Tips to drive luxury cruise sales
Suggestions from Silversea’s Adam Radwanski and Philippa Walker for Asian agents to improve their sales.
· Encourage customers to book as early as possible,
as generally the prices go higher closer to departure dates. The price
at the beginning of the booking cycle represents the best value.
· Ask the right questions: Understand what the customers want to get out of their cruise vacation.
· Keep up cruise training and knowledge: Silversea has a travel agent portal offering lots of training programmes, including marketing and supporting materials.
· Educate yourself on the ships out there: If there’s any ship in town, go on board and find out more.
Silversea Cruises is revolutionising the luxury cruise market with
its innovative Nova-class ships, Silver Nova and Silver Ray. The debut
of these ships has proven to be a “hatching ground for the new-to-cruise
market”, said Adam Radwanski, managing director Asia Pacific for
Silversea, speaking to Travel Weekly Asia during the shakedown and
naming cruise of Silver Ray in Lisbon.
Silver Ray, which was officially christened in Lisbon in June 2024,
is the second of Silversea’s sustainability-focused Nova-class ship.
The 728-guest, all-suite Silver Ray boasts a luxurious and innovative
asymmetrical design, mirroring every aspect of its sister, Silver Nova, which debuted in summer 2023.
These “floating luxury resorts”
offer next-gen luxury amenities and experiences that cater to a
diversity of cruise preferences, from health-focused travellers to
honeymooners and girlfriends’ getaways.
New ships, new opportunities for Asia
Silver Nova has recorded a successful Mediterranean season last year
among the Asian market, whose penchant for new ships is evident.
“Wherever Nova is going, we see the sales from Asia following,” observed
Adam. With Nova currently sailing in Alaska (for summer 2024),
Silversea has seen an increase in Alaska from Asia for Nova.
Silversea is also increasing its deployment in Asia, with Nova
scheduled for a Japan season and a Hong Kong to Singapore route later
this year. “Our Japan season on Nova is sold out. This is partially
coming from the Asian customer, partially from Australia and in our
global customer base.”
Prior to the debut of the two Nova-class ships, Silversea also
welcomed Silver Endeavour, the 200-passenger PC6 polar ice-class vessel
in November 2022. Together, the trio of new ships have proven to be
“strategically important steps in our market development in Asia”, says
Radwanski.
Notably, Silversea is seeing new to brand and new to cruise markets
through its expedition cruises in Alaska, Antarctica and the Galapagos,
according to the cruise line executives. While the average age of
passengers across its fleet is around mid 60s, the figure significantly
drops to 40s for its expedition cruises in the polar regions, making
this segment ripe for conversion to ocean cruises.
Silver Ray’s asymmetrical design and horizontal layout give rise to an expansive pool deck on the starboard side. Pictured: Silver Ray docked at Lisbon during its shakedown cruise. Photo Credit: Xinyi Liang-Pholsena
Don’t under-estimate your customers
First look at Silver Ray: Silversea’s newest Nova-class ship
Travel Weekly Asia gets an exclusive first look at the innovative design and amenities aboard Silversea's Silver Ray. Read more here
Silversea Cruises is encouraging travel agents to think outside the
box when selling luxury cruises. “Never under-estimate your customers,”
advises Radwanski, emphasising that customers may not come from within
the luxury cruise segment, including those who have sailed with sister
brand Royal Caribbean International.
A couple, for instance, may want to enjoy an inter-gen family
vacation with their children and grandchildren on board Royal
Caribbean’s premium suite, but they may pick a Silversea cruise next to
enjoy couple time together. “Always quantify your customers,” he added.
Philippa Walker, Silversea’s director of brand marketing in APAC,
sees huge opportunity in markets such as China and Taiwan, which prefer
to travel in groups and the cruise line has assisted with language and
dedicated shore excursions. And for food-loving Southeast Asia
travellers, a luxury cruise holiday allows plenty of opportunities to
dine well on the ships as well as in the destinations.
The future of Asia, whether as a cruise market or destination, is
“incredibly positive”, Radwanski added, and Silversea is keen to
leverage Royal Caribbean Group’s presence in Singapore and China to
“identify opportunities to cross-pollinate these customers” to grow its
Asia market.
“The membership network is growing exponentially in Asia this year
because agencies from all over the region are really interested in
selling cruise. It's highly profitable, and it represents incredible
value to the to the clients,” Radwanski remarked.
“Asian customers have incredible purchasing power. The delta is there.”