The Celebrity Cruises Xcelerator Programme for Home-Based Agents by TTG Media concluded earlier this month, with the final session hosted by Celebrity Cruises training manager Leon hand, with trade marketing manager Laura Broxton sharing her expert advice on how home-based agents can expand their client base.
From memorable email marketing to face-to-face events, we round up the session's key takeaways.
1. “Your personality is your superpower”
"People buy from people, they always have done," says Laura, who explains agents can really stand out by sharing their human story. What is it you love about helping people travel? What is your experience and area of expertise? This makes you really memorable and relatable, and people will want to engage.
Growing credibility is also important for gaining trust. This can be done by sharing insider tips, destination knowledge and your own first-hand trip planning.
When thinking about your personal brand and marketing, always show up in your natural, authentic voice to bring the human element to it. Create your own logo and come up with your own tagline – for example, ‘I plan dream cruises’. Laura suggested using AI for inspiration.
2. “Your offline network is your goldmine”
“Most first-time clients will come through everyday offline interactions,” explains Laura. “It’s not about being pushy, it’s about being visible.”
First, be clear and consistent in conversations, so everyone knows exactly who you are and what you do. Next, use life moments as natural touchpoints (e.g. engagements, milestone birthdays or retirement). Finally make it really easy to be referred on – if you’re specific about what you do, people will know exactly when and who to recommend you too.
3. “If you’re not on Google, opportunities are being missed”
Your Google Business Profile is your “always-on digital shop front window”, says Laura. Google’s search market share is consistently over 93% – and the best part is, it’s a completely free tool for agents to use!
Google search algorithms prioritise trusted businesses, and having a business profile gives you visibility on Google Search and Maps, without even needing a physical shop.
Laura encourages agents to activate reviews early, too. “Even 3-5 reviews can make a difference.”
4. “Use social media to stay visible, not just sell”
If you're nervous about getting started on social media, Laura suggested focusing on just one platform. For example, Facebook is great for families and community engagement, whereas Instagram and TikTok are better suited for posting about travel inspiration and younger travellers. Choose your platform depending on your target demographic for your client base.
You also don’t need big budgets to start using social media ads. These can be cost effective – for example, boosting a post for £5 a day for five days. Social media also does a lot of the hard work for you, suggesting the best time and days for you to post.
Social media may not lead to sales straight away as you build up your brand presence, but when people are ready to book, they will remember you.
For more social media success secrets, discover the top takeaways from Celebrity Xcelerator’s dedicated social media workshop.
5. “Emails make you memorable”
Email is one of the simplest and most powerful ways to stay in touch with your client base. Using this in conjunction with social media gives you a multi-channel presence.
Laura suggested segmenting your customer base – grouping your clients with their relevant interests so you can target them with effective marketing. For example, customers into cruising can be sent a cruise-specific newsletter.
When it comes to email content, focus on value (e.g helpful tips, travel inspiration, best time to book), promoting a clear holiday offer, and always including a call to action – something as simple as ‘click here for more information.’
“Email is really about building relationships, not promotions,” explains Laura.
6. “Local events turn everyday conversations into future clients”
Attending local events is a great way to become visible in your local area and build trust. Having face-to-face connection and natural conversations keeps you at the top of people’s minds without actively selling. Examples of local events you can attend include school fairs, PTA events, business breakfasts, local charity events and fundraisers.
You can even take it a step further and host your own event and collaborate with local businesses. From farm shop pop-ups and coffee mornings, to pairing up with wine merchants for a wine-tasting evening, these events can be beneficial for both companies involved.
Small local experiences can be low cost – but high impact.
7. “Warm referrals convert much higher than cold leads”
“If you have happy clients, they will usually be willing to recommend you, so don’t be afraid to ask,” says Laura. “One of the best ways to do this is to follow up after holidays.”
You can also consider offering your clients small incentives for recommending you, from bottles of wine to onboard credit for your client's next cruise.
You can also try including a message in your email signature, simply asking people to pass on your details to others if they like your service.
8. “Reviews build trust before you even speak to clients”
“Travel is a big emotional and financial decision, so you just want to reassure new people that are coming to you that they’re in safe hands – reviews reduce that risk for new clients,” explains Laura.
Asking clients to review you when their experience is fresh is the best time to ask, as they’re more likely to do it – and when you do get a good review, share it far and wide!
Laura stated roughly 91% of consumers trust reviews as much as personal recommendations.
9. “Follow up to stay helpful, not apply pressure”
Many ‘lost’ enquiries aren’t necessarily a rejection. Following up will leave the door open when they’re ready to book. Laura says lead these follow ups with genuine help, and not with a sale.
Keep it light, brief and casual, making it clear there’s no obligation to move forward, with something along the lines of: ‘I appreciate you might not be ready to book now, but I’m here when you are ready.’
Following up is about maintaining that key customer relationship. It doesn’t just help you recover business, it helps you grow your client pool as well.
10. “Growth takes time – and that’s ok”
Growth comes from repetition. It’s about understanding what doesn’t work for you, as much as what does.
“When something doesn’t work, you don’t need to start again from scratch,” says Laura. “Just tweak and change your approach, as these small improvements always beat big changes.”
Once you do find your rhythm, repeating what works for you will give you growth, whether that’s social media posts, email newsletters, attending events or something else.
Further information
Trade website: celebritycentral.co.uk
Travel agent toolkit: celebritycentral.co.uk
