Cruise Trade News editor Gary Peters speaks to Cruise 365 managing director Anthony Blackmore, who says guests, now more than ever, value advice from travel agents.

How difficult has 2020 been for you and the business?

This question is the first time I have sat back and evaluated how it has been for me, personally. I am very hands on and always have been. Picking the team up daily when there isn’t much good news has been a hard task but hopefully, I will look back at this and realise it was one of my greatest achievements in my career. I have adopted one motto when dealing with guests and my team, which is ‘would my mum be proud of the way I handled that’.

Do you expect clients to move to an online method of searching/planning?

To be honest using online, whether it being social or web-based, has been around for a long time. Gone are the days where we were the main point of reference for knowledge, but the pattern I see is that guests are now taking our advice seriously and not so-called travel experts with sensationalised YouTube channels.

What booking patterns are you seeing?

We are ahead of the curve as we kept our phone lines open throughout lockdown. This has built a bond of trust with our guests. We are seeing plenty of new bookings and amendments for summer 2021 and autumn and winter 2021/2022. When we have been refunding guests we have found in many cases they rebook within a few days.

How can cruise ensure it is front and centre of people’s minds when they are planning their next holiday?

Safety is number one. We also need to start shouting about the innovation of the hardware again. The evolution over the last 30 years has been staggering and there needs to be a focus on the value it offers. Guests will also be looking for extra inclusions, drinks packages and so on, too.

What are your top tips for fellow agents as the industry looks to rebuild?

Specialise in what you know, as guests need help more than ever. I would also appeal to the industry at large to stop chasing targets and make sure you are remunerated for your efforts. Everybody will need to rebuild their balance sheets – do not give it away for no reason.

Will lines have to use offer-led campaigns and itineraries to get clients back to the seas?

Yes and no. Short-term offer led campaigns will always stimulate demand, but once demand has started to build, we need to make sure guests are aware that due to social distancing ships will not be sailing at full capacity. If guests don’t book early they have a very real prospect of not getting a stateroom.