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Silversea unveils restructured dual-category group booking program

The Affinity and Promotional Group programs offer similar benefits but are aimed at different types of high volume bookings.

Multi-generational family bookings will find value in Silversea's new structure.

Group bookings on Silversea cruises will now be classified under one of two categories after the luxury line introduced a revamped structure aimed at multi-generational families, birthday groups and special interest parties.

The first, known as the Affinity Group Program, will likely apply to the majority of group bookings made by travel advisors, with benefits applying for groups taking six suites or more on a single scheduled departure that is not a chartered voyage.

Immediately under this structure, advisors can offer groups a 15% discount on each suite, which is also combinable with Silversea’s Door to Door, Port to Port, and Combination Fares. A further 5% can be taken off the price for bookings made at least 12 months or more prior to departure.

Silver Muse sails into Sydney Harbour.

Each suite in Affinity group bookings will also receive US$300 in onboard credit per suite, a 90 day price lock, no upfront deposit and access to a dedicated in-house groups team for any special requests.

Onboard, guests will be treated to an exclusive cocktail party and can plan their onboard dining with early access to table reservations at specialty restaurants throughout the voyage.

The second tier of the program, known as the Promotional Group Program, is better suited to an agency or wholesaler looking to increase earnings by pre-booking a certain number of suites on a series of voyages, such as part or whole of a ship’s season in a particular region, such as Alaska.

These suites would then be packaged up in line with the reseller’s Unique Selling Propositions (USPs) and either on-sold or offloaded by a predetermined deadline, with commission paid on the overall conversion rate.

With this structure, Silversea will pay 15% base commission on minimum booking thresholds such as successful conversion of one in every nine suites held.

Similar to the Affinity Program, bonus commission of 5% will be paid on group bookings made 12 months or more in advance, with 90 days price protection also guaranteed and each suite booked also receiving US$300 in onboard credit and priority access to speciality dining.

Silversea Director of Sales Australia and New Zealand, Steve Richards, said the line was always working on ways to reward valued travel partners for their devotion to the Silversea product.

Guest suites on Silversea are bright and spacious.

“Our revamped Groups Program provides the tools for our travel partners to further engage with their clients in new and meaningful ways, with an unparalleled value offering that may be instrumental in securing those larger bookings,” Richards said.

“We are proud that this is, without a doubt, one of the best and easiest groups programs in the travel industry.

“It is simple to set up and manage and is a great revenue-driving opportunity for travel agents, especially those currently time poor.”

For more information, click here for the official product brochure.

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Written by: Matt Lennon
Published: 23 May 2023

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