How to Sell Cruises Step by Step by Lori Berberian Pelentay - Read Online
How to Sell Cruises Step by Step
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"How to Sell Cruises Step-by-Step" is a beginner's guide to selling cruises for travel agents. Whether you are a new or seasoned agent, this book gives you a checklist of everything you need to know when making cruise bookings. The book goes into detail about Mass Market, Premium, and Luxury cruise lines, and discusses each element of a cruise booking, including reading deck plans, money matters, and how cruises work. A bonus chapter teaches how to organize your office and gives samples of forms that are useful in keeping track of your bookings. A must-read for any travel agent who sells cruises!

Lori has been selling cruises since 1984. She started in reservations at Princess Cruises, and worked her way up to eventually working as liaison between the ships and the home office. In 1988 she went to work onboard the original Love Boat for the Mediterranean and Baltic Season and got to climb the pyramids, walk in the steps of Jesus, navigate past the Arctic Circle, and meet some of the most extraordinary people. After returning home, she began selling cruises as a travel agent and never looked back. She has been featured in numerous magazines and is considered an expert in her field.

Published: Lori Berberian Pelentay on
ISBN: 9781301049394
List price: $9.99
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How to Sell Cruises Step by Step - Lori Berberian Pelentay

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Lori Berberian Pelentay

All rights reserved, including the right of reproduction, in whole or in part in any form, without written permission of the publisher, except in the case of brief quotations embedded in critical articles and reviews. Requests to the Author for permission should be addressed to Lori Berberian Pelentay, P.O. Box 1434, Sierra Madre, CA 91024, or online at

Limit of Liability/Disclaimer of Warranty: While the Author has used her best efforts in preparing this book, she makes no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaims any implied warranties of merchantability, or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the Publisher nor Author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential or other damages.

Electronic edition copyright © 2013 Lori Berberian Pelentay

Published by Soul’s Road Press

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Smashwords Edition, License Notes

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to and purchase your own copy. Thank you for respecting the hard work of this author.

This is Chicken Soup for the Soul combined with Cruise Selling for Dummies. Novice or expert, young or old, this is a must read. Learn the real how to be a cruise ship selling pro from the real expert with more than twenty-five years of selling with a heart. Lori guides you through every step of understanding and meeting your clients’ needs. Follow her steps and you too will become a cruise pro.

Jan Tuck

Manager, Princess Cruises

Lori is one of the most knowledgeable cruise gurus I know and this book is the culmination of her years of experience. I highly recommend this practical guide to anyone new to the industry who wants to learn to sell cruises from the best.

Andi McClure-Mysza


the host division of Montrose Travel

I have known Lori Pelentay as a personal friend and cruise colleague for some twenty-five years. Going back to our days working together at Princess Cruises in the 1980s, we gained a mutual respect for each other’s thoroughness and expertise. Lori has carried those qualities into her own cruise agency while acquiring a vast amount of first-hand cruising experience. Her wide range of procedural and practical knowledge is shared in this handbook.

Kim Johnson

President, Cruise Navigators



Why Cruises?

First Things First

Cruise Line and CLIA’s Training Courses

How Cruises Work

Cruise Lines

Mass Market

Princess Cruises

Carnival Cruise Lines

Royal Caribbean International

Disney Cruise Line

Norwegian Cruise Line

Holland America Line

Celebrity Cruises

Premium Cruise Lines

Azamara and Oceania Cruise Lines


Luxury Cruise Lines

Crystal Cruises, Regent Seven Seas, Seabourn, and Silverseas


Making a Cruise Booking

Elements of a Cruise Booking

Cruise Fare

Port Tax or Non-Commissionable Fare

Government Fees






FIT vs Groups

Amenity or GAP Points

Tour Conductors – or Cruise for Free!

Money Matters


Final Payment

Fare Checking


Deposit Packets

Reservation Authorization

Limiting Terms and Conditions


Cruise Documents

Gift Orders

Deck Plans 101

Staterooms and Berths


Promenade Staterooms

Ocean-View Staterooms

Balcony Staterooms



Family Staterooms

Categories and Stateroom Numbers

Port and Starboard

Ordering Brochures

Reading a Deck Plan

Upgrading, Guarantees, and Overselling

Location, Location, Location

Wheelchair Accessible Staterooms and the Disabled Passenger

Deck Plans of Other Cruise Lines

Organizing Your Office

What You Will Need

Cruise Reservation Forms

Logging Commissions

Voyage Files

Checklist of a Cruise Booking


Deposit Checklist

Final Payment

Final Payment Checklist

Three Weeks Prior to Sailing

The Day Before Their Departure

While They Are Gone



Deck Plan



Blogs About Cruising

Limiting Terms and Conditions

Important Information


Reservation Authorization

Commission Report

Cruise Reservation Form


About the Author

Copyright Information


I am sitting on my balcony aboard the Sapphire Princess as I type this. The wake of the ship spreads out behind us like a jewel-encrusted bridal train, and I can feel the spray of the Pacific Ocean on my face. Ah, this is the life! After dozens of cruises, my heart still quickens every time I see the smokestack of a ship and catch my first glimpse of her sitting at the pier, waiting for the passengers to board.

I’ve been in the cruise industry for more than twenty-eight years, first working for Princess Cruises in the corporate offices, and then working on board the Pacific Princess for a year in the Mediterranean. After my time at Princess, friends and family would still call me for information on cruises, so I eventually started selling them as a travel agent, and after my divorce, opened my own agency, Kensington Cruises. I joined host agency, Montrose Travel, in 2006 and had the opportunity to meet many new travel agents eager to learn about the business and travel. Once these new agents heard about my experience, they would inundate my in-box with questions about cruising, cruise lines, selling cruises, and every other kind of question you could imagine. Finally, one of these agents, Julia Pfeiffer, encouraged me to write this book so I could put all of this knowledge to good use and help those just beginning in the business.

If you are reading this, chances are you are beginning your adventure in the travel industry. Whether you are jumping in with both feet and making this your full-time career, or just doing this as a part-time diversion, I hope the information contained in this book will start you off in the right direction selling cruises. In these pages I will offer practical tips on how to organize your office and paperwork, how to read deck plans, information on the different cruise lines, and how to make the most money for your time.

So, if you are ready, let’s get started selling cruises!


The travel industry has taken several huge blows in the last twenty years. In the old days, travel agents used to make the bulk of their money selling air tickets and putting together tours. In 1978, the airlines decided to stop paying commissions to travel agents, and decimated the income potential for most brick-and-mortar agencies. (A brick-and-mortar agency is another name for a travel agency that has a storefront in a commercial location, as opposed to a home-based agency.)

Over the years, I have dabbled in selling all kinds of travel, including tours, airline tickets, hotels, and cruises. My experience is that, as a travel agent, I personally make more money for my time selling cruises. That’s not to say that the travel agent down the street is not making a wonderful living selling corporate travel, or the local travel agency downtown is not doing very well, thank you very much, selling any kind of travel their clients are looking for – for me, personally, however, cruises have been the most profitable. Why? I have become an expert in my field. I specialize in this form of travel, so that when it comes time to match my client with a cruise, I don’t have to spend valuable research time trying to figure it out for them; I instinctively know how best to fit them to their ideal cruise vacation.

I can’t tell you how many times I have spent hours and hours researching various elements of a trip to Europe, including air, train, hotels, sightseeing, etc., when for less than half that amount of time, I could have booked them on a beautiful cruise and received twice the commission! Plus, with a cruise, I know they are going to get a wonderful experience if I’ve matched them well with the right cruise line and itinerary.

The cruise lines want their passengers to use travel agents. Yes, the cruise lines have opened up telephone lines for passengers to book directly with them, but most of them will allow a travel agent to take over the booking if the passenger gives the travel agent permission to do so. Why? There is a lot of peripheral work that the travel agent does to make sure the passenger’s cruise vacation goes smoothly, and the cruise lines know this. They don’t want to deal with all the little questions your clients are going to have prior to their cruise; that’s why they pay you, the travel agent, a commission, so you can handle that for them. In the late 1990s, Renaissance Cruise Lines tried to bypass the travel agents and encouraged passengers to book directly with the cruise line. They very soon learned the error of their ways (Renaissance folded soon after the September 11, 2001, events), and when Frank del Rio and Joe Watters started Oceania Cruise Lines, they made it a point to apologize to the travel agent community and woo travel agents back.

You are the lifeline between potential passengers and the various cruise lines out there. They want your business, so they have put into place wonderful training courses for you to learn how to sell their products. We will discuss these later in the book. I encourage you to take advantage of these online training opportunities as well as CLIA’s (Cruise Line International Association) trainings; they are an invaluable way to learn the business of selling cruises and will complement what you will learn here. More on that later….


Okay, you want to sell cruises. Here’s the first thing you have to do…

Go on a cruise. Yes, get thyself on a ship any way you can. I have been saying this for twenty-five years…if you really want to understand how to sell cruises, you have to experience one so you can talk about it! I am sitting on the Sapphire Princess right now, but can you believe I paid the full price for it? Not a travel agent rate! That’s because if you time it right, sometimes the passenger fare is better than a travel agent rate…hard to believe, but true. The best rates can be found in January and February for Mexico and the Caribbean, then May or September for Alaska (and sometimes Europe). Cruise fares go down again in Europe, Mexico, and Caribbean in early November (before Thanksgiving) and again in December (during the first three weeks before Christmas week). For the times in between, check out the weekly e-mails the cruise lines send out for the last-minute specials. I have seen Europe cruises for $499 for twelve-night sailings if you can go last minute!

There’s nothing like experiencing every aspect of a cruise…from embarkation to disembarkation, there’s a certain ritual that takes place that can only be experienced rather than described. Even if it’s a three- or four-day cruise, you will at least get the experience