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Chapter 5: Roadblocks to Purchase

I. Why People Hesitate to go Cruising?

 There are many reasons why people will go cruising, but there
are also a lot of reasons why people will refuse to purchase a
ticket on cruising.
 Their reasons might be based on common misconceptions.
 We need to study these reasons in order for us to strategize on
how to sell our cruise to them.

1. Cruises are too expensive. In most polls, this is the number one obstacle to
purchasing a cruise. One reason: Consumers aren't accustomed to paying for
their whole vacation experience at once, well in advance of departure. They
forget that since a cruise is inclusive, it will seem to have a high price tag.
This is why CLIA urges travel agents to do an analysis for clients that
compares the cost of a cruise to a conventional land-based trip. When the
clients see their costs spelled out, they realize that a cruise represents a
remarkable value. 

2. Cruises are boring. This objection comes from the days of transatlantic
crossings, when the most some passengers did was sit on a deck chair
bundled up in a blanket. Cruises are a different experience today. The
problem isn't that there's too little to do, but that there's often too much

3. Cruises are only for older people. Here's another objection with roots in old-
time cruising. A few cruise experiences do indeed skew toward a more
mature passenger profile, but brochure descriptions make this bias very clear.
Others tend toward younger passengers. The majority of cruises, however,
feature passengers from just about every age group, with the average age
becoming lower and lower.

4. Cruises are stuffy and too formal. A cruise is largely an informal and relaxed
experience. On certain ships, a dress code does prevail in the main dining
room, sometimes for lunch, often for dinner. Formality is somewhat more
frequent on upscale cruises, much less likely or even nonexistent on certain
mass-market cruises, a sailing ship, or an adventure/education cruise. 

5. Cruises are too regimented. To achieve the efficient flow of hundreds to


thousands of passengers, cruise lines do try to organize things as best they
can. But organization on a ship is far from rigid--there's plenty of freedom.
By: Sir Vyncent Maferd Fundales
Routines are especially relaxed on very large ships, upscale cruise lines,
sailing ships, and adventure/education cruises.

6. There's not enough time in ports. It's true that cruise ships rarely stay in a port
for more than 12 hours. At minor ports, this (or less time) may be all that's
needed. And as we said earlier, one of the major goals of a cruise client is to
sample a region.

7. The ship environment is too confining. Cruise ship designers have become
increasingly adept at creating a sense of spaciousness aboard ship. Vast
windows in public spaces, pale colors, and other tricks of the architectural
trade "expand" the environment.

8. Aren't you forced to socialize with people? As mentioned earlier, meeting


interesting fellow passengers aboard ship is perceived as a benefit by many
cruisers.

9.  I was in the Navy, and the last thing I want to do is take my vacation on a
ship. You'd be surprised how often this one comes up. But a pleasure cruise
is dramatically different from the Navy experience. Virtually everyone who
cites this objection discovers quite rapidly that this is a silly preconception.

10. I'll eat too much and put on weight. Cruise veterans jokingly refer to "five-
pound cruises" and "ten-pound cruises." The reality today is this: Low-calorie,
healthy dining choices are increasingly available on ships, plus exercise
opportunities allow you to work off all those calories. Or at least some of
them.

11. Are ships really safe? The Titanic still looms large in the minds of the public--
witness the immense box office success this 1998 film achieved. But a
Titanic-like catastrophe is virtually impossible today. Modern safety regulation
requirements and radar have seen to that. Fires aboard ships have occurred,
but they're rare and easily contained.

12. I'm worried about terrorism. After 9/11/01, the cruise lines took very forceful
steps to guard against acts of terrorism. Passenger and staff names are
checked against government alert lists, luggage is scanned, photo IDs are
often required of everyone--indeed, in some cases, the procedures followed
are more rigorous than those at airports. Also, cruise lines swiftly alter
itineraries to adjust for potential political flare-ups.

By: Sir Vyncent Maferd Fundales


13. It's too far to fly to the port. This is a problem voiced by those who live far
inland (e.g., North Dakota or Saskatchewan) and whose ship is leaving from,
say, San Juan, Puerto Rico. Make them realize it's worth it for such a great
experience (e.g., "It's only a half-day to one of the greatest vacations of your
life"), or sell them on a closer port destination--one that requires less flying
time and/or fewer connections or perhaps is within a reasonable driving
distance.

14. I'm worried about getting sick. Some people are especially vulnerable to
motion discomfort. But ship stabilizers (underwater wing-like devices that
reduce a ship's roll) and other design features have minimized this problem.
Cruise vessels also tend to sail in protected waters, where motion is less
likely to occur. Many cruisers use Sea Bands, wrist bracelets that, through
acupressure, apparently reduce the effect of ship motion. Physicians can also
prescribe pills or skin patches that, for most people, relieve motion sickness.
Alcohol and lack of sleep can worsen seasickness

15. I don't know enough about cruises. Though this objection is not commonly
voiced, it's behind almost all the others. Many people are afraid to try
something they've never experienced. More information usually resolves their
reluctance, since this objection often implies that the client wants to know
more .... Your job: to make them visualize themselves on a ship and feel--in
advance--how wonderful it will be.

By: Sir Vyncent Maferd Fundales


Alternative Learning System Activity Instuctions:

a. Type your answer on the Facebook-messenger application, and send the


answer to my personal Facebook account before 12:00 midnight.
b. Upon sending it, please include your full name and section at the top.
c. When our class resume at UCC; please provide a hard copy of your
answer. (Printed)
d. If the above is unavailable you may write your answers on any piece of
paper.

Alternative Learning System Activity 1:

The following potential customers are hesitant on purchasing a cruise tourism. As a cruise sales
representative, how will you convince the following to purchase the cruise tour package?
(30pts)

1. A teenager who is against joining his family because he believes he has to always
wear tuxedo to eat inside the cruise line.
2. An American Silver tourist that is afraid to board a vessel into the high seas, since
he remembers his time in American-Vietnam war.
3. A skeptical lady, that believes cruises are not safe because of threats like;
natural calamities, illnesses, and pirates.

By: Sir Vyncent Maferd Fundales