If there was a common consensus in the roomful of travel advisors attending CruiseWorld Asia 2023 – it would be that agencies are diversifying, relooking new ways to reach travellers, and “moving out of the typical travel agency setting”.
EU Holidays innovated with the introduction of its Ski & Snowboard Academy. Director Ong Hanjie referenced the agency's signature 13D Europe holiday, featuring a 7.6km mountain sledge, and the point of the academy equips travellers with essential skills before their mountain excursions.
EU Holidays launched its Ski & Snowboard Academy on 7 October 2023.
The Academy was booked solid upon pre-launch and continues to be for three months since its October 2023 opening, signalling a potential trend towards experiential travel.
Dato Sri Koh Yock Heng, co-founder & group managing director, Apple Vacations, took on a similar strategy during the pandemic – by expanding mid-range options like fly-cruises post-pandemic. He highlighted elevated post-Covid consumer expectations, noting increased revenue from RM270 million (US$58m) to RM500 million (US$107m) in 2023 due to these additions.
Dialing up the digital code
Amid pandemic slowdown, Apple Vacations prioritised Facebook Live, sold Taiwanese honeydews, and shifted 70% audience from offline to online platforms. Photo Credit: Apple Vacations
While some businesses quietened during the pandemic, Apple Vacations focused solely on Facebook live engagement to stay top-of-mind. They sold imported honeydews from Taiwan, increasing online engagement, shifting 70% of their audience from offline to online platforms like the website, Instagram, and TikTok.
This is also a brand strategy for EU Holidays, who has brought in a new team to build digital presence.
Go City in particular, which has a global footprint of more than 30 cities, including five in Asia, has already bounced back to 2019 figures by 2Q 2023 – simply by adopting a “digital first and digital only” philosophy, according to Dawn Jeremiah, VP Marketing & Ecommerce – APAC.
Go City recently launched its Weixin mini programme to expand in China. Photo Credit: Apple Vacations
These tactics include launching WeChat mini programmes in China, working closely with KOLs (Key Opinion Leaders), using chatbots, smoothening backend booking systems and building a ‘smart app’ – such as push notifications for typhoon alerts.
Go City credits success to blending offline marketing with a digital approach. They track QR code scans at Changi using Singapore's official maps and collaborate with Grab to reach travelers without a local number. Users now prefer authentic videos showcasing ships and attractions, not corporate ones. Jeremiah stressed the importance of mastering digital tools for success.
Travel is still a face-to-face business
As other industry leaders have shared at other CWA 2023 panels, travel still is a relationship business.
Apple Vacations recently held an invite-only session of 52 consumers, who booked cruise trips averaging RM$100,000 (US$21,500), said Dato Sri Koh.
“Consumers buy a product because of experience,” asserted Dato Sri Koh – a sentiment echoed by Lionel Wong, CEO of SATS-Creuers Cruise Services, operator of the Marina Bay Cruise Centre Singapore – at a separate panel.
“The end game is not more ports, it’s more itineraries – because cruises sell more itineraries. People board because they want to go somewhere, enjoy the ship, go somewhere that’s interesting – and cruise lines can plan for what’s most feasible.”
EU Holidays noticed a similar trend. “Post-Covid, consumers’ perspective of cruises has changed. My regulars for tours have now become regulars for cruises – today we have a team of cruise specialists not just for home ports but also for international [sailings],” said Ong.
The call is clear: constantly innovate; for what is new may be old, and what is old may now be new.