The "open letter" from Renaissance Cruises' Frank
Del Rio substantially augments the early report that the cruise
line was increasing its commission rate to 10%.
Del Rio says the line is taking a number of other steps to prove
to agents that it means business about reversing the anti-agency
policies that alienated retailers.
Among the actions he promises is an override program, extension
of commissions to air and land programs, focus groups with agents
and the formation of a travel agency advisory board.
The latter two steps perhaps are the most important in
establishing credibility with the trade. The first requirement for
a lasting relationship with agencies is the ability to listen to
them.
Many suppliers have benefited from having agency advisory boards
comprising a cross section of retailers from around the country,
and the agency community appreciates the opportunity to offer
suggestions to improve relations.
The signs that Renaissance is sincere about changing its agency
stance are encouraging but, as we said after the commission
increase was announced, the line will need to be patient in its
pursuit of agency support.
It takes longer to win back support from agencies once they are
burned. Agencies naturally are wary of supplier motives, sometimes
even suspicious about the financial state of a supplier that turns
suddenly supportive.
What Renaissance will need is time and consistency of effort.
Over some period of time, if the line implements and maintains the
policies it has promised, it will earn credibility and agencies
will offer increasing support.
The InstaPoll on our home page shows that half of the
respondents are taking a wait-and-see attitude while the other half
say they won't be Renaissance sellers.
The anger of the group may last a while but even they can be won
over if Renaissance follows up its encouraging words with equally
encouraging deeds.