In the competitive world of cruise sales, the significance of maintaining a good rapport with Business Development Managers (BDMs) cannot be overstated. BDMs serve as a bridge between travel advisors and cruise lines, providing essential support and resources that can help advisors grow their businesses. Despite the inherent challenges of navigating such relationships, experts at the recent Travel Weekly CruiseWorld conference highlighted the necessity of proactively reaching out to local sales representatives. The consensus among cruise executives is clear: advisors who make the effort to connect with their BDMs will reap the benefits in terms of increased sales and effective problem-solving.
Eric Schmit, the Director of Business Development and National Accounts for Regent Seven Seas Cruises, emphasized the mutual benefit of strong advisor-BDM relationships. “If you do well, they do well,” he remarked, underscoring the symbiotic nature of this relationship. This reflects a broader trend within the travel industry, whereby advisors who leverage their connections with BDMs are likely to find greater success in their sales efforts.
According to Travel Weekly’s 2024 Travel Industry Survey, travel agents place immense value on BDM access, rating it as the most beneficial service provided by preferred suppliers. This insight quantitatively demonstrates that advisors are generally more interested in the support and mentorship from BDMs over traditional incentives like higher commissions or familiarization trips.
One persistent challenge faced by cruise lines is a lack of visibility regarding advisors’ locations and working situations. Vicki Freed, Senior Vice President of Sales, Trade Support, and Service at Royal Caribbean International, addressed this concern directly at the conference. She underscored the importance of advisors communicating their whereabouts and contact information to their strategic account managers. This communication enables cruise lines to provide timely support and effectively meet the needs of their agents. Without this crucial information, the potential for valuable interactions and opportunities is stifled.
Carmen Roig, Vice President of Sales at Princess Cruises, echoed this sentiment, highlighting that BDMs are eager to assist anyone who expresses a desire to engage with their offerings. Making oneself known is an essential step toward fostering a relationship that can lead to enhanced business opportunities.
Proactively seeking out support from BDMs involves more than merely reaching out; it also requires a strategy that emphasizes polite persistence. John Chernesky, Senior Vice President of North America Sales for Norwegian Cruise Line, advised advisors to approach their BDMs with a combination of enthusiasm and assertiveness. He noted that shyness could hinder one’s ability to connect, which is crucial in a highly competitive environment.
Furthermore, Derek Lloyd, Vice President of Field Sales at Norwegian, reinforced the idea that the company has substantial resources available to assist advisors. From marketing initiatives to group planning, he emphasized that NCL’s Miami office is staffed to address booking issues, showcasing the willingness of cruise lines to invest in their agents’ success.
With an abundance of cruise lines competing for attention, selecting which partnerships to pursue can be overwhelming for travel advisors. Rob Coleman, Senior Vice President of Holland America Line, proposed a more focused approach to brand partnerships. He suggested that advisors should not “drink from the fire hose” of available options, but rather focus on specific brands, destinations, or cruise categories that align with their business goals. He encourages advisors to communicate clearly about their aspirations, thus allowing the BDMs to tailor support that matches their objectives.
The emphasis on specialization is echoed across industry lines; for instance, Wendy Whitener from MSC Cruises highlighted the importance of familiarizing oneself with new products through online training and webinars. Such initiatives provide a foundation for advisors to establish an informed client base while connecting with BDMs who can facilitate those opportunities.
As the cruise industry embraces technology, multiple brands are harnessing online platforms to foster better advisor relationships. Carnival Cruise Line’s initiative, the Carnival Independent Agent Team (CIAT), stands out as a prime example. By creating an online community focused on training and engagement, Carnival effectively provides advisors with tools to develop and strengthen their business acumen. This interactive approach enables advisors to cultivate relationships with cruise line representatives in a modern context.
Jennifer Suarez from Celebrity Cruises similarly highlighted her brand’s commitment to collaboration through online surveys. By soliciting feedback from advisors on how to improve partnerships, Celebrity demonstrates an eagerness to adapt and meet the needs of the travel community effectively.
The insights shared at the Travel Weekly CruiseWorld conference provide valuable guidance on how travel advisors can thrive in the cruise industry. The essence of building successful partnerships with BDMs lies in open communication, strategic focus, and leveraging available resources. As advisors forge stronger connections with cruise line executives, they will not only enhance their own business prospects but also foster a supportive environment that benefits the entire travel industry. In a world where collaboration drives success, the ability to cultivate these relationships can set shining examples for what the future of cruise sales can be.