The Quest for Cruise Group Leaders
by Cindy Bertram

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On the flip side, agents like to book groups for a few reasons. First, there is an opportunity to earn more commissions by pulling together a successful group. Another positive? Once a group sails, those group members tend to sail again, so this presents the potential for ongoing group business, and that all-important loyalty factor. Another important factor also comes into play here, because the most successful affinity groups are usually led by a good group leader, a "pied piper."

And, so, the quest: What makes good "pied pipers," and how do you find them?

First, the qualities

The best group leaders are people who have charisma, are dynamic, active, and involved. In addition, they are passionate – whether it is about a cause, an event, a fundraiser, or perhaps something that relates to a theme or an interest. Second, the best pied pipers are "cheerleaders," so to speak. Constantly enthusiastic, they will continue talking something up, inviting people to join in, and people like to go along with these types of people.

How do you find that "Cheerleader?"

One cruise industry executive mentioned, "Network, network and do more networking!" Another suggested going through local organizations, newspaper articles (online as well as in print), and business journals to see who the leaders are. Then, get a pulse on their personalities to see if they can draw that core group around them, if they possess that "law of attraction" personality, that "I’ll go if they go."

Drop the fear

Yes, you might have hesitations about approaching some good possible prospects whom you don't know, but the best tactic? Drop the fear by "doing your homework" about that professional or leader, and start the relationship first. A good example is one Scott Taylor, the director of inside sales at Celebrity Cruises, shared with me. A few years back, an agent approached Paula Dean at a book signing, started chatting, and discovered she wanted to get away with the family. Since then, this agent has been booking Paula Dean and her family on yearly cruises.

Find the "hot buttons"

Yes, sometimes the best "pied pipers" are busy leaders or business owners, and they might not want to take time from their hectic schedules unless there is a vested interest involved, like that fundraiser, a particular charity, a cause, or a non-profit organization. You have to find out what their "hot buttons" are – emotions or values that drive behaviors, those "tender spots." A chef I've gotten to know who I think would make a terrific "pied piper" to build a cooking class cruise group around is actually passionate about fund raising efforts for Katrina Victims. That is his "hot button."

Find people who have something to offer

Someone who has special knowledge or expertise or who provides entertainment or inspiration can be a natural "pied piper." Once again, it's critical to look at the personality of these leaders to ensure they have those "cheerleader" qualities.

Focus on a particular theme, common interest, or affinity

Small common interest clubs, from sports lovers and scrapbooking fanatics to wine connoisseurs, are a base to build a good group around. The key is to reach out to the leader of that club or affinity group to be the "pied piper." Another recent one I ran across while traveling around spring break were parents of students who all attended a private school outside Indianapolis. About 25 of them travel together on spring break with their families and take an annual cruise.

The key is to find that bond as well as that charismatic leader. Groups do take a bit more planning, but once you've got that core group together led by that charismatic "pied piper," it can be a winner - for the group members as well as for your sales.

Cindy Bertram, MCC, writes extensively about the cruise industry for various travel trade publications, including an ongoing column for Leisure Group Travel . She has more than 15 years of experience in the travel industry, from working in frontline sales and marketing development at a full-service travel agency to conducting training workshops at travel and cruise conferences. She may be reached at cindybertram@hotmail.com.

(Credits: Cindy Bertram; Patricia Bannister; Celebrity Cruises)