As a growing segment of travellers in Asia seek out unique and immersive travel experiences, the demand for luxury services and holidays is surging at an incredible pace and travel agents who want to sell luxury is now at an all-time high, observes Adam Radwanski, senior vice president & managing director, Asia Pacific, Silversea Cruises.
"We see more luxury agencies, but we also see a lot of non-luxury agents who say ‘we want to sell luxury’. The money and the margins might be in the luxury segment, but selling luxury is not easy," explains Radwanski. “Many travel agents recognise the financial potential of luxury travel but lack the specific knowledge and skills required. Silversea Cruises acknowledges this and is open to helping these agents navigate the luxury travel market.”
Silversea Cruises has rolled out comprehensive education and training programmes to help travel partners sell its luxury cruises effectively, said Radwanski. By understanding the affluent customer base and establishing an emotional connection with the brand, agents can successfully navigate the luxury travel market. He stresses the importance of building trust and exclusivity, moving beyond price comparisons to create an unparalleled experience for luxury-seeking clients.
He adds, “Regardless of your experience in selling luxury or cruising, we are committed to supporting you in building a thriving business. Embrace this opportunity and let us embark on a collaborative journey to success.”
Understanding Asia’s luxury cruisers
Asian travellers are displaying an ever-increasing appetite for luxury experiences, coupled with a willingness to explore new horizons. Radwanski elaborates, "Asian customers are now embracing new experiences, eager to experiment and explore destinations they had not considered before like Antarctica and the Galapagos." Silversea Cruises, with its expansive portfolio encompassing over 900 destinations worldwide, is ideally positioned to fulfill these desires.
”The Galapagos has traditionally been a popular destination for American and British customers. However, there is now a noticeable increase in Asian visitors, drawn to the region's natural beauty, diverse wildlife, and unhurried atmosphere.” says Radwanski.
”The Galapagos has traditionally been a popular destination for American and British customers. However, there is now a noticeable increase in Asian visitors, drawn to the region's natural beauty, diverse wildlife, and unhurried atmosphere.” says Radwanski.
However, the booking patterns in the Asian market differ significantly from Western customers. While Singaporean customers are booking up to one year in advance, the rest of Asia tends to book six to eight months ahead, while the booking window reduces to three or four months for some markets.
The challenge for Asian customers in booking further in advance could be due to visa complications, Radwanski points out. Embassies have not yet accommodated the surge in demand, resulting in wait times of one to three months for visa appointments. With the visa issue is resolved, Silversea Cruises anticipates a surge in demand as people are eager to explore the world and embark on unforgettable experiences.
Innovating and curating for the Asian adventurer
Silversea Cruises, with an expansive portfolio encompassing over 900 destinations worldwide, has earlier launched the S.A.L.T. (Sea And Land Taste) programme, which incorporates authentic culinary offerings aligned with the ship's ports of call.
Radwanski explains, "It elevates the cruising experience by incorporating authentic culinary offerings that change with the ports the ship calls at." This unique programme has resonated with Asian travellers who seek more than just a typical cruising experience; they want to immerse themselves in the local culture and cuisine.
The luxury cruise line has also introduced the Antarctica Bridge, a ground-breaking expedition experience that offers a six-day cruise to Antarctica, bypassing the challenging Drake Passage. By flying guests directly to the White Continent in a chartered business class aircraft, Silversea has eliminated concerns about rough seas and long voyages.
Silversea’s S.A.L.T. programme allows guests to explore the local flavours, ingredients, and culinary traditions of each destination, creating a unique and enriching dining experience onboard the cruise ship.
This innovative concept has garnered immense popularity, making it the cruise line's top-selling expedition product. The Antarctica Bridge has not only expanded the customer base but also attracted a new generation of adventurers, eager to explore Antarctica without the uncertainties of the Drake Passage.
Silversea Cruises, which became the first tour operator to divert all non-organic waste from its sailing in the Galapagos Islands to mainland Ecuador for recycling, projects an increase in demand for sustainability and responsible travel among Asian customers.
"The younger generation definitely cares… Once they become the primary cruise segment, they will be demanding for sustainability, and Silversea Cruises' long-standing commitment to sustainability will position them as a preferred choice for environmentally conscious Asian travellers.”