Over the years, cruise lines have attempted to merge their sales teams to leverage assets and build stronger relationships. However, these unions have often been short-lived and faced numerous challenges. For example, Royal Caribbean International and Celebrity Cruises tied the knot in the late 1990s, but the sales union only lasted a few years. Similarly, Princess Cruises and Cunard Line became sales partners in the mid-aughts but separated last year. Now, it’s Holland America Line and Seabourn Cruises‘ turn to give a union a try, as the two Carnival Corp. brands recently combined their sales teams.
Rationale Behind the Move
Executives from both Holland America Line and Seabourn Cruises believe that merging their sales teams will leverage assets from both lines and strengthen their relationship, which has been building for years. Rob Coleman, the newly appointed senior vice president of North America and Australia sales, who will oversee the consolidated sales team, emphasized that the change would benefit travel advisors by offering them consistency and enhanced support. The sales team will continue to provide national consortia and core strategic partners with brand-specific sales representation.
While some industry insiders are optimistic about the merger, others have expressed skepticism. Alex Sharpe, CEO of Signature Travel Network, noted that similar attempts in the past have struggled and later unraveled. He emphasized that the sales team members would now be responsible for selling both brands, which could potentially benefit Seabourn. However, there are concerns about the loss of relationships that departing Seabourn sales staff had cultivated with advisors, as well as the increased workload for the remaining team members.
Geoff Cox, vice president of sales and marketing for KHM Travel Group, criticized the consolidation as a cost-cutting move that could negatively impact the trade. Having experienced a similar merger in the late 1990s with Royal Caribbean International and Celebrity Cruises, Cox expressed his reservations about the effectiveness of combining sales forces. He emphasized the importance of maintaining strong relationships with travel advisors and the potential challenges of building new connections while selling both brands simultaneously.
The decision to merge sales teams within the cruise industry is not without its challenges. While the goal may be to leverage assets, strengthen relationships, and increase efficiency, the reality is often far more complex. The success of such endeavors depends on various factors, including effective leadership, clear communication, and adequate support for the sales team members. Only time will tell whether the union between Holland America Line and Seabourn Cruises will result in a lasting and successful partnership or face the same fate as previous attempts.
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