The cruise industry is making a concerted move away from
commoditization, emphasizing the features that make each ship and line
distinct, and steering the conversation away from price towards value.
Clients are “floundering in a sea of choices,” says a Travel Age
West article, and that’s good news for savvy agents who can help them make
sense of it all.
Koepf, senior vice president of sales for Avoya Travel, told the publication
that the industry is moving further away from commoditization, which is good
news for agents.
major change is the dramatic move toward added value rather than price,” he
said. “The downside is that with value, it is difficult to get the message
across quickly. Everyone understands 25% off, but explaining value and choices
is much more complex, and there is the problem of consumer attention loss.”
customer knows everything about price and nothing about value, Koepf says. They
do research in spaces – an average of 40 hours – and often come in
well-educated but confused by too many choices.
can read the rest of the Travel Age West article to find out
more about cruise trends in 2017, including some innovative land/sea
combinations and the best of the new ships that will take to the water.