While it's common for travel agencies and travel agency networks to work closely with cruise lines to sell programs on ship charters with special themes and programs, Montrose Travel may have become the first agency with a sizeable host agency division to actually take the risk for a full-ship themed charter.
The California-based travel company, which has more than 500 independent agents —most of them home-based — decided last year to take on the financial challenge of a full-ship charter. It did so, said Andi Mysza, president of MTravel.com, because it had the backing of a music celebrity: saxophonist Kenny G.
Mysza said she believes Montrose is the first travel agency with a host agency division to charter a cruise ship and allow all agents, whether inside or home-based independents, to sell into it. The agency is paying 10% commission to agents for bookings, regardless of whether they are affiliated with Montrose.
“There are a lot of music cruises out there, but most are not open to the entire travel community,” Mysza said. “From a marketing standpoint, we’re taking a multipronged approach: doing PR in the travel industry, encouraging our agents to develop their own campaigns, doing radio promotions on jazz stations and PR that goes to consumers.”
It was the strength of Kenny G as a popular performing artist that drew Montrose, she said. “It came to us as a potential project that Kenny initiated himself with a gentleman who owns radio stations, We thought that with his popularity, it would be an amazing project to get on board with,” Mysza said.
Montrose, a 55-year-old family-owned agency with $130 million in annual revenue, went with one of its preferred suppliers, Celebrity Cruises. The May 17 Alaska departure on the Millennium is the chartered sailing.
“The financials are such that we were able to price it so that it’s competitive in the market. Once we get over a certain hump, it will start to get interesting financially for us. Up until that point it’s a risk for us. And, that’s why many agencies don’t get involved in this kind of thing. You have to make sure the concept behind the charter is a winner before going down the path.”
Mysza believes the charter will be a winner. In addition to the strength of Kenny G, who is promoting the cruise through his radio appearances, the cruise will have many bonuses, including wine tastings, culinary events and several other musical performances besides the concerts by Kenny G.
It will be an easy sell to clients who love Kenny G’s music, she said.
“My hope is that we can reach as many people as they can in the travel community to let them know about how special this will be. When people get on board, they will get a chance to meet Kenny G and see him at personal events and on shore excursions. He’s a great guy, and they’ll see that. That’s a huge selling point for agents.”
The starting price is $1,999 per person for an inside cabin. For more, see www.kennygcruise.com.