Travel Sales Cruise Industry PromotionTools

Transcript:Travel Sales Cruise Industry PromotionTools:
Travel Sales Cruise Industry PromotionTools Consistent, clear, and compelling company and brand images Advertising Personal selling Public relations Sales promotion Direct marketing Unique Characteristics of Personal Selling Most effective in building buyer preference, conviction, and purchase Gives voice and face to an otherwise impersonal company Personal and adaptable interaction with consumers Buyer is the most involved in listening and participating compared to other mediums Characteristics of Personal Selling Requires a long-term commitment by company Can´t just turn it on or off like media ads Most expensive Not a Short term strategy to sell sell sell Long-term market orientation, customer-focus Balancing volume with quality service Nature of Hospitality Sales Prospecting: finding new customers Targeting: decide who to give their time to Communication: give information about product / service Selling: make consumer want it, purchase it Servicing: do more than just take money Information gathering: market research and intelligence Allocating: which customers get product in times of scarcity Maintaining Strategic Relationships: provide planning assistance to clients Sales Force Objectives Cabins, pax… All mean the same thing: bring in as many customers as possible By Segment By Price / Margin Mix Individual level: Carnival - number of rooms sold Sales Goal: Volume Sales Goal: Upselling To higher price point category: room to suite Additional amenities: airport pickup service, beverage package, insurance Second-chance selling Contacting guests who are already booked Sales Goal: Market Share or Market Penetration Most important to airlines, cruise lines, rental car companies, major fast-food chains Not so important for most restaurants and hotel companies At the corporate level, the big players are concerned, but at business unit level or functional level, occupancy, average room rate, yield are more important Sales Goal: Product-Specific Objectives Asked to bolster specific product lines Need to sell more… Suites Honeymoon packages Alcohol packages Holiday dates Specific sailing dates / ships TA Specific brands, insurance, tours, airport transfers Sales force structure and size Combination-Structured Sales Force Organized by product, market segment, market channel, and customer Carnival sales departments FIT - Group Domestic - international Inbound - Outbound Casino TA Key accounts Travel Agencies Traditional TAs Similar to direct company Sales team salaried and some commission Host Agencies Host provides websites, back-end accounting services, preferred supplier relationships, marketing Agents act as Independent Contractors utilizing their own book of business Part time or full time or even have their own small agency Negotiable commission structure Host Agencies Determining