The travel and cruise industry is characterized not just by breathtaking destinations and enriching experiences, but also by a complex network of professionals aimed at maximizing sales and fostering lasting relationships. As travel advisors seek to navigate this maze, insights from industry executives stand as valuable guideposts. The recent CruiseWorld conference saw sales leaders from various cruise lines emphasizing one key theme: the invaluable role of Business Development Managers (BDMs) in enhancing advisor-business relationships.
One of the primary messages of the conference was the significant impact that BDMs wield in the cruise sales ecosystem. According to Eric Schmit, a notable figure at Regent Seven Seas Cruises, BDMs play a crucial role in supporting travel advisors throughout their business journeys. “If you do well, they do well,” he remarked, highlighting the interconnected nature of their roles. For travel advisors, establishing a robust connection with their local BDM can lead to an array of opportunities, including assistance in driving group business and troubleshooting challenges that arise while securing bookings.
The value of BDMs is underscored by Travel Weekly’s 2024 Travel Industry Survey, which revealed that a significant number of agency owners and managers consider access to these professionals to be the most important service offered by preferred suppliers. This hierarchy of needs among travel advisors places the guidance of BDMs above factors such as higher commissions or exclusive educational programs. It becomes clear that these individuals not only assist in transactional capacities but also serve as navigators in the often tumultuous waters of the cruise industry.
Amid the valuable discussions, Vicki Freed from Royal Caribbean International addressed a prominent challenge: the disconnect between advisors and their strategic account managers. Acknowledging that many travel consultants operate from their homes, Freed urged advisors to regard their geographical presence as crucial information for facilitating deeper engagements. The absence of knowledge about advisors’ operational bases can limit BDMs in their efforts to foster relationships, marking an area that needs improvement in communication and outreach.
Carmen Roig of Princess Cruises also echoed a call for advisors to proactively engage with their business development teams. By doing so, travel advisors may discover a wealth of untapped resources tailored to enhance their agency’s success. The cruise industry’s dynamic landscape warrants a strategy where advisors assertively convey their needs and seek support rather than waiting passively.
In the age of digital communication, where distractions abound, the need for persistence emerges as a powerful takeaway for advisors. John Chernesky from Norwegian Cruise Line pointed out that being “politely persistent” can carve out pathways to vital connections. While many advisors may hesitate to follow up multiple times, Chernesky’s advice underscores that taking the initiative is essential. Shy professionals may inadvertently limit their exposure to vital opportunities, thus hindering growth potential.
Encouraged by such insights, Derek Lloyd from NCL underscored the brand’s commitment to assisting travel advisors. He highlighted that their Miami-based staff is readily available to address booking issues and align with BDMs to develop comprehensive marketing and group strategies. This collaborative ethos emphasizes the importance of leveraging available resources to forge meaningful partnerships that benefit all parties involved.
Amid the comprehensive guidance provided by cruise executives, Rob Coleman of Holland America Line posed an intriguing metaphor: resisting the urge to drink from a “fire hose” when engaging with multiple cruise brands. He encouraged advisors to focus on a select few lines that resonate with their interests and client base before reaching out to BDMs. This strategic deliberation allows advisors to hone their expertise and focus on developing meaningful relationships with a few select partners, rather than spreading themselves thin.
Furthermore, Wendy Whitener, representing MSC Cruises, highlighted continuous education as a cornerstone for success in unfamiliar territories. Advisors entering partnerships with newer brands are encouraged to partake in online training and webinars, which serve as platforms for familiarity and comfort with various offerings. This proactive approach ultimately positions advisors as knowledgeable advocates for the cruise lines.
The cruise industry’s shift towards online engagement has opened new avenues for advisors. Carnival Cruise Line’s introduction of the Carnival Independent Agent Team (CIAT) represents a significant step in building a bridge between the brand and travel advisors. Through social media platforms and dedicated online resources, advisors can engage, learn, and grow their businesses in tandem with the cruise line.
Moreover, Jennifer Suarez from Celebrity Cruises has initiated an interactive platform where advisors can express their preferences for collaboration. By fostering this dialogue, cruise lines can better understand and cater to the unique needs of their partners, creating a symbiotic relationship that nurtures growth.
The insights shared by cruise industry leaders at the CruiseWorld conference will undoubtedly serve as a beacon for travel advisors striving to thrive within this exciting yet challenging market. Through strategic engagement, persistent communication, and a willingness to grow, advisors can unlock the full potential of their relationships with BDMs and cruise lines, paving the way for mutual success.
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