When you are new to selling cruise, it can be a daunting business stream to get your head round, with multiple cruise lines and ships to learn about, and lots of jargon thrown in too for good measure. A good mentor can help guide you while you attempt to navigate these uncharted waters. Valerie Avery has worked with John Ryrie for more than a year now and this is how John has helped nurture Valerie’s cruise business.
The mentor
John Ryrie, Travel Counsellor
I am both a UK Travel Counsellor (for 90% of my business) and a Dutch Travel Counsellor, where I mostly deal with expats. I like the flexibility of selling holidays in two different countries. I became a TC 12 years ago and moved to Amsterdam seven years ago. I can empathise with Valerie because I came from a non-travel background too. As an HR director I travelled to more than 100 countries with work. But I grew tired of being that corporate person, and wish I’d made the switch sooner.
I had never been on a cruise until I went on Azamara with some fellow TCs, and I absolutely loved it. It taught me that lots of people have misconceptions about cruise and I was a classic case. Azamara really suited me because it’s much smaller, I really liked the onboard experience and the service, and for the price, I thought it represented great value.
After a second Azamara cruise, I then tried Cunard, Regent Seven Seas and Celebrity Cruises. I only found Norwegian Cruise Line in the return-to-sail period after Covid. It was a lightly loaded cruise, just 25% occupancy and all agents. Now I sail with them two or three times a year, and I always go in The Haven (the most luxurious accommodation), which I love.
I like to do transatlantic crossings – a long cruise without too many ports suits me well. I find them really relaxing because the slower-paced sea days help me properly switch off.
The mentee
Valerie Avery, Travel Counsellor
Before launching my business with Travel Counsellors, I worked in IT recruitment, supporting careers in technology and finding talented people their dream jobs. Now I aim to make travel dreams come true.
I joined TC in August 2023. Growing up, my parents owned travel agencies in Toronto, Canada, so it was always in my blood, I guess. What’s more, I’ve always loved to travel, though I haven’t taken the opportunity to embark on any cruises myself – thus far!
My business is “new” but growing, and I have found my focus in other types of travel/holidays until now, but I know cruise offers a great opportunity for both my business and my customer base, so I’m keen to take full advantage. My formal mentor/mentee partnership with John lasted six months but it’s been over a year now and we still speak every day. We’ve become good friends and we both really value the relationship.
Where to start
JOHN: A good starting point for new-to-cruise agents is your existing customers who haven’t been on a cruise yet. I would ask them to describe the best holiday they’ve ever been on. What did they like about it? If they talk about wanting to see multiple destinations, enjoying great food etc, that’s a conversation starter for suggesting a cruise holiday. Tell them your own cruise stories – really sell the experiences. Then you can start narrowing down the cruise lines. Do they like formal or informal? It can be hard to search widely because there’s not one central point to book cruise itineraries, like there is for flights, for example, but there are many resources and experts you can turn to.
VALERIE: I would say one of my biggest obstacles is the fear of booking a client on the “wrong ship” for them – there is world of choice out there and when it comes to cruising, to coin a well-known phrase, there is “something for everyone”. The choices are almost endless, so it’s about getting to know my customers personally and recommending something that’s right for them, their partners and families.
First the line, then the ship
JOHN: Firstly, there’s macro searching to identify the right cruise line, and then there’s micro searching to find the right ship. I have customers who are very loyal to P&O Cruises where stratification exists. They won’t go on this one ship but love another. Norwegian Cruise Line is another great example of this – their smaller, older ships are totally different from their bigger, newer ships. It can be easier to switch-sell from Tenerife to Lanzarote than from a hotel to a cruise ship, and if you pick up negative signals from the client, don’t ignore them. Cruising is not for everyone – if it was, there wouldn’t be enough ships. That said, perseverance can pay off. I sat next to a stranger on a plane, who became a new customer of mine. He had two young children and had never cruised before, but he was open to it. He needed reassurance and gentle pushing, and now he’s done three cruises with Royal Caribbean and he’s a convert. I say to mentees, if you see the lights come on, keep talking! If a customer is on the brink, perhaps an afternoon tea onboard a Regent Seven Seas ship while it’s in a UK port will convince them.
Personal experience
VALERIE: I have managed to book cruises, ranging from four-star to six-star experiences, with some customers who have never cruised before and now wouldn’t consider anything else! I personally haven’t been on any cruises yet – ‘yet’ being the key word!
JOHN: It’s absolutely key to get onboard to be able to enthuse about cruising to a customer. I can really sparkle about a destination or product if I know it well. Of course, when it comes to taking a full cruise, time and cost are factors, but shorter “taster” cruises and ship visits can still give you a feel for the cabins, the food and the onboard service. Even if you only spend a few hours visiting a ship for a tour and a lunch, it’s still valuable personal experience.
Jargon-busting
VALERIE: I am making an effort to understand all the many cruising terms that I come across – I want to speak the language fluently and eloquently!
JOHN: There is a lot of jargon in cruise. And just when you think you’ve got your head around it all, Virgin Voyages come along and turn the vernacular on its head, with “sea terrace” for “veranda” and “Sailor’s loot” for “onboard credit”. E-learning can be really good for becoming familiar with all the terms, and understanding the different cabin types. But I do advise keeping the cruise lines separate when you embark on training. Do one line at a time, and complete the training before starting another. Otherwise, all the speciality dining and cabin types start to blur!
VALERIE: John has helped me tremendously, especially when it comes to giving me background on ships and what clients can expect with different cruise supplier partners. I do want to grow my cruise business – both river and ocean cruises feel like a great way to see the world.
Mainstream ahead of niche
JOHN: I try not to throw too much into the mix when talking to a new mentee. River cruise can be a better fit for an older demographic – and Celebrity Cruises’ entry into rivers will be tremendously exciting – but I encourage mentees to get their heads around ocean first because river is more niche, although it’s amazing for people who want it.
VALERIE: I feel really positive about the opportunities that lie in cruise. I have a great mentor and an amazing support network, plus lots of cruise knowledge resides within the company – I know I can lean into this whenever I need it.
JOHN: When Valerie is excited about cruise, I get excited. Every new cruise booking is part of that learning journey and when a mentee’s name appears on the TC leaderboards, it’s a lovely feeling to have played a part in that. With my background in HR, I’m used to developing and encouraging colleagues, but to do this in travel, and see someone new to cruise really flourish, it makes me smile. People helped me on my journey through the TC Academy so this is my way of giving back. I say to all my mentees: “What have you got to lose?” That customer could come along who is a seasoned cruiser and you’ve got to be ready. Ocean cruise is the fastest- growing segment of the travel industry – how can we not get on top of that?
