FOUR WAYS TO OVERCOME CHALLENGES
SELLING POLAR
In spite of the breadth of destinations and experiences
clients may consider for a Polar Cruise, advisors still
aren’t seeing an explosive growth in their sales. Even
more, though there is a clear desire to sell more Polar
Cruises, some agents have yet to sell their first one.
The research suggests the following 4 challenges, with
insights on how to overcome them:
1) Cost of a Polar Cruise
The cost of travel is the biggest deterrent cited by three
in four advisors (see Chart 14). No doubt the price of
these products can seem like a barrier to entry at first
glance. However, it’s crucial for the advisor to know, in
detail, everything that goes into making a Polar Cruise
worth every penny.
These inclusions aren’t limited to standard cruise
amenities such as food and beverage, entertainment, and
onboard experiences. They include tangible differentiating
investments such as small, purpose-built ships for the
harsh polar environment. These authentic icebreakers
move through the unpredictable landscapes and they are
nimble enough to get close to nature as it unfolds.
There are also the intangible investments such as special
safety measures, and expert expedition team members
with impressive credentials in marine biology, natural
history or even commandeering the Zodiacs.
These scientists and researchers engage with passengers
throughout the experience. Guests can enjoy anything
from formal lectures, to informal talks where they can
chat with the scientists and learn more about their work.
This is also the reason why 65% of the advisors claim
that their clients rate experience and reputation of the
cruise line as the most important criteria in choosing a
Polar Cruise company (see Chart 12).
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CHART 14
Objections to Polar Cruising
Too expensive
Long travel times
Harsh climate
Opted for other destination(s)
Not enough vacation days
Do not like cruising
Uncomfortable experience
Not suitable for families
Lack of basic onboard amenities
Lack of onboard entertainment
Not exciting/ similar to scenery at home
74%
12%
44%
9%
40%
8%
33%
2%
21%
15%
13%
Factors to Not Travel to Polar, Share (%)