24 | CHART 13 TRENDS IN THE CRUISE SEGMENT One advisor said that platforms such as YouTube and Instagram have helped their business. Social media will also help in tapping into a younger clientele that makes large purchases on social media. Where social media falls short is in booking and post-booking support. One advisor felt there should be a way for a client to book a cruise right off their website. Another advisor said, The power of social media is being harnessed with 6 out of every 10 advisors saying that it has been a useful platform for lead generation. Eight in 10 advisors found social media was more effective in trip inspiration, planning and shopping. EFFECTIVENESS OF SOCIAL MEDIA CHANNELS IN CRUISE SALES Lead generation Trip inspiration, planning and shopping Booking Post-sales support 10% 12% 12% 18% 15% 21% 20% 31% 37% 28% 27% 31% 15% 15% 15% 5% 6% 8% 8% 2% 17% 16% 18% 12% Extremely effective Not so effective Very effective Not at all effective Somewhat effective Not applicable/Don’t use It is great for initial contact and creating a buzz but any serious interest goes to email or phone. If there is ever an issue, I want a thread or a recording to go back to.