Riding the early Wave proves cruising to be recession resilient

TravelMole Guest Comment by Complete Cruise Solution sales director Giles Hawke
 
As consumers get into a frenzy of last minute Christmas shopping and the media churns out more grim news as each day passes, the cruise industry ploughs on with the Wave period – the traditional peak booking time which used to start on Boxing Day and now begins on December 1.

Last month we anticipated it with some trepidation as the words “credit crunch” were ringing in our ears and every day brought new stories of a bookings downturn.

It seems, however, that our campaign to communicate the “value for money for experience” which a cruise holiday represents, has paid off as agents and consumers alike realise that whilst a cheap deal on the Costas is just that, cheap in every way, a cruise holiday gives the opportunity for quality winter or summer sun with flights, fine food and entertainment for the price of a mediocre bed and breakfast in a hotel in Manchester when compared on a daily basis.
 
Whilst no sector of the travel industry is recession proof, it seems, three weeks into Wave, that the cruise industry is showing itself to be recession resilient, with an influx of bookings across all four brands of P&O Cruises, Princess Cruises, Ocean Village and Cunard Line.

The diversity of these brands shows that there is no strong trend towards the upper or lower end of the market but proves that it is cruising per se which is the attraction.

The all inclusive nature of flights, food, entertainment, service and accommodation combined with duty free shopping, state of the art health and beauty spas and the opportunity to see the world’s most relaxing, exciting, peaceful, vibrant and quaint destinations is irresistible.

Not only that, but in these cost-conscious days, there are very few hidden extras – the price you see is the price you pay – apart from what you drink or spend on shopping or beauty treatments, of course.

Talking of the spas, we have also seen a rise in the number of beauty treatments both for men and for women being purchased on board.

It seems that whilst it may be doom and gloom at home, once on board the holiday spirit takes over and there is a certain amount of “because I’m worth it” indulgent spending as well as a rise in the use of the gym as an antidote to the treadmill of daily life at home.

We have also seen a much greater use of the internet to research and book cruise holidays and a heightened interest in the sector from the media.

This internet use also extends to the introduction of new ticketless travel which will soon become a reality for cruising as it has for flying.

Shore excursions will be pre-booked and paid for on line, on board experiences such as the spa, booking the alternative dining restaurants and holiday add-ons such as coach, car parking pre and post hotel stays will all easily become available to customers on the web in advance of travel.

This is all set to become a reality in 2009.

One factor which has not changed though is that the initial booking is still done through a travel agent, and those with the most knowledge and the ability to get out in front of customers are showing their winning streak as the “one size fits all” approach certainly does not apply to cruise lines.

CCS does the highest number of fam trips of any other company and our online training is unparalleled.

This is paying off as all agents, from owners and managers down to key counter staff understand the difference between Marco Pierre White’s The White Room on family-friendly Ventura and Gary Rhodes’ Arcadian Rhodes on child-free Arcadia.

As the saying goes, “the devil is in the detail” as choosing the right ship for the right customer at the right price is what wins and then retains business.

As package holiday capacity falls, cruise capacity is increasing and the high commission levels for agents make it the most financially rewarding sale they can make.

It’s a compelling sales opportunity, so now’s the time to ride the crest of the Wave and focus on cruise for 2009.