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On Location: TDC Cruise Academy sets sail with Virgin Voyages amid “booming” cruise sales
While the sea was churning, travel advisors were learning.
Canadian travel pros and suppliers set sail with Virgin Voyages out of Miami, Florida on Sunday (April 21) to participate in Transat Distribution Canada’s (TDC’s) signature learning event, TDC Cruise Academy – the network’s first conference at sea since the onset (and conclusion) of the pandemic.
On until April 26, the long-running seminar at sea, which turns cruise ships into classrooms, is part of TDC’s ongoing commitment to helping advisors navigate the ever-changing world of cruise, find their niche, maximize supplier relationships and establish an action plan for selling cruises and enhancing their customer experience.
It’s an investment in training that TDC, alongside its network of retail, affiliate and home-based travel agencies, has benefitted from since 2010 when the company’s sales academy series – which covers everything from cruise to resorts to groups – first launched.
“Anytime we run an Academy, we definitely see a jump in sales,” Sandra Wesson, director of product and industry relations at TDC, told PAX, which was invited to exclusively cover this week’s Academy on board the 2,700-passenger Valiant Lady, a fun-filled, 17-deck ship that first entered service in March of 2022.
Cruise sales “booming”
It’s a good time to talk strategy at sea. Wesson says that TDC’s cruise sales are “booming.”
“You’d think sales [since the post-COVID rebound began] would start dying down, but they’re growing in double and triple digits with our preferred cruise partners,” she said. “We’re seeing great engagement with Europe cruises, a lot of new-to-cruise customers, as well as new-to-brand. It’s a great market to be in right now.”
This week’s Academy has brought together 80 travel professionals from all over Canada.
The attendees – a mix of industry newcomers who are cruising for the first time, and seasoned pros, who all had to apply for a spot – represent all the sectors in TDC’s network (this being Marlin Travel, TravelPlus, Affiliates, Transat Travel and agent@home in English Canada, and Voyages Transat, Club Voyages, Voyages en Liberte, agent@externe in Quebec).
Joining them is a cast of all-star suppliers, who, since Sunday, have been presenting company updates and bringing their products to life, all the while answering questions and meeting with agents one-on-one to develop strategies.
This year’s preferred cruise partners include Sean Russo from Virgin Voyages, who’s doubling as this week’s onboard host, Thomas Steer from Holland America Line, Natalie Papoutsoglou from Princess, Wade Menard from Cunard, Jordana Botting from Viking, Maxine Gundermann from Seabourn, Tracy Daniels from Scenic and Emerald, Morgane Beltaief from Oceania, Neil Dudley from AmaWaterways, Katie Kania from Norwegian, and Brenda Yeomans from Celebrity.
And, in recognizing that cruises involve pre and post-land experiences, and other products, TDC has brought in additional suppliers to enhance the learning experience.
They include Bruno Muñoz from Bedsonline, Hillary Arsenault from G Adventures (which sells expedition voyages), Maria Jennipher Santa Cruz Perez from Encore Cruises, Mike Quinto from Exoticca, Patrick Brousseau from Manulife, and Jean Philip Genest from TDC Training.
TDC’s Sales Academies are an extension of TDC Campus, which offers more than 60 hours of training content in both English and French.
“Training is a central part of business and a great employee engagement tool,” Wesson said. “We’re thrilled that we offer so many options to our network.”
The bilingual component is also important as a large portion of TDC’s network is based in Quebec.
“There’s not a lot of cruise training programs offered in French,” Wesson explained. “It’s primarily English content from Seattle and Miami. So, we make the effort to build French presentations, engage with our French sales teams, and if there’s no sales rep in Quebec, we have our trainers come in and present the content in French.”
It sounds like a lot to take in, but the magic of TDC’s Cruise Academy is to offer agents a balance of classroom time, meeting time and time to actually experience the ship they’re on.
“Training has to be fun,” Wesson said. “If you're just sitting and trying to memorize data, it doesn't stick.”
Turn up the fun
If there was place to turn up the fun, it’s on a Virgin Voyages cruise ship.
The adults-only, Sir Richard Branson-owned line, which launched in 2020, is about offering guests a vivid and lasting experience at sea – arguably, one they’ve never had before – through superb dining and powerful entertainment.
There’s a lot to unpack on a Virgin Voyages cruise, as PAX has learned this week on board Valiant Lady, which is on a “Western Caribbean Charm” itinerary, with stops in Costa Maya, Mexico, Roatán, Honduras, and the Bahamas, where agents will get to experience Virgin’s Beach Club at Bimini.
TDC hosting its Cruise Academy with Virgin Voyages makes sense – the network was the first Canadian travel group to offer both a training program and FAM with the brand.
“It’s hard to put into words how unique this product is,” Wesson said. “It’s for the young at heart. To see an 80-year-old dancing in the pool with a drag queen? You don’t get that on any other ship.”
Speaking with PAX, Sean Russo, Canadian sales manager at Virgin Voyages, said TDC Cruise Academy is an opportunity for agents (who are called First Mates) “to see what we’re all about.”
“Seeing it is key,” he said.
All aboard Valiant Lady
Painted vibrant red – Virgin Group’s signature colour – mid-sized Valiant Lady (the second of four ships in Virgin Voyages’ fleet) is 278 metres long with 1,330 cabins and 78 suites. The action-packed ship sails the Caribbean and the Mediterranean.
Every Virgin sailing includes all gratuities, basic Wi-Fi, group fitness classes, entertainment, essential drinks and dining at more than 20 eateries – including six restaurants with menus that were designed by Michelin-star Chefs.
The alcoholic drinks, which can be pre-purchased in the form of Bar Tabs, are reasonably priced (beer is $6-7, whereas basic cocktails are $10 (all in USD, with tips included).
“There’s a lot of value, which is nice, because when you’re on holidays, you don’t want to worry about how much things costs. A lot of core things are included so you can just enjoy yourself,” Russo said.
There’s not just one person overseeing the ship’s culinary program – the design-savvy restaurants, from the Test Kitchen (experimental) to Gunbae (Korean barbecue) to Razzle Dazzle (a signature restaurant with vegetarian and vegan options) to Pink Agave (Mexican) to Dock House (Mediterranean) to The Wake (steakhouse), Extra Virgin (Italian), and others, have their own Chef, which means every bite tastes different.
There are no buffets or large main dining rooms as seen on traditional cruise ships.
There’s The Galley, which is more of marketplace (as opposed to a buffet), where food is plated. Here, there’s dedicated eateries for tacos, burgers, sushi, noodles, soup, salads, sandwiches, along with convenient grab-and-go items.
The technology is also impressive. There’s an on-demand champagne delivery service, called “Shake for Champagne,” for example. When the Virgin Voyages App is shaken, a secret champagne button is revealed and, with one press, a bottle of Möet will be delivered to the Sailor (which Virgin calls its guests).
It’s luxury rockstar experience – without stuffiness or formalities. Since music is a big part of Virgin’s history, a DJ is usually playing big beats at the main pool, where partying is definitely welcomed. But the secondary pool is a quieter option.
At the same time, the line has a great fitness offer on board, with a red running track and multiple gyms (one is for cardio, another is for weights).
Between a resident drag queen, a tattoo parlour, pajama parties, and naughty-ish entertainment, one could argue there’s nothing else like this at sea.
The diverse crowd is a mix of straight, gay, lesbian, and trans passengers (and everyone else in between).
Is it a gay cruise for straight people? (Or a straight cruise for gay people?). It’s best not to overthink it. The name of the game, with this brand, is to come as you are. It's a one-love, express-yourself philosophy that also extends to the crew, who may proudly show tattoos, piercings or colourful hairstyles.
“We celebrate the fact that adults can be themselves,” explained Russo. “It’s a place where they can connect with their loved ones or best friends, be a little silly, and enjoy themselves.”
It’s a bold and daring concept that has something for everyone – even if Virgin Voyages “may not be for everyone,” Russo said.
“Which is OK,” he said.
TDC Cruise Academy is that opportunity for agents to experience the product firsthand, with colleagues, and qualify their clients, Russo said.
“So they can confidently say – ‘You will have a fantastic time on a Virgin Voyage.’’”
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Stay tuned for more of PAX’s on location coverage from TDC’s Cruise Academy with Virgin Voyages.
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