Know your customer: A cruise for every client

Whatever your customers want and need, Royal Caribbean has something for everyone. Sara Macefield shares the secrets of selling to these key groups

Families

With parents’ ages ranging from36 to 55 years, this is mainly Generation X territory, with a few older millennials creeping in. These families are fairly a uent and wanting to visit Europe or the Caribbean in one holiday during the school summer break. The essential ingredients are beaches, along with sports and activities. Families on Royal Caribbean are spread over multiple generations, with grandparents, aunts, uncles, kids and friends all travelling together.

Selling tips: Whatever the ages of the children in your client’s group, Royal Caribbean ships can cater for them and parents can get their down time. Young babies can be entertained at the Royal Babies and Tots nurseries, while children of different ages can enjoy the Adventure Ocean kids’ clubs. For teens, there are hangout zones that include teen-only nightclubs serving mocktails. Families with older kids can throw themselves into onboard activities, such as laser tag and escape rooms, and enjoy West End hit shows in the theatres. Emphasise the value for money of free food virtually around the clock, help yourself ice cream machines and soft drinks dispensers. Point out the family-friendly cabins or interconnecting rooms and the safety of the enclosed environment on board – plus family-friendly dining, especially in the buffet restaurants. Europe is easy to get to with ex-UK sailings, making it less stressful if travelling with younger children, and offers a treasure trove of history, culture and fun outings to water or theme parks. Beyond Europe, the Caribbean is ideal for water babies of all ages with excursions to beautiful beaches, boat trips and snorkelling trips. A Royal Caribbean holiday means there’s no need for compromise.

Adventure seekers

These will be couples and singletons and aged millennial generation. They’ve money to spend and will be looking to travel in Europe or the Caribbean, perhaps taking a few shorter trips rather than one long holiday. They want lots of activities and plenty of photo opportunities for those all-important social media moments.

Selling tips: Talk up the onboard thrills of Royal Caribbean ships that guests can enjoy before they even step ashore. The chance to try sky-diving simulators, water slides or climbing walls means days on board can be action-packed and full of selfie opportunities, while there are plenty of spaces, such as the Solarium and many bars, to relax in. Caribbean cruises are the easiest way to tick o lots of islands in one trip. European voyages bring out the best of this region with landmark cities, beautiful scenery and the chance to head o on exciting adrenaline-pumping excursions.

Culture seekers

These clients tend to be couples of 46-plus years, making them Generation X and Baby Boomers. They are fairly affluent and have a strong appetite for travel with both long and short duration trips that take in Europe and destinations farther afield, particularly Asia. They want to travel in style and may be celebrating milestones in their lives; they’re keen to explore and see the sights. Selling tips: Long-haul cruises bring the perfect balance of comfort and convenience for travellers looking to explore exotic destinations without having to rough it. Royal Caribbean ships bring peace of mind to clients wherever they are in the world, along with a wealth of facilities to enjoy onboard. The ships o er dozens of dining options – from haute cuisine at 150 Central Park to burgers, shakes and fi res at fast food joint Johnny Rockets. On European sailings, excursions allow guests to delve into the region’s rich history and culture in ports such as Santorini.

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The great innovators: your guide to selling Royal Caribbean cruise holidays. Find out more about the Royal Caribbean customer; its private island Perfect Day at CocoCay, and Club Royal; and its agent rewards scheme. Click here to read the magazine in full.

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