TH225

Special Topics in Tourism

Units 2-5 Review

Chapter 2

Why do people cruise?

18 Reasons

• A cruise is a hassle-free vacation.

• A cruise takes you away from it all.

• You’re pampered like nowhere else.

• You can do it all—or nothing at all.

• You can sample a broad geographic area.

• A cruise is something “new.”

• Cruises offer a huge variety of events, activities, and meals.

• A cruise facilitates shopping

More reasons…

• It’s easy to make friends on a cruise.

• Cruises lend themselves to groups.

• A cruise is a romantic experience.

• A cruise is a learning experience.

• There’s a cruise that can satisfy virtually anyone.

• It’s a great way to celebrate a special event.

• Everybody’s talking about how wonderful cruises are.

• Cruises represent a safe travel experience.

• It’s a fabulous value for the money.

• You know what you’re paying in advance.

Cruise PricingIncluded vs. not included

• Always or almost always included

• Sometimes included, sometimes not

• Usually not included

• Never included

Factors that affect the price

1. Seasonality

2. Advance and last minute bookings

3. Number of passengers in the stateroom

4. Group bookings

5. Location of stateroom

Barriers to cruising

• Cruises are too expensive.• Cruises are boring.• Cruises are only for older

people.• Cruises are stuffy and too

formal.• Cruises are too regimented.

• There’s not enough time in ports.

• The ship environment is too confining.

• Forced to socialize with people.

• I do not want to take my vacation on a ship.

• I’ll eat too much and put on

weight.

More barriers

• Are ships really safe?• I’m worried about terrorism.• It’s too far to fly to the port.• I’m worried about getting sick.• I don’t know enough about cruises.

Unit 3

Chapter 5: Who's Who in Cruising

Chapter 6: The Pre-, Post-, and Off-Ship Cruise Experience

Chapter 7: The Geography of Cruising

Sea-Based Operations

Sailing operations:• The captain• The staff, deputy captain, or first officer • The chief engineer • The chief medical officer, or doctor,• The chief radio or communications officer

Hotel Operations

• The hotel manager, or hotel director (also called chief purser)• The purser• The shore excursion manager• The cruise director• The executive chef• The head housekeeper or chief steward• The food and beverage manager

Food and Beverage Manager

Oversees:

• Dining room maitre d’

• Table captains

• Waiters, and busboys

• Bartenders

• Drink servers

• Wine steward

Land-Based Operations

• Chief executive officer• Board of Directors

• President• Vice president of

marketing• Vice president of sales • Sales Representatives

• Vice president of finance• Vice president of operations• Vice president of national

accounts• Vice president of groups and

incentives

Travel AgenciesSells an experience!

Kinds of Travel Agencies

• Independent agencies

• Agency chains

• Consortium-affiliated agencies

• Cruise-only agencies

How do travel agencies make money?

• Commission –10%

• Override commission-commission over and above the base commission

Chapter 6

THE PRE , POST, AND OFF

SHIP CRUISE EXPERIENCE

Precruise Packages

• Air/sea package purchasing through cruise line

• Air/sea package purchasing through non- cruise line

Shore Excursions

1. They may purchase a shore excursion through the cruise line.

2. They may buy a tour or activity from vendors.

3. Explore the port on their own.

4. Stay on board.

Types of Shore Excursions

1. Sightseeing excursions

2. Sports excursions

3. Miscellaneous excursions

4. Post cruise package

Chapter 7

THE GEOGRAPHY OF CRUISING

The importance of geography

• Cruise clients often decide which voyage to take according to the itinerary.

• Certain places are best experienced by ship.• Cruises are especially appropriate when you

want to visit clusters of islands.• Travelers often prefer to visit underdeveloped

countries via cruise.

Cruising North America

Alaska

The Northeast

New York, New England, Canada

The Mississippi River and Its Tributaries

Mexico’s Pacific CoastLos Angeles - Mexico

The Caribbean

Cruising Europe

Other cruise destinations

• South America

• Amazon River

• The Pacific

• Asia

• Africa

Repositioning Cruises

At the end of one region’s high season and the beginning of another’s high season ships are moved to the different location.

Unit 4

Chapter 8: Profiling the Lines

Chapter 9: Selling Cruises

Chapter 10: Cruise Marketing, Groups, and Incentives

Profiling the Lines

Cruise line information• Cruise line promotional pieces• Seminars• Ship inspections • Familiarization cruises • Passengers

Trade Publications• CLIA Cruise Manual• The Official Cruise Guide• The Official Steamship Guide

International• The Star Service

Where to get information

Other material

• Trade Shows

• Consumer Publications

• Internet

Generalized Versus Niche Cruise Lines

• Target narrow segments of consumers that have something in common

• Adventure, education

Chapter 9

Selling Cruises

Who Buys Cruises

1. Baby-boomers

2. Shoppers

3. Luxury Cruisers

4. Explorers

5. Ship buffs

Opening the Sale

First impressions-Put the client at ease

In-person sales techniques:• Stand up and greet the client.

• Establish eye contact with the client.

• Smile, conveying your pleasure with the opportunity to help.

• Give your name, then obtain the client’s name.

• Shake hands. (A genuinely warm and open gesture.)

• Invite the client to sit down with you.

Phone sale techniques

• Use the four-part greeting.

• Smile

• Communicate energy

Qualifying the Client

• Uncover client’s needs

• Ask qualifying questions:• Who is going on the trip? • What do you have in mind for your trip?• When do you want to go and for how long?• Where do you want to go?• How much do you want to pay?

• Ask lifestyle questions

Adding Value

• Offer best product in their budget range

• Upselling: offer something that cost more

• Cross-selling: *extras*

Chapter 10

CRUISE MARKETING, GROUPS, AND INCENTIVES

Elements of marketing

• Research

• Product/Service Design

• Pricing

• Promotion

• Distribution

• Follow-Up

Marketing Plan

1. An executive summary.

2. Mission statement

3. An analysis of market research.

4. An analysis of market attractiveness.

5. An analysis of your product’s life cycle.

6. A SWOT analysis

Cont.

7. An analysis of your competitors.

8. An analysis of your customers.

9. An analysis of your cooperators

10. An analysis of your products and services

11. Your marketing mix.

12. Your promotional mix:

Unit 5

Database Management: Introduction

ClientBase

ClientBase Screen

1. Menu Items

• File• Edit • Reports• Merge• Workstation default

• Global defaults• Utilities• Windows• Help

2. Toolbar

3. Query filters

• Helps to sift through data to find what you need• Define and narrow the search

4. Query Results

Only records that meet the criteria of the query filters are included in the Query Results.

5. File Manager

Five Tabs:

1. Profile Manager

2. Activity Manager

3. Res Card Manager

4. Inventory Manager

5. Internet Manager