Why Celebrity Groups Your Tools & Resources Affinity Group Focus
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Why Celebrity Groups
Your Tools & Resources
Affinity Group Focus
1
WHY CELEBRITY GROUPS?
BEST IN THE INDUSTRY GROUP POLICY
• Taskforce validated our approach
• Combinable with Always Included
• New enhancements to attract high
value & luxury groups
WHY FOCUS ON AFFINITY GROUPS
• More Commission for you!
• More Referral business
• Higher Retention
• Higher Repeat Business
2
GROUPS ARE THE BEST WAY TO SECURE RATES
& MARKET TO POTENTIAL CLIENTS!
Our “ALWAYS INCLUDED” pricing strategy allows Our automation tools make it easier than ever to
groups to hold rates up to 120/150 days to sailing book and manage group space!
and include 3 perks or more!
3
“ALWAYS INCLUDED” PRICING
EARN MORE,
FASTER!
YOUR CLIENT’S CHOICE, MORE COMMISSION FOR YOU!
1 2 3
AlwaysIncluded Elevate Indulge
4 Perks Included in your 4 Perks Included in your
client’s cruise fare client’s cruise fare
REMINDERS!
ü The perks are included in the commissionable base cruise fare
ü GROUP RATES LIKE GROUPX & GROUP STANDARD ARE AT “ALWAYS
INCLUDED” PRICING WHICH INCLUDES 3 PERKS!
4
What’s included in the CRUISE price?
3 perks in “Always Included”
and
ü COMPLIMENTARY MEETING & FUNCTION SPACE
No room rental costs + meeting space can be confirmed
when group is blocked!
ü COMPLIMENTARY STANDARD A/V EQUIPMENT
ONBOARD
LCD, screens, podiums, microphones, flipcharts, easels,
etc.!
ü AN EVENT COORDINATOR ON EVERY SHIP
Your single point of contact onboard to assist you with all
your group’s needs!
ü BEAUTIFULLY DECORATED VENUES FOR A VARIETY OF
GROUP FUNCTIONS
5
WHATEVER YOUR GROUP NEEDS,
WE CAN DELIVER
PRIVATE COCKTAIL MULTI-USE CONFERENCE UNIQUE VENUES &
PRIVATE GROUP VENUES
PARTIES ROOMS ENTERTAINMENT
SPECIAL AMENITIES & LUXURIOUS AMENITIES & ITINERARIES ON ALL SEVEN SPECIALTY DINING OR
TURNDOWN OPTIONS ALL INCLUDED OPTIONS CONTINENTS RESTAURANT BUY-OUTS
6
HOST MEETINGS &
CONFERENCES AT SEA
EVEN PARTIAL OR WHOLE SAILING CHARTERS!
• Dedicated Conference Centers
• Complimentary meeting & function space
• Complimentary standard A/V onboard
• State-of-the-art-multimedia
• Confirmed pre-sale like a hotel
• Bring your branding onboard!
• Dedicated MICE resources,
http://www.celebritycorporatekit.com/
7
CELEBRITY GROUPS – Tools & Resources
AFFINITY GROUPS- MORE “PERKS” &
HOW TO BUILD YOUR
TRAVEL AS YOUR “GAP” AMENITIES TO EARN “COMMISSION
GROUPS
GROUPS HOST/ DELIGHT YOUR WITH A COMMA”
ESCORT CLIENTS
THE WORLD, AT YOUR SERVICE
WHERE DO YOU FIND
GROUPS & GROUP CLIENTS?
MORE OFTEN THAN NOT,
YOU HAVE TONS OF OPTIONS!
• Associations
• Clubs
• Organizations
• Charities
• Hobbies
• Ask your friends & family!
• Create an annual cruise that you host
TIP!
If you’re looking to market your group to your
entire database think about how you might
segment and create more AFFINITY type groups
with better retention.
9
GROUP VOCABULARY 101
GROUP MEMBERS HAVE A
AFFINITY
COMMONGROUP
INTEREST
EXCLUSIVE GROUP PRICING, LOWER THAN
GROUP X (GRPX) PRICING
OUR STANDARD GROUP RATES. LIMITED
QUANTITY AVAILABLE ON SELECT SAILINGS.
A SPECULATIVE GROUP THAT
PROMOTIONAL
YOU MARKET TO ALLGROUP
OF YOUR
CLIENTS USE TO PROVIDE AMENITIES FOR YOUR
GROUPS
(GUEST FACING AND/OR MARKETING RELATED)
CORPORATE MEETING, GROUP AMENITY POINTS (GAP)
INCENTIVE GROUP
INCENTIVE, CHARTER, OR AVAILABLE ON SELECT SAILINGS, OR FOR
EVENT GROUPS PURCHASE.
10CELEBRITY GROUPS, EASY POLICY – Begins 02/01/2021 LIMITED TIME, AFFINITY GROUP OFFER
TWO (2) ADDITIONAL GAP, AFFINITY GROUPS
BOOKING WINDOW: 2/1/2021 – 5/1/2021
SAILING RANGE: 11/1/2021 – 5/1/2023
MINIMUM 6 STATEROOMS MUST BE
DEPOSITED BEGINNING 02/02/2021
MUST BE A VERIFIED AFFINITY GROUP
2 GAP POINTS WILL BE APPLIED TO THE ENTIRE
GROUP IF A MINUMUM OF 6 STATEROOMS
ARE DEPOSTED AFTER 2/1/2021
BONUS:
This offer applies to existing groups if 6
staterooms or more are booked and
deposited on or after 2/1/2021.
*Printed postcards not provided
11NEW! Celebrity Groups POLICY
NO DEPOSIT GROUPS DEPOSIT GROUPS
HOLD
MOST
MORE
POPULAR
SPACE
Minimum group size 8 cabins Minimum group size 8 cabins
Maximum group size 16 cabins Maximum group size 50 cabins
No initial deposit required $50 USD per stateroom deposit
Due within 30 days of group creation
AUTOMATIC 4 GAP points added to Group
AUTOMATIC 4 GAP points added to Group
Hold group space until 120/150 DTS aka “HARD STOP” Hold group space until 120/150DTS aka “HARD STOP”
Final Payment due 90 days to sailing (5N+ Itineraries) Final Payment due 90 days to sailing (5N+ Itineraries)
EARLY BOOKING BONUS (EBB)
EARLY BOOKING BONUS WHEN A STATEROOM IS NAMED + Onboard Credit $100 USD per stateroom I and OV
AND DEPOSITED 10+ MONTHS PRIOR TO SAILING + Onboard Credit $200 USD per stateroom Verandah & above
THINGS TO REMEMBER ABOUT GROUPS:
• Hold 1 Affinity & 1 Promotional group per sailing
• Agencies may hold up to 2X the amount of group space they sold in previous 4 quarters
• If group falls below minimum (8 cabins) non-guest facing GAP amenities will be lost.
12AFFINITY GROUP FOCUS
A group of people having a common interest, have some relationship to each other, or
know they are part of a group traveling together. Affinity groups often have a
leader/escort cruising with them and/or often require meeting and function space
onboard. These types of groups translate to higher retention and APDs for you!
LIMITED TIME!
AFFINITY GROUP BONUS
DETAILS
BOOKING WINDOW: FEB 1 – MAY 1, 2021
SAILINGS: 11/1/21 – Open Deployment 2023
Minimum 6 staterooms to qualify for bonus 2 GAP
13EASY
BOOKING A GROUP
BOOKING
PROCESS
WHAT YOU NEED TO KNOW
CREATE YOUR GROUP IN ESPRESSO.
1 • CREATE YOUR OWN GROUP SHELL OR BOOK INTO YOUR CONSORTIA’S HEADQUARTER GROUPS.
• WHEN YOU CREATE A GROUP SHELL YOU ARE LOCKING IN CABIN CATEGORIES AND RATES IN YOUR GROUP
INVENTORY.
• YOUR GROUP RATES INCLUDE 3 PERKS!
• IF YOU CHOOSE A DEPOSIT GROUP YOU MAY
HOLD SPECIFIC CABIN NUMBERS IN YOUR
GROUP SHELL.
2 MAKING A BOOKING
• WHEN YOUR CLIENT IS READY TO BOOK, GO INTO THE
GROUP SHELL TO NAME & DEPOSIT THE BOOKING.
• APPLY ANY COMBINABLE PROMOTIONS TO YOUR
HELD GROUP RATE WITH 3 OR MORE PERKS.
3 VIRTUAL TRAINING
• REMEMBER, WE HAVE COMPUTER BASED
TRAINING ON HOW TO BOOK GROUPS IN
ESPRESSO.
• GO TO: www.BookEspresso.comGROUP AMENITY PROGRAM: GAP LIST
15PERKS &
LEVERAGE YOUR GAP
AMENITIES TO
DELIGHT YOUR
CLIENTS
HOW CAN YOU USE GAP? CONTACT YOUR CELEBRITY
GUEST FACING NON-GUEST FACING SALES MANAGER TO HELP
AMENITIES AMENITIES
Cocktail Parties Marketing Fund
YOU BUILD YOUR GROUPS
Martini Tastings Bonus Commission
Wine Appreciation Fund Raiser ü Check the One-Stop Report to
Specialty Restaurant Complimentary Berths select your ship & sail date
Package www.TheCelebrityCommitment.com
Soda Packages | Reduced Rate Travel+
Classic Non-Alcoholic Pkg
ü SELECT YOUR GAP AMENITIES
In-Stateroom deliveries
PRIOR TO FINAL PAYMENT
Onboard Credit
Dollars off
16NEW! GROUP INSPIRATION
Use as conversation starter to build AFFINITY GROUPS
17READY TO SAIL
IN E FINALIZATION 21 DTS
E L
GROUP • FINAL GROUP REVIEW
• NO MORE CHANGES
M
FINALIZATION
P TI FINAL PAYMENT DUE 90
U
DTS
GROUP
O
• LAST CHANCE FOR
R
COORDINATION GROUP TRAVEL
G
PROTECTION
AT OR BEFORE HARD STOP • FUNCTION SPACE
MARKETING & 120/150 DAYS TO SAILING FINALIZED
(DTS) • DINING TAGGED – 45
PROMOTION • ASSIGN VALUE ADD & DTS
GAP • eDOCS/LUGGAGE
• MARKETING BEGINS • AT HARD STOP UNSOLD
SALES PROCESS • DEPOSIT GROUPS: TAGS – 30 DTS
SPACE DROPPED • BOOK SPECIALTY
INITIAL DEPOSITS DUE 30 BETWEEN HARD STOP & DINING
DAYS FROM CREATION - FINAL PAYMENT
• IDENTIFY OPPORTUNITIES • BOOK GROUP SHORE
$50 PER CABIN • REQUEST FUNCTION
WITH YOUR SALES EXCURSIONS
MANAGER SPACE • ASSIGN GAP POINTS
• GROUP CREATION • GAP CHANGES
PERMITTED UP TO FINAL
PAYMENTTRAVEL AS
TOUR CONDUCTOR CREDITS
YOUR GROUP’S
HOST/ESCORT
HOW TO EARN HOW TO USE
• Tour Conductor credits and their value are • Travel along with your group as their host!
calculated by using the average cruise fare of
all the stateroom categories booked within a • Many guests like the security of knowing you
group. are there, and you get to experience the
vacation you’ve tirelessly planned!
• One cruise-only tour conductor credit is earned
for every sixteen (16) full-tariff guests, based on • Create an annual “Come Along Cruise” that you
double occupancy. host and it will grow in guests each year.
• Singles paying 200% of the full fare count as two • OR -give back the value of your TC to the
(2) guests for tour conductor purposes. group’s leader so that they may host the
group.
• Tour conductor credits are paid on cruise fares
only and excludes government fees, taxes and
NCCFs, net of commission.
19COMMISISION
WITH A
COMMA
We pay commission on group
shore excursions!
EARN 5% COMMISSION
• When your clients book their individual shore
excursions online at
www.celebritycruises.com/ShoreExcursions
• Must have minimum of 8 cabins/16 guests
EARN 10% COMMISSION
• Must book through our Group Shore
Excursions team. For information & assistance
contact GroupShorex@rccl.com
• Minimum 8 cabins/16 guests per tour
20KEY GROUP TAKEAWAYS
ALWAYS INCLUDED AFFINITY GROUPS CAN
GROUPS EARN YOU
Pricing includes 3 perks NEGOTIATE
“COMMISSION WITH A
& APPLICABLE TO FLIGHTS BY CELEBRITY
COMMA” $
GROUPS FROM SAME GATEWAY
BEST PROGRAM IN THE INDUSTRY!
§ Early Booking Bonus, extra OBC per stateroom
§ Affinity 2 GAP bonus – Limited Time offer
§ Earn Tour Conductor credits
§ Earn commission on group Shore Ex
§ Purchase additional GAP
Please Note: FOR YOUR GROUPS THAT ARE SAILING PRIOR TO SEPT. 30, 2021,
CURRENT “Hard Stop” has been changed to YOUR FINAL PAYMENT DATE
21XCITING EDGE NEWS – Book your Groups before space is gone
BEGINNING JULY 3, 2021
EDGE ITINERARIES
7N Western Caribbean 7N Eastern Caribbean 8N Eastern Caribbean
NOVEMBER 6, 2021
Fort Lauderdale, Florida Fort Lauderdale, Florida
Fort Lauderdale, Florida
At Sea At Sea
At Sea
Roatan, Honduras San Juan, Puerto Rico
Charlotte Amalie, St. San Juan, Puerto Rico
Costa Maya, Mexico
Thomas Philipsburg, St. Maarten
Cozumel, Mexico
Philipsburg, St. Maarten Tortola, British Virgin Islands
Ship: Celebrity Edge At Sea
At Sea Charlotte Amalie, St. Thomas
Nassau, Bahamas
At Sea Puerto Plata, Dominican Rep
Departure Port: Fort Lauderdale, Florida Fort Lauderdale, Florida
Fort Lauderdale, Florida At Sea
NEW! Itineraries: (alternating every 7 days) Fort Lauderdale, Florida
• 7N Eastern Caribbean (July 3, 2021)
• 7N Western Caribbean
• 7N Caribbean will depart FLL on SaturdaysGROUPS RESOURCES
THE CELEBRITY
COMMITMENT
GROUPS TILE
EKIT
FAQs
GROUPS VIDEO
WWW.THECELEBRITYCOMMITMENT.COM
23Reminder Redeem your Future Cruise Credits in 3 Easy Steps
ENHANCEMENTS TO MAKE You can NOW redeem your clients’ Cruise With Confidence (CWC),
YOUR JOBS EASIER! Global Suspended Sailing (GSS) and Non-Refundable Deposit
Program (NRD) and instantly apply your FCCs as a form of payment,
to your bookings, in real time via -
1. CRUISINGPOWER.COM
2. IN OUR ESPRESSO BOOKING TOOL
3. LATTE , our intelligent chatbot and your personal assistant
Key Features:
• Enables you to share the value of FCCs across multiple clients in the
same booking
• The ability to submit multiple FCCs that your clients are holding
(including multiple certificates held in the same client’s name) and
add them to the same booking
For more information visit
www.thecelebritycommitment.com
www.CruisingPower.comYOUR CELEBRITY RESOURCES
CRUISING POWER + THE CELEBRITY COMMITMENT + GROUP PARTNER ADVOCATES (PA’s)
WWW.CRUISINGPOWER.COM
• ESPRESSO
• EQUOTES
• FIVE STAR ACADEMY
• CHECK-IN
• QUICK REFERENCE GUIDES
• And much more
Group Sales and Service — #800-963-0311 OR #800-437-3111
Monday through Friday – 8am-10pm eastern WWW.THECELEBRITYCOMMITMENT.COM
Saturday-Sunday – 9am-6pm eastern
• PROMO CALENDAR
• MARKETING COLLATERAL
Cruise Tour Groups — #888-307-8401 • ONE-STOP FILES
Monday through Friday – 8am-10pm eastern • TRADE WEBINARS
Saturday-Sunday – 9am-6pm eastern • FIND YOUR SALES MANAGER!
Celebrity Galapagos — #866-973-8466
Monday through Friday – 8am-10pm eastern
Saturday-Sunday – 9am-6pm easternJOIN US EVERY TUESDAY at 4:15PM ET
WEEKLY UPDATES
MOTIVATION
INTERVIEWS
VIDEOS & PODCASTS
Register on
www.thecelebritycommitment.com
2
6LEARN MORE
www.TheCelebrityCommitment.com
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