Cruise Lines Have Trouble Marketing Because They Still Need Travel Agents
Skift Take
No cruise company has yet to develop an effective online booking and marketing platform for consumers. For now, they need travel agents to act as their de facto North American marketing and booking force.
Every October, the global trade association for cruise lines launches a marketing campaign to help convince consumers to book cruises through a travel agent. This year, it's known as National Plan a Cruise Month.
The timing of the campaign acts as a lead in to what's known as Wave Season, when the cruise lines receive most of their bookings from travel agents for the next year and beyond.
Wave Season is the first few months of each year, an attempt to capitalize when consumers who are stuck in the cold start thinking about warm weather vacations. Cruise lines offer discounted fares, free excursions, complimentary value adds, and other amenities to cruisers, while asking them to book with a travel agent.
The big campaign for 2015?
Free cruises for those who submit a photo to CLIA
