15
TMR OUTLOOK ON RIVER CRUISE
CHART 5
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15
Advisor Influence In Selecting River Cruises
Advisors are key to guiding the customer‘s journey in
selecting a River Cruise, whether it’s entirely dependent
on them from the get-go or helping select the most
appropriate cruise line, itinerary, or destination.
While the market and profile of River Cruises may have
grown over the past two decades, a quarter of all agents
(25%) told us customers “wouldn’t have considered a
river cruise if I hadn’t recommended it to them.”
“They are generally not familiar with river cruises,” said
one advisor, while another added, “Most (clients) have
never heard of river cruises.”
Only 33% of advisors say they have clients who “come
to me with a specific River Cruise Line and I book it”
while a like number (33%) said, “If I don’t think it’s right,
I recommend something else.”
Most respondents (56%) said while customers have “a
general idea” of suppliers, that is the starting point for
discussion. A similar number (54%) said consumers
come with a “specific destination/itinerary/river they
want to cruise, and then we discuss the options.”
In a world where the top 100 advertisers spent $267
billion last year, according to Ad Age, agents say River
Cruise Lines, with limited budgets, have done little to
build awareness of their brands with consumers.
“Most clients have only heard of one or two specific
river cruise companies and have no idea what is actually
out there,” said an advisor.
River cruising has also developed true advocates with
the retail trade. “I suggest river cruises even when they
come in for something else,” one advisor said.
Agents gave us plenty of specific examples on how they
drive category decisions. “We had an affinity group of
ballroom dancers that was looking at a Mediterranean
cruise. We told them about river cruises in Europe, and
advised them river cruises are smaller, more exclusive,
and we could arrange special excursions just for them.”
Generally speaking, in regards to my clients for River Cruises
(Check all that apply)
:
0%
10%
20%
30%
40%
50%
60%
70%
80%
31%
33%
54%
56%
25%
33%
42%
They come to me with a specific destination/itinerary/river they
want to travel with, but I usually suggest a River Cruise Line
They generally aren’t familiar with the River Cruise Lines or
Ships, and they come to me for my recommendations
They come to me with a specific
River Cruise Line and I book it
They come to me with a specific River Cruise Line, but if I
don’t think it’s right, I recommend something else
They come to me with a specific destination/itinerary/river
they want to take, and then we discuss the options
They come to me with a general idea of River Cruise Lines
they are interested in and then we discuss the options
They wouldn’t have considered a river cruise
if I hadn’t recommended it to them