The cruise world is more diverse than ever with a proliferating number of options for travel agents to sell, from river vessels to small ships to family-focused mega ships. With so many options, cruise specialists offered their advice on how to sell the hottest cruises for 2017.

“Selling any type of cruise is best done by the all-important task of qualifying a customer,” noted Rhonda Day, a Dream Vacations franchisee from Louisville, Ky. “Qualifying the customer goes to an even deeper level when selling niche, luxury, port-intensive or ship-intensive cruises that are so hot right now.”

Day recommended creating focused events as a great way in which to reach prospective customers. “Most agents have done the typical bridal shows, home and garden shows and the like,” she said. “By focusing marketing efforts on the activities that the client may experience on these sailings, you’re creating a future experience in their minds – as opposed to just selling a cruise.”

She suggested that agents capitalize on the unique opportunities for historical exploration that river cruising offers clients. One approach would be to ask a history professor at a local college to give a talk at a coffee shop about areas of the world to sail to by river.

Adventure enthusiasts can experience SkyRide, giant water slides or surf simulators on the mega ships, Day added. “Ask the owner of one of the family mega fun centers such as Dave & Buster’s or Chuck E. Cheese if you can set up a booth at their center or even sponsor a ‘fun night’ inviting local families where you can showcase some of the adventures they will have on board,” she said. “The cruise lines all offer virtual experiences you can use to make this happen.”

While virtual experiences are great for marketing to clients, “The key to selling the ‘hottest’ cruises out there is to have experienced them yourself,” said Trapper Martin of Dream Vacations in Belle Isle, Fla. “Your knowledge and enthusiasm about selling a cruise that you have experienced comes through on the phone or in person when you are excited and reliving your experiences as you help others plan their vacations.”

He also recommended that agents broaden the types of cruise products they sell to clients. “It’s fairly easy to convert your three- and four-day cruising clients and get them on a mega ship such as Harmony of the Seas when you talk about what a completely different experience it is; that the ship is the destination and the ports are just a bonus,” Martin said. “It’s also important to mention, even in casual unrelated conversations, what other types of cruises and vacations you offer and ask if they have any future interest or know of someone who would.”

Higher-end land clients who are into tours are an easy sell for adventure and river cruising, Martin contended. “You ease them into these by incorporating a land portion to their vacation and emphasizing the more all-inclusive aspect,” he added.

Additionally, Martin recommended that agents attend as many supplier training programs and watch as many supplier videos as possible. He also said he finds guest ship reviews helpful in determining which cruises to sell to his customers.

Kathy Kennedy, a Cruise Planners franchisee in Blountville, Tenn., said she has had success with a travel club she started five years ago, which meets every other month. “I sell the newest and hottest cruises by inviting my BDMs from the different companies to talk about what they have to offer” she said.

Kennedy markets the events through the local newspaper and television. “I’m also interviewed by the local TV station about travel trends a few times a year, which is a great way to get my name out there in my community,” she said.

STORYTELLING VERSUS SELLING

Vernon Hale with Cruises Inc. in Dallas has some advice for selling hot cruises – based on personal experience.

Before taking her first cruise in 2015, Hale’s grandmother said her only dreams involved the wellbeing of her family. “She never once dreamed of seeing or doing anything special for herself,” he said. “But since then, she’s taken three cruises and dreams about when and where the next adventure will take her.”

Hale decided to vividly portray the cruise experience for his grandmother. “People throughout history have loved great storytellers – they hate the pressure of a sales pitch,” he said. “Rather than selling, we should have conversations with potential customers. We tell the stories from our personal experiences and those of our customers.”

He recommends that agents stop selling and communicate with their clients by telling stories. “Create great memories for the families we serve,” he said. “They’ll then dream of future cruises.”

Hale also suggested that agents explore cruises that enable families and groups to combine their passions such as community service and education in 2017.