NCL bosses aboard the Norwegian Aqua shakedown cruise had a reassuring message for travel agents—but also laid down a challenge to them.
The cruise line’s VP and md Asia- Pacific Ben Angell says NCL had been reliant on its trade partners for the last 10 years in Australasia for selling what is a complicated product. “It’s put us in a unique position, because we’re not driving close to home domestic cruising where perhaps there is a tendency to book direct right, we are booking complicated, long packages (and) most guests still rely on travel agents to help put it together,’’ he told media during Aqua’s inaugural voyage from Lisbon to Southampton.
The Prima class-plus ship is the newest in NCL’s fleet, cost about $2.27b to build, and is 10% bigger than its two predecessors.
Agents handle up to 80% of NCL bookings. ‘There’s no more convenient way than to book travel through travel agents. I think it’s a natural fit’, he added
NCL’s advertising and marketing also drove customers to agents. But the company also communicates directly with clients, which Asia-Pacific sales and strategy boss Damian Borg said was a hot issue.
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While agents may feel that NCL was communicating too much with their customers, he asked whether the consultants were communicating with them often enough.
During the long booking life cycle there were plenty of opportunities for agents to keep in touch, he added. ‘’Anything from nine months to 12 months to 18 months out there’s no communication other than that of your balances or your deposits are due 90 days out. So no one’s getting that customer excited about that journey, the holiday they’ve just spent $10,000 to $20,000 on.’’
Cruise lines are good at getting customers excited. “We’d love our travel partners to do that better, said Borg—who also said he always recommended family members use an agent. “There’s no more convenient way to book travel.’’
