Groups Are Hard Work....

But Rewarding!

By Rusty Pickett, MC

At almost every conference or trade show that I have attended, at least one of the presentations or seminars has been about booking group cruises. The “Guru of Groups” is Barbara Mangini (see her article on page 6 of this issue) — and listening to her is always worthwhile.

Some say groups are easy. I am not one of them. My experience is that finding a good group with an energetic group leader is very difficult and few and far between! I have tried the associations, affinity groups and professional organizations that I am a member of, plus several church associations. Although the casual interest is there, they tend to go by the wayside when it comes time to “show me the money!”

But, when that group prospect comes along, you have to have a solid plan of attack to “wow” them into booking with you! You are, in all likelihood, competing with some other agency for the group’s business, so you need to make them an offer they can’t refuse. Your group prospect may not even be near your office. I have never met any individual within my largest group to date, as the group is located in a city far distant from my home office! If you have the right plan and offering, that aspect shouldn’t matter.

Spend several hours working on a “why book with me” letter and keep it in your arsenal. In mine, I include a brief biography with individual qualifications, group experience, customer comments and specific services that I will offer the group. This is the basis for the “bid” that you are submitting to your group’s leadership organization. But the key is what you offer them. Make the available technology work for you and dazzle the group with information! Here are some ideas (these suggestions are written for cruises, but they work equally well when tailored for a tour group):

• Promise them the best price you can get, which is offered by their desired cruise line based on their requested sailing and availability. If desired, you will reserve cabins in several categories in line with their needs. Adjustments can be made to the cabin selection based on individual desires and availability. You can adjust the cabin total upwards, based on availability, or downwards, based on their needs, within the provisions of the group agreement with the cruise line. The deposits to hold this group space are to be funded by the group organization;

• Create a dedicated Web site for the group at no additional charge. I offer a one or two-page Web site that is a “child” to my “group” page. I give the Web address only to the group so that others viewing my Web site can not go “down” to their group Web page to protect the group’s privacy, but the group can go “up” into my main Web site. Besides itinerary and pricing info, I list all who have signed up for the cruise with their cabin number. If you do the Web yourself, you can update it in almost real time. This is a real plus and creates amazing synergy, as the Web address will be forwarded on to friends and family who might cruise also;

• Using your generic company documents, create customized flyers, confirmations and invoices for the group by adding some appropriate pictures, banners, etc;

• I do not charge for any service provided by my agency. This includes arranging the most economical air available, if needed. The only charges would be those levied by the supplier for late cancellations, administrative changes, etc., and beyond my control. This is a decision I made when I started in the business. It is certainly arguable;

• For most groups, I offer that “tour conductor berths” can be used toward any booking within the group if desired (applied at final payment), or their value can be rebated on a per capita basis to the members of the group after the cruise sails. Some would argue that this is a bad business decision, but it works for me;

• The group can pick the amenities it desires as allowed by the cruise line. I do not “retain” any amenity points to use as “additional agency commission.” I try to sail with the group, and pay the best rate available for the sailing. I don’t typically use a TC;

• All mailings from the agency are at no charge to the group. Any mailings the group wishes to do to their membership are at their expense. However, I offer to see whether co-op money is available from the applicable cruise line;

• Let them know you are available seven days a week and most evenings to talk to and book their group participants. Make sure they know you consider customer service to be of the utmost importance;

• Let them know that each cabin sailed will have a “Bon Voyage” gift, compliments of your company. Additionally, try to get some promotional items from your DSM to send to the group’s leadership for any cruise nights that they might have.

Once you have the group booked, work hard for them using E-mail. As each booking is made, send out a welcome aboard E-mail to your ever-expanding list of cruisers. Periodically, send out information about the cruise, such as shore excursions, port information and deadline dates, so that the cruise remains in the forefront of their minds. Let them also know when you are mailing information or other documents, so that they can look for these mailings!

If you haven’t figured it out, groups are hard work, but if you make the right impression, the next cruise they book with you will make it well worth your while! And the next... and the next... and the next... .

Russell (Rusty) Pickett is a retired career Naval officer. He has a BS from Yale University and an MBA from Charleston Southern University. As a home based agent, he founded Shellback Cruises, a cruise-oriented agency based in Charleston, SC, in 1999.