#MyCLIA.

Transcription

1 #MyCLIA

2

3

4

5 #myclia

6 trends in the luxury cruise market

7

8

9 2010 the ACE Selling Cruise Conference

10

11 234m is the total revenue logged by our 2,500 Aspire travel agents

12 40,799 the total number of bookings logged since launch in 2010

13 5,742 is the average booking value of bookings in the Aspire database

14 26% of all Aspire Travel Club bookings are cruise

15 5,835 average value of our cruise bookings is 93 than our overall average

16 6,576 but our river cruise average value is EVEN higher!

17 11,545 but even our luxury database has layers of luxury this is the top end!

18 3,732 But luxury means something different to everyone affordable luxury?

19 179,438 one of five 100k+ cruise bookings in the database

20

21 an exciting period for the entire sector product knowledge is key to keep pace the luxury end of the market has been a little overshadowed until

22

23

24

25

26

27

28

29 LUXURY RIVER CRUISE

30

31 WHY RIVER CRUISING? o o o o Smaller and more intimate ships, with an average capacity of 130 guests Authentic experiences in quaint towns and villages, as river cruise ships can easily access them, unlike big ships Convenience river cruise ships can often dock in the heart of grand cities and small towns alike Ease of travel no long lines, no tendering, and no motion sickness

32 A PLACE TO DREAM LUXURIOUSLY APPOINTED STATEROOMS AND SUITES

33 NO REQUEST TOO LARGE, NO DETAIL TOO SMALL EXCEPTIONAL AND PERSONALIZED HOSPITALITY

34 NO REQUEST TOO LARGE, NO DETAIL TOO SMALL EXCEPTIONAL AND PERSONALIZED HOSPITALITY

35 A CULINARY JOURNEY FOR ALL THE SENSES AUTHENTIC CUISINE COOKED TO ORDER

36 VARIETY IS THE SPICE OF LIFE A VARIETY OF DINING VENUES AND EXPERIENCES

37 CHOICE UNIQUE AND INNOVATIVE ONSHORE PROGRAMS

38 TRULY ALL-INCLUSIVE UNCOMPROMISING LUXURY, REMARKABLE VALUE

39 Uniworld s Venice & The Gems of Italy V s Independent City Break

40 DEFINITION OF LUXURY High Staff to guest ratio CHOICES: Meals, excursions, pillows, drinks AWARDS: recognition inc social media QUALITY ATTENTION TO DETAIL

41 PASSENGER PROFILE AGE: 45+, with the majority over 55 FAMILY: Most are married and travel with their spouse/companion; however, single travel and family travel are growing EDUCATION: Well educated; may have earned an advanced degree ANNUAL HOUSEHOLD INCOME: + 75k AVID TRAVELERS: Past ocean cruise, independent traveller, escorted tour clients, long haul, lakes and mountains

42 Tips to selling Luxury

43 Content Think about how you link your customer with luxury Using the luxury wildcard Top tips

44 What is luxury? L U X U R Y Longing/Lifestyle Unique Xenogamy Unexpected Refined Yours (if you want it)

45 Do you need rich customers to buy luxury items?

46

47 What are we focusing on Distinction Brand Loyalty Experience Passion Emotion Personalisation Enrichment Feeling special Luxury makes us feel special

48 We all have our own personal perception of luxury therefore we are ALL luxury customers Customer service has to be on the same level as the creation/brand of the luxury item LISTEN to them then you know what to offer Make each customer interaction a memorable experience Be a luxury travel ambassador not a sales associate - The ambassador must represent the brand, so if the ambassador doesn t get it don t expect the customer to

49 So if we are ALL potential luxury customers what should we do

50

51 We have an obligation to tell them what they can have If you don t know about it you cant decide whether its for you If you don t offer you have made a HUGE assumption and that doesn t close sales or create customer advocates!

52 The customer who still asks questions is still interested The customer who continues looking/talking still wants it Unlike a diamond ring the customer cant put a cruise on or hold it, but they can do in their heads. Visualise, verbalise - imagine it - only if you allow them to have it

53

54 Aristotle said We are what we continuously do. Therefore excellence is not an act its a habit Luxury Travel ambassadors learn through observing people, they are open minded and share their positive ideas with their customers after really listening, learning who their customer is... understanding what they want then offering it to them.

55 The attributes required 1. Confidence Confidence without the ability to back it up is useless, but if you re truly competent, own it. 2. Self-awareness This is a part of displaying confidence-knowing who you are and what you know and owning your strengths and weaknesses. Knowing where to go for help. 3. Strategic thinking One of the basic principles of success is to start with the end in mind. Truly professional people identify their goals, and then can set a plan to achieve them. 4. Caring You can't truly help others unless you can be bothered to learn about their goals, wants and also some of their fears. 5. Follow-through If you say you'll do something; then do it.

56 The attributes required 6. Enthusiasm Smart enthusiasm, a very positive quality. The power of positive taking, thinking and acting should never be underestimated. 7. Listening Caring and self-awareness, combined with good communications ability, leads to prudence and the ability to be candid and give YOUR opinion. 8. Curiosity No professional is ever finished learning.. Nuff said. 9. Authenticity Entrepreneurial advice is fake it til you make it, but your performance needs to be grounded in truth. Otherwise, no matter your skills, your shortfalls, your interests-or even the things you aren t interested in-people can tell. Be congruent. 10. Be it Be a luxury travel ambassador, not a sales consultant - The ambassador must represent the brand, so if the ambassador doesn t get it don t expect your customer to either!

57 People want to work with people who are Reliable/trustworthy Approachable/friendly Knowledgeable/professional Accountable/responsible Positive /realistic Do what they say they are going to do Keep them in the know

58 Rather. Enable rather than persuade Help rather than go for a hard sell Listen rather than talk Understand each person has a their own view of luxury rather than stick to your view Offer them the luxury choice, rather than leaving it out of the conversation Explain the VALUE of the choice rather than focus on the cost of it Be a Luxury Travel Ambassador rather than a sales consultant

59

60

61

62

63

64 Cruise Week September 2015 River Cruise Showcase Manchester 17 September 2015, Manchester CLIA New to Cruise Summit 15 September 2015, London CLIA River Cruise Convention November 2015, Amsterdam

65

66