Hays Travel targets rise in fly-cruise bookings

Hays Travel is targeting a rise in fly-cruise bookings while encouraging agents to suggest cruises at “every opportunity”.

The business, which has been trying to ensure that a third of its sales are cruise bookings, regards itself as particularly strong on ex-UK cruises but wants to grow its fly-cruise share.

“We need to increase our fly-cruise – we need to get more of that,” the agency’s head of cruise, Catriona Parsons, told the annual retail conference this week.

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She congratulated agents for their “amazing” cruise performance in October and their “incredible” showing over the six months from May 1 to October 31.

Last month, passenger numbers rose by 25% year on year, she said, with revenue growing by 26% and profitability rising by 28%.

Over the past six months, the retail division achieved 9% growth in passenger numbers year on year, while gross sales increased by 18%. The franchise division achieved a rise in passengers of 41.5% year on year, with gross sales increasing by more than 50%.

Parsons said the most important measure was the number of passengers, adding: “If we’re not growing our passengers, we’re simply not growing. Our profit and revenue look after themselves.”

She cited research suggesting 35% of the UK population are interested in booking a cruise in the next five years.

Noting this figure marked a growing trend, she claimed there are currently “10 million people out there looking for a home to book their cruise”.

“Offer cruising at every opportunity,” she told agents. “If someone comes in looking for a holiday, simply suggest a cruise as a holiday option.”

She urged delegates to “supercharge” their knowledge and become the cruise expert in their town.

Recommended actions included supporting cruise lines’ season launches, calling customers and putting cruise offers in shop windows.

“More people are booking through a travel agent than ever before, so never underestimate the value you offer and the advice you give,” she said.

She added that Hays Travel would be directing particular focus on luxury, expedition and river cruises.

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