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Group sales are more important than ever, and Holland America Line (HAL) is stimulating affinity group business with its new Group Amenities Package (GAP) workshop program intended for educational groups hosting seminars. HAL caters to these segments by providing them with incentives tailored to each group program. All other groups earn amenity incentives based on GAP points established by the cruise destination, departure date and length.
The new workshop program requires a minimum of 15 guests, and the group brings its personal educator and onboard agenda. Workshop groups receive an exclusive selection of amenities, including one cocktail party per group and one Pinnacle Grill lunch. Groups with more than 48 guests can have two cocktail parties in place of the Pinnacle Grill lunch. The program also offers two group sessions with half-off pricing for all technical equipment required for onboard seminars and workshops as well as complimentary pastries and snacks.
Other available 2012 GAP amenities include beverage cards, lunch or dinner at the Pinnacle Grill, monogrammed robes and a cocktail party with hot hors d’oeuvres. GAP points are based on a per-person value, and selections must be made 90 days prior to the cruise departure.
The line’s 2012 GAP menu features 41 amenities including private wine tastings, a champagne Bon Voyage party and two different Wine Navigator Packages. Agents spend earned GAP points to select personalized amenities for their group. Additionally, the incentive-based program supports agents marketing to affinity groups to increase their revenue.
“With these exceptional GAP incentives, our goal is to encourage more affinity group bookings by offering unique, customized experiences for guests while, at the same time, enabling travel agents to maximize their revenue,” said Richard Meadows, executive vice president, marketing, sales and guest programs. “The menu of amenities is so broad — ranging from charity donations to a massage followed by dinner at the Pinnacle Grill — that there’s something for everyone.”