By Carol Eannarino

The evidence is everywhere: cruise lines are increasingly recognizing the selling power of home based agents. As a result, some lines have put together programs tailored to the home based, while others offer agent-friendly features from which home based agents can benefit. The common denominator is the respect that cruise lines have for this segment of the distribution system.

Holland America Line launched its @Home With HAL program last year in recognition of the growing impact of home based agents on the distribution system. It currently has over 7,000 agents registered in the program, which is built around the 31 inside sales department members dedicated to working with home based agents who register for the program via HAL’s Web site, www.hollandamerica.com.

A few days after registering, the agent will receive a phone call from an inside sales rep who explains the opportunities available via @Home with HAL and keeps them in the “loop” regarding special deals, group promotions and other offerings, as well as helping them fulfill collateral and supply needs more efficiently.

“When you work at home, you have a different set of needs,” said Richard Meadows, CTC, senior vice president, markeing and sales. “The main part of this program is the relationship between the home based agent and our dedicated inside sales team — one based on communication.”

Royal Caribbean International became aware of the growing impact of home based agents when “we sat down and looked at the distribution system and analyzed trends. We looked at the yields and the growth patterns and determined that, from a business standpoint, this segment was growing. We wanted to be sure we were providing everything home based agents needed,” said Lisa Bauer, senior vice president of sales, North America.

As a result, last December RCI created a channel strategy team, with Cris DeSouza as manager, to strategically provide best practices and create new tools, including a home based portal on CruisingPower.com. DeSouza had already pioneered seminars at sea for home based agents.

“It’s important to sell what you know,” said Bauer.

The home based portal for both RCI brands is being continually enhanced with “new bells and whistles” based on feedback from agency partners, she added.

“It’s kind of a one-stop shop to find out about what’s new, local training, a place to order brochures and what’s happening with organizations such as NACTA and CLIA. In other words, it’s a tool that home based agents can use to interact with our brands.”

Recently, the portal held an E-Town meeting with several hundred agents logged on.

“We were discussing our new group rates and gave a Power Point presentation online. Then home based agents all over the country had the opportunity to dial in and ask questions.”

Bauer added that if a home based agent is planning a cruise night, they can go on the home based portal and find someone locally to come to the event.

She noted that setting up a booth at trade shows — such as Travel Trade’s upcoming CRUISE-A-THON in Seattle — “is a great way to interact with home based agents. The home based market is an area we want to help grow — and we’ll continue to focus on this segment,” said Bauer.

Recognizing that “home based agents are one of the fastest growing segments of the travel industry and that they have highly specialized needs,” Oceania Cruise developed the Oceania@Home Agent Suite last spring. An online toolbox promotional builder allows agents to customize brochure content for individual clients and download postcards and other material. Agents can also receive complimentary Web training sessions and have their individual questions answered quickly via the Concierge-style service. According to a spokesperson, agents get the answer — or at least an acknowledgment that their question is being researched — the same business day, generally within an hour and one half.
Oceania also recently unveiled an agents-only booking engine with “major enhancements,” according to the spokesperson.

“They now can book everything a res agent can — from specific staterooms, to air to insurance and shore excursions.” To reach the agent portal, visit oceaniacruises.com or agent.oceaniacruises.com