Romantic Destinations....

IN LOVE WITH CARIBBEAN CRUISE SALES

This winter, it's easier than ever to sell a romantic Caribbean cruise. With so many new ships, itineraries, ports of call, and romantic ship and shore programs, you can find a cruise for any couple in search of ship-shape romance.

From young honeymooners to still-sappy seniors, travel agents can pull at the heart strings of couples when it comes to cruising. For the 1996-7 Caribbean season, cruise lines have given agents even more ways to pull the right strings with cruising clients

Cruise Lines International Association (CLIA) statistics show that, among cruisers, romance is one of the most important characteristics used to describe their vacation. Thus, it comes as no surprise that more than 70% of cruisers vacation with their spouse or significant other. That makes for a big-hearted market for travel agents.

Of course, the largest area for romantic cruise sales is with the honeymoon market. Cruises have fast become one of the most popular honeymoon vacations. A recent Bride's magazine survey revealed that almost 15% of its readers were taking a honeymoon cruise. According to James G. Godsman, president of CLIA, "A cruise honeymoon offers memories that won't soon be forgotten. Newlyweds can relax and be pampered in a romantic atmosphere, be entertained, and travel--all at a very affordable price."

That often-affordable "all-inclusive" price is also commissionable. Whereas many honeymooning couples may use a travel agent for just airfare and possibly hotel reservations, cruises give agents an opportunity to earn more commissions on the entire honeymoon package. With cruising couples, you earn a commission on a larger percentage of their vacation expenditures.

Anne Campbell, America Online's "Cruise Critic," thinks certain romantic lines and ships are an easy sale for agents. She asks, "Who doesn't harbor fantasies of romance when perusing those glossy brochures filled with rapturously happy couples of all ages?" Some of her top picks that sail in the Caribbean include: Windstar, Silversea, Crystal, Princess, Celebrity, and Holland America. In addition to romantic cruises, agents can find many other ideas and tips in Ms. Campbell's excellent AOL cruise coverage.

This winter, the Caribbean is cooking up hundreds of interesting options for cruising. Just choose the cruise line, ship, and itinerary and make the bookings for your clients. Your ships have come in and can have cabins for all of the romantic couples that you book.

As always, Carnival Cruise Lines is incredibly active and popular in the Caribbean. Carnival's line-up is extensive and varied. If you have fun-loving couples as clients, then book them on one of eight Fun Ships currently operating in the Caribbean.

The biggest news is the new Carnival Destiny, the first ship to top the 100,000 gross-registered-ton mark. More than 60% of the cabins have balconies and the Destiny has many new layout features that make the ship seem relatively uncrowded.

This ship will sail on alternating eastern and western cruises out of Miami, beginning November 24th, with eastern stops including San Juan, St. Croix, and St. Thomas and western ports including Playa del Carmen/Cozumel, Grand Cayman, and Ocho Rios. "The two routes that will be operated on the Carnival Destiny offer some of the most popular islands in the Caribbean, as well as several days at sea, which is an ideal combination for appealing to both the first-time and experienced cruiser," says Bob Dickinson, Carnival's president. "Also, aside from its size, the Carnival Destiny is filled with innovative new designs and guest amenities that will pique the interest of both types of cruise vacationer."

With a typical southern Caribbean itinerary, the San Juan-based Festivale currently calls at St. Thomas, St. Maarten, Dominica, Barbados, and Martinique, while the Fascination cruises to St. Thomas, Guadeloupe, Grenada, Caracas, and Aruba from San Juan. Also out of San Juan, the Tropicale offers seven- and ten-day exotic Southern Caribbean cruises, as well as 11-day Panama Canal itineraries. "There is a fast-growing interest in Southern Caribbean itineraries that enable cruise vacationers to visit some of the less-traveled, less-developed islands, and we believe this new schedule offers a particularly attractive blend of spectacular and interesting ports," says Mr. Dickinson.

Rounding out the fleet, the Miami-based Carnival ships include: the Celebration calling at San Juan, St. Thomas, and St. Maarten; the Ecstasy offering three-day Bahamas cruises; the Sensation sailing to San Juan, St. Thomas, and St. Maarten; the Imagination's seven-day cruise to Cozumel, Grand Cayman, and Ocho Rios; and the 2,040-passenger Inspiration with Panama Canal and Southern Caribbean voyages.

Everyone knows that the Italians know 'amore' and that's also true when you recommend cruising Italian-style with Costa Cruises in the Caribbean. The CostaRomantica and the new CostaVictoria, both out of Fort Lauderdale, have an eastern or western Caribbean schedule. Both ships take romance seriously, with special romantic packages and even a weekly 'Notte Romantica' (Night of Romance), where the romance of Italy is in full bloom with love songs and red roses for ladies.

Princess Cruises continues to be active and popular in Caribbean cruise circles. The biggest news last season was the introduction of the Sun Princess, a stunning 1,950-passenger vessel that is the first in the line's series of new "Grand Class" ships. Features include the largest number of cabins with private balconies, an uncommonly high level of spaciousness and intimacy for a ship this size, and a unique configuration that deviates from traditional cruise ship design, giving its passengers a larger choice of on-board options than any ship afloat. Her sister ship, the Dawn Princess will come on line in 1997.

Marketing 'The Love Boat' in the Caribbean is easy. Departing from Fort Lauderdale, the Sun Princess's western Caribbean itinerary includes calls at Montego Bay, Grand Cayman, Playa del Carmen/Cozumel, and Princess's innovative "private island," Princess Cays. Also out of Fort Lauderdale, the Star Princess has an eastern Caribbean schedule that includes Nassau, St. Croix, St. Thomas/St. John, and Princess Cays, while the Crown Princess's 10-day southern schedule includes stops in Nassau, St. Thomas, Guadeloupe, Barbados, Dominica, St. Maarten, and Princess Cays. Departing from the popular port in San Juan, Puerto Rico, the Dawn Princess will head south to Grenada, Barbados, Guadeloupe, St. Maarten, and St. Thomas.

Agents may also want to use the Love Boat's romantic worldwide appeal to sell a Caribbean cruise over Valentine's Day. February 14th is Love Boat National Holiday on all Princess ships. As part of the festivities, there's a fleetwide renewal of vows, with more than 5,000 couples participating. Other romantic activities include a huge party, a special dinner, seagoing versions of the Newlywed and Not-So-Newlywed game, romance-themed feature films, and much more. This might just be the perfect way to close a sale with cruisers looking for something uniquely romantic.

Of course, another of the Caribbean's top players is Royal Caribbean and they have some fabulous cruises coming this season. The Grandeur of the Seas covers the eastern Caribbean. The Majesty of the Seas cruises the western Caribbean. The Monarch of the Seas, the Splendour of the Seas, and the new Rhapsody of the Seas head to the southern Caribbean. The Nordic Empress and the Sovereign of the Seas ply the Bahamas on short cruises. The Nordic Empress also does short southern Caribbean cruises. The Song of Norway heads out on 10- and 11-night southern itineraries. Couples can choose any cruise.

Typical of many cruise lines, Holland America is offering more Caribbean cruises than ever before in the 1996-97 sailing season. "Holland America will have a total of eight ships cruising the Caribbean--the largest five-star fleet in this market," says Lawrence Dessler, their director of public relations.

Of special note to agents is that Holland America has an advance-purchase program, called "Caribbean Savings," which features discounts of 25 to 40 percent. "Our Caribbean Savings reformulates our early booking programs by providing both prospective passengers and travel agents with real pricing in the brochure," says Jack Anderson, vice president of marketing and sales. "Our competitive pricing, combined with our superb quality and five-star service, makes Holland American's Caribbean cruises an unsurpassed value."

Holland America's 1996-7 Caribbean cruise season includes many itineraries and ports of call that are popular with cruise lines. Their itineraries provide a choice of sailing from three popular ports: Ft. Lauderdale, Tampa, or New Orleans.

Holland America offers four core itineraries: a seven-day Eastern Caribbean cruise, a seven-day Western Caribbean cruise, and two different 10-day itineraries--the 'Seafarer' and the 'Wayfarer'--that explore the Southern Caribbean from the Lesser Antilles to the Spanish Main. Some of those itineraries have been fine-tuned to include islands such as Dominica on the Wayfarer route and Antigua on the Ryndam's Seafarer route. A third 10-day 'Sunfarer' itinerary includes Aruba, Cartagena, the San Blas Islands, the Panama Canal, and Costa Rica. They have also introduced a wide variety of theme cruises that many agents have had success marketing, including headline entertainers, Oktoberfest, Super Bowl cruises, dancing cruises, shopping cruises, and much more.

Norwegian Cruise Line is also quite active in the Caribbean, with highlights from their 1996-7 cruise guide including: the Leeward's three- and four-day cruises to the Bahamas, Mexico, and Key West; NCL's flagship Norway offering varied four- and seven-day western Caribbean cruises; additional Dreamward and Windward western schedules, southern schedules for the Seaward; and introduction of the luxurious Norwegian Crown to the Caribbean cruising scene.

Like many cruise lines, especially romantic holiday cruise itineraries are being offered by Cunard this winter. Each of Cunard's distinctive vessels presents passengers a unique warm-weather cruise to Caribbean ports for Christmas and New Year's. Cunard's flagship, Queen Elizabeth 2, the world's last-remaining ocean liner to make regularly scheduled transatlantic crossings, will spend the holidays in the Caribbean. Other Cunard holiday cruising options include the Royal Viking Sun, the Sagafjord, the Cunard Countess, the yacht-like Sea Goddess I or II, and Panama Canal cruises aboard the Crown Destiny from Fort Lauderdale.

Upscale clients may also be interested in Cunard's Sea Goddess concept of "super yacht cruising" in the Caribbean, with no more than 116 passengers enjoying personalized service through their "Personal Preference" form (information about favorite beverages, foods, and activities). The Sea Goddess life is most remarkable for what it lacks, including regimented activities, assigned seating, deck sports, and even tipping. Smart agents recognize that it's certainly not lacking for a certain cruising clientele.

The Sea Goddess II sails out of St. Thomas to ports like St. Barts, Antigua, Virgin Gorda, Jost Van Dyke, St. Kitts, Mayreau, and many others. The Sea Goddess I also spends autumns in the Caribbean and will be adding three- and four-night cruises from St. Thomas next year.

Silversea Cruises is an excellent option for upscale clients and is especially popular with experienced and senior cruisers. Their ships, the Silver Cloud and Silver Wind, recently received a "Six-Star" rating from Fielding's Guide to Worldwide Cruises, which stated that Silversea offers "one of the best cruise ship experiences in the world...with excellent service, sophisticated, cuisine, and far-reaching and imaginative itineraries."

Couples will appreciate agents who show them that all cabins have an ocean view and queen-sized beds and that most feature a private teak veranda. There's also more private space for each of the passengers, which never exceeds the low capacity of 296. Because the ships are smaller, the Caribbean itineraries can include romantic stops like Antigua, the British Virgin Islands, St. Lucia, Bequia, and many other out-of-the-way ports.

Crystal Cruises is another upscale line that offers many Caribbean possibilities aboard the Harmony and the Symphony. Their coverage includes Arbua, Cabo San Lucas, Cozumel, Grand Cayman, Playa del Carmen, St. Barts, St. Maarten, San Juan, St. Thomas, and much more. Since the line's launch in 1990, Crystal Cruises has achieved the goal of providing the best and most elegant large luxury cruise ship experience, with top rankings from Fielding's, Berlitz, and Conde Nast Traveler.

Of course, many potential cruisers will already know about Seabourn luxury, but they may not know that Seabourn has a new ship called The Legend. Her inaugural cruising season includes several unique Caribbean itineraries of varying lengths that will interest upscale clients. The Legend is a sister ship of the line's legendary elegant cruise vessels, the Seabourn Pride and the Seabourn Spirit.

Many upscale couples find romantic dining to be a highlight of cruising and so does Celebrity Cruises. With the help of renowned Master Chef and Celebrity consultant, Michel Roux, the expanding Celebrity fleet has been awarded numerous top industry honors for spectacular cuisine since the line's inception in 1990, including the highest rating for food from a travel agent curvey in Cruise Reports. The romance of food is alive and well on Celebrity in the Caribbean and it will definitely whet the appetites of many couples.

For an alternative in the Caribbean, clients interested in the romance of sailing may want to consider a Windstar sailing cruise. The four masts, the size of the ships (just 74 outside cabins and an owner's suite), and the itineraries all make a Windstar Caribbean cruise unique. Cruising couples who want to leave their black ties and formal dresses at home will appreciate Windstar's casual elegance.

Sailing on alternating northbound and southbound itineraries, the Wind Star will base out of Barbados and calls on Nevis, St. Martin, St. Barthelemy, Montserrat, and Martinique or Bequia, Carriacou, Grenada, Tobago, Tobago Cays, and St. Lucia. The Wind Spirit sails out of St. Thomas to St. Croix, Saba, Montserat, St. Barthelemy, Virgin Gorda, and St. John.

For adventurous couples on a budget, American Canadian Caribbean Line is an excellent recommendation for agents to make. Their three small ships (with a fourth being built) head to out-of-the-way ports in the Caribbean and offer unique itineraries on a budget. Ports of call include Belize, Guatemala, Honduras, Trinidad/Tobago, the ABCs, the Virgin Islands, the Bahamas, and the Turks & Caicos. Their cruises are an easy sale to targeted couples in search of adventure on the high seas.

Some couples with children may want to get away for a romantic cruise, but need to bring the kids with them. A cruise may be the perfect answer, in that many lines offer special programs that cater to kids and parents, giving everyone quality time together (and apart). In Cruise Vacations with Kids, Candyce Stapen says, "We find that the up-front price, the variety of on-shore and on-board family fun, and the children's and teens' programs make a cruise a something-for-everyone vacation and a family favorite."

Along with many major lines that now offer specific family programs and packages, Premier Cruise Lines and (in 1998) Disney Cruise Lines offer great family cruises that just might create a second honeymoon for your parenting clients. Smart agents should target this overlooked market (which includes grandparents bringing the grandkids).

When booking romantic Caribbean cruises for the upcoming season, try to keep in mind ways to add extra value (and possibly commissions). Many agents arrange for their best clients to have dinner with the captain or send a special gift to their cabin. Gifts can range from a bottle of champagne to an elaborate basket of sea-going gifts. This will surely lead to additional future bookings and referrals.

Smart agents also recommend pre- and post-trips to their clients. This not only extends the romance of the cruise, it leads to bigger commissions for agents. For couples interested in the healthy romance of spas, many agents are recommending the new Celebrity AquaSpas (see sidebar). They offer five pre-purchase packages that are commissionable to agents.

Another of the most important developments in the industry and especially for the Caribbean market is the number of new ships being added to the fleet for the 1996-7 season and through the rest of the century. According to CLIA, 18 ships will have been added by the end of 1997 and at least another 10 ships will be added to the cruise industry fleet by the end of the century. "Plans for all these new ships show that cruise line executives are bullish about the industry's future," says CLIA's Godsman. "I think it's a terrific indicator of the buoyancy of the industry.

All of this means more ships for agents to sell to romantic couples. This is especially true with veteran cruisers who have tried many ships and lines and are looking for something new.

SIDEBAR

Celebrity's Seagoing Spas Offer Commissionable Packages

Cruising spas are romantic. There's nothing better than getting pampered and prepared for an evening aboard a ship with your loved one. Now, agents can add to the romance of a cruise by pre-booking and -purchasing with Celebrity.

Celebrity's AquaSpas are run by Steiner Transocean Limited, the world's largest operator of cruise ship spas, with close to 100 on the high seas. "For the past fifteen years, we have offered treatments as fine as any in Europe's best spas," says Steiner's president and CEO, Clive Warshaw. "Now we have the surroundings to match them, which encourages more and more passengers to take advantage of the service offered."

There are five programs, ranging from $200 to $699, aimed at relaxation slimming, and fitness. Each also offers passengers a bonus gift and preferential appointment times.

Spas have come a long way and Steiner has led the way. The AquaSpa aboard the new Century has more than 10,000 square feet and features a Thalassotherapy pool (which couples can enjoy together), Aquameditation, Hydrotherapy baths, and the exclusive Rasul-an oriental therapy. Stenier's extensive services include deep cleansing La Therapie facials, the revolutionary sliiming Ionithermie treatment, many massages, beauty and body treatments, and much more. They even have special in-port and post-cruise services.

The AquaSpa programs not only provide agents an opportunity to earn commissions, but they also encourage health-conscious clients to make wellness a part of their romantic cruise. By booking the AquaSpa programs, couples get added value and romance, while agents get added commissions.