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18 Reasons
• A cruise is a hassle-free vacation.
• A cruise takes you away from it all.
• You’re pampered like nowhere else.
• You can do it all—or nothing at all.
• You can sample a broad geographic area.
• A cruise is something “new.”
• Cruises offer a huge variety of events, activities, and meals.
• A cruise facilitates shopping
More reasons…
• It’s easy to make friends on a cruise.
• Cruises lend themselves to groups.
• A cruise is a romantic experience.
• A cruise is a learning experience.
• There’s a cruise that can satisfy virtually anyone.
• It’s a great way to celebrate a special event.
• Everybody’s talking about how wonderful cruises are.
• Cruises represent a safe travel experience.
• It’s a fabulous value for the money.
• You know what you’re paying in advance.
Cruise PricingIncluded vs. not included
• Always or almost always included
• Sometimes included, sometimes not
• Usually not included
• Never included
Factors that affect the price
1. Seasonality
2. Advance and last minute bookings
3. Number of passengers in the stateroom
4. Group bookings
5. Location of stateroom
Barriers to cruising
• Cruises are too expensive.• Cruises are boring.• Cruises are only for older
people.• Cruises are stuffy and too
formal.• Cruises are too regimented.
• There’s not enough time in ports.
• The ship environment is too confining.
• Forced to socialize with people.
• I do not want to take my vacation on a ship.
• I’ll eat too much and put on
weight.
More barriers
• Are ships really safe?• I’m worried about terrorism.• It’s too far to fly to the port.• I’m worried about getting sick.• I don’t know enough about cruises.
Unit 3
Chapter 5: Who's Who in Cruising
Chapter 6: The Pre-, Post-, and Off-Ship Cruise Experience
Chapter 7: The Geography of Cruising
Sea-Based Operations
Sailing operations:• The captain• The staff, deputy captain, or first officer • The chief engineer • The chief medical officer, or doctor,• The chief radio or communications officer
Hotel Operations
• The hotel manager, or hotel director (also called chief purser)• The purser• The shore excursion manager• The cruise director• The executive chef• The head housekeeper or chief steward• The food and beverage manager
Food and Beverage Manager
Oversees:
• Dining room maitre d’
• Table captains
• Waiters, and busboys
• Bartenders
• Drink servers
• Wine steward
Land-Based Operations
• Chief executive officer• Board of Directors
• President• Vice president of
marketing• Vice president of sales • Sales Representatives
• Vice president of finance• Vice president of operations• Vice president of national
accounts• Vice president of groups and
incentives
Travel AgenciesSells an experience!
Kinds of Travel Agencies
• Independent agencies
• Agency chains
• Consortium-affiliated agencies
• Cruise-only agencies
How do travel agencies make money?
• Commission –10%
• Override commission-commission over and above the base commission
Precruise Packages
• Air/sea package purchasing through cruise line
• Air/sea package purchasing through non- cruise line
Shore Excursions
1. They may purchase a shore excursion through the cruise line.
2. They may buy a tour or activity from vendors.
3. Explore the port on their own.
4. Stay on board.
Types of Shore Excursions
1. Sightseeing excursions
2. Sports excursions
3. Miscellaneous excursions
4. Post cruise package
The importance of geography
• Cruise clients often decide which voyage to take according to the itinerary.
• Certain places are best experienced by ship.• Cruises are especially appropriate when you
want to visit clusters of islands.• Travelers often prefer to visit underdeveloped
countries via cruise.
Repositioning Cruises
At the end of one region’s high season and the beginning of another’s high season ships are moved to the different location.
Unit 4
Chapter 8: Profiling the Lines
Chapter 9: Selling Cruises
Chapter 10: Cruise Marketing, Groups, and Incentives
Profiling the Lines
Cruise line information• Cruise line promotional pieces• Seminars• Ship inspections • Familiarization cruises • Passengers
Trade Publications• CLIA Cruise Manual• The Official Cruise Guide• The Official Steamship Guide
International• The Star Service
Where to get information
Generalized Versus Niche Cruise Lines
• Target narrow segments of consumers that have something in common
• Adventure, education
Opening the Sale
First impressions-Put the client at ease
In-person sales techniques:• Stand up and greet the client.
• Establish eye contact with the client.
• Smile, conveying your pleasure with the opportunity to help.
• Give your name, then obtain the client’s name.
• Shake hands. (A genuinely warm and open gesture.)
• Invite the client to sit down with you.
Qualifying the Client
• Uncover client’s needs
• Ask qualifying questions:• Who is going on the trip? • What do you have in mind for your trip?• When do you want to go and for how long?• Where do you want to go?• How much do you want to pay?
• Ask lifestyle questions
Adding Value
• Offer best product in their budget range
• Upselling: offer something that cost more
• Cross-selling: *extras*
Elements of marketing
• Research
• Product/Service Design
• Pricing
• Promotion
• Distribution
• Follow-Up
Marketing Plan
1. An executive summary.
2. Mission statement
3. An analysis of market research.
4. An analysis of market attractiveness.
5. An analysis of your product’s life cycle.
6. A SWOT analysis
Cont.
7. An analysis of your competitors.
8. An analysis of your customers.
9. An analysis of your cooperators
10. An analysis of your products and services
11. Your marketing mix.
12. Your promotional mix:
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