Royal Caribbean has about 4.5 million price points available at any given time, and the artificial intelligence model they've been introducing is "continuously learning and adapting to what we are seeing in the market, and the impact that price changes can have on demand," the cruise line's Michael Goldner explains. He notes that AI is not an effort to trim costs but "to increase the scope of what we manage, and it helps us be less one-dimensional about the client."
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On Oct. 26, people no longer will be allowed to climb Uluru in Australia as the country finally honors the Anangu people's wishes for the sacred spot and focuses attention instead on the spiritual aspects of the 1,142-foot-high rock. Brad Japhe offers several suggestions for travelers heading to Uluru, from the sightseeing/fine-dining experience of the Talu Wiru to the 9-mile biking circuit around the rock.
With 60% of leisure and 41% of business travel booked online, it's clear that digital is piloting the travel industry, and with consumers making an average of 45 different digital hits over 36 days to book a single room, travel advisors can easily take a leading role. Social listening, integrated marketing efforts, data analytics and targeted, drip-fed content are ways to find success, Daniel Andrews, CEO of marketing agency the tree, says.
Boost your brand and your own value to clients by reminding them that trips are about memories, experiences and quality time, not price, Richard Earls writes. "When price is the key differentiator, you inherently detract from your own brand. The transaction, the 'product,' becomes more important than your relationship with the client."
Last week's "Engage, Exchange, Excel" 2019 CoNexion conference included Royal Caribbean International's research point that two-thirds of a cruise line's return guests book with a different travel advisor, along with Travel Leader Group's Roger Block suggestions for instilling customer loyalty. Another tidbit was that Travel Leaders Group/American Express Apex training has been shortened from eight hours to four and a half.
Executives of major cruise lines held a panel discussion at the annual Cruise One and Cruises Inc. national conference, where they addressed agents' concerns regarding last-minute cruise sales. "On behalf of Royal Caribbean, we truly are trying to have the very lowest price out, so that as we get closer to the sailing, the price is actually increasing not decreasing," said Vicki Freed, senior vice president at Royal Caribbean Cruise Lines. Executives also encouraged travel sellers to push for earlier bookings from clients to maintain price integrity.