How to sell: Luxury Cruise expert Jane Archer shares her tips for selling high-end cruises

HOW TO SELL

Luxury cruise

SELLING TIP –Break the cost into a per-day price and highlight all the inclusions to show the value

Jane Archer is the authority on all things cruise. This issue, luxury

Truly all-inclusive p36

Ultra-luxury p37

Premium options p38

The luxury sector has put on a massive growth spurt in the past two or three years, not only building outstanding new ships but also refurbishing existing vessels to cater for travellers looking to splash money on experiences rather than possessions. These people expect space, personal service and

exceptional cuisine as standard. When it comes to cruise, they want small ships with luxurious suites and to be able to relax with friends without waiters hovering with bar bills to sign. While many cruise lines call themselves luxury, only a handful of small-ship companies deliver a truly luxurious service. We look at options for clients who want so much included in the fare that they can leave after a two-week cruise with nothing to pay, as well as focusing on ultra-luxury lines that charge for excursions, fl ights and more. The fi nal section spotlights premium lines that o er more a ordable luxury by including less in the price.

Truly all-inclusive

Lots of cruise lines claim to be all-inclusive but only three can truly lay claim to the title. Cruise with these lines and you can drink, take excursions, use the wi-fi and dine in a speciality restaurant every night without worrying about running up a big bill. A few items do have price tags but they are all things – spa treatments, diving in a submarine, private tours – that clients can skip without feeling they are having to be abstemious on holiday.

Discovery yacht

Who? Scenic Where? Iceland When? July 18, 2021 How long? 10 days How much? From £7,475pp including flights

Scenic took its everythingincluded style of river cruise to the high seas when it launched its yacht Scenic Eclipse in August 2019. Flights, tours, drinks, wi-fi, tips – they are all covered. This cruise calls into fjords and towns in search of volcanoes, glaciers, birds and whales as it circumnavigates Reykjavík.

Classic luxury

Who? Regent Seven Seas Cruises Where? Mediterranean When? October 27, 2020 How long? 10 nights How much? From £4,399pp including flights

Whether passengers want to explore ashore or share a drink with friends, they can for free on Regent, which includes everything passengers could ever want in the price, including pre-cruise hotels and business-class flights for big spenders. This voyage visits Italy, France and Spain.

Niche sailing

Who? Hebridean Island Cruises Where? Scotland When? October 27, 2020 How long? Seven nights How much? From £4,040pp

History doesn’t relate whether Hebridean is the Queen’s favourite cruise line because its ship is small (Hebridean Princess holds just 50 guests) or has inclusive fares, but suffice to say, once on board Her Majesty wouldn’t have to put her hand in her pocket for anything, not even trips ashore. This cruise, from Oban to Greenock, visits distilleries and spends a day in Ireland’s Ballycastle.

SELLING TIP –Don’t be put off by the price. Clients wouldn’t be asking for luxury if they couldn’t afford it

Ultra-luxury

Ultra-luxury cruise lines might not include everything in the price, but it’s hard to imagine that will worry clients opting for any of the companies listed here (or SeaDream Yacht Club and Hapag-Lloyd Cruises, which are other worthy contenders in this category). They have elegant ships, mostly all-suite accommodation, no inside cabins, and enough included in the fare that passengers never have to worry about the cost of drinks or how much to tip.

Go large-ish

Who? Crystal Cruises Where? Caribbean When? November 21, 2020 How long? 11 nights How much? From £3,247pp

With capacity for almost 1,000 guests, Crystal’s ships are the biggest in the ultra-luxury sector but no less indulgent with their penthouse suites, butlers and feng shui-inspired spas. This cruise ticks off island including Barbados, St Lucia and St Barts. The price includes drinks, tips, speciality dining (two visits only) and unlimited wi-fi.

Intimate luxury

Who? Seabourn Where? Caribbean When? November 4, 2020 How long? 12 days How much? From £3,599pp

With drinks, tips and all dining included in the price, and all-suite ships

that hold no more than 600 guests, Seabourn offers the heights of luxury. This cruise on Seabourn Sojourn takes in smaller islands including St Barts, St Kitts and the British Virgin Islands. The price includes a £400 per person air credit and 300-minute internet package.

Small ships

Who? Silversea Where? Caribbean When? December 23, 2020 How long? 15 days How much? From £5,940pp including flights.

Silversea entered the ultra-luxury cruise sector with one ship in 1994, was acquired by Royal Caribbean Cruises in 2018 and now has eight ships and another five on order. This cruise, round-trip from Fort Lauderdale, is on Silver Moon, a new 596-passenger ship due to launch in August. The price includes transfers, drinks, some speciality dining, wi-fi and tips.

SELLING TIP –Create a chart showing the cost of flights, drinks and tips to show what they are getting included

Premium options

A growing number of premium lines – those listed here and also the likes of Holland America Line and Saga Cruises – are snapping at the heels of the ultra-luxury lines. Depending on the line, they might have larger ships with inside cabins, the service might not be so personal and their prices won’t include so much, but they are spot on for customers keen to trade up from the mass-market ships but unable to afford ultra-luxury prices.

More inclusive

Who? Azamara Where? Croatia and Italy When? October 17, 2020 How long? 10 nights How much? From £2,111pp

It’s all about destination with Azamara, which shrugged off its ‘Club’ moniker recently but still includes selected drinks, tips and one Az-Amazing shoreside experience per cruise in its prices. Suite passengers can dine in the speciality dining for free but other pay. This cruise visits Croatia, Malta and Italy.

Large ships

Who? Celebrity Cruises Where? Italy and the Greek Isles When? October 9, 2020 How long? 10 nights How much? From £1,559pp

Celebrity Cruises coined the term Modern Luxury for its big ships and then created vessels to match. This cruise on the revolutionary 2,918-passenger Celebrity Edge, which has designer cabins and suites, quirky restaurants and a Magic Carpet that acts as a disembarkation platform one moment and a bar the next.

Mid-size ships

Who? Oceania Cruises Where? Mediterranean When? October 16, 2020 How long? 12 days How much? From £3,879pp including flights

Oceania Cruises has ongoing Olife promotions that let clients pick their preferred freebie. Options on this cruise, from Lisbon to Civitavecchia on the 1,250-passenger Riviera, include either six free excursions, $600 cruise credit per cabin, or a complimentary drinks package for each person based on two sharing. The price also includes one free internet login.

SELLING TIP –Sell the many benefits of small ships, such as no queues and personal service