Cruise lines have a difficult course to chart. Increasingly, potential guests would like to arrange their trips digitally, and yet travel agents continue to own a substantial share of cruise ship bookings. To connect with guests more efficiently and personally without undercutting travel agents, cruise lines need to evolve and optimize their distribution channels. This executive report considers the challenges and presents steps for navigating this transformation.
The entire travel industry is at a distribution inflection point. Cruise companies in particular have an enormous opportunity to enhance their distribution channels by learning from airlines and hotels about balancing digital consumer requirements with travel agent relationships. While traveler shopping behaviors are changing and moving toward digital channels, agents continue to play an important role in the expanding cruise market, leaving cruise companies to balance competing demands.
Cruise companies should enhance…
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