OVER the last couple of weeks I have had the opportunity to speak to a wide agent audience from across the region and in doing so have gathered extensive feedback on Cruise Week from an agent’s perspective. Based on many conversations and looking at our own survey results it is...
OVER the last couple of weeks I
have had the opportunity to speak
to a wide agent audience from
across the region and in doing so
have gathered extensive feedback
on Cruise Week from an agent’s
perspective.
Based on many conversations and
looking at our own survey results
it is clear that those who took a
proactive approach to Cruise Week
were rewarded and those that
did nothing found the outcome
somewhat disappointing – no
surprise here!
Some cruise line brands were able
to boast record sales days during
Cruise Week which is very satisfying
but this is not the sole purpose of
Cruise Week. It is as much about
awareness and future sales driven
by activity that is part of an overall
plan in promoting cruise holidays.
The brands that did confirm good
results were very active in the
media throughout Cruise Week and
are also brands that would expect
to see quick results from marketing
so the results were not a big shock.
Other smaller niche brands
reported a much higher level of
inquiry during Cruise Week which
is just as pleasing given this type
of product generally has a much
longer lead time to the final sale.
What I am very clear on with
Cruise Week – it is a concept that
will continue to deliver and evolve
along with this great segment of
travel. This was confirmed by 98%
of our survey respondents that
already have early September in
their marketing calendar for Cruise
Week 2016.
