Travel & Hospitality

We strive to become the premier Travel & Hospitality industry partner for services implementation in the Salesforce ecosystem.

With unique experience among Salesforce consulting partners, particularly regarding cruise industry Salesforce implementations, coupled with a decade-plus of established trust by Salesforce’s own Professional Services team, Gerent will leverage its differentiated foundation to deliver unparalleled, results-based, Salesforce solution success within the Travel & Hospitality industry.
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COVID-19 Message

We are dedicated to helping our travel partners and customers focus on the safety of travellers, work with pandemic guidelines of the CDC and WHO, and develop a sound strategic plan to address the future of travel.

You can count on us

Depth of Experience

With over 40 years of collective experience and 40,000 hours of implementation, we have deep understanding of the Travel & Hospitality sector. We know what it takes to drive revenue and reduce costs, and we know the importance of staying up to date with new and current global requirements pertaining to COVID-19, GDPR, and PCI compliance.

Broad Areas of Focus

We specialize in multiple areas of the Travel & Hospitality Industry including but not limited to Cruise Lines, Shore Tour Operators, Transportation such as limousines, buses, and trains, and Hotels & Lodges, including both retail and wholesale models.

Knowledge & Expertise

Our expertise in the sector is enriched with a strong network of travel partners and a large user community that we leverage for research and development. We work with Senior Management in a number of organizations to ensure continuous visibility to top-level visions across travel markets.

Committed to Innovation

Our DeepQuest solution is a one-stop-shop, low-cost, and easy implementation Salesforce-powered CRM solution designed to help SMBs in the Travel & Hospitality industry optimize their customer relationships and scale their business.

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Customer Success

We’ve successfully deployed a wide range of Salesforce solutions for some of the largest players in the Travel & Hospitality industry, including but not limited to Norwegian Cruise Line, Alaskan Dream Cruises, Crystal Cruises, Lindblad Expeditions, & Florida Tours.

How we can help

Customer Engagement

Use the best technology tools tor the sector to build customer journeys, drive brand awareness, and foster strong customer relationships.

Process Standardization

Streamline operations and automate processes by enabling easy connectivity to external travel portals and booking engines that expand customer reach.

Data Anlytics

Run reports and dashboards leveraging Mulesoft, API builder, and Einstein.

Safety Measures

Enable COVID-19 tracing and strengthen customer support with additional touch points.

Compliance

Remain up to date on GDPR data protections, customer privacy acts, and PCI compliance.

Ketta Riley

Travel & Hospitality Practice Leader

Ketta Riley brings over 30 years of experience in the Travel & Hospitality industry. She spent a large part of her career driving growth and innovation in a wide range of roles at Norwegian Cruise Line and has an intimate understanding of the sector. She has tackled many challenges and changes in the industry for multiple decades and brings with her comprehensive, 360-degree expertise.

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Our Point of View

Our Point of View

Catering to Guest Preferences in the Ever-changing Hotel Sector explores how hotels can continue to build customer loyalty, outline technological innovations the lodging sector has adopted and examine effective ways hotels can expand their reach to convert new audiences.

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Episode 27: A Story Of Survival In The Travel Industry

On March 15th, 2020 – the Ides of March – the management team at Florida Tours.com, a large transportation company in Miami, began to shut down its operations in the early days of the global pandemic.

Florida Tours plays a large role shuttling passengers and crew members from airports to cruise ships but when the ships stopped sailing, Florida Tours’ buses stopped as well.

But, in the true spirit of entrepreneurship, the team buckled down, went into survival mode, and rode out the storm.

Florida Tours’ story is a story of survival in the face of steep odds. We’d love to tell you that their survival was driven by CRM technology but it wasn’t. In fact, they didn’t have any such digital tools. However, both the CEO and the head of business development now realize how much a CRM system could have assisted in making their recovery even stronger and faster.

In this episode, the CEO and head of business development tell the story of what they did to survive and how they could have done it so much more easily with a CRM system in place. Theirs is as much a cautionary tale as a success story.


July 15, 2021

Smart Data Propels Sales for Prominent Cruise Line

Smart Data Propels Sales for Prominent Cruise Line


Client Success Snapshot

Client Profile:

  • Overview: A prominent luxury cruise line
  • Industry: Travel and Hospitality (Cruise)
  • Team Size: 1,500
  • Annual Revenue: US$ 421.8 million
  • Headquarters: Miami, FL
  • Markets: Global

The Challenge

A cruise line lacked a digitized and unified customer relationship management system that could generate and analyze valuable data. The company’s data — obtained through affiliated travel agencies around the world — came from emails and manually processed reports.

Gerent's Approach

Gerent implemented both Sales Cloud and Service Cloud — two powerful solutions for the business’s agency and direct sales teams. Gerent also assisted the company in integrating its data from existing reservation and lead generation software into Salesforce; there was no need to abolish technology the client had already paid for.


Key Outcomes

Post-implementation, the cruise line gained unprecedented visibility into its sales and lead pipelines, greater collaboration with its global partners, and enhanced relationships. In addition, the elimination of manual reporting increased productivity among agents, and the client’s broadened view of its customers led to more effective marketing initiatives, propelling sales forward.


Client Success Story

The cruise industry has grown dramatically over the past 20 years and its growth is expected to continue into the future. Much of the industry’s success can be attributable to Baby Boomers and their substantial savings. The competition for these big spenders is fierce, causing cruise lines to diligently ensure every aspect of service is exceptional. 

Gerent was approached by a cruise company in the top echelon of the high-end cruising market. The company had recently been acquired by a firm that was implementing an aggressive growth strategy. The acquisition demanded enhanced sales and administration efforts from the cruise line. 


Disjointed Data Means Lost Opportunities

The company dealt with a number of travel agencies worldwide. It lacked a digitized and unified customer relationship management system that could generate and analyze valuable data. This data would paint a complete picture of the cruise line’s customers and allow the company to fine-tune its sales and marketing efforts.

When Gerent conducted its investigation, it became apparent that the company’s data — obtained through affiliated travel agencies around the world — came from emails and manually processed reports. Information was often siloed, making it difficult to see who customers were. As a result, many sales and marketing initiatives were left on the table.


Knowing the Customer is Critical

Gerent implemented both Sales Cloud and Service Cloud — two powerful solutions for the business’s agency and direct sales teams. As a result, the client was able to integrate all its sales and account management information, route all lead traffic into Salesforce, and provide sales teams with mobile access in real-time. A total of 4 million legacy guest records were migrated onto Salesforce. Gerent also mobilized Chatter, enabling sales teams to communicate with each other directly, using one standardized platform. 

Gerent further assisted the company in integrating its data from existing reservation and lead generation software into Salesforce; there was no need to abolish technology the client had already paid for.


Data in a Single Database

As a result, the cruise line gained unprecedented visibility into its sales and lead pipelines, greater collaboration with its global partners, and enhanced relationships. In addition, the elimination of manual reporting increased productivity among agents, and the client’s broadened view of its customers led to more effective marketing initiatives, driving sales forward.

Contact Gerent today to find out how we can help your business achieve its ideal future state!

A Marketing Overhaul Increases Bookings for a Luxury Cruise Line

Gerent Makes a Massive Data Merge Easy with Salesforce CRM

Client Success Snapshot

Client Profile:

  • Overview: A prominent luxury cruise line
  • Industry: Travel and Hospitality
  • Team Size: 1,500
  • Annual Revenue: US$ 421.8 million
  • Headquarters: Miami, FL
  • Markets: Global

The Challenge

A luxury cruise line wanted to regain the top spot in the cruise industry and disrupt the river cruising market. The company was looking to organize scattered customer data and automate its sales and marketing functions. The marketing plan needed to account for the rapidly aging demographic while reaching the younger population more typical of river cruising.

Gerent's Approach

Gerent got the green light to implement Marketing Cloud, thereby providing the company with the technology, systems, and processes it needed to launch an effective marketing push. Gerent also implemented Community Cloud, creating a new, efficient portal for travel agents to use. At the same time, Gerent combined Community Cloud with Marketing Cloud, eliminating the need to use Excel spreadsheets to track contacts and leads.

Key Outcomes

The cruise line now possesses sales and marketing power it never had before. Thanks to Marketing Cloud, the company has an accurate and clear view of its contacts, leads, and customers in one place. In addition, the cruise line was able to automate and drive effective marketing messaging. This, in turn, allowed it to secure more conversions. 


Client Success Story

A luxury cruise line that had been a long-standing Gerent customer was planning to regain the top spot in the cruise industry. After enjoying the incredible status for over a quarter-century, the cruise line was suddenly knocked off its perch. This loss didn’t go over well with the cruise line’s new corporate owner, an ocean shipping conglomerate.

The first step back to the top was to bring in a new CEO and under his leadership, the cruise line decided on a two-pronged strategy. While working to regain the number one spot in ocean cruising, the company also wanted to disrupt the river cruising market. This meant building more ships capable of handling the narrow confines of European river cruising.

The company does an exceptional job of creating and maintaining close personal relationships with its customers, but its customer data was scattered and many sales and marketing tasks were manual or ad hoc. The cruise provider’s marketing plan needed to account for the rapidly aging demographic among well-heeled ocean cruising guests while simultaneously reaching the younger demographic more typical of river cruising.


Implementing the Right Technology

The company lacked a technology base from which it could launch effective marketing strategies. When Gerent first met with the client, we learned the company had originally opted for Adobe Campaign. However, Adobe didn’t work out because it couldn’t integrate with the company’s other software without huge expense and pain. 

The cruise line gave Gerent the green light to implement Marketing Cloud, providing it with the technology, systems, and processes with which to launch an effective marketing push. Tom Harding, V.P. of Sales at Gerent, worked closely with the company and saw the benefits they enjoyed first-hand, “the cruise line was able to find new levels of customer intimacy that had never existed on the marketing side of its business before.”

New Portals and New Opportunities

The company had established excellent relations with travel agencies around the world. These entities are extremely important to its business. 

“The last thing high-net-worth guests want to do is sit in front of a computer and try to figure out the best cruise, the best destination and so on. They just call a travel agent to do it for them,” Tom explains.

So, the company rolled out the red carpet for travel agencies by implementing Community Cloud. Gerent created a new, efficient portal for travel agents to use — encouraging them to book with the cruise line more often. Gerent also combined Community Cloud with Marketing Cloud, eliminating the need to chart contacts and leads in Excel. Post-implementation, both marketing and sales teams could instantly tell how often a lead had been contacted, when, and what the messaging was.

Taking an Email Journey

Valentine Christopher was Gerent’s Project Manager on the Marketing Cloud implementation. In an interview, he explains how the cruise line needed to go beyond simply sending out ad hoc emails. 

“The company needed to track its leads and contacts as part of its customer journey, up to the point where customers completed their bookings. The journey could take a week, a month or a year between first contact and booking,” Christopher said.

Because email is such an important sales and marketing element for the cruise line, the company opted for Email Studio — which is specifically designed to streamline various marketing functions. Email Studio centralized customer data from each area of the company, allowing marketers to segment a mailing list and target custom messaging, based on a customer’s profile. From Email Studio, the cruise line filtered thousands of profiles in seconds, employing Einstein Analytics to create specific, meaningful messaging and automate the email process.

Gerent also implemented Journey Builder to work in conjunction with Email Studio. Specific events — such as a prospect downloading cruise content from an app — trigger Journey Builder to deliver the right message at the right moment. With Journey Builder, the company built custom milestones that triggered automated email campaigns. All teams within the cruise line (marketing, sales, and service) had a full view of each customer journey.

Marketing With Power

Christopher believes the cruise line now possesses the sales and marketing power it never had before. As it moves forward with its two-pronged marketing strategy — to re-acquire the number one status in luxury ocean cruises and make strong inroads into the river cruising market — it remains confident in its ability to reach its goals. 

Thanks to Marketing Cloud, the company has an accurate and clear view of its contacts, leads, and customers. In addition, Marketing Cloud helps the cruise line drive effective marketing messaging, allowing it to secure more conversions.

Contact Gerent today to find out how we can help your business achieve its ideal future state!

A Small Cruise Line Makes the Big Leagues with DeepQuest

A Small Cruise Line Makes the Big Leagues with DeepQuest

Client Success Snapshot

Client Profile:

  • Overview: A provider of expedition-style cruises in Alaska, USA
  • Industry: Travel
  • Team Size: 201-500
  • Annual Revenue: N/A
  • Headquarters: AK, USA
  • Markets: North America

The Challenge

Our client, a major cruise line in North America, struggled with an awkward reservation platform. The company’s sales agents were forced to spend a great deal of time on mundane and redundant work that left them with little or no time to do any sales follow-ups with potential guests. The company needed a new solution that improved efficiency and facilitated a better customer service experience.

Gerent's Approach

The cruise line’s CEO was actively looking for a new e-booking solution — and CRM platform — when he heard about DeepQuest from a Salesforce contact. DeepQuest is a Salesforce-based set of modules designed by Gerent to empower small and medium-sized travel and tourism companies to compete with much bigger firms. To implement the solution, the executive got in touch with Ketta Riley, Gerent’s Travel practice lead and the creative mind behind DeepQuest.

Key Outcomes

Since the client collaborated with Gerent, at least 50% of the manual workaround reservation bookings have been eliminated, and the cruise operator has obtained a complete picture of its customers. The cruise company derives several advantages from DeepQuest, including increased flexibility and scalability, easy report generation, streamlined checking booking processes, and an inclusive, all-in-one platform. 

With DeepQuest, the company can track how long it takes a customer to book once they order the brochure — an insight that helps the cruise line’s sales representatives determine when they should schedule their follow-ups.


Client Success Story

Our client, a major cruise line in North America, works hard to satisfy guests. However, the company struggled with an awkward reservation platform. The company’s reservation sales agents were forced to spend a great deal of time on mundane and redundant work that left them with little or no time to do any sales follow-ups with potential guests.

Eliminating a User-Unfriendly and Expensive Platform 

The platform was so user-unfriendly that it often took new hires months to learn how to navigate its non-intuitive interface. Its reporting capabilities were similarly subpar; every time the company wanted to look at its data differently, it was forced to pay its supplier to build a new report from scratch.

Even establishing online booking was a costly challenge — while the company could, in theory, pay its former solution provider to set up online bookings, the expense of doing so was near-prohibitive. The cruise line resorted to booking all reservations by phone, a very time-consuming process.


DeepQuest: A Gerent-Provided, Salesforce-Powered Solution for Travel Companies

The company’s CEO was actively looking for a new e-booking solution — and CRM platform — when he heard about DeepQuest from a Salesforce contact. DeepQuest is a Salesforce CRM-based set of modules designed by Gerent to empower small and medium-sized travel and tourism companies to compete with much bigger firms.

The executive got in touch with Ketta Riley, Gerent’s travel practice lead and the creative mind behind DeepQuest. He had looked at half a dozen other reservation systems before he realized that a Salesforce CRM-based system was going to meet the company’s needs best.

“I was familiar with Salesforce’s ease of reporting, and when the other reservation providers told me they didn’t really have robust reporting systems, that did it for me,” the executive shared in an interview. “I want to be able to run a report on any piece of data I put into the system, and I should be able to pull that out and organize it any way I want. No other company really gave me that ability.”


DeepQuest Maximizes Sales Efficiency

In an average year, the cruise line operator would book between 1,200 and 1,300 reservations a season. Under the old system, human representatives mostly shouldered that workload. However, since the client’s collaboration with Gerent, the company has taken 50% of that manual labor away from its agents, who can now spend more time on sales.

“This is where DeepQuest is going to help us a lot. When we get a brochure request from a potential guest, the DeepQuest platform will create a lead, and we’ll be able to follow up,” the executive explained. 

The cruise company derives several advantages from DeepQuest, including increased flexibility and scalability, easy report generation, streamlined checking booking processes, and an inclusive, all-in-one platform. The company can also track how long it takes a customer to book once they order the brochure — an insight that helps the cruise line’s sales representatives determine when they should schedule their follow-ups.


Gerent Provides Real Value For Money

Post-implementation, DeepQuest cut the number of manual reservation bookings in half. 

“There are reservation systems out there that don’t cost a dime, but they wouldn’t do what we wanted them to do,” the company’s CEO concluded. “Spending a little extra upfront on a specialized product like DeepQuest was well-worth the cost. I can’t wait to get the old system out of the way; I can say that I’m confident that our little cruise line is going to have the best reservation system on the market.”


Contact Gerent today to find out how we can help your business achieve its ideal future state!

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