Ship to Shore

As the industry becomes more diverse in meeting the demands of an evolving traveling public, the boundaries between different travel segments are becoming more blurred. Tour operators, for instance, are capitalizing on the booming cruise market by offering land programs that complement cruise line itineraries.

Today, there are a considerable number of companies that have developed pre- and post-cruise tours and shore excursions coordinated with ship schedules.

One such company is ShoreTrips, which is owned by former travel agents Barry Karp and his wife, Julie Karp.

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“Our clients were returning from cruises unimpressed with what they did and saw in ports,” said Barry Karp, adding that “ShoreTrips understands and identifies with the problems of travel agents,” because the company grew out of an agency that encountered the very specific needs and challenges travel consultants deal with on a daily basis.

In Karp’s view, excursion groups were too large and generic in nature.

“We saw problems with the system,” he said. “If you went snorkeling, you had to wear a life preserver. How do you deep dive eight or 10 feet with a life preserver?”

Because tour operators specialize in the development of land programs, they are able to feature a more personalized portfolio of offerings for cruise passengers, according to James Phillips, president of Travel Bound.

“Cruising is a hugely complex business,” he said. “Managing the impressive logistics of getting the ship to where it needs to be, plus the entertainment and food-and-beverage program is an impressive feat. Shore excursions are, by definition, one of many tasks that they need to undertake.

“Tour operators conversely only have to execute against the one thing. Given the complexity of developing and executing the excursion programs, that focus allows those companies to offer richer experiences. Tour operators often offer more intimate small-group and private experiences that are intended for a segment within the segment.”

READ MORE: Is it Best to Book Shore Excursions via the Cruise Line or On Your Own?

Tour operators also provide travel agents and their clients with a robust slate of offerings to choose from.

“Booking shore excursions and pre- and post-cruise hotel stays, transfers and activities through tour operators gives travel agents significantly better prices and a far greater selection than booking with the cruise lines,” said Harry Dalgaard, president of Avanti Destinations.

The company offers options for both river and ocean cruises in Europe, Asia and South America: “We offer a lot more flexibility in that one- or two-night pre- and post-cruise period, with a wide choice of different accommodations and personal transfer service.”

Maybe most important of all, at least for travel agents, is the commission factor.

“Tour operators will pay commission to travel agents on [tours and excursions], which cruise companies often won’t do, more frequently offering compensation only on the cruise portion of the package,” said Phillips. “This means that for travel agents looking to maximize their return per booking, it pays to use tour operators for excursions.”

READ MORE: WATCH: ShoreTrips Wins Travvy Award for Best Shore Excursions

Booking tour and excursion programs with tour operators also enables agents to forge stronger ties with their clients.

“Agents are able to create a closer bond with travelers by providing a more in-depth service during the pre-vacation period when travelers are excited about their impending vacations,” said Karp. “At that point, they’ve already paid for the cruise—they are over the hump—and are now looking at the experiences they are going to have on their vacation.”