CLIA View

Travel Bulletin - - CONTENTS - Joel Katz, man­ag­ing di­rec­tor CLIA Aus­trala­sia

The cruise in­dus­try is grow­ing at an in­cred­i­ble pace and on a global scale. For that rea­son, the research that CLIA con­ducts as­sists agents to gain the best un­der­stand­ing of the at­ti­tudes and be­hav­iors around travel, and par­tic­u­larly around cruise travel. The re­cently re­leased CLIA Cruise Travel Re­port of­fers a re­veal­ing look at the travel pref­er­ences of cruis­ers and non­cruis­ers. The re­port delves into a va­ri­ety of top­ics rang­ing from travel plan­ning and the use of travel agents to des­ti­na­tion pref­er­ences. A key high­light of the US study de­fines a new “Cruise Gen­er­a­tion,” out­lin­ing the grow­ing num­ber of Mil­len­ni­als and Gen­er­a­tion Y trav­ellers em­brac­ing and en­joy­ing cruise travel. This gen­er­a­tion rates cruise travel as the best type of va­ca­tion com­pared to other land-based holiday op­tions. Ninety per cent who have ex­pe­ri­enced cruise travel say they will con­tinue to cruise. Sim­i­lar trends are be­ing re­ported in Aus­trala­sia. Given the fact that cruis­ing has con­sis­tently proven it­self to be one of the fastest grow­ing and most prof­itable seg­ment of the leisure travel in­dus­try, travel con­sul­tants look­ing to sig­nif­i­cantly move their cruise sales nee­dle for­ward should be tak­ing ad­van­tage of the all the op­por­tu­ni­ties avail­able. Here are two ways to do it:

1. Sharpen your skills . Make cer­tain to re­new your CLIA Mem­ber­ship for the com­ing year, so you can ac­cess the de­fin­i­tive in­dus­try train­ing.  Take ad­van­tage of CLIA’S on­line cour­ses and other pro­fes­sional de­vel­op­ment op­por­tu­ni­ties, in­clud­ing CLIA research into cruise trends and be­hav­iors.

Learn about the new­est ocean and river cruise ships and their on­board fea­tures and ameni­ties. Gain a solid un­der­stand­ing of up-and-com­ing ports of call, along with any unique shore ex­cur­sion op­por­tu­ni­ties they might of­fer your clients. Learn about that cruise line you are not cur­rently sell­ing, but want to sell. Com­mu­ni­cate your CLIA mem­ber sta­tus to your cruise line BDMS and in­quire about any up­com­ing sem­i­nars at sea or FAM trips. Reach out to par­tic­i­pate in any ship in­spec­tions in your area, or We­bi­nars run by CLIA.

2. Lever­age your loyal clients, who al­ready know that you are great at what you do.

Ask them if they would act as an ad­vo­cate on your behalf, send­ing re­fer­rals and en­dors­ing you through tes­ti­mo­ni­als and holiday snaps that you can post to your so­cial me­dia plat­forms. While you must al­ways demon­strate your value, lever­ag­ing those who have ex­pe­ri­enced your great work first­hand, who are hap­pily will­ing to share their ex­pe­ri­ences, mul­ti­plies the ex­tent of your mar­ket reach and es­tab­lishes you as a cruise travel au­thor­ity. Your CLIA mem­ber­ship is about be­ing part of a global com­mu­nity of pro­fes­sion­als who drive the cruise in­dus­try for­ward and pros­per as a re­sult. Please deepen your level of in­volve­ment this year and be an ac­tive par­tic­i­pant in CLIA as we con­tinue to ad­vo­cate, ed­u­cate, and pro­mote for the com­mon in­ter­ests of the cruise com­mu­nity. If you are not yet a CLIA mem­ber or you have not yet re­newed your 2017 mem­ber­ship, it’s not too late – sign up via the CLIA web­site at www.cruis­ing.org.au

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