As you read this issue’s cover story (“A Cruise By Any Other Name,” page 12), consider the power of brand loyalty in your own life. I’m used to jokes about how I always have a Starbucks cup in my hands, and, I admit, my dedication is a bit excessive at times. But those feelings run deep — and not just for a Venti iced latte.
New entrants to the cruise industry give travel advisors the chance to use brand loyalty to convert clients to a new type of vacation. Well-respected companies such as The Ritz-Carlton, Four Seasons, Aman, Orient Express and others see an opportunity to extend their hospitality offerings to the sea. These brands follow in the footsteps of Virgin Voyages and Margaritaville at Sea, who have already had successful launches into cruising. Plus, brands such as Explora Journeys and Atlas Ocean Voyages are building their own followings as they steadily define their niches. It’s fair to say that with all these new brands coming online, there has never been more choice in the cruise segment.
"New entrants to the cruise industry give travel advisors the chance to use brand loyalty to convert clients to a new type of vacation."
However, this changing market landscape presents both an opportunity and a challenge for advisors. Certainly, there is a greater ability to match the client to the experience, but agents also need to educate themselves about all the new offerings. In addition, to properly match a client to a cruise line, advisors must make sure they understand their customers’ preferences. Qualifying a client who wants to take a cruise is going to be a bit harder with more options available.
It’s also worth noting that while many in the media were heralding the death of cruising during the pandemic, some of the most successful brands were making plans to enter the market. Now, looking back, which group had the clearer vision? With this injection of new blood in the industry, cruising has never looked better.
