Cruise Trade News editor Gary Peters speaks to Malvern World Travel owner and director Lee Harrison, who says that a more comprehensive nationwide vaccination programme is crucial to ensure people can “travel without any fear”.

What are you most looking forward to this year?

An end to government advisories advising against all but essential travel and a vaccine that helps life get back to some normality. We need to be able to travel without any fear.

I also hope that trade partners will be working more closely with travel agents. It’s important that our customers understand that we are here to guide them through the logistics.

How are you tapping into the demand that is out there?

We are using the usual social media outlets, newsletters to our client database and staying in touch with regular clients by phone and email.

What challenges are you facing at present?  

[It is] the ability for clients to travel without having last minute government changes and clients being able to get insurance that covers them for what they thought was included, as well as the high cost of having cover included for cruises.

Price parity and discounting is always a challenge. We hope that more companies and agents realise the worth of their products and knowledge and try to create an understanding with their clients of what great value [agents] provide.

Have you seen an increase in business since the start of the Covid-19 vaccination programme?  

We are starting to see a few enquiries, however more certainty from the government of an expected return to open airways and seas would be an enormous help, as well as a faster nationwide roll out of the vaccine. We think that when people have been vaccinated their passion for travel will be instantaneous.

How can you attract new-to-cruise customers over the coming months?  

We belong to The Travel Network Group and the marketing and Cruise Club team are very helpful with new ideas. We also produce our own regular newsletters, social media posts and blogs.

On our website we have a cruise finder search tool and can encourage future new-to-cruise customers to find ocean or river cruises. We often send them links so they can explore the content.

What are your top tips for fellow travel agents?  

Be personal and honest, and use personal photographs, videos and other materials. Also, get to know the senior staff on vessels or at head office, [as they could] provide an edge with customer requests and services.

What plans do you have for Malvern World Travel?  

To build on the reputation we have. Working from our home office gives 24/7 coverage to help our clients. We also hope to make more use of ship visits.

How did you feel when you won the top prize (a cruise) on day one of the Cruise Trade News/Fred Olsen advent calendar competition?  

Absolutely delighted as we have always been big supporters of Fred. Olsen Cruise Lines. We hope we can travel on one of the two new ships to discover the changes and health and safety measures that have been implemented.