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Cruise line sales getting more specialized?
As cruise lines get more demanding, selling is going to get more specialized, believes the new general manager of SeaMaster. Said Mark Schiffner:
“In a typical agency, the rule of thumb is that cruises represent about 5% of the business. That’s not good enough for cruise lines with the kind of passenger increases they need.”
Mr Schiffner’s franchise cruise operation that started last April is part of the Carlson Travel Franchise Group. He said his group will be seeking members who are “proven professionals, people with past business experience, and not hobbyists.”
Any cruise line initiatives to create or expand their own sales staff reflect some dissatisfaction with agent efforts that are not as professional as they should be, Mr Schiffner believes.
SeaMaster will emphasize training and technology for its members.
The ambitious franchise already has 40 members with a goal to have 50 by the end of the year. Mr Schiffner anticipates another 100 new members next year, with the goal of being the largest cruise franchisor in the world in five years.
The current franchise fee is $9,500, though that has been cut in half for the first 50 members, according to Mr Schiffner.
The new franchise operation will be leveraged by the capabilities of Carlson Travel, Mr Schiffner believes.
He is bullish on home-based selling because of its fast growth. “Almost 25% of travel is now delivered outside the traditional bricks and mortar approach,” he said.
He also believes agents will continue to be the dominant source of cruise sales, though agents may find they have to concentrate their efforts more on that specialty. But cruising, he said, will continue to be sold by agents because it is “driven by a personalized approach.”
Report by David Wilkening
David
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