AmaWaterways put agents first when it launched in the Kiwi market, and its visiting md Australia New Zealand says that investment is starting to pay dividends.
“When we launched we straight away came up with NZD pricing, a New Zealand website, an 0800 number and a brochure—all to help agents sell our product. Then within 18 months we’ve put boots on the ground with full-time bdm [Tracey Brennan]; we are committed to the Kiwi trade and to working with them to grow our business.” While many agents are aware of the AmaWaterways product, thanks to APT’s long-term charter of Ama river ships, Richards says it is also looking to build agent awareness of its larger AmaMagna ship, which is twice the width of traditional river ships. “We have a unique ship that’s proved hugely successful globally, and it’s a real point of difference for clients looking for something elevate or new.” The cruise line’s 14-night The Grand Danube itinerary is its top-seller from the Kiwi market and while Ama offers cruises around the globe Europe still accounts for the majority of its business from New Zealand. That said, Richards reports growing Kiwi interest in its new Colombia sailings, which launched in Apr and were developed in conjunction with the communities along the Magdalena River. The product, he says, is suited to clients looking for a little adventure, or even a safari, as well as clients looking for a travel experience which gives back. And while the average booking window from New Zealand is 10 months out, Richards says due to the popularity of its Christmas Market sailing in Europe Kiwis are booking two years in advance to secure their preferred dates and itinerary.
. . . Groups
Growing its group business from New Zealand is another focus, says Richards. “I think there’s a real [groups] opportunity for Kiwi agents. A group can be from five cabins, and there’s no commitment or risk,” says Richards. “We’re not holding any inventory and there’s no financial risk for agents.”
Pictured above: Amawaterway’s Angela Smith, Steve Richards and Kiwi rep Tracey Brennan
