This article originally appeared in the August issue of AGENTatHOME magazine.?Subscribe here to receive your free copy each month.
When it comes to selling small-ship cruises (vessels accommodating fewer than 1,000 passengers), veteran travel advisors point out that it takes careful qualifying to match clients with the right ship.
For example, a family with several kids may be looking for all the bells and whistles found on today¡¯s megaships ¨C waterslides, roller coasters, go-cart rides, a multitude of restaurants and more ¨C and the young ones might be bored by a small ship with no children¡¯s programs or amusement rides.
Small-Ship Demographics
"Our clientele has typically sailed the larger ships when they were younger, either with children or before 2020,¡± said Greg Sutter, owner of Hendersonville, North Carolina-based Globe Treks. ¡°Now, our clientele is exclusively empty-nesters, almost always retired, and they desire more refined, relaxing experiences. And the smaller ships are perfect for that ¨C and that trend seems to accelerate as clients age.¡±
Case in point: Sutter noted that baby boomers are a strong market for expedition and adventure travel on smaller lines such as Viking, National Geographic-Lindblad Expeditions, Smithsonian Journeys and HX, among others.
¡°Those travelers want to get off the beaten path and have a more bespoke or unique experience that can¡¯t be had any other way,¡± he said.
Intimate, Relaxed Experiences
Amy Madson, vacation specialist for Orlando, Florida-based Madson & Associates/Dream Vacations, agreed.
¡°Small ships offer a more intimate, relaxed cruising experience,¡± she said, noting that fellow passengers are usually seasoned travelers and open to new friendships. ¡°The smaller ship size allows guests to visit with the same people, often creating true friendships.¡±
She also mentioned that smaller ships tend to focus on destination education and enrichment, versus the megaships, where it¡¯s all about ¡°how many different experiences you can have in one week.¡±
¡°Big ships offer lots of variety for all age ranges, while small ships cater to a more mature demographic, in general,¡± she said.
Asking the Right Questions
To start the qualifying process, Sutter of Globe Treks asks which lines and ships clients previously sailed on to obtain a base idea of what they want.
¡°If clients are not familiar with the smaller ships, we start walking them through the range of sizes, then the pros and cons of the many diff erent options, starting with what is typically an inverse size-to-price ratio,¡± he said. ¡°Pictures and videos speak volumes, of course, and that is part of any initial consultation.¡±
Similarly, Dream Vacations¡¯ Madson noted that a good travel advisor will ask lots of questions and listen carefully for cues.
¡°Many clients will come out and tell you that they do not want a big ship right from the start, but if they don¡¯t, I listen for comments such as ¡®not too busy or loud,¡¯ ¡®no Caribbean,¡¯ ¡®looking to be spoiled,¡¯ ¡®don¡¯t want to fly to Europe¡¯ and so on,¡± she said. ¡°Couples planning a milestone celebration or perhaps looking for unique destinations are good candidates for a small-ship experience. Sometimes, the ship size is determined solely by the destination the client wants to visit, such as Antarctica or the Great Lakes.¡±
Mary Walsh, a Dream Vacations franchise owner in Spring Hill, Florida, noted that she is also witnessing an increase in the number of clients opting for small-ship cruises.
¡°I ask them key questions: What have you sailed on in the past, and what did you like or dislike?¡± she said. ¡°What is the budget for this cruise? What types of ports are you wanting to go to? How many days are you wanting to travel?¡±
In Sutter¡¯s view, there are two types of travelers who prefer small ships.
¡°They¡¯re older travelers who want a quieter, easier, less intimidating experience far apart from the megaships, or they¡¯re the younger baby boomer crowd who wants some off -the-beatenpath adventure,¡± he said. ¡°Both these groups are more interested in a quality small-ship experience and are willing to pay more for that opportunity.¡±
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