Make Your River Cruise Sales Sizzle

As the river cruise industry continues to flourish, with lines adding new ships, itineraries and programs, determining which products will best match your clients’ vacation expectations has never been more important. “When a client is matched to the right product, I believe that agents will have found a lifelong river cruise enthusiast because the experience is exceptional,” said Ellen Bettridge, president and CEO of Uniworld Boutique River Cruise Collection.

Here are a handful of tips to help you kick-start your 2017 river cruise sales.

QUALIFY THE CLIENT

“I believe there is a ship for every client, and agents need to wholly understand the difference between each offering to ensure a memorable experience,” said Bettridge. “With so many offerings, it is important for agents to be invested in getting to know their clients’ personal passions and finding experiences that are tailored to what they wish to discover.”

Matching your client with the right river cruise goes far beyond such considerations as price and destinations, noted Steve Spivak, vice president of global sales at Tauck. “Although these are both important considerations, finding the right fit is all about understanding the emotional factors motivating the client to experience Europe from the waterways,” he said. “If your clients are celebrating a milestone birthday or anniversary, then open seating at dinner, à la carte dining and an all-inclusive experience with free-flowing Moët may be just what they’re looking for. If your clients are budget conscious and first-time travelers to Europe, then a more mass-market line with very basic excursions might be more their speed.”

Because river cruising is all-inclusive product, it is important that agents familiarize themselves with the different brands and what they offer and include, according to Richard Hickey, Scenic’s director of national accounts. “It then becomes less about sales and more about guidance – what destinations are of interest, what level of activity is desired, what was their past cruising experience and what did they like or dislike – and of course, what is their fare range,” he said.

KNOW WHAT YOU SELL

Anita Lynch of Cruise Holidays in Durham, N.C., said that the best way for agents to increase their river cruise sales is to immerse themselves in the finer nuances of the products they wish to sell. “You have to know about the differences between lines and ships. If you know enough about the products – and you listen to the client and match the client to the right product – you’re going to make that sale,” said Lynch. “If you can put the clients on the right ships, they’ll come back and be your best advertisers.”

In the view of Claire Schoeder of Atlanta-based Century Travel, the best way to learn about river cruising is to sail on the vessels you wish to sell. “You cannot sell something you are not familiar with,” she said. “Take a cruise or do a great deal of reading about the pros and cons. There is a lot of information for agents out there in industry publications, on the web and from line representatives.”

TARGET CULTURAL TRAVELERS

Travel agents should identify clients looking for more intimate and cultural experiences that river cruises provide, suggested Ted Sykes, president of American Queen Steamboat Company. “These folks are typically well traveled and have traveled internationally in the past. Now, they don’t want the hassle of going from hotel to hotel and packing and unpacking,” he said. “They are still very active culturally and socially, and are life-long learners looking to enrich their lives with in-depth experiences.”

Added Kristin Karst, executive vice president and co-owner of AmaWaterways,“River cruising is unique in that the journey itself is just as important as the destination. When your clients are sailing a European river – whether it’s the Rhine, Danube, Seine or Douro – they can watch incredible castles, valleys, vineyards or tulip fields pass them by from the comfort of their floating hotel.”

SEEK OUT PIED PIPERS

Trish Gastineau of Naples, Fla.-based Simply Customized Travel recommended that travel advisors identify pied pipers to create river cruise groups. “It’s really not that difficult if you get a great pied piper to sell five staterooms as a group,” she said, adding that agents should consider target pied pipers who have hobbies or interests, including food and wine, art museums and fund-raising causes.

BE DISCRIMINATING

Gastineau urged agents to seek out river cruise companies for which they have an affinity. “Go directly to the business development managers of the companies you want to work with and tell them you want to sell more of their products and ask them to help you come up with a plan,” she said.

CREATE A CHECKLIST

“Most clients will have a good experience with the major river cruise operators in Europe and elsewhere,” said Avalon Waterways Managing Director Patrick Clark. “However, agents can set themselves apart and better ensure client happiness by using a checklist to match clients with ships and/or itineraries. Not only will the agent present a professional front, he or she will better ensure that the client enjoys a memorable experience.”

The checklist should include such topics as budget and vacation length, destinations, itinerary choices, desired inclusions, ship design and style, onboard service, dining choices, entertainment/onboard activities, accommodations options, hobbies and special interests. “A checklist and discussion with the client make the process of selecting the right river cruise operator easier,” Clark said.