The Travel Network Group awarded their cruise homeworker of the year prize to Jan Cross from Independent Travel Experts. She shares her strategy for maximising her cruise business with Katherine Lawrey.

Jan Cross was a worthy winner of The Travel Network Group cruise homeworker of the year last November. Not only did she increase her own cruise business by 10% in the year prior, but she also acts as a business development manager for Independent Travel Experts (ITE), motivating new-to-cruise colleagues to start selling cruise. Cruise is now about 25% of her overall turnover, up from 15%, and she’s targeting 30% this year.

“I have a lot of repeat customers,” she said. “And I am starting to book more families now. I did a lot in the Med last summer and also three-or-four-night Bahamas cruises with a Florida break.”

Jan has worked in travel for 27 years;  she started on a YTS scheme with an independent when she left school, and three years ago became a homeworker, joining ITE in January last year.

“I can be much more independent and work when the client needs me,” she said. “I make appointments with my customers and if they want a home visit in the evening, then I’ll take time off  during the day.”

As Independent Travel Experts is a member of TTNG, she benefi ts from the consortium’s Cruise Club. “It’s on offer for all members, and it’s really beneficial. If you lack experience in selling cruise, it gives you confidence, and they can help put together more complicated cruise and stay itineraries.”

She can also take advantage of TTNG’s marketing support, in the form of weekly e-shots and printed mailshots at set times of the year.  “These can be produced with my personal details,” she explained.

These marketing communications provide a contact point with her existing customer base – the primary way she builds her business is through referrals. The personal touch is her top tip for securing those referrals. “I always treat customers how I would like to be treated. They all know they are dealing with me personally, not some faceless company. I contact them just before they depart on holiday, and when they come back.”

She also makes use of social media. “I’m on Twitter, Instagram, LinkedIn, Google Plus and Pinterest, and I have two Facebook pages. One is more general, the other devoted to Disney.

“I post deals, and give warning before they land if I can. I also post lots of pictures, either my own from ship visits or interesting snaps of cruise ships docking, or Disney’s Castaway Cay – that usually gets a lot of interest.”

The nature of her referral-led business means she escapes the bloodbath of cruise discounting. She is able instead to highlight the value message of cruising, particularly when it comes to luxury lines. “There’s a lot more included on luxury lines such as excursions and drinks,” she said.

She’s also reaping the rewards of long-term customers falling deeper in love with cruising the more they do. “I have clients who work their way up the different cruise lines and cabin grades,” she said.

Living close to Southampton, she finds the stress-free aspect of ex-UK cruises an enticing proposition, and families easy to convince once they realise the extent of the onboard facilities and the ability to tick off  multiple destinations after unpacking once. Her next growth ambition is river cruise, having been introduced to Uniworld’s floating boutique hotels. “I see a lot of potential there. I could use a hook like Christmas markets to get customers interested,” she said.

“I fi nd cruise a really rewarding product to sell, especially when they’re new to it. I had a family this summer who had never thought about cruising before, but they absolutely loved it, and came back to book again.”