Expedition cruising is best way to sell to new-to-cruise market, Silversea president tells agents

Expedition cruising is the best way to get customers who have never cruised before to try their first sailing, Silversea’s president and chief executive Barbara Muckermann has told agents.

Addressing trade partners at the Clia conference in Southampton, Muckermann encouraged agents to focus on the destination when selling a luxury cruise, as that is the “most important element” passengers are looking for when they book.

“Expedition cruising is the best way to get a non-cruiser to start cruising because they are thinking about the destination, and if they want to go to some destinations, such as Antarctica, then they need a ship,” said Muckermann.

“The amazing things about expedition cruising is that most ships have Zodiacs so they can get anywhere which is so unique.

“Many expedition cruises don’t even have fixed itineraries so they can choose what to do each day.

“Luxury expedition as a whole has so many opportunities for agents and passengers. The most important thing is to get the right guest on the right cruise.

“The cruise industry has so many products available and there is a cruise for everybody.”

She went on to say anyone can be a luxury customer, as the price is not the key factor a passenger looks for when they go to book a cruise.

“Luxury cruisers are not necessarily rich people,” she said. “The real luxury consumer is sitting by your side right now as everyone can be a luxury consumer.

“Everybody you have around you and most people who come into your agency can buy luxury, it’s about showing them value.”