August 2016 Travel Agent News

ISSUE 17
AUGUST 2016
Contents
NEWS YOU CAN USE
October is Plan a Cruise Month
Page 2
Cruise tv: Educational Benefits
of Cruising
Page 3
WEBINARS
You’re Invited To…
Page 3
TRAVEL AGENT TIPS
Christine Brown, ACC Candidate
Expedia CruiseShipCenters
Page 4
EVENT UPDATE
Incredible Learning Opportunities for
You at Travel Agent Destination
Summit, Puerto Rico
Page 5
Cruise360 Early Bird Registration Ends
September 19
Page 6
CALENDAR OF EVENTS
Upcoming Global Events
Page 6
PUBLIC AFFAIRS UPDATE
CLIA Releases 2016 Environment
Sustainability Report
Page 7
MEMBERSHIP
Sneak Peak – 2017 CLIA Membership
Enrollment Coming Soon
Congratulations July Certification
Graduates
Social Media Tip
Page 7
WHAT’S NEW AT CLIA
Page 8
MEMBER SPOTLIGHT
Page 9
WELCOME
A NOTE FROM LORRI
Hello,
In two days, I’ll be boarding a cruise ship for a 10-day family vacation. As you can
imagine, I’m smiling from ear to ear. This is why I love the cruise industry. We deliver
experiences and memories that people look forward to and last a lifetime. Plan a
Cruise Month is designed to spread the joys of cruising and encourage travelers to
book a cruise vacation. We all know that having a vacation planned and booked gives
us something to look forward to, whether it is in two days, two months or two years.
We are excited to announce that this October, the concept of Plan a Cruise Month
has gone global and CLIA offices around the world will be bringing Plan a Cruise
Month to their markets.
To kick everything off, we hosted our Plan a Cruise Month Travel Agent Webinar last
month and provided a snapshot of all the great resources that we have for you to
leverage. If you missed the webinar, you can watch it on CLIA Cruise tv. In addition,
this issue of the CLIA Travel Agent Cruise News will go over these resources so you
are able to take full advantage of Plan a Cruise Month.
October also celebrates you, our valued travel agent community! As you know, travel
agents play a vital role to the cruise industry, as more than seven out of 10 travelers
use a travel agent to plan and book cruise vacations. To recognize your efforts, CLIA
secured a resolution honoring travel agents. This year, the U.S. Senate unanimously
passed S.Res. 486, commemorating “Cruise Travel Professional Month” in October
2016. The passing of this acknowledges the creativity and professionalism of the
cruise travel professional community.
Thank you for taking the time to read this issue of the CLIA Travel Agent Cruise
News. We are excited to celebrate in October with all of you! To share in the joy of my
cruise, we might sneak a picture on our CLIA Global Facebook page. Bon Voyage!
Best,
MEMBER NEWS
Page 10
Lorri Christou
SVP, Strategic Marketing & Communications
1
NEWS YOU CAN USE
OCTOBER IS PLAN A CRUISE MONTH!
Plan a Cruise Month is back this October. Designed as
a point of cruise discovery and a way to inspire
travelers to plan and book cruise vacations, Plan a
Cruise Month provides a platform for travel agents,
cruise lines and industry partners to showcase a cruise
holiday and that there is a cruise for every style and
budget. We provide you with the tips and tools to
encourage your clients to plan a cruise, whether they
are embarking on their first cruise or returning to a
vacation at sea or on a river.
Travel Agent Tool Kit
We want you to take full advantage of Plan a Cruise
Month and have put together a Travel Agent Tool Kit to
help. This kit, exclusively for CLIA Members, includes
assets to help best leverage the Plan a Cruise Month
campaign and engage with new and existing clients.
The kit is available to CLIA Individual Agent Members
at cruising.org and includes:
• Travel Agent Surprise and Delight - New this
year, CLIA is rewarding travel agents who
customize and leverage the Plan a Cruise Month
campaign in creative ways on social media,
specifically Twitter and Instagram. Throughout the
month, CLIA will acknowledge and reward agents
on social media with prizes and acknowledgements.
• Plan a Cruise Month Branded Merchandise
Order Information – Details on how to order
branded, campaign merchandise.
Travel Agent Twitter Event
Back by popular demand, the Travel Agent Twitter Event
gives agents the opportunity to tweet along with CLIA in
support of Plan a Cruise month.
Wednesday, September 28, 2016
12pm to 2:00pm EDT
Participate in the Travel Agent Plan a Cruise Month
Twitter Event using the hashtag #CruiseMonth and have
the chance to win some great prizes. For tips on how to
participate in a Twitter Event, click here.
Plan a Cruise Month Cruise Deals and Promotions
Travel agents continue to be the most popular and best
way to book a cruise and CLIA Travel Agencies and
Agents have access to exclusive cruise deals and
promotions to offer clients. During Plan a Cruise Month,
CLIA Cruise Line Members will announce amazing
offers to entice vacation planners to book a cruise
exclusively for CLIA Agents to use.
#CruiseSmile – A Weekly Chance to Win a Cruise
Vacation of Choice
#CruiseSmile is a simple and exciting digital and social
promotion offering the chance to win a cruise vacation
each week during the month of October. A wide variety
of cruises will be showcased at www.CruiseSmile.org
under the themes:
• Family-friendly
• Press Release - A customizable press release to
send to local media.
• Cultural exploration
• Social Posts - Customizable posts to use on social
media sites (Facebook and Twitter).
• Exploring nature
• Email – A customizable email template to send to
clients and prospects.
• Cruise Deals and Promotions - Details about
special deals and promotions from CLIA Cruise Line
Members.
• Logos, Visuals – All the necessary graphics to
promote the campaign.
• Fun in the sun
Thanks to CLIA Member Cruise Lines, participants have
the chance to win one of 31 unique cruise vacations that
appeal to their individual travel styles and preferences.
At the end of each theme period, a sweepstakes winner
will be chosen and winners may select one of the
featured cruises to best fit vacation travel preferences. A
total of four cruises will be awarded over the 31-day
sweepstakes period.
For more information on Plan a Cruise Month visit
www.cruising.org/pacm.
2
NEWS YOU CAN USE
CRUISE TV: EDUCATIONAL BENEFITS OF CRUISING
While parents are focused on preparing kids to learn
in a classroom this upcoming school year, taking a
cruise vacation is a great way to enhance learning
experiences outside of school. From a total
immersion into foreign cultures to educational
courses onboard, the smallest of travelers can learn
a lot while onboard a cruise ship.
Here are six tips to share with your clients about the
Educational Benefits of Cruising:
1. Complete Cultural Immersion: There is no
better way to learn about different cultures than
to experience them firsthand.
2. Feeding the Mind: While onboard a cruise, kids
can experience the authentic cuisines of different
regions as well as get a hands-on experience in
preparing dishes of foreign lands, building both
the mind and the palate.
3. Cruise Captain: Many cruise lines offer children
the chance to speak with one of the greatest
sources of information on board: the ship
captain, providing a wonderful opportunity for
younger passengers to learn about everything
from the mechanics of the ship to the most
exciting ports of call.
4. Lessons in History & Conservation: Young
cruise travelers have the amazing opportunity to
learn about the world in the best way: by seeing it
up close. Cruises offer the chance to see ruins,
museums, and landmarks in real life.
5. Speaking the Language: The benefits of learning
a second language are unmatched for children. In
addition to cruise taking kids to different corners of
the world, it offers them an opportunity to learn a
new language in the real world, both by hearing it
on land or learning it onboard.
6. Fun and Games: Cruises also offer kids a chance
to unwind with fun, brain-sharpening children’s
programs and kids’ clubs complete with
educational games, scavenger hunts, and crafts,
based on the cultures kids visit while on their
cruise.
To watch this month's full video, and to see other
CLIA Cruise tv episodes, click here.
WEBINARS
YOU’RE INVITED TO…
Discover CLIA’s Travel Agent
Destination Summit: Puerto Rico
Monday, August 29
3:00pm ET
Register Here
Safety & Security Industry
Issues
Thursday, September 8
1:00pm ET
Register Here
Health-Related Industry
Issues
Thursday, December 1
1:00 PM ET
Register Here
Join CLIA VP of Membership & Trade
Relations, Charles Sylvia & CLIA
Director of Membership & Professional
Development, Stephani McDow as they
share information on our unique Travel
Agent Destination Summit in San Juan,
Puerto Rico. This inaugural event will
offer attendees some truly amazing
opportunities. You will also have a
chance, by registering and attending the
live session, to earn a complimentary
registration—worth $149— which will be
awarded during the webinar to two
randomly-selected winners.
Are you getting client
questions on cruise line safety
and security practices? Then
CLIA’s upcoming webinar is for
you. Hosted by the Public
Affairs and Technical &
Regulatory teams, this webinar
will arm you with answers as
well as give you the
opportunity to learn more about
industry best practices. Travel
agents who participate will be
able to earn certification credit
after successful completion of
a quiz.
Are you getting client questions
about cruise lines’ efforts to
keep passengers and crew
healthy? Then join CLIA for its
December webinar on industry
health practices. Jointly hosted
by the Public Affairs and
Technical & Regulatory teams,
this webinar will provide you with
information and education on
industry best practices. Travel
agents who participate will be
able to earn certification credit
after successful completion of a
quiz.
3
TRAVEL AGENT TIPS
CHRISTINE BROWN
ACC Candidate
Cruise Sales Manager, Expedia CruiseShipCenters
Las Vegas (Summerlin), NV
Want to be featured in our Travel Agent Tips?
Contact Sarah Kennedy at Skennedy@cruising.org.
1
Please describe your career as a travel
agent.
Expedia CruiseShipCenters Summerlin opened as a
brick and mortar in my neighborhood in late 2013. I
had dabbled in the industry many years before but
with a focus on service, not in a true travel agent role.
Needless to say, I jumped at the opportunity when
they came into my area. In the past three years, I’ve
built my database, stayed top of mind with prospects
and cultivated true relationships with clients. For me,
it’s always about asking thoughtful questions to truly
discover the needs and wants of clients, matching
them with the right product and then exceptional
service – before, during and after travel.
Please give us your best tips when it comes
to selling cruise vacations.
•
Ask thoughtful questions when chatting with a
client to find out what they’re really looking for.
Present a couple of options, never overwhelm a
client with too much information.
•
Explain the features and benefits of your
recommendation as they relate back to the clients
wants and needs.
Explain value – add where applicable.
Don’t stop at just the cruise – add pre and post6
cruise packages, excursions, insurance, etc.
Service, Service, Service – be there for your client
before, during and after travel – put together
documents, tip sheets, and anything else your
client might need. And also don’t forget to stay on
top of any issues during travel.
When I give clients tokens of appreciation, I like to
think outside of the box and within reason. Do
something thoughtful, not something that they
could get on their own or up at the buffet.
And finally, wish a bon voyage and welcome home
and be sure to ask about how their trip was, this
gives you information for future bookings with that
client.
•
•
•
2
How long have you been a travel agent?
•
I’ve been an agent since we opened the doors in late
2013. I had some experience with servicing travel
bookings but, when I joined Expedia, that was my
first experience in a true travel agent role. I prefer the
in person connection and relationship that being an
agent brings.
•
3
Name a “highlight” in your career.
How has your CLIA professional
development helped you in your career?
The biggest highlight so far was winning the CLIA
Hall of Fame Rising Star Award in 2016. It is a
testament to the hard work, dedication and passion
I’ve carried with me these last three years.
What is your biggest challenge when selling
cruise vacations and how do you overcome
it?
I think a challenge for a lot of agents is differentiating
between the role of a travel agent and a booking
engine. I usually explain the difference between the
two and present my value – really as a travel
concierge, you are someone who’s their advocate at
all times. If they’re comfortable booking online, that’s
okay, but sometimes a trip can be a huge investment
and a-once-in-a-lifetime experience. A travel agent
can navigate the intricate ins and outs and tailor
specifically to a client’s wants and needs.
4
5
6
At the end of every year, I put together projections for
the following year. The sales requirement for my ACC
has kept me on track for my end-of-year goal. Also,
it’s always a good idea to stay on top of what’s
happening in the industry. The core classes, inperson learning, and electives all help with that.
7
Any final thoughts?
If you ask a prospect the right questions, you should
be able to match them to their ideal experience. Own
this process – be confident in your recommendations
and yourself. Try to get out in your local community. I
always say that a world cruiser isn’t going to just walk
into the office, you have to go find them or they’re
already in your database.
4
EVENT UPDATE
INCREDIBLE LEARNING OPPORTUNITIES FOR YOU AT
TRAVEL AGENT DESTINATION SUMMIT, PUERTO RICO
CLIA will host their inaugural Travel Agent
Destination Summit Puerto Rico September 29
through October 2, 2016 in San Juan, Puerto Rico.
In partnership with the Florida-Caribbean Cruise
Association (FCCA), this event features CLIA’s
highly regarded professional development program,
and provides agents the opportunity to explore the
beautiful destination of Puerto Rico.
The Travel Agent Destination Summit Features:
• TWO CERTIFICATE PROGRAMS: Attendees
can earn a Meetings & Events at Sea Certificate,
as well as be among the first to earn CLIA’s new
Specialty and Boutique Cruise Certificate,
focused on the River, Luxury, Yachts and
Expedition markets.
• EXPLORATION OF PUERTO RICO: Enjoy local
tours and a special luncheon hosted by the
Governor’s Office exclusively for CLIA Members.
• NETWORKING: Through interactive roundtable
discussions and a joint reception with FCCA,
connect with key players from the cruise industry
throughout the event.
Specialty and Boutique Cruise Certificate Program
In partnership with CLIA’s Specialty Cruise Committee
cruise line members, CLIA is excited to present this
brand new certificate program highlighting the unique
products, destinations and experiences offered by
these cruise lines. This program delivers the tools to
develop your skillset in increasing your cruise sales
within this specific market and will provide you with
the knowledge and tools to properly educate your
clients on the benefits and unique experiences found
in river, yacht, expedition and luxury cruising. It will
provide tips on how to prospect and qualify clients
who would fit within the target audiences and
resources to insure your success and grow your
revenue. CLIA Individual Agent Members who
complete this certificate program are eligible to
receive incentives from the cruise line members
who’ve partnered in this program’s development as
well as the distinction of being designated as a
specialist in this area.
• SHIP INSPECTION: Explore the Carnival
Fascination during a live ship inspection.
All attendees will also receive special access to the
trade show floor of the FCCA Cruise Conference on
Thursday, September 29.
To learn more and register for this event please click
here.
5
EVENT UPDATE
CRUISE360 EARLY BIRD REGISTRATION
ENDS SEPTEMBER 19
Only a few weeks left to register for Cruise360 at
our lowest price of the year, $149 for CLIA
members.
Why should you attend Cruise360? Here’s what some
of our past attendees had to say:
“Cruise360 is an absolute must for SERIOUS travel
professionals.”
Cruise360 returns to Fort Lauderdale, April 18-24,
2017, with our highly rated professional
development, multiple networking events, live and
virtual ship inspections and an in-depth view of
current cruise and travel industry trends.
“Very good. The seminars were informative and the
excursions were great to know what to pass on to
my clients.”
“I walked away from the beautiful city of Vancouver
with more knowledge, training and insights along
with tons of motivation and new industry contacts.”
The largest and only official conference of the
cruise industry, Cruise360 brings together travel
professionals, cruise line representatives, ports &
destinations, industry suppliers and CLIA preferred
executive partners for a truly panoramic view of the
cruise industry.
“It was our first and it was awesome. So many
classes and events to attend. I wanted to go to them
all. We learned so much and are truly grateful we
were able to attend.”
Join us in Fort Lauderdale and experience Cruise360
for yourself. Register today at Cruise360.org.
CALENDAR OF EVENTS
UPCOMING GLOBAL EVENTS
cruisExcellence:
Toronto
10 September 2016
Toronto, Ontario
Click Here
Certified Cruise
Counsellor (CCC)
Event
23 - 24 September
2016
Boston, MA
Click Here
Meetings & Events
at Sea Certificate
Program
14 October 2016
Washington, DC
Click Here
2017 Cruise360
18 – 24 April 2017
Fort Lauderdale, FL
Click Here
Early Bird Pricing
Ends September 19
6
PUBLIC AFFAIRS UPDATE
CLIA RELEASES 2016
ENVIRONMENT SUSTAINABILITY REPORT
This month, CLIA released its 2016
Environment Sustainability Report,
detailing the state of the cruise industry’s
environmental initiatives and its ongoing
commitment to sustainable cruising. The
report outlines cruise lines’ continual
efforts to collaborate with environmental
stakeholders, develop innovative
technologies and lead the maritime sector
in environmental best practices and
policies.
CLIA Cruise Line Members recognize
that protecting and preserving the
environment is fundamental to the
industry and is critical to the cruise
vacation experience for the 24.2 million
passengers expected to cruise this year.
MEMBERSHIP
The industry looks forward to continued
investments and innovations to reduce its
environmental impact.
CLIA seeks to inform the public about the
cruise industry’s environmental efforts,
and create understanding that these
efforts are both the right thing to do and
essential for the success of cruising.
Read the full report here.
CONGRATULATIONS
JULY CERTIFICATION
GRADUATES
Juanita Madison, ACC
Amanda Dawson, ACC
Hannah Elliott, ACC
Melba Hogan, ACC
Kimberly Boivin, ACC
Do your clients have questions about how Karim Jabbour, ACC
Holly Serkos, ACC
environmentally friendly the cruise
Gail Lackey, ACC
industry is? Environment is one of the
Gary Wilson, ACC
topics in our Member Resource Center
Hannah Elliott, ACC
and helps you answer these questions.
Barry Guttormson, ACC
Katherine Culclasure, MCC
Douglas Pinkerton, MCC
Amber Sprague Costa,
MCC
Beverly Thompson, MCC
Nicole Lawrence, MCC
Laneda Pitts, MCC
Pamela Hunley, ECC
SNEAK PEAK - 2017 CLIA MEMBERSHIP
ENROLLMENT COMING SOON!
It’s August—the peak vacation month for
many within our industry and the last full
month of summer. That also means that
2017 CLIA Membership Open Enrollment
season is getting closer. We are
committed to ensuring that
communicating with our CLIA team in
2017 is much easier and more efficient.
We have also streamlined our fulfillment
operations. The bottom line is this: we
have listened to you, taken all of your
valuable feedback to heart and made
meaningful changes to our membership
experience to meet your needs and
expectations. Here’s a sneak peak of
what you can look forward to with your
2017 CLIA Individual Agent Membership:
• Your EMBARC ID will be mailed
directly to you.
• Access to a limited number of free
courses.
• We have created an easier and more
streamlined application process for
enrolling and renewing.
• 2016 Individual Agent Members who
are renewing DO NOT need to submit
a new photo for their 2017 EMBARC
ID.
We will continue to listen and learn from
you in order to provide additional
benefits, professional development
opportunities and meaningful
engagements with cruise industry
leaders.
Open enrollment for 2017 Individual
Agent Members will begin on Monday,
October 3, 2016. Before enrolling or
renewing, make sure your agency has
renewed its membership for 2017 (open
enrollment for 2017 Travel Agency
Members will begin on Tuesday,
September 6, 2016).
For any questions please click here or
email our customer service team at
info@cruising.org.
Social Media Tip:
When sharing on social
media, make sure to
remember you're engaging
in a conversation with your
followers. Too many posts
about the latest deals or
updates on your business
won't spark the social
conversation as much as
sharing an interesting
cruise article or
encouraging your followers
to share their favorite
cruise photo.
For more tips and resources,
please visit here.
7
WHAT’S NEW AT CLIA
CLIA RELEASES THIRD QUARTERLY TRAVEL
AGENT CRUISE INDUSTRY OUTLOOK REPORT
CLIA released the third Travel Agent Cruise Industry Outlook Report of 2016, revealing
that as the demand for cruising continues to grow, travel agents are playing an
increasingly important role in the consumer travel process. The report is the third
installment in an ongoing quarterly research study from CLIA, designed to forecast
trends in the cruise industry among the travel agent community. To view the full report,
please click here.
To participate in this report, and have your voice heard, join the CLIA Travel Agent
Research Panel. Simply email CLIAResearchPanel@cruising.org.
WELCOME RACHAEL HEINER, DIRECTOR OF EVENTS!
Rachael Heiner has joined CLIA as Director of Events. Rachael demonstrated her value
working as a consultant and supported several events, including: Cruise Caucus, EP Summit,
cruisExcellence and the new Travel Agent Destination Summit in Puerto Rico. She also
assisted with the success of Cruise360 in Vancouver. We are happy to have Rachael as part of
the CLIA team!
SIGN UP FOR CLIA’S CAREER
COUNSELING SERVICE
Need assistance choosing the right Professional Development program?
Take advantage of CLIA’s all new Career Counseling service and book
time to speak with our Professional Development and Training team. Click
here to schedule an appointment.
CLIA LAUNCHES ANNUAL MEMBER SURVEY
Thank you for being a 2016 CLIA Member. We appreciate your
membership and pledge always to work in your best interests - listening
to you, learning from you and moving forward in ways that will serve
you better.
As a CLIA Member, your input is essential to evolving and enhancing
your CLIA offerings. You should have received a quick 7-minute survey
in your email inbox, and we are asking that you take the time to
complete this survey. With your perspective, we can gain an
understanding of what matters most, what is valuable to you, and what
we can do to further help you increase your cruise sales and grow your
business.
If you have not received the survey and wish to participate, please click
here and send us an email. Your point of view is a valuable part of
shaping the future of CLIA member benefits.
8
MEMBER SPOTLIGHT
Carnival Cruise Line
Celebrity Cruises
Carnival Cruise Line's second Vista Class ships
will be named Carnival Horizon. The new ship
registering in at 133,500 tons is expected to debut
in March 2018 and is currently under construction
at Fincantieri’s shipyard in Marghera, Italy. Similar
to her sister, Carnival Vista, Carnival Horizon will
feature a variety of exciting activities and
amenities, including SkyRide, an IMAX Theatre,
Carnival Waterworks aqua park, Sports Square
and a host of signature FunShip 2.0 dining and
entertainment. In addition, Carnival has promised
a number of new amenities unique to their soon to
be newest ship.
Celebrity Cruises has recently announced a return
to summers sailing in the Caribbean. Beginning
summer 2017, the Celebrity Equinox will begin
sailing a variety of seven, ten and eleven-night
itineraries from Port Miami to the eastern and
western Caribbean. The new summer Caribbean
itineraries will include a variety of ports of call,
including longtime cruise favorites such as San
Juan, Cozumel, Grand Cayman, Nassau and Key
West. The repositioning of the Celebrity Equinox to
the Caribbean will mark the first time since 2010
that a Solstice Class ship has sailed the Caribbean
during the summer.
Disney Cruise Line
Norwegian Cruise Line
Guests sailing aboard Disney Cruise Line's Disney
Wonder will soon enjoy one of Disney's latest
animated hits on the stage. Beginning on Disney
Wonder's November 10 sailing from Galveston,
Frozen, A Musical Spectacular will debut, offering
guests a whimsical and unique Frozen experience.
According to Disney, the new show "will follow the
captivating adventure of royal sisters Anna and
Elsa as they embark on a journey to discover the
meaning of sisterhood, inner strength and true
love." True to Disney productions, the new show
will also feature the animated movie's classic
music and lyrics, some transformed into
captivating ensemble
pieces.
Continuing Norwegian's $400 million investment
program, Norwegian Edge, Norwegian will
introduce new Margaritaville at Sea restaurants
onboard two more ships this fall - Norwegian
Getaway and Norwegian Breakaway. At the island
themed restaurants, Norwegian guests can enjoy a
famous Cheeseburger in Paradise or a Who's to
Blame Margarita. The expansion of Margaritaville
at Sea comes following the tremendous success
and popularity of the first location aboard
Norwegian Escape, which debuted in late 2015.
The new locations of Margaritaville at Sea will
open aboard Norwegian Getaway on September
18 and aboard
Norwegian
Breakaway on
October 9.
9
MEMBER NEWS
Costa Cruises
Costa Cruises Enters India Market
Crystal Cruises
Crystal To Redeploy River Vessels from France to the Rhine and Danube
Cunard Line
Cunard Creates New Cocktails Inspired by Their Knighted Commodores
MSC Cruises
MSC Cruises And Chicco Announce New Partnership
Princess Cruises
Princess Cruises Honors Love Boat Captain Gavin MacLeod for 30 Years Serving as Global
Ambassador
Pullmantur
Pullmantur to Sail Winter Canary Islands Program
P&O Australia
New Look For the Pacific Dawn
Regent Seven Seas
Regent Seven Seas Cruises Officially Welcomes Seven Seas Explorer To Fleet
Silversea
Silversea Announces pan-Asia Charter of Silver Shadow with CMG for 2017
Star Cruises
Development Contracts Signed for New Star Ships
Cruising.org
CruiseForward.org
CLIAGlobal
@CLIAGlobal