Travel Market Insider, Pages 50 51
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IAADFS/MHA Issue April 2013 50 INSIDER Shopping At Sea: +RZ WKH 3RUW /HFWXUH V\VWHP EHQH¿WV FUXLVLQJ WUDYHOHUV When PPI Group founder Bill Panoff joined Carnival Cruise Lines in 1980, and began handing out island maps to cruisers seeking recommendations for what to do on land, it developed into one of the most important service and revenue generators in the current cruise industry. Bill Panoff comments in a TMI exclusive report. The reasons that cruisers choose at-sea vacations are as diverse as the port destinations themselves, and assuring that cruisers have the most enjoyable experience, while generating revenue for both the cruise company and island merchants, has become a vital part of the cruise equation. Over the past 25 years, using a variety of publishing and communication tools, companies such as PPI Group have inspired cruisers to explore destinations they may have never thought to experience, at the same time earning SUR¿WV IRU WKH YDULRXV VWDNHKROGHUV I joined Carnival Cruise Lines in 1980 as a magician, soon becoming cruise director, where I developed lifelong relationships with merchants, as well as with cruisers who sought out recommendations for what to do on land. After leaving Carnival, I developed a coupon book, the Cruise Director’s Guide to St Thomas, which was distributed by travel agents free to their clients and EHFDPH WKH ¿UVW LQFDUQDWLRQ RI WRGD\¶V industry-wide Port Shopping program. Port Shopping Realizing that providing such information could be a business opportunity, we began hiring guides to assist in presenting the stories. The program began aboard Dolphin, of the now-defunct Dolphin Cruise Lines, when only a few duty free mega-ports existed in the Caribbean. Today PPI Group reaches on average 4.5 million cruise guests each year, making the impact of our program far-reaching and powerful to our valuable Caribbean retailers. Shopping guides are often outgoing self-starters with excellent communication skills, traits that come in handy as they work through an exclusive port shopping educational program at PPI Group’s Fort Lauderdale headquarters. Once they’ve joined a ship, shopping guides give informative live presentations about ports of call and share shopping recommendations in each destination. Put simply, the Port Shopping division unites cruisers at sea with experts of the land. For the Individual The Port Shopping program – keeping pace with the cruise industry -- has evolved incredibly over time. Whatever tools are employed – magazines, books, digital, technological or social – any successful Port Shopping starts with the individual cruiser. Before arriving into port, cruisers are invited to Port Shopping Talks, often conducted lecture-style in a ship’s main theatre. Here Shopping Guides bring expertise about the ports and in the variety of shopping opportunities there, as well as providing one-on-one personalized attention. Guides will use both entertainment and education to engage the guests. Some cruisers will respond to the relaxed, no-pressure attitude and candid conversation, some will respond to the insider knowledge needed to make informed purchases … but all end up responding to the idea of time and money being saved. Seminars also play an important part of the shopping — and education — experience. Often more formal and intimate than the theatre talks, seminars provide the insider knowledge for cruisers to make wise decisions, whether that’s breaking down the importance of a diamond’s 4 Cs, discussing authorized sellers, or covering WKH EHQH¿WV RI VD\ 6ZLVV ZDWFKPDNLQJ engineering. Particularly important are the one-on-one sessions available after the event, which provide an interactive experience for cruisers to ask further questions and be sure that their next purchase is precisely what they want. It is really a program that greatly empowers cruise guests, giving them the inside know-how on what to buy, where to buy it and how much it should cost. 2QH RI WKH PRVW DSSHDOLQJ EHQH¿WV of the Port Shopping program is the guarantee. Depending on the associated cruise line, this guarantee is good for at least 30 days and is good for repairs or exchanges in a way that couldn’t be any more convenient for the cruiser shopping ashore in international lands. They need only contact PPI Group’s Fort Lauderdale– based customer service associates, an incredible convenience when compared to the alternatives. Shopping in the 21st Century Today, more than ever, shoppers have many media at their disposal for making the most informed decisions and purchases. For that reason, it is necessary for programs to provide state-of-the-art communications. In our programs, for example, those not able to attend live Port Shopping talks are able to watch replays at any time from the comfort of their stateroom. Cruisers can also watch our award-winning in-cabin programing and promotional videos, painting a fuller, more exciting picture of the destinations traveled than any lecture ever could. As technology continues to evolve, good programs are there every step of the way to ensure the cruiser and shopper EHQH¿WV 2XU SURJUDPV LQFRUSRUDWH digital bar codes throughout many of our magazines to connect readers to the content. Phone apps are another of the developments we use to make the shopping-while-globetrotting experience all the more fruitful. Moving Forward I could not have imagined when we ¿UVW GHYHORSHG WKDW VLPSOH FRQFHSW RI D port shopping program how it would just continue to strengthen and grow. Today, the Port Shopping program is an intrinsic part of the cruise experience for guests on board almost all cruise lines. PPI Group currently employs shopping guides on 45 ships representing 11 cruise lines — ranging from high-end luxury to mega-ship lines — and visiting 85 ports all over the globe, including the Caribbean, Canada/New England, Bermuda, Mexican Riviera, Hawaii, WKH 6RXWK 3DFL¿F +RQJ .RQJ &HQWUDO America, Europe and developing territories in Australia.
description
When PPI Group founder Bill Panoff joined Carnival Cruise Lines in 1980, and began handing out island maps to cruisers seeking recommendations for what to do on land, it developed into one of the most important service and revenue generators in the current cruise industry.Bill Panoff comments in a TMI exclusive report.
Transcript of Travel Market Insider, Pages 50 51
IAADFS/MHA Issue April 2013 50
INSIDER
Shopping At Sea: +RZ�WKH�3RUW�/HFWXUH�V\VWHP�EHQH¿WV�FUXLVLQJ�WUDYHOHUVWhen PPI Group founder Bill Panoff joined Carnival Cruise Lines in 1980, and began handing
out island maps to cruisers seeking recommendations for what to do on land, it developed into
one of the most important service and revenue generators in the current cruise industry.
Bill Panoff comments in a TMI exclusive report.
The reasons that cruisers choose at-sea vacations are as diverse as the port destinations themselves, and assuring that cruisers have the most enjoyable experience, while generating revenue for both the cruise company and island merchants, has become a vital part of the cruise equation. Over the past 25 years, using a variety of publishing and communication tools, companies such as PPI Group have inspired cruisers to explore destinations they may have never thought to experience, at the same time earning SUR¿WV�IRU�WKH�YDULRXV�VWDNHKROGHUV��
I joined Carnival Cruise Lines in 1980 as a magician, soon becoming cruise director, where I developed lifelong relationships with merchants, as well as with cruisers who sought out recommendations for what to do on land. After leaving Carnival, I developed a coupon book, the Cruise Director’s Guide to St Thomas, which was distributed by travel agents free to their clients and EHFDPH�WKH�¿UVW�LQFDUQDWLRQ�RI�WRGD\¶V�industry-wide Port Shopping program.
Port ShoppingRealizing that providing such
information could be a business opportunity, we began hiring guides to assist in presenting the stories.
The program began aboard Dolphin, of the now-defunct Dolphin Cruise Lines, when only a few duty free mega-ports existed in the Caribbean. Today PPI Group reaches on average 4.5 million cruise guests each year, making the impact of our program far-reaching and powerful to our valuable Caribbean retailers.
Shopping guides are often outgoing self-starters with excellent communication skills, traits that come in handy as they work through an exclusive port shopping educational program at PPI Group’s Fort Lauderdale headquarters. Once they’ve joined a ship, shopping guides give informative live presentations about ports of call and share shopping recommendations in each destination. Put simply, the Port Shopping division unites
cruisers at sea with experts of the land.
For the IndividualThe Port Shopping program – keeping
pace with the cruise industry -- has evolved incredibly over time. Whatever tools are employed – magazines, books, digital, technological or social – any successful Port Shopping starts with the individual cruiser.
Before arriving into port, cruisers are invited to Port Shopping Talks, often conducted lecture-style in a ship’s main theatre. Here Shopping Guides bring expertise about the ports and in the variety of shopping opportunities there, as well as providing one-on-one personalized attention. Guides will use both entertainment and education to engage the guests. Some cruisers will respond to the relaxed, no-pressure attitude and candid conversation, some will respond to the insider knowledge needed to make informed purchases … but all end up responding to the idea of time and money being saved.
Seminars also play an important part of the shopping — and education — experience. Often more formal and intimate than the theatre talks, seminars provide the insider knowledge for cruisers to make wise decisions, whether that’s breaking down the importance of a diamond’s 4 Cs, discussing authorized sellers, or covering WKH�EHQH¿WV�RI��VD\��6ZLVV�ZDWFKPDNLQJ�engineering. Particularly important are the one-on-one sessions available after the event, which provide an interactive experience for cruisers to ask further questions and be sure that their next purchase is precisely what they want.
It is really a program that greatly empowers cruise guests, giving them the inside know-how on what to buy, where to buy it and how much it should cost.
2QH�RI�WKH�PRVW�DSSHDOLQJ�EHQH¿WV�of the Port Shopping program is the guarantee. Depending on the associated cruise line, this guarantee is good for at least 30 days and is good for repairs or exchanges in a way that couldn’t be any
more convenient for the cruiser shopping ashore in international lands. They need only contact PPI Group’s Fort Lauderdale–based customer service associates, an incredible convenience when compared to the alternatives.
Shopping in the 21st CenturyToday, more than ever, shoppers have
many media at their disposal for making the most informed decisions and purchases. For that reason, it is necessary for programs to provide state-of-the-art communications. In our programs, for example, those not able to attend live Port Shopping talks are able to watch replays at any time from the comfort of their stateroom. Cruisers can also watch our award-winning in-cabin programing and promotional videos, painting a fuller, more exciting picture of the destinations traveled than any lecture ever could.
As technology continues to evolve, good programs are there every step of the way to ensure the cruiser and shopper EHQH¿WV��2XU�SURJUDPV�LQFRUSRUDWH�digital bar codes throughout many of our magazines to connect readers to the content. Phone apps are another of the developments we use to make the shopping-while-globetrotting experience all the more fruitful.
Moving ForwardI could not have imagined when we
¿UVW�GHYHORSHG�WKDW�VLPSOH�FRQFHSW�RI�D�port shopping program how it would just continue to strengthen and grow. Today, the Port Shopping program is an intrinsic part of the cruise experience for guests on board almost all cruise lines.
PPI Group currently employs shopping guides on 45 ships representing 11 cruise lines — ranging from high-end luxury to mega-ship lines — and visiting 85 ports all over the globe, including the Caribbean, Canada/New England, Bermuda, Mexican Riviera, Hawaii, WKH�6RXWK�3DFL¿F��+RQJ�.RQJ��&HQWUDO�America, Europe and developing territories in Australia.
51 April 2013 IAADFS/MHA Issue
INSIDER
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Want to know more? Visit ppigroup.com.
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