One-On-One With Randall Soy

Randall Soy, executive vice president of sales and marketing for Regent Seven Seas Cruises, chatted with Agent@Home about how you should position and sell the luxury line. He also provided details on the line’s updated travel agent educational program.

How should agents differentiate Regent Seven Seas Cruises from other luxury lines? What should they emphasize?

The greatest difference is our level of inclusiveness and what that means. We can certainly reinforce that fares include gratuities, specialty dining, and all liquor, beverages, wines and bottled water. Also included are unlimited shore excursions and transfers, free Wi-Fi and, starting this summer, free business-class air for all intercontinental flights. This is where there’s great opportunity for homebased agents in upselling premium and contemporary consumers who are looking for other choices. We’re seeing great growth from the at-home channel.

Describe the typical Regent client.

The typical Regent client is a well-traveled individual who probably has been on another line. Most of our first-time guests come from premium lines, but we do get some that are new to cruise. They’re professional, perhaps on the verge of retirement or semi-retirement, although many are still working. It’s someone who values their time, incredible service and great culinary experiences, and wants to explore destinations, interact with and enjoy people, and then come back and have a wonderful meal with wine included – and with new friends.

If home-based agents want to increase Regent sales, what would you recommend they do first? And next?

Absolutely start with our online training and also leverage the tools that your host agency, consortium or marketing organization offers as well. And then I would suggest consulting your business development manager about setting up an individual plan for you.

I still think it’s important for people to be in control of their own destiny. It’s important for home-based agents to reach out because it’s still not as easy finding them as I would like it to be. Both sides are getting better at finding each other. We’re doing things with technology, including a secondary phone field, to provide greater access to individual at-home agents. We’ve seen some great opportunities with many organizations. There is a core group in every organization for which partnering with Regent Seven Seas Cruises would make sense for their business.

Tell us about the updated training that Regent offers.

We recently updated our online travel agent education program and marketing materials. It’s important for us to always stay relevant with our marketing message, and it’s also important to enhance or innovate online education tools to not only help travel consultants learn more but also to help them sell more. The new module we added is about selling luxury, enabling agents to feel comfortable selling luxury, which can be one of the biggest obstacles, not just about Regent but feeling comfortable about selling luxury overall.

Upon completion, agents receive two CEU credits from The Travel Institute and a $250 bonus commission on a new booking made within 90 days.

The new Marketing Central includes customizable flyers, print ads, emails, web banners and social media posts. The Sales Resource section posts quarterly video updates on new developments. Also new is a bi-monthly travel agent newsletter called “Luxe Agent.” [Note: Regent Seven Seas Cruises University, available at www.RSSC.com/agent, includes revamped modules titled “Regent Experience” and “Selling Luxury.”]

Some travel executives think that homebased agents don’t sell luxury. What is your viewpoint on that?

Many may have shared that viewpoint back in 1992 or 1994, but now, as business models have changed and evolved, nothing could be further from the truth. Talented luxury sellers have all kinds of business models, including home-based, and we are eager and willing to work with all who want to work with us. Franchisees working from home bring us exceptional business.

One of our greatest objectives is bringing in new-to-brand customers, and all at-home agents can really help us with that. They may have closer relationships with travelers who may not have touched us before.

Regent Seven Seas has a new flagship and a fleet that is in the process of being completely renovated and modernized. What are the latest developments on ship renovations?

The Seven Seas Explorer reset the bar when it comes to luxury cruising. We’re investing $125 million to bring the rest of the fleet up to the same level. Seven Seas Voyager underwent a major renovation in November, and Seven Seas Navigator did so earlier in 2016. It is incredible to walk into the Seven Seas Navigator’s Compass Rose; it was beautiful before, but with new lighting, flatware and linens it’s a completely new space and absolutely magical. It’s about continually raising the bar while recognizing the soul and spirit of those ships that are loved by our guests.

What percentage of your total business comes via travel agents?

By far the vast majority – among the highest in the cruise industry. It is so important for us to align with travel professionals who are in the position to communicate with consumers and cut through clutter, and share what a great value Regent Seven Seas Cruises is.