On The Deck: Angela Waterman
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Cruise News UK sits down with the retail manager of NoFlyCruising.com to discuss the sector’s huge growth, challenges it still faces and what the most popular destinations are amongst no-fly cruisers.
1. The no-fly market ex UK ports has seen tremendous growth in recent times. Have you seen the same level of growth in your business?
The no – fly market is the biggest growth area in cruising, a trend that is being recognised by the cruise lines which are bringing more ships to the UK for departures in 2013 and 2014. Over the past months we have seen an increase in the enquiries and bookings from clients who want to cruise but do not want to fly; either because they are unable to or want to avoid airports.
2. By focusing your energy only on the no-fly segment does that impair your potential for growth?
The decision to initially concentrate on the ‘No Fly Cruising’ market was to be able to specialise in this niche segment of the cruise industry. Research showed that people want to avoid the hassles of airports including limited luggage allowance for their cruise, so we concentrate on this area, which has enabled us to specialise in the UK No Fly Cruise market.
3. If a repeater with No-Fly cruising wishes to make a booking further afield requiring a flight, does your company handle these bookings?
We are able to book fly cruises for repeat clients as well as new clients, we just aren’t currently promoting this actively. No Fly Cruising is a trading name of Cruise Experts Ltd and we can offer the client any type of cruise, whether this is a no fly cruise, fly cruise or river cruise.
4. As a cruise retailer what are your greatest challenges?
Cruising has always been one of the most competitive and discounted areas of travel, so this is always a challenge. In the past agents were all on different levels of commission so were able to offer heavy discounts to get the sale. However some companies, such as Complete Cruise Solution and Fred Olsen have introduced the same commission levels for all agents, giving a level playing field. This has reduced commissions, however all agents are now quoting the same price to the client. Some cruise companies have also introduced a ‘price promise’ which will reduce the clients booking at the last moment.
5. Is there anything the cruise lines could do better to make you a more effective seller?
Most of the cruise lines offer very good online training and webinars which are very informative and enable the cruise specialists to learn about all the ships and itineraries, which help staff sell effectively. We have very good relationships with smaller cruise line accounts managers who visit the staff regularly to discuss how we can work together to increase sales, both on individual and group bookings. So although the bigger cruise lines have more advanced online training and marketing budgets, they lack the close and personal relationship with smaller companies. Ship visits are also invaluable, allowing staff to tour the vessel, giving them first-hand knowledge to help sell. Ship educationals are also offered and not only allow the staff to tour the ship but experience ‘cruising’ on the ship.
6. In the no-fly market what are the most popular destinations you sell?
Northern lights and Baltic cruises are always popular, especially with our older clients. But the Mediterranean is a more popular choice for families, especially during the school holidays. We are also finding a lot of clients who are able to fly so also looking at destinations such as the Caribbean.
7. You have recently organised a cruise that provided lawn bowls opportunities. Can you tell Cruise News a little bit more about that? And was it a success?
As NoFly Cruising is a sister company of the five star Potters Leisure Resort in Norfolk, we already have a very large clientele of guests who come to stay on the resort. We have numerous bowls clubs and individuals who come to play on a regular basis as well as being the hosts of the World Indoor Bowls championships in January. We decided to bring cruising and bowls together, so organised with Fred. Olsen the first ever bowls cruise around the UK. We contacted local clubs in the ports of Belfast, Dublin, Kirkwall and Invergordon and organised for the players in our group on the cruise to play against the local bowls teams in port. Transport was arranged from the port to the clubs, there they played against the local teams, then we had lunch and presentations after the games. The cruise was hosted by Greg Harlow, one of the best bowls players in the world as well as the owners. The cruise was a great success, so much so that we are currently organising a bowls cruise around the Mediterranean for September 2013 for which you can still register your interest.
8. In the no-fly market which cruise companies are most popular within your business?
This very much depends on the client as we always match the cruise to the customer. P&O is always popular as they offer a vast range of ships which cater for families, couples and adult only ships, however Fred. Olsen and Cruise & Maritime are very popular especially for our middle age and older clients. No Fly Cruising is in fact the preferred local agent in the Lowestoft area for Fred. Olsen. We are also working closely with River Cruise Line, looking at various options for our clients in a market which is increasing in popularity.
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