Shar­ing data is the key

Cruise Weekly - - News -

AS PART of a panel dis­cus­sion at Cruise360 last week, cruise line mem­bers urged travel agents to utilise tools via on­line por­tals to in­crease their knowl­edge of brands, ships and mar­ket­ing cam­paigns.

“We’ve all in­vested huge amounts of money to have th­ese por­tals up and run­ning for the in­dus­try,” said Royal Caribbean In­ter­na­tional head of sales Aus­tralia & New Zealand Peter McCor­mack.

We­bi­nars were touted as show­ing in­creased value to the sec­tor, how­ever, many travel agents in the au­di­ence stated their pref­er­ence was still main­tain­ing email con­tact with their sales rep­re­sen­ta­tive.

The panel agreed that shar­ing cus­tomer in­sights was key to lever­ag­ing op­por­tu­ni­ties, with An­ton Loeb, di­rec­tor of sales Aus­tralia & New Zealand for Car­ni­val Cruise Line, adding “our agent part­ners hold so much good data and the cruise lines hold so much good data and when we talk to each other and share we can build bet­ter cam­paigns to­gether”.

Pic­tured: Dan Rus­sell, gm & di­rec­tor, Clean Cruis­ing; An­ton Loeb, di­rec­tor of sales Aus­tralia & New Zealand, Car­ni­val Cruise Line; He­len Eves, bdm NSW, HAL & Se­abourn; Steve McLaugh­lin, vp sales Aus­trala­sia, Ocea­nia Cruises; and Peter McCor­mack, head of sales AU & NZ, RCI.

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