TravTalk India Online Magazine
Vivek Jain, MD, Griffon Cruises, says that Europe continues to be their best-selling itineraries for cruise – whether it is the Mediterranean, the Canary Islands, the British Isles or the Adriatic cruises. While this probably may not change much in the coming years, his aim is to introduce Indian clientele to lesser-known isles in Europe.
Hazel Jain
Vivek Jain, Managing Director, Griffon Cruises, is bullish on the Indian cruise market, with strong demand for global sailings, particularly in Europe.
Griffon Cruises is currently selling voyages from Cunard, the iconic British cruise line, which operates four flagship ships worldwide. They offer Mediterranean, Northern Europe, British Isles, and Atlantic sailings, including the Canary Islands. “We have also seen strong interest in Japan this year, where Cunard deployed a ship for the first time. However, a few Indian travellers also opt for Japan as part of the world cruise,” Jain said.
Alongside Cunard, Griffon is also promoting Miray Cruises in the Greek Islands — a destination Jain has been selling for 15–20 years. “Miray’s 3 and 4-night itineraries are picking up well, especially from April to October,” he noted. “Indian travellers fly into Greece from India or Europe to explore these islands.”
Upcoming B2B portal
Griffon is launching a B2B online portal for travel agents to streamline bookings. The portal is currently in beta testing. “We aim to go live by Diwali, starting with Cunard and adding three more cruise lines within six months,” Jain revealed. The platform will feature special India-market rates, APIs for OTAs, and user-friendly filters for voyage selection. “We want to simplify the process — agents should be able to finalise a booking in five to six clicks. The challenge is integrating with cruise lines, but we are working on it.”
Understanding Indian travellers’ preferences, Griffon ensures customised onboard experiences, including Indian menus. To motivate travel partners, the company offers commissions, overrides, net rates and Performance-linked Bonuses (PLBs). “Many agents are new to cruise sales, so we provide full support — answering queries, assisting with client calls, everything except negotiating prices,” Jain explained. “This is a high-touch product; clients need guidance, especially for premium lines like Cunard.”
Travellers’ behaviour
Europe remains the top-selling cruise destination, particularly the Mediterranean, thanks to its well-known ports. Jain emphasises the need to promote lesser-known gems like the Adriatic Sea. “Agents must first understand these regions to educate clients,” he said.
Indian travellers have come a long way in the past seven years. “Earlier, cruises were seen as expensive and only for seniors. Now, families, young adults and middle-aged travellers are opting for cruises, realising they can be more affordable than land holidays,” Jain observed. That said, most still prefer shorter sailings (4–7 days) over extended voyages.
