RSSC to debut new agent resources

REGENT Seven Seas Cruises (RSSC) will shortly roll out new “segmentation analysis” which will give the Australian travel trade the ability to boost their business by targeting specific market segments.

The initiative was unveiled by the line’s Chief Sales & Marketing Officer Andrea DeMarco (CW yesterday), who told Cruise Weekly RSSC continues to see travel advisors as key partners.

In contrast to some brands which are taking a direct approach, “you’re going to see us really take a different angle, we’re going to be investing very, very heavily in this particular distribution channel,” she said.

In the United States, RSSC has just launched a new businessfocused webinar series to help agencies grow their reach, and DeMarco said a “regionalised” version was likely to roll out before the end of the year.

“In this series, our goal is to give the trade the tools, assets, the education to market to the different target segments... we can share the insights of what works for us, and help you segment your database,” she said.

DeMarco (pictured) said the program was focused on producing immediate results and growth for travel businesses.

“If the trade is successful, we’re successful, and we’re in this together,” she said.

“This is something I don’t think you’ve seen a brand do before, where we are actually investing the dollars to get the research to give to them...at the end of the day, I want to help hold the trade’s hand to help them create a strategy that’s going to make them successful”.

RSSC continues to focus on attracting “new to brand” guests, with its ongoing capacity growth - including next year’s launch of Seven Seas Grandeur - meaning attracting new customers is key.

DeMarco stressed RSSC’s “true all inclusive luxury value proposition,” urging the industry to continue to communicate the benefit of features like fully included shore excursions, premium beverages, land add-ons and more with their customers.