Having been through the pandemic together, each of us has realized the importance of spending time with
family. Always hungry for new experiences, the younger generation looks at a family vacation as an oppor-
tunity to forge a deeper bond with their kith. Advisors around the world experienced a similar emotion,
helping them better relate to their clients’ needs.
Handing them the tools to be able to sell travel to multiple generations of families – and sell it well – is
what the suppliers need to ensure now. This outlook sheds light on various aspects. For the advisor, it gives
them an insight into the client mindset: what motivates them to book such trips, how large the average
group size could be, who largely pays for them and the factors that go into choosing a cruise line. There is
relevant data for the suppliers as well: it tells them what agencies are selling more of, what kind of training
advisors seek today and the format they would prefer it in, the challenges they face and the kind of support
they want from suppliers to overcome those hurdles.
With borders opening up and cruise tourism beginning to ramp up, cruise lines are hopeful that cruise
vacations – particularly multi-generation – will quickly take off. Many are already in the process of launching
or have launched new ships this year. And with every new ship comes more activities and entertainment
options – perfect for a big family group.
As the cruise travel landscape continues to evolve, products and challenges in traveling become more
complex. There are more concerns that advisors need to take heed of – health considerations, travel restric-
tions, regulations, and legal issues. But this also means that the value advisors continue to bring to the
table will be even higher. After all, they are the ones interacting directly with the customers during the
planning and negotiation stages.
Understanding the value proposition of a cruise vacation is as important, and so is explaining it to the
client. We must remember that travel is also an emotion that one experiences and cherishes for years to
come, especially when it includes loved ones. As one advisor says: “I have older clients that want to bring
the kids & grandkids with them! They all want to be together, which is so nice!”
CONCLUSION