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Practice Management > Marketing and Communications > Client Outreach

Icebreakers: 17 Questions to Ask Cruise Fans

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It is highly likely your clients and prospects have taken a cruise in the past year. You might have done the same with your family.

You might think cruising is something “older folks” do, but research shows 73% of cruise travelers bring another generation with them. Three-quarters of millennials who never cruised will consider a cruise vacation, and 88% of millennials who have cruised plan to do it again.

The bottom line is lots of people have cruised, and it’s a good conversation starter.

Where do the wealthy fit into the equation? The cruise industry segments the audience. You have cruises like Disney and Royal Caribbean catering to families with young children. You have cruise lines like Virgin Voyages targeting millennials. (No passengers under age 18 allowed.)

There is a large mass market category, served by lines like Carnival, MSC and Norwegian. There are entry-level luxury lines including Cunard and Azamara and you have the ultra luxury tier with names like Seabourne and Silversea. You may find it interesting to know these brands from “top to bottom” are often owned by the same parent companies!

You might have cruised before. Maybe you have not. People who have cruised once often cruise multiple times. Some cruise four or five times a year. A decade ago, the average cruise passenger had an income of $114,000 a year. If cruise fans become clients, they are likely ideal candidates for managed money, since they will be out of touch for long periods.

We have made a good case for cruising to be a good conversation topic when you cross paths with HNW individuals at parties and events in your local market. What are some good questions to ask?

The questions listed here should draw people out. Regardless of if you have personally taken a cruise, you can be an equal participant in the conversation.

1. Have you taken (or planned) a vacation for this year?

This can usually determine if they are cruise enthusiasts or not. If they have planned a cruise or just returned from one, they will usually volunteer this information.

2. What is the best time of year to cruise?

This can have several answers. It depends where you are sailing. Many people prefer to get away during the winter. They like to leave the cold and head towards the sun in the Caribbean. It is useful to remember that below the equator, the seasons are reversed. Mid-August to mid-September tends to be the most serious part of the hurricane season in the Caribbean for the cruise industry. 

3. How did you choose this ship (or cruise line)?

Everyone has favorites. Sometimes they shop for the best deal and the cruise line and ship are of secondary importance. Other times the destinations (ports visited) are the deciding factor. Cruise lines occasionally run themed cruises, like rock and roll or literature. If ships sail from your city, you live in a home port. This means you don’t need to fly to get to the ship. 

4. Have you tried expedition cruising?

This is a newer concept. Specially designed smaller ships visit the Artic and Antarctic regions. They are usually specially designed with icebreaker technology. They often carry some scientists. You are swapping beaches and shopping for glaciers and penguins.

5. Have you taken a river cruise?

River cruises have become very popular. A large amount of credit goes to Viking River Cruises. They have sponsored Masterpiece on PBS for years. River cruising eliminates the risk of seasickness. 

6. What is your favorite port?

Everyone who cruises has stories about great places they have visited. They often want to visit again and again. Their answer can give clues if they are beach people or if culture and history are their interests.

7. How is the food on board?

This will get people talking. Meals in the main dining room, buffet and room service are generally included in your cruise fare. Most ships have specialty restaurants offering more upscale options, with a small surcharge. Veteran cruisers will tell you which cruise lines have better food or how the selections have changed over the years.

8. What is your favorite ship (or cruise line)?

The cruise line they chose is not necessarily the one they most recently sailed. It often comes down to getting a good deal. Their favorite cruise line or ship might be a memory from the past. Many Cunard passengers speak fondly of the Queen Elizabeth 2, better known as the QE2. It left service in 2008.

9. Have you considered becoming a shareholder in the parent company?

This might sound like an odd question to ask, almost pushing business into the conversation. Many of the cruise lines connect back to a parent company. These firms are often listed. They often offer shareholders perks like onboard spending credits (OBC). If you can prove you are a shareholder when you book, you get the perk.

10. Have you done the world cruise yet?

You might think sailing for 100 days is a bucket list item. Many people do it as an annual event. You might think few people have an interest. I have been told they sell out very quickly. Your new friend might not have “done the world” but they might have booked a 10- or 20-night segment. 

11. How is the entertainment on board?

People have varied opinions. Some think ships are good at bringing Broadway-style entertainment to shows in the evenings. Others think it is second rate. A cruise ship might have 40 activities taking place on sea days. Some people feel there is nothing to do.

12. Have you made friends onboard and kept in touch afterwards?

We have found people tend to be very friendly onboard, because you are meeting under ideal circumstances. Relationship development is accelerated. Why? Because everyone knows when the cruise will be ending. My wife and I tend to make at least one new long-term friendship on every voyage.

13. Do you get off the ship in each port or stay onboard?

This is a topic that should get some interesting answers. Some people have been to the same ports many times, so they consider the ship their resort and do not go ashore. Others might be beach people. Some get “cabin fever” and want to go somewhere with hills so they can take long walks and stretch their legs.

14. Do you take the ship’s shore excursions or explore ports on your own?

This is another question that should get interesting answers. My wife and I tend to tour on our own. We do research ahead of time, head ashore, map in hand and explore. Other people leave the planning to someone else and book the optional shore excursions. Some cruise lines like Viking and Swan Hellenic include a shore excursion in each port as part of your cruise fare. When heading shore to explore, bear in mind piers historically tend to be located in less desirable parts of town.

15. What is the longest cruise you have taken?

World cruises are often 100 days or longer. Royal Caribbean is promoting “the longest world cruise” at 274 nights! Average cruise lengths are 5 to 14 nights. You should get some interesting answers.

16. Do you prefer port days or sea days?

Cunard’s Queen Mary 2 spends most of the year crossing back and forth the Atlantic Ocean. The transatlantic voyage between New York and Southampton is the line’s signature voyage. There are no port stops once the ship leaves the dock. For seven nights, the ship is your destination. People enjoy it as a resort. Other people prefer a different port almost every day. They like exploring on land and consider the ship their late-night transportation. River cruises fit into this category.

17. Have you visited one of those private islands owned by cruise lines?

Several cruise lines have their own small islands in the Caribbean. These are often resorts without hotels or overnight facilities. They are often uninhabited except for cruise line personnel. They have many advantages including the safety of visiting an island with no residents.


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