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Publication Title | How to work in the Cruise Industry A guide for tourism operators

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How to work in the Cruise Industry A guide for tourism operators

It should be noted that to successfully market your product to the cruise market takes time and e ort, and your success will, in part, be dependent on your undertaking appropriate research to ensure you understand the structure of the sector and the stakeholders you will need to liaise with.

Each cruise ship caters for a di erent market segment or target market, thus you need to understand these potential ‘customers’ (be they the cruise passengers speci cally or each of the cruise companies visiting Australia generally) and their respective needs and expectations.

If your goal is to have your product o ered as a Shore Excursion (Shore-Ex) it is important to be aware of the ‘rules of engagement’ between your business and the cruise ship companies, for example; disembarkation and embarkation procedures; delivering your clients back to the ship at the appointed time; ensuring you hold the appropriate licences and insurance; providing appropriate nett rates and

o ering appropriate terms and conditions; tailoring/adapting your product as required; and, wherever possible, over- delivering on your service.

Word of mouth is gold for this sector – cruise ship passengers are avid talkers and social media users and given the extremely high rates of repeat cruising, the cruise ship companies are by necessity very responsive to their clients’ feedback.

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