It is highly likely your clients and prospects have taken a cruise in the past year. You might have done the same with your family.
You might think cruising is something "older folks" do, but research shows 73% of cruise travelers bring another generation with them. Three-quarters of millennials who never cruised will consider a cruise vacation, and 88% of millennials who have cruised plan to do it again.
The bottom line is lots of people have cruised, and it's a good conversation starter.
Where do the wealthy fit into the equation? The cruise industry segments the audience. You have cruises like Disney and Royal Caribbean catering to families with young children. You have cruise lines like Virgin Voyages targeting millennials. (No passengers under age 18 allowed.)
There is a large mass market category, served by lines like Carnival, MSC and Norwegian. There are entry-level luxury lines including Cunard and Azamara and you have the ultra luxury tier with names like Seabourne and Silversea. You may find it interesting to know these brands from "top to bottom" are often owned by the same parent companies!
You might have cruised before. Maybe you have not. People who have cruised once often cruise multiple times. Some cruise four or five times a year. A decade ago, the average cruise passenger had an income of $114,000 a year. If cruise fans become clients, they are likely ideal candidates for managed money, since they will be out of touch for long periods.
We have made a good case for cruising to be a good conversation topic when you cross paths with HNW individuals at parties and events in your local market. What are some good questions to ask?
The questions listed here should draw people out. Regardless of if you have personally taken a cruise, you can be an equal participant in the conversation.
1. Have you taken (or planned) a vacation for this year?
This can usually determine if they are cruise enthusiasts or not. If they have planned a cruise or just returned from one, they will usually volunteer this information.
2. What is the best time of year to cruise?
This can have several answers. It depends where you are sailing. Many people prefer to get away during the winter. They like to leave the cold and head towards the sun in the Caribbean. It is useful to remember that below the equator, the seasons are reversed. Mid-August to mid-September tends to be the most serious part of the hurricane season in the Caribbean for the cruise industry.
3. How did you choose this ship (or cruise line)?
Everyone has favorites. Sometimes they shop for the best deal and the cruise line and ship are of secondary importance. Other times the destinations (ports visited) are the deciding factor. Cruise lines occasionally run themed cruises, like rock and roll or literature. If ships sail from your city, you live in a home port. This means you don't need to fly to get to the ship.
4. Have you tried expedition cruising?
This is a newer concept. Specially designed smaller ships visit the Artic and Antarctic regions. They are usually specially designed with icebreaker technology. They often carry some scientists. You are swapping beaches and shopping for glaciers and penguins.
5. Have you taken a river cruise?
River cruises have become very popular. A large amount of credit goes to Viking River Cruises. They have sponsored Masterpiece on PBS for years. River cruising eliminates the risk of seasickness.
