Sales and Strategies: Interview with Samira Salih
We have often explored the behind-the-scenes aspects of seafaring, particularly the crucial roles played by onboard figures in managing hotel operations or engine rooms. We have also had the privilege of interviewing cruise line presidents to gain a deeper understanding of their work and the identity of their companies.
Building on what was recently done in Madrid during the International Cruise Summit, I wanted to start this year with an analysis of sales and an exploration of what is important in evaluating the market and the marketability of the product. It is undoubtedly essential to focus on the innovation of ships, itineraries, and onboard services, but it is equally critical to understand this constantly evolving reality to sell the best possible cruise to each customer. According to the philosophy that drives our publications and website, only by deeply understanding the unique aspects of each cruise line and the differences in their offerings can we truly recommend the best product—the one that best meets the needs of our clients.
To conduct this analysis, we turned to Samira, a highly experienced salesperson person in the cruise industry for a renowned German brand. She is deeply knowledgeable about many cruise companies and, thanks to her frequent time onboard, is able to identify the true differences and unique characteristics of each brand.
Samira, first of all, thank you for your availability and for agreeing to share a bit about yourself and your work. Your profession is key to the cruise industry, and we approached you because we know you are not just a salesperson but an expert in all the commercial aspects related to cruising.
To start, tell us about your previous work experiences and how you entered the professional world after completing your initial education. How did you come to be involved in the cruise industry? What experiences did you have in this field before joining your current company?
During my studies in International Tourism Management I worked as a guide for TransOcean Kreuzfahrten and after my time abroad it was clear that I definitely want to start my professional career within a Cruise company since I already saw the potential of this very small but impactful part of the Tourism branch by that time. Therefore I was lucky enough to start working for my first choice cruise brand Hapag-Lloyd Cruises in different departments and positions for many years. After that I changed to a more international Cruise brand Silversea Cruises to get a wider experience in the complexity of this industry and in all interactions and strategies and finally I was keen on experiencing the other side of the Cruise industry and therefore chose my current company, an online platform dedicated to cruises.
I believe your profession is sometimes underestimated. Or at least, being a skilled salesperson requires extensive preparation. I imagine that staying constantly updated on industry trends is a fundamental component of providing quality service. Similarly, knowing the product firsthand is crucial to describing and recommending it to your clients. Is that the case?
I agree 100%. To have the chance to participate in webinars, workshops or ship visits is great to learn more about the product you sell to your customers. But experiencing the product live and with all facets (interaction with guests, service level, quality of f&b, itineraries, procedures on board, etc.) is key to being able to find the right product for your customers.
How, then, does your work unfold beyond assisting customers and selling cruises? How do you balance staying updated on so many different cruise lines with being available to the public? How important do you think it is for travel agents to frequently visit ships? What percentage of your time are you able to dedicate to these various activities?
We live in a very dynamic world and after Covid the Cruise industry seems to be more complex and dynamic. Therefore it´s crucial to be always up-to-date. If you don´t know the products and the USPs of your products in your portfolio, you can´t differentiate and find the perfect cruise for your clients. That’s why we always focus on educational Sales programs, workshop cruises and ship visits for our employees. There is by far not enough time to dedicate my time spending on board. Therefore I try to choose brands/ products which are not so familiar to me. And sometimes I am more than once on board a specific Cruise ship… for conferences, Award ceremonies and Christening events of course.
Tell us about your role within your company: do you focus on specific cruise lines, or do you handle all cruise brands? Does your target market include nationalities beyond German-speaking clients? What market trends have you noticed most in recent years when interacting with your guests?
Since we are an independent platform for cruises, we have all important national and international Cruise brands in our portfolio within our 2 domains of course. But our strategy is not to have every single brand in our portfolio with just a few bookings. Our aim is rather to guarantee the most possible knowledge of each single cruise product to be able to find the right product for our clients and advise in the best possible way. And more importantly, our Sales Agents are dedicated Sales Professionals and we only choose those brands where we believe in the potential in our markets and where we can definitely guarantee the full service in every aspect.
Before I start taking new brands into consideration, I need to learn about the new product first to make the best possible decision. And after I fully believe in that product and the existing customer for that brand, I start the negotiation process, followed by Sales Agent workshops, etc. The industry has changed more or less since Covid. Our customer behaviour has also changed. We see the trend that our customers not only look for first hand advice but look after All-Inclusive experiences including pre/post program, flights, hotels, etc. within one booking and are willing to spend more money for the best experience. They just want to make a booking and our Agents take care of the rest. Another point is that the industry is growing. More products for the same customer base. Our customers also want to test similar products, no matter if it’s a national or international brand.
Since the cruise lines as well as we, as an Online Cruise Agency, need new and younger clients, we need to re-think our Marketing strategies: defining new channels, new to market approaches, etc.
The growth of the online market has undoubtedly benefited companies like the one you work for. At the same time, it might encourage guests to book directly with cruise lines. Based on your experience, how important is it for customers to still have a trusted agency they can rely on for advice and assistance in planning their cruises?
We live in a fast growing and dynamic market and all players need to have their own strategy fitted in their customer portfolio. All players need to act fast. But again: Our aim is not to have the biggest portfolio but to offer the best experience for a more sustainable business. Therefore the focus of our Sales Agents, their knowledge followed by the best advice is key to us, which is embedded in our company name by the way.
Do you have many loyal customers? Do they tend to stick with the same cruise lines, or do they switch between brands? Do you personally handle specific clients?
We have a high percentage of loyal customers with a strong relationship to our Sales Agents. Those loyal customers stick more or less to “their loved brands” or get inspired for other products by our Agents. But new to cruisers tend to switch between brands. Mostly we experience the 3 generation approach: the older clients stick to luxury brands, their kids choose for premium brands and the younger generation choose between “mass market brands”.
What are the most common questions clients ask when they’re about to book a cruise? How do you manage additional requests, such as extra flights, onboard packages, or hotel accommodations?
Since Covid, the additional services such as flights, hotels, visa regulations (for more and more exotic regions). And we are happy to offer that with our dedicated Packaging team who offers everything in one hand.
Who are your most “challenging” clients? And in that sense, what is the most rewarding part of your job, and what is the hardest?
We don’t have challenging clients because we are prepared and experienced to every challenging enquiry. We are happy and satisfied when we see the excellent reviews coming in after the cruises and the appreciation from our Cruise Line partner by being awarded as Best OTA, Best Service, etc. which motivates us in our strategy and further business growth. It´s still a people´s business and the trust, being reliable and the excellent interaction with our Cruise Line partners are key to me. That´s how it all starts and a successful business starts with good relationship management which I am very proud of.
What have been the most memorable trips you’ve taken thanks to your profession? Share a cruise experience that was truly special for you. On the flip side, does it ever feel overwhelming to keep up with the endless events happening across Europe and the world—ship inaugurations, new itineraries, presentations, and so on?
This is truly the best part of my profession. Not only seeing new ships and attending exciting events in the most glamorous way, but the get-together with the industry and my Cruise Line partners. Therefore, yes, it’s always overwhelming and special and therefore I can’t name a specific trips since they all were very special to me regarding the destination, the event format, the shows, culinary, etc. But since I do many private cruises, I surely can name my most memorable destinations at least, the more once-in-a-lifetime cruises like Galapagos, Antarctica and South Sea.
Would you recommend a role like yours to new and aspiring professionals? What advice would you offer to cruise lines and their clients to make your job easier and allow you to work even more effectively?
Again, I strongly believe that business is made between people. The good relationship with your Cruise Line partners is therefore key. It´s much easier and helpful to make and grow a business. The basis for this is trust and reliability. This is also the basis for a successful interaction between Cruise Lines and their customers: Offering them the best Service, on land and on board, makes them to repeater and happy “repeater mouth-to-mouth-propaganda” is the most efficient way of Marketing. Build trust, stick to reliable quality and make them feel being part of the family. I love my job and would recommend it 100% to those who can think outside the box and are passionate and open minded.
Thank you, Samira, both for your time and for sharing more about a critical component of the cruise industry’s success. More and more companies are recognizing the importance of travel agents, especially those who specialize in cruise products as you do. I’m confident that where there is deep knowledge, paired with kindness and professionalism, a strong bond of trust can be built—one that not only retains loyal customers but also
attracts new ones.
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