate on the cruise, with a video and a presentation by me. I also offer a sign-up bonus, maybe a cabin upgrade or on-board credit, to those who sign up at that event."

Although some cruise lines will offer groups a one-category upgrade, Boyer will add a second upgrade herself, or some other value-added feature. Even small groups will be guaranteed a cocktail party, for instance. "Some groups want to make the cruise a fundraising event, too, and that draws new people who might not have traveled with the group before," she added.