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Don’t get dragged down by price, says cruise chief
Travel agents who rely solely on rock-bottom prices to win cruise customers will fail to keep them, a leading cruise line chief has warned.
Azamara Club Cruises president and chief executive Larry Pimental urged retailers not to get dragged down by low prices – even though rates have dropped to incredible levels this year, at less than £50 per night on some sailings to the Norwegian fjords.
Addressing the 250 agents at the Selling Cruise Conference in Southampton, organised by Cruise Lines International Association (CLIA) UK & Ireland, Pimental stressed the importance of creating memorable experiences for affluent customers who could afford to pay more for their cruise holidays.
"Price is an important element, but it is not the only element," he emphasised.
"If you sell on price alone, you will lose your sale to price."
The agent’s role, he suggested, was to act as a "value interpreter" and evaluate what products would best suit clients.
"Your customers will never remember the price, but they will remember the experience," he said.
And while some consumers with deep pockets want luxurious touches such as private planes or yachts, for others it means quality time with their families.
Pimental pointed to the introduction of Azamara’s new range of "AzAmazing Evenings" as a way to provide one-off and unique experiences that its customers will remember.
"It is this that we have to understand; not the price," he added.
The Azamara chief urged retailers to learn about their chosen cruise products inside out, which in turn would strengthen their selling power.
"It is crucial to find out the essence of a product, otherwise everyone can sell at the lowest price – and so can the internet," he warned.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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