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Seattle, WA, April 16, 2009 – In its ongoing commitment to support travel professionals, Holland America Line has produced the information-packed brochure “Developing Group Business.” The 36-page, four-color brochure provides comprehensive information on how to grow agency revenue by booking groups; how to identify, target and sell to those groups; and how to best utilize Holland America Line’s group programs and promotion tools for maximum success. It is also available in a downloadable file for easy reference.
“During these challenging times, we’re seeing a steady, growing trend toward affinity group travel - ranging from organizations and family reunions to common-interest groups,” said Richard D. Meadows, CTC, executive vice president, marketing, sales and guest programs. “Groups are one of the most effective ways for travel agents to increase their profitability so we created this brochure to help them take advantage of this opportunity.
“Plus, Holland America has created two other great incentives for booking groups,” Meadows added. “With the Vacation Stimulus Plan, travel sellers can receive reduced tour conductor credits on select 2009 cruises and with the Double GAP Program, agents double the number of points.”
"Developing Group Business" details Holland America’s Group Advantage Program (GAP) and its special pre-packaged culinary, wedding, family reunion and charity group programs. It addresses how to identify potential sources of group business – including incentive and charter sales – and book them utilizing Holland America Line’s tour credit, upgrades and promotion tools. These range from onboard credits and co-op marketing dollars to cruise presentations, direct mail pieces and customizable e-mail campaigns.
Holland America Line provides exceptional opportunities to customize groups with the use of GAP amenities such as private wine tastings, coffee cards and water sports equipment rentals on Half Moon Cay, Holland America Line’s award-winning private Caribbean island. With the Family Reunion GAP Package – the only program of its kind in the cruise industry – the “Head of the Family Reward” adds another effective selling tool: a complimentary upgrade based on availability from outside to verandah stateroom for the designated leader of the group. In addition, the Wedding GAP Package and Culinary Arts Center Program Culinary Arts Center Program offer unique, custom-made amenities for affinity markets.
“Developing Group Business" lists the 2009 GAP amenities. Travel professionals can select amenities that best customize and enhance the cruise for each particular group to make its cruising experience exceptional – and a source of repeat business.
To give travel sellers even more reason to create cruise groups and increase profits, Holland America Line has announced 2010 Double GAP Points, a program that doubles the Group Advantage Program points for all 2010 groups. With 14 new amenities added for a total of 50 items on the 2010 GAP Menu, Holland America Line now offers the most extensive, group-rich GAP Menu in the industry.
New groups must be registered by August 31, 2009 through Polar Online, the cruise industry’s most advanced online booking tool. The Polar Online tool can create a new group in three easy steps taking as little as two minutes.
For the Vacation Stimulus Plan promotion, several 2009 sailings also offer tour conductor credits at one for 10 guests booked or one for 12 instead of the standard 1 for 15 policy. Almost every cruise destination is represented in these selected departures, including Caribbean, Hawaii, Panama Canal, Canada/New England, Europe, South America, Asia and Alaska cruises and cruisetours.
For more details on “Developing Group Business” and to download or order a printed copy, visit www.hollandamerica.com
About Holland America Line [a division of Carnival Corporation and plc (NYSE: CCL and CUK)]
Holland America Line's fleet of 14 ships offers nearly 500 cruises to 320 ports in more than 100 countries, territories or dependencies. Two- to 108-day itineraries visit all seven continents, and highlights include Antarctica, South America, Australia/New Zealand and Asia voyages; a Grand World Voyage; and popular sailings to ports in the Caribbean, Alaska, Mexico, Canada/New England, Europe and Panama Canal. A 15th ship, ms Nieuw Amsterdam, is scheduled to join the fleet in 2010.
Fleetwide, the company features Signature of Excellence enhancements, a commitment totaling more than $525 million, that showcase the Culinary Arts Center presented by Food & Wine magazine - a state-of-the-art onboard show kitchen where more than 60 celebrated guest chefs and culinary experts provide cooking demonstrations and classes - Explorations Café powered by The New York Times, teens-only activity areas and all new stateroom amenities highlighted by flat-panel TVs and plush Euro-top Mariner's Dream Beds.
Worlds Leading Cruise Lines
The highest-rated premium cruise line in the world, Holland America Line is a member of the exclusive World's Leading Cruise Lines alliance, which also includes Carnival Cruise Lines, Princess Cruises, Cunard Line, Seabourn Cruise Line and Costa Cruises. Sharing a passion to please each guest and a commitment to quality and value, these lines appeal to a wide range of lifestyles and budgets. The World's Leading Cruise Lines offer exciting and enriching cruise vacations to the world's most desirable destinations.