MSC Cruises launches trade offensive

MSC Cruises is introducing more targeted commission and promotional campaigns to boost sales in the UK.

Rather than paying a flat rate commission to travel agents across the board,  the new programme will see commission decided on a "case by case, industry by industry" basis.

"Our aim is to offer each retailer a bespoke commission package, rather than the generic one that we have got at the moment," said a spokesman.

"We also want to achieve the same with the marketing fund, with specific retailers being targeted for specific campaigns that we run, for example."

Under the umbrella name, ‘Serving You’, the raft of initiatives are designed to treble UK passenger numbers to around 200,000 by 2017.

The changes, which are designed to "revolutionise" the way the cruise line does business with travel agents, also include:

– Better rewarding agents who generate growth

– Introducing commission on sales of shore excursions

– Deploying a 20-strong field sales team, called MSC Ambassadors, and restructuring the sales operation to ensure each sales channel has its own specialist team

– Sharing certain booking and sales data with key accounts, allowing agents to see how customers holiday and allow them to focus their marketing efforts

– Supporting efforts to drive early bookings with a clearer promotional campaign structure, making best deals and upgrades always available for early bookers

– A new dynamic packaging flight system using GDS airlines to make MSC Cruises easier to sell

– A new and bespoke B2B booking system, MSC Book, which also gives agents downloadable adverts, flyers, images and video

– Improving the UK call centre telephone system with calls routed to the relevant expert automatically

– A new online training programme, MSC Expert

– Securing space and lowest prices for groups in return for commitment from retailers.

Executive director UK and Ireland Giles Hawke said: "We have made no secret of our desire to become a significant player in the UK cruise market – ‘Serving You’ signals our intent to make the trade our top priority."

Details of the ‘Serving You’ scheme were unveiled today at the first meeting of MSC Cruises’ newly-formed Travel Agent Advisory Board, which is made up of representatives from ikey agent partners.

The Board will meet up to four times a year as part of MSC Cruises’ efforts to strengthen its relationship with the trade.
 

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