CRUISE 101: How to work with Shore Agents

If you’ve been looking to expand your business’ offerings to capture a segment of the booming cruise market then you’ve come to the right place.

To help you set sail on this exciting journey, we’ve compiled a series of key takeaways from the roster of experts who presented at our recent cruise industry workshop on how to work with shore agents and why you should consider packaging your product.

WHAT IS A SHORE AGENT AND HOW DO I WORK WITH ONE?

Think of a Shore Agent as the official liaison between cruise lines and local tour operators at various ports of call.

They play a crucial role in coordinating and organising shore excursions for cruise passengers, ensuring everyone has an enriching experience at every stop on their cruise itinerary.

Shore Agents such as Intercruises and Akorn collaborate with a number of local operators and experience providers to curate a diverse range of activities and sight-seeing opportunities tailored to all guest demographics.

Want a shore agent to notice your offering? Then you’ve got to nail your pitch.

Start a brainstorm and consider the following questions:

• Who can I partner with to create a unique itinerary?
• How can I make my cruise ship offer different from my public offer?
• Is my offering a ‘stand-alone’ product? / Why?

Typically, Shore Agents will ask you for the following details about your proposed itinerary:

• A full description of the tour
• What the itinerary entails
• Inclusions( (half-day, full-day, lunch / drinks etc)
• Details such as walking distance, surface and access to toilets
• High-quality imagery
• Training videos and access to site visits
• NETT rates

Remember, if you don’t reach out to the agents, they will not know about your product, and they won’t be able to offer it!

Need a hand-shake intro? Contact Team Tourism and we will connect you.

WHY YOU SHOULD PACKAGE YOUR PRODUCTS

There are several good reasons why you should consider joining forces with other operators to package your product. Firstly, there’s power in numbers. The more you can offer in a single package, the better the deal, the more likely your excursion will be popular among cruise passengers. Secondly, by leveraging each other’s strengths and expertise, operators can work together to curate diverse itineraries that appeal to a much broader demographic.

THE PROFILE OF A TYPICAL CRUISE PASSENGER

The typical cruise passenger comes with a well-stamped passport, hails from different corners of the world, and is affluent with sophisticated tastes.

Often active, the average cruise passenger seeks unique shore excursions and enjoys outdoor activities in nature. Once bitten by the cruise bug, the cruise passenger is a repeat customer who will keep coming back for more.

THE UPCOMING SEASON

The 2023/24 Cruise Season for Geelong currently looks like this*:

*Correct at the time of writing.

THE BENEFITS OF THE CRUISE MARKET

There are several positive benefits to be gained if you choose to engage with the cruise market. This includes:

• Positive global social media coverage by passengers
• Operators can leverage the marketing expertise of cruise lines to reach a wider audience
• Profit and exposure
• Cruise agents play a big role in generating word of mouth, helping to attract more passengers through recommendations and testimonials.
• Contributing to the growth of the local economy by promoting the destination and generating tourism revenue