John Chernesky takes on Norwegian Cruise Line sales with an open ear

'The growth of the company over a seven-year gap was almost night and day — the onboard product and service levels, food quality and entertainment was so impressive,' he said. The deployment had changed, too, from mostly short cruises to destinations like Alaska and Europe, and lengthier sailings.

It's a challenge for travel advisors to sell longer, more expensive vacations, but commissions are much higher. Couple that with NCL's no non-commissionable fares program — which applies to sailings more than 120 days out for advisors who've submitted a marketing plan — 'and it's a win-win, and we'll continue to support that and make sure partners who are opting in are maximizing their earning potential,' Chernesky said.

NCL broke out as the first major cruise line to do away with NCFs, one of a host of 'Partners First' trade policies that convinced Chernesky he and his prospective new employer were in sync before his hiring.

'I was as much interviewing them as they were interviewing me, especially in terms of their commitment to the trade because I really take that seriously,' he said. 'I serve as the advocate or the ambassador of the trade community for NCL. I wanted to make sure I have all the tools and tricks up my sleeve to do whatever I can to help the trade partners become as successful as they can selling NCL.'

With just 72 hours on the job, it's too soon for Chernesky to have ideas about how to build on Partners First.

'Listening tour'

He's beginning a 'listening tour' to learn from the sales team and travel partners.

'Despite what my wife says, I'm an excellent listener,' Chernesky quipped.

'Nothing is broken. There's no fires that need to be put out,' he added; he simply wants feedback on ways to improve, big or small.

Chernesky knows some of NCL's sales team from his many years at Princess Cruises. He had a Zoom meeting with everyone, and he's in the Miami office this week. (He's not planning to move to Miami, from Los Angeles, until his two sons are out of high school.)

'I'm thrilled to be here,' Chernesky said. 'I've felt so welcomed by everyone here at Norwegian. The team is amazing and the onboarding process has been incredible.'

Effusive welcome

He's also reaching out to the trade, and has been gratified by their feedback and social media comments about his appointment.

Chernesky invited some 65 top accounts to a Zoom Wednesday, scheduled on short notice. 'I thought we'll be lucky if we got a dozen. These are bigshots and they've got busy schedules.' About 55 showed up.

'It was a real nice hello and a chance to see some smiling faces,' he said. He's kept in touch with many over the last year since leaving Princess in a sales reorganization. 'They're business partners but also friends and they're good people. It was a touching moment.'

Thursday afternoon, Travel Leaders Network representatives were in the office, and the week after next, Chernesky will host some top accounts from Signature Travel Network on Norwegian Bliss in Alaska.

He wants to connect with every agency partner, and he'll be at many upcoming conferences — though not Cruise Lines International Assocation's Cruise360 next week, due to a family commitment. NCL President David Herrera and VP Sales Derek Lloyd will be there.

'One of the best brand ambassadors'

Alex Sharpe, president/CEO, Signature Travel Network, is 'excited about John for NCL, calling him 'one of the best brand ambassadors' and an 'expert communicator. Both will serve NCL well. Additionally, John's knowledge of Alaska can only help, especially with NCL's significant capacity in that region.'

Sharpe is impressed Herrera tapped Chernesky, 'a big personality,' and while the appointment is 'splashy, it also tells me that David is focused on how to grow the brand and sales, and it's not about him. I think John will further endear advisors to that brand.'

'Communication is key'

Sharpe considers Partners First 'alive and well,' but there have been 'some misses in communication.

'Communication is key for NCL — policies, brand pillars, differentiators,' he said.

A recent commission change, for example, ruffled some feathers before NCL clarified pay will be based on net bookings or booked revenue, whichever is higher. This happened pre-Chernesky, who said where the policy settled has been 'very well-received because we're giving that flexibility to the partners.

'Whether you are a strategic booking agency where you're trying to go further out, several months in advance of the cruise, versus a more tactical agency to help fill the ship at the last minute, we want to give you the flexibility to make sure you're earning the most commission possible.' It's auto-calculated; advisors don't have to do the math.

Chernesky doesn't know if the no NCFs policy instituted Jan. 1 is moving market share but 'anecdotal feedback has been extremely positive.'

He indicated NCL hasn't pulled back co-op marketing or other trade support to pay for that.

There is 'still a robust marketing investment plan across the trade and other commercial terms we have with them. I think it's a game-changer for the industry how Norwegian has addressed this longstanding issue with the trade ... along with all the other investments we make such as consumer marketing to drive demand.'

No sales team changes anticipated

Even with a big capacity increase from five more Prima-class ships on the way, Chernesky thinks NCL has the sales coverage it needs for now.

'We have an amazing team. I have great confidence in them,' he said.

'With the Viva coming out [in August] and the future ships in that class, we have a lot of capacity, but I think we're well-positioned and have no plans as of right now to make any changes. We'll see how that goes but I think we're in a good spot and have good energy from the team.'

So, on to Chernesky's listening tour.

'Any business, no matter how successful you are, can always do things better,' he said. 'We are going to work very hard every day to become the best cruise line in the world and the best trade partner for the community. That may sound cliché, but that's our goal.'

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