Wellness is the buzzword of the moment, but how can agents most effectively tap into the mindset of health-conscious holidaymakers? Janet Parton, sales director for the UK and Ireland at Avalon Waterways, gives us her take on the trend.

Wellness is a word we hear daily. With definitions ranging from “the state of being in good health” to the “quality or state of being healthy in body and mind”, it is often viewed as an actively pursued lifestyle choice and goal.

With more holidaymakers looking for trips that encompass health and wellbeing, how does the cruise industry stack up? Cruise lines have long been known for pampering and indulgence, but wellness is more focused on the body and mind. We’ve gone beyond the spa facilities and on-board gyms, albeit with these still playing a big part, but there is now a much wider wellbeing offering available across all sectors of the cruise industry. 

Cruise lines are investing heavily in this arena, from introducing specialist themed cruises, to wellness workshops, guest speakers on selected itineraries and ‘cleaner and greener’ specialist menus. But it doesn’t have to be a specialist holiday. More cruise companies are thinking of the mind, body and soul as standard. 

At Avalon Waterways we have introduced a raft of new fleet-wide initiatives for the 2019 season. These include an adventure host on every ship offering a variety of classes; yoga at sunrise on the top deck, a run or hike through the local towns, or Zumba after dinner.

Then there’s the Adventure Centre: guests can borrow walking poles, Fitbits, bikes and maps and take themselves off the beaten path and go exploring – great for the body, soul and quality “me” time. Healthy dining is also one of our areas of interest: Avalon Fresh is healthy cuisine that is truly exciting. This option provides nutritious, balanced dishes at every meal for those who are monitoring their food intake.

With so many choices available, it pays to match the right cruise to the customer’s lifestyle choices, aspirations and intentions. Importantly, don’t forget the great advantage of cruise holidays – the opportunity to meet new people, travel to different destinations and have new experiences on a daily basis. That to me is a great example of wellness of the mind and something that’s well worth passing on to customers.

Top tips

• Sign up to cruise lines’ emails and training for updates on the product offering to keep customers informed
• Identify what your customers want. Is it pampering, fitness classes, off-shore activities or a focus on the mind?
• Learn when to sell wellness as a key attribute versus a nice added extra. Wellness participation is not compulsory – it doesn’t mean everyone in the party has to take part: there are plenty of other activities for them
• Play to customers’ strengths. Guests don’t have to be as fit as an Olympic athlete to get something out of wellness. There’s no need to worry about “am I fast/strong/co-ordinated enough?”, or fret that “I’ve never done this before”. Different abilities will be taken care of and all fitness levels will be welcomed