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Training pack launched to help agents sell cruises
A customer marketing training pack for agents who find selling cruises “an uphill struggle” has been produced by Ocean Village.
The pack is being launched in September and is designed to demonstrate to agents that there are elements of the casual cruise company that appeal to all age groups and customer profiles.
The pack consists of a series of postcards detailing four key user groups – Young & Funky; Too Young to Be Grandparents; Happy Families; and Free-spirited Forties.
The groups were identified after customer research, surveys and examination of the existing customer database. The findings were then analysed using the MOSAIC customer profiling system.
Once the top 10 profiles were identified, the company broke down the results further to create four distinct customer profiles that agents could easily recognise and distinguish between.
Each user group postcard includes a snapshot of lifestage, lifestyle, attitude and holiday habits before detailing what elements of Ocean Village would appeal to the group, giving tips on what agents should focus on when selling the brand to each group.
A comparison table detailing the benefits of Ocean Village versus a conventional cruise or typical package holiday is also included in the pack.
Ocean Village head of marketing communications Gill Haynes said: “Cruising is the fastest growing sector of the travel industry at the moment and this is being fuelled by first time cruisers in the 30-50 year old age bracket.
“However, some agents are still claiming that selling cruising to their customers is an up hill struggle so we designed this training pack to help them identify the areas of Ocean Village that would appeal to their customers.”
The line claims that the average age of an Ocean Village passenger is 43, at least a decade younger than that for conventional cruise companies.
Report by Phil Davies
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