Selling cruise is often less about getting clients to try something new, and more about helping them understand just how effortless it can be.
Whether travellers are looking for a hassle-free holiday, more value from their time away or a trip that packs multiple destinations and experiences into one seamless itinerary, a Carnival cruise can tick all the right boxes.
Read on for six sales strategies used by some of Carnival’s top-selling travel advisors to successfully convert cruise enquiries into bookings.
1. Make cruising easy to understand
Store Manager of Flight Centre Browns Plains, Christine McIntyre, says the easiest way to introduce cruising to a first-timer is to remove the complexity.
“The best way to explain is like a floating resort. Unpack once and have all your meals and onboard entertainment included, and wake up in a fun new place each day,” she said.
For Robyn Shields, Cruise Specialist at I Love Cruising, the convenience of unpacking once is another strong selling point.
“Everything you need and more is on board and you do as much or as little as you wish,” she says.
“I like to tell them that you can see so much more on a cruise than choosing a destination holiday, and it gives you an insight into what destinations you wish to return to.”
Start with benefits that clients already understand – convenience, variety, entertainment and freedom – and go from there.
2. Don’t sell yourself short
Short three-night sailings can be an ideal introduction to cruising, but Lauren Borellini, Team Leader at Flight Centre Loganholme, doesn’t necessarily recommend choosing the shortest option.
“Most people want to start with a three-nighter but I talk to them about doing four nights so they have the experience of getting off the ship,” she says.
The simple upselling technique adds value to the holiday while allowing first-time cruisers to experience a port visit.
The same principle applies to staterooms. McIntyre says she likes to position a balcony as the lead option, highlighting the additional space, natural light and fresh air.
For families and couples, Shields looks at suites or connecting rooms where additional space and benefits can improve the experience.
“If on Adventure or Encounter I will try for an Ocean Suite with Byron Beach Club Access, especially for a couple. To the family I’ll go for the suite and push the ‘you’ll get more room for you all rather than feeling like you’re on top of each other’,” Shields said.
“If that’s not happening due to budget I do try the connecting rooms so they get two bathrooms as well as the extra space that a family needs.”
Rather than simply selling a higher category, she says the key is to match each recommendation to each individual client.
3. Turn objections into reasons to book
Seasickness and concerns about being confined to a ship are among the common objections the advisors hear.
McIntyre recommends starting nervous cruisers on a shorter sailing and considering where they are staying on the ship.
“We recommend to start them on a short four nighter to begin with so they have a land stop, and also staying on lower level and midship where possible,” she said.
Shields takes a similarly practical approach when clients worry they will feel stuck on board.
“My answer to this is ‘well, you’re not as you have ports to visit’,” Shields said.
To combat seasickness, Shields recommends a four-day cruise and preventative medication.
“I have been there and done that,” she said.
4. Sell both the value and the fun
When clients are focused on price, Borellini says advisors should shift the conversation towards the value they are receiving.
“When you are talking about the price, talk about what’s included,” she says.
Carnival’s Australian cruises include accommodation, main meals and onboard entertainment in the cruise fare, with guests able to personalise their holiday through options like beverage packages and stateroom categories.
Once the value proposition is clear, McIntyre says there is space to add another essential ingredient to the sales conversation.
“Sell the fun. After all, Carnival is a fun ship! There is just so much to do on board and the value for money is just not comparable with any other product on the market,” McIntyre said.
Carnival’s Australian sailings cater to clients of all ages and travel styles with a seemingly endless selection of dining options, entertainment, pools, activities and family facilities on board.
This is a strong selling point for families in particular, although the appeal isn’t limited to clients travelling with kids in tow. Carnival’s onboard offering also gives couples, groups and solo travellers plenty of ways to tailor their time at sea.
5. Know your product
All three advisors agree that first-hand product knowledge can make a significant difference when converting an enquiry.
Borellini recommends newer cruise consultants book a cruise for themselves as soon as possible if they haven’t experienced one.
Shields encourages advisors to experience a broad spectrum of itineraries, visit as many ships as possible and learn about international departures as well as Australian sailings.
“Know your product and don’t just sell, you need to experience both long and short cruises and see as many ships as possible,” she says.
This knowledge allows advisors to confidently describe staterooms, explain how the ship works and recommend the right sailing for each client.
6. Start close to home
With ships sailing year-round from Sydney and Brisbane, travellers can step straight into holiday mode without the need for an international flight.
For clients new to cruise, local three- to five-night sailings and South Pacific itineraries including New Caledonia and Vanuatu provide an accessible introduction.
For repeat cruisers, the conversation can expand to international opportunities including the Caribbean and Bahamas from the US.
McIntyre encourages advisors to use that first Carnival experience as a springboard.
“Once they get comfortable with cruising out of our Brisbane waters there is so much more out there,” she says.
“Fly them to Miami and send them out to explore the Caribbean or Bahamas. The options are endless.”
