Breaking into the luxury cruise industry can be a daunting task for many travel advisors. However, as noted by Dondra Ritzenthaler, CEO of Azamara, the right strategy can pave the way for success. The first step in capturing luxury clientele is to tap into an existing database of customers. It is essential to identify clients who have previously enjoyed premium or contemporary cruise experiences. These individuals are more likely to have the inclination and financial capability to consider upgrading to luxury offerings.
To maximize outreach efforts, it is crucial to assess the destinations that these clients have recently visited. Pitching a luxury cruise to a client who just traveled to the Mediterranean might not be effective if they are looking for something new. Ultimately, by aligning the cruise offerings with clients’ previous likes and travel histories, advisors can better tailor their proposals.
Engaging Potential Clients
Once the right clientele is identified, the next phase involves meaningful engagement. Ritzenthaler stresses the importance of initiating conversations that reveal the desires and preferences of the client. During phone discussions, advisors should focus on three pivotal questions.
The first question should probe into the client’s interest in extended stays in destinations. Many luxury cruise goers seek immersive experiences that allow them to interact more intimately with local cultures. If a client expresses enthusiasm for longer engagements, that opens the door to luxury offerings.
Following this, advisors can inquire about the duration of their travel plans. Clients who favor an expanded itinerary—beyond the typical seven-day cruise—are prime candidates for luxury packages. Longer cruises often enable passengers to explore lesser-visited locales and embrace diverse cultural experiences.
Lastly, advisors should query their clients about preferred service levels. A common trend among luxury travelers is a desire for personalized service devoid of overcrowded environments. Positive responses to these inquiries indicate a strong match for luxury cruising options.
Identifying Additional Opportunities
Beyond initial inquiries, advisors can glean insights into potential luxury interest by observing their clients’ previous bookings. If a client has reserved a suite on a standard cruise line or expressed dissatisfaction with overcrowding on their last trip, these are telltale signs pointing toward a desire for a more exclusive experience.
Assuming these clients proceed with a booking, advisors should capitalize on this opportunity by suggesting to bring someone along. Ritzenthaler highlights this as a critical sales tactic; often, the allure of luxury travel can be enhanced by shared experiences.
Additionally, focusing on selling luxury products not only fulfills clients’ desires for unique travel but also boosts the advisor’s commissions. Acknowledging that bookings in luxury travel yield significantly higher earnings underscores the value of engaging this demographic. As Ritzenthaler aptly put it, selling luxury products results in commissions that “have a comma in it,” which highlights the potential financial benefits.
Overall, by employing strategic client engagement techniques and recognizing cues signaling interest in luxury travel, advisors can effectively position themselves within the thriving luxury cruise segment.