The Secrets to Booking More First-Time Cruisers

Cruising is booming again and many travel advisors are seeing bookings topping pre-pandemic levels for 2023 and into 2024. Repeat cruisers comprise a large portion of this travel segment, but remember that there is a large and untapped market of virgin cruisers out there.

So how do you start the conversation with a would-be cruiser?

Denise L. Wiggins, global executive advisor/CEO, at Denise Wiggins Travel & Health Services, explains: “I have a list of clients at the ready who have never cruised and I’m continuously keeping them in mind for the ‘right’ cruise fit based on previous conversations and qualifying them for travel in general. When I see a cruise alignment, I’ll reach out to ‘catch up’ and to share, ‘Hey, I’ve been thinking about you. There is a special trip that you might be interested in. Would you be open to hearing more? It’s about an incredible cruise vacation that I feel truly aligns to your travel wishes, and I’m really in love with it myself and have a feeling you will be, too, when I tell you more.’”

Sometimes a client or prospect will give clear clues to their travel advisor that they would be a good candidate to take their first cruise. Jimmy “Chip” Barker, platinum agent, Travel Planners International, recounts: “I recently had a young, newly engaged couple come to me with a destination request and after telling me what they were looking to do, I knew immediately the best choice for them was to cruise the destination. They’d never cruised before, and once I shared the itinerary and explained how a cruise would let them see more destinations in the same amount of time as being on a land trip, they immediately agreed.”

Another way Barker gets non-cruisers onboard is by promoting unique group cruises that he personally escorts. He formed an Explorers Club that he markets to groups. Travelers who embark on one of his journeys become official club members. “People who have been hesitant to try cruising, see these opportunities and like the feeling of going with a group or with friends. They feel like they have a support system to guide them through the experience,” says Barker.    

Susie Adair, owner, Adair to Travel, uses the established benefits of cruising as her lead-in: “I’ve told prospects who have called for a tour package that they could unpack only once and see a lot more on a cruise if it is their first time to a destination, then they could go back and ‘do the land’ to whichever destination they liked the best. If it is a luxury tour client, I sell them on a luxury cruise. An all-inclusive client, I tell them about the packages you can get on a ship with everything included.”

Need more reasons to get them sailing?
Another great reason to suggest that they become first-time sailors is the food, food, food. And not just the quantity, but the quality of the culinary offerings onboard.

“Some people like the ‘known’ factor of where they are going to eat every night and not having to plan for it. Others I tell about all the specialty restaurants onboard to try and the different entertainment options each evening,” says Adair.

Hand-in-hand with enjoying the cuisine is the social aspect of cruising, as Adair also talks about the opportunity of “meeting like-minded individuals and making new friends.”

For Wiggins’ clients, wellness is a winning sales hook: “My audience is really into wellness and well-being, so with many cruise lines now honoring and representing these desires and needs, I will share all the amazing offerings on the ship in this area. I’ll share the value of a ship having a walk/run track; of offering fresh and healthy foods; of not having loud announcements, and I’ll share how the ship offers numerous ‘sanctuary’ locations on many of their decks. These details are imperative to my first-timer client audience.”

And then there is “the aspect of, while cruising, you have a ship full of crew who are there to take care of you. Knowing you have a constantly available source for assistance and advice is reassuring,” notes Barker.

For many travelers, the quality and reputation of the cruise brand are key for them to make the decision to embark on that initial cruise. “Clients will ask me what brands do I trust or would I sail on and why,” says Wiggins. “When I can share first-hand experiences and assure them they will have an amazing and memorable experience, then they lean in to hear more and truly give it their attention and consideration.”

Must-hear advice from the experts
Based on his outstanding success selling cruises, we asked Barker for the best advice he could share with other travel advisors. He says: “Promote unique things. Think outside of the box and lead your clients into new experiences. Look for cruises that are special, such as small ship experiences, itineraries that only happen once in a blue moon, or something with a special twist that sets you apart from the crowd of agents who are offering the typical Eastern/Western Caribbean itineraries on big ships with big brand names, on repeat. Creating an experience for your clients that isn’t just like the one their neighbor took, sets you apart and shows your expertise.”

Perhaps the key to all of the selling secrets covered in this article is education … to listen to and know your clients well, and to understand the benefits offered by the various cruise lines so that you can match them up appropriately.

“Learn all you can about the cruise brands you’re interested in selling based on both your clients and potential new clients,” suggests Wiggins. “Talk to the cruise line BDMs; go on a cruise; ask questions and familiarize yourself with why certain brands go above and beyond to successfully know their clientele. 

“There is good reason why the adult-only cruise brand is in the spotlight and the family cruise brands are hitting the mark … they know their audiences and they are delivering with high success. Who wouldn’t like a cruise with only those who can legally vote or who can trust there will be plenty of options to keep the kids entertained? There are cruises for everyone, you just need to do your homework and have the information at the ready in your toolkit when introducing a cruise option.”

FROM THE SPONSOR:
Delivering epic vacations at sea, Virgin Voyages is the irresistible travel brand by Sir Richard Branson that offers exclusively adult voyages for travelers 18+. With fresh, elevated spaces that strike the perfect balance of nautical chic and glamour, Virgin Voyages’ superyacht design feels like staying in an enchanting boutique hotel at sea. Currently departing from the sun-soaked cities of Miami and Barcelona – and soon to include Athens, San Juan, and Melbourne – the fleet offers itineraries to more than 100 awe-inspiring destinations across four continents. Virgin Sailors are spoiled for choice with 20 eateries offering Michelin-star culinary experiences all included, an incredible line-up of entertainment, stylish and comfortable cabins, Rockstar Quarters, authentic and locally inspired shore excursions, and a dose of Vitamin Sea with well-being naturally intertwined throughout the experience. With the ambition of always being “Brilliant To Do Business With,” the brand’s First Mates program includes lucrative commissions (no NCFs), a Sailor-driven approach, and educational opportunities. For more information or to sign up to be a Virgin Voyages First Mate, travel advisors can visit www.FirstMates.com.