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Summary of Travel Agency Membership Benefits

CLIA'S MISSION

Cruise Lines International Association is the world's largest cruise association and is dedicated to the promotion and growth of the cruise industry. CLIA is composed of a majority of cruise lines serving North America and is an organization that operates pursuant to an agreement filed with the Federal Maritime Commission under the Shipping Act of 1984 and serves as a nongovernmental consultative organization to the International Maritime Organization, an agency of the United Nations.

CLIA was formed in 1975 in response to a need for an association to promote the special benefits of cruising and in 2006 merged with the International Council of Cruise Lines (ICCL), a sister entity created in 1990, dedicated to participating in the regulatory and policy development process of the cruise industry. CLIA exists to promote all measures that foster a safe, secure, and healthy cruise ship environment; educate and train its travel agent members; and promote and explain the value, desirability, and affordability of the cruise vacation experience.

Prior to its 2006 merger with ICCL, CLIA became the principal external marketing organization for its member lines in 1984 following the consolidation of several other industry organizations into CLIA. Currently, thousands of travel agencies are affiliated with CLIA and display the CLIA seal (which identifies them as authorities on selling cruise vacations). In addition, 100 of the most innovative suppliers of goods and services to the cruise industry make up CLIA's Executive Partner program.

AN INVESTMENT IN YOUR EARNINGS POTENTIAL

CLIA's dues structure is modest when compared to the extensive benefits and savings provided. Our agenda and activities are based upon direction provided by our travel agency and agent members, our travel agent advisory board, and our cruise line members. With the sale of just one cruise, you can earn back your annual CLIA dues investment.

AGENCY/AGENT MEMBERSHIP REQUIREMENTS

"Any travel seller or department of a travel seller that is actively engaged in the business of selling cruise travel" can be a CLIA agency member if they attest to the fact they are meeting all federal, state, and local ordinances relative to conducting such sales. Otherwise, they are deleted from CLIA's roster of agency locations. CLIA is affiliated only with its cruise line members and with CLIA member travel agencies and its agents. CLIA has no subsidiary companies or agencies and no outside organization is authorized to solicit or obtain applications for CLIA travel agency membership or any agency membership benefits program without prior permission from CLIA. In the event CLIA membership must be withdrawn by virtue of any party not abiding by federal, state, local, and municipal ordinances governing the sale of vacation products, there will be no refund of pre-paid dues. Any travel agent affiliated and/or employed directly with a CLIA member agency that meets all federal, state, and local ordinances relative to conducting such YOUR CLIA MEMBERSHIP CLIA Membership Guide 49 sales is eligible for the agent membership category for a period of one year. Otherwise membership will be denied. After the one-year membership period an existing CLIA agent member who is no longer affiliated and/or employed by a CLIA member agency as stated above will be removed from the roster of members. Said agent can reapply for CLIA agent status if he/she becomes affiliated/employed by a CLIA member agency in the future. In the event CLIA Agent membership must be withdrawn, by either party, there will be no refund of pre-paid dues.

AGENCY MEMBERSHIP BENEFITS

I. PROMOTIONAL PROGRAMS THAT DRIVE BUSINESS TO YOUR AGENCY
Bonus Cruise Commission, Value Added & CLIA Training Coupon Books. Every CLIA 2012 agency member receives a booklet of valuable coupons from our cruise line members and other partners that can help you earn more on each sale.

Also in that booklet are special coupons from CLIA's Preferred Partner Benefits Suppliers which can help you save money on some of the purchases that you require to run your business.

And lastly, you'll receive coupons for reduced rates on some CLIA training programs and special events.

Best of all, these offers are exclusively for CLIA members!

New Business and Commission Opportunities. All CLIA agencies are recognized by cruise lines – as well as many hotels, car rental companies, and international airlines – for reservation and commission processing. If an agency possesses a current and active ARC, IATA, TSI, TIDS ID number, then that number will be used, and recognized, as the CLIA Member ID. If the agency surrenders said number over the course of the CLIA Membership, a new CLIA ID number will be issued by CLIA.

CLIA agent members – through their required affiliation with a CLIA agency member – are also recognized by cruise lines as well as select hotels, car rental companies, and international airlines.

Travel Industry Recognition. The official CLIA Photo ID card is the preferred or required travel agent credential requested by CLIA's member cruise lines for FAMS and reduced rate travel requests, and is also now recognized by many hotel, car, and air travel industry partners for industry courtesies.*

Travel agency members can qualify for up to four CLIA ID cards at the preferred member rate. Travel agent members can qualify for one CLIA ID card at the preferred member rate. After these allowances each additional card can be purchased at the standard rate. All CLIA ID card applications are subject to annual CLIA training and Certification requirements.

Internet Exposure. CLIA's web site, www.cruising.org, welcomes millions of visitors per year. One of our most popular areas is the CLIA Cruise Expert Finder which helps consumers search for CLIA agency members and agents. All agencies and agent members receive a listing that includes contact information, e-mail, and web site links. It is also customizable to reflect agency and agent specializations and identification of Certified Cruise Counsellors. *Additional requirements and/or restrictions may apply. Please inquire directly with the cruise line or supplier for details.

Discounts and Value-Added Business Services/Products. CLIA's Preferred Partner Benefits provides CLIA agency and agent members with substantial discounts and/or preferred services in areas such as the purchase of office furniture and supplies, errors and omissions insurance, reduced rate or complimentary cruise and travel magazine subscriptions, overnight and package shipping, hotel commission, processing the purchase of promotional items branded with your own logo, passport processing, and many other areas.

For an up-to-date list of participating suppliers and offers, please refer to our web site at www.cruising.org and the Preferred Partner Benefits page inside the password-protected section of our CLIA Travel Agent Center.

Listing on CLIA's Master Registry of Agency Members. Recognized by CLIA member cruise lines and preferred travel industry partners as the official list of CLIA agency members, it qualifies agencies for travel partner commission opportunities and ensures agencies and agents priority notification of cruise news and specials.

Timely Communications that Boost Cruise Sales. As a CLIA member, you'll receive communication tools to help you increase sales, be aware of current events, and handle challenging issues. Our weekly e-newsletter, CLIA Today, is sent directly to your e-mail address and is loaded with information about industry trends, news from CLIA cruise line members, training updates, announcements of events and opportunities, profiles of CLIA staff and departments, and special offers from CLIA's partner companies. If it's happening in the cruising world, it's in CLIA Today!

You'll also benefit from separate and immediate e-mail updates on sensitive and timely issues affecting the cruise industry, from passport questions and safety issues, to inclement weather talking points. CLIA's communication tools are designed to help you respond faster and smarter to today's challenges and arm you with the latest information for your clients.

If you are not receiving CLIA's e-mail communications, please update your profile with your e-mail address in the password protected Members area of www.cruising.org or e-mail us at info@cruising.org. Also please add "no_reply@cruising.org" to your email safe/white list to ensure prompt delivery of our email communications.

National Cruise Vacation Month and Consumer Promotions. CLIA actively promotes the benefits and value of cruise vacations and the CLIA agent to consumers via public relations, promotional programs, the Internet, and more. In every case, the core message promotes the benefit of planning a vacation with a CLIA agent and a Certified Cruise Counsellor. CLIA's goal is to continually drive new business to our CLIA members.

The culmination of CLIA's efforts to bring you business and the benefits of cruising into the media spotlight is the National Cruise Vacation Month held every October.

Annual World's Largest Cruise Night is now National Cruise Vacation Week (NCVW). The week long cruise sale of the year will happen this October 21-27, 2012.

cruise3sixty. Where the Best in Cruising Meet. 2011 marks cruise3sixty's seventh year and it has become the "must attend" event of the cruise industry. Plan to attend – April 25–30, 2012 – at Broward County Convention Center in Ft. Lauderdale, Florida. Click here for details.

An Industry Committed to Supporting Travel Agents. CLIA's member cruise lines are committed to supporting our travel agency members. In fact, a vast majority of cruise business comes via travel agencies and, with the explosive growth of our business, we recognize that travel agents are the key to our mutual profitability in the future. The executives at CLIA's member cruise lines are developing programs to drive business to your door.

Therefore it is important to continue to support the industry that supports you.

II. SIMPLY THE BEST TRAINING AVAILABLE
CLIA's training is frequently acknowledged as the best in the travel industry, and has the most extensive programs, offerings, and training methods, enabling agents to close more sales in less time. CLIA agents claim that in earning their Cruise Counsellor Certification they increase their annual sales productivity an astounding 261%. Many more details on CLIA training are available both in the training section of this Membership Guide.

CLIA Educational Options Include:

  • More than 175 Local Seminars
  • Training Seminars
  • DVD Training
  • Online Training
  • CLIA Institute Track at cruise3sixty
  • The CLIA Cruise Textbook
  • Cruise Counsellor Certification
  • Trade Conference Seminars
  • CLIA Training by Request for Groups
  • Annual TrainingFest program
  • ACD/ACP program for colleges
  • CLIA's Seminars at Sea

Three Free Titles on one DVD for CLIA Agency members in 2011:

  • CLIA's Tech Tips: Making Today's Technology Work for You
  • Selling Cruises as a Home-Based Agent
  • Turn Your Agency into a Cruise Vacation Store

One Free DVD for CLIA Agent members in 2011:

  • Selling Cruises as a Home-Based Agent

Major Trade Conference Discounts. CLIA presents the newest and most requested cruise sales training seminars at major cruise conferences across North America. Learn and save: in addition to learning valuable new cruise sales techniques, CLIA members can enjoy discounts off of the full registration fee at many CLIA endorsed conferences.

Cruise Counsellor Certification. Only travel agents affiliated with a CLIA agency member are eligible to achieve the three Certification levels. Accredited (ACC) and Master (MCC) credits are earned via a combination of training seminars, DVD training, online training, cruise experience, attendance at CLIA endorsed conferences, CLIA's TrainingFest, ship inspections, CLIA Institute Track at cruise3sixty, completion of CLIA's textbook, case studies, cabin sales, as well as attending member line product seminars. You may also receive credit for completion of The Travel Institute's (CTA, CTC) or CITC's (CTC, CTM) designations.

Elite Cruise Counsellor (ECC), requires the successful completion of any 10 (15 credit) CLIA live or online seminars and exams, and additional product knowledge requirements including cabin sales, ship inspections, and personal cruises not utilized for prior Certification levels. Furthermore, CLIA offers the Elite Cruise Counsellor Scholar (ECCS) designation for those who annually qualify by completing additional requirements on a yearly basis.

CLIA's public relations and promotional efforts urge consumers to seek advice from certified agents. With Certification, you will gain a business advantage and your clients will be assured that they are working with a Certified Cruise Counsellor.

CLIA's Luxury Cruise Specialist. In its efforts to provide training relevant to today's travel selling market, CLIA has launched a Specialist designation which focuses on one aspect of the market. The Luxury Cruise Specialist program allows agents to learn about the nuances of selling luxury travel, the unique demands of the market, and exposure to the products of CLIA member lines that are part of this market. Enrollment details are available in the Travel Agent Center at www.cruising.org.

CLIA Online Training. Visit the Travel Agent Center at www.cruising.org or http://www.cliaacademy.com to take CLIA's 25 training programs online. Attend "class" in the convenience of your home or office and work at your own pace. The successful completion of CLIA's online training earns you 15 certification credits per course.

CLIA Cruise Textbook. Cruising: A Guide to the Cruise Industry, Marc Mancini, Ph.D., offers a comprehensive look at cruising. Topics range from who cruises and why, to how to successfully market cruises. The history of cruising, ships, and destinations are also detailed. The book may be ordered from Cengage Learning at 1-800-347-7707 (USA) or 1-800-268-2222 (Canadian). Members should mention promotion code 10CLIADISC (USA) or BICL0410 (Canadian) for CLIA pricing and ordering. Completion of the textbook and exam are worth 30 Certification credits. This book is a terrific resource for agents, trainers, and travel educators.

Training By Request for Groups. CLIA provides on-site training for groups of 50 or more agents. This is a perfect way for agencies, consortia, and associations to bring CLIA training to their members. The group provides the meeting room and audio-visual equipment; CLIA travels and provides the training for FREE.* Seminars can be customized according to the group's needs. Groups requesting training can choose from CLIA's primary agency training seminars, or from the list of elective sales and marketing seminars.
*Subject to instructor availability.

III. REVENUE-BOOSTING SALES TOOLS - FREE OR AT BIG SAVINGS CLIA
Cruise Manual CD-ROM. An easy-to-use reference with complete information on member line's ships, on-board activities, worldwide port descriptions, sales policies, links to ship deck plans, and more. The CLIA CD-ROM is endorsed by agents everywhere as the best cruise sales reference source and is included in agency and agent membership kits. The CD-ROM which is included in the membership kit, also can be ordered from CLIA for $29.95 each (member price, non-members pay $59.95 each). See page 30 for details and ordering information.

Cruising Q&A. This is the best consumer informational booklet about cruising and five samples are included in your membership kit. Your first 25 copies are FREE. CLIA agency and agent members can order additional quantities at considerable savings off the cost to non members.

Promotional Materials & Direct Mail Tools. Direct mail materials, Certified Cruise Counsellor materials, marketing and promotional tips and tools, and more are available exclusively to CLIA members. These promotional items keep cruising on your client's mind.

IV. FAMILIARIZATION CRUISE ADVANTAGES
CLIA member lines recognize CLIA agency and agent members with FAM discounts and/or priority on FAM cruises. Exclusive benefit: with more opportunities to cruise, you and your staff can learn more about cruising which will help you close more sales and earn credits toward Cruise Counsellor Certification. Note: some lines and suppliers may have their own additional requirements.

V. MARKETING DATA
Each year, CLIA conducts a variety of marketing research projects. The results provide valuable information on demographics, vacation habits, the interests of repeat cruisers and cruise prospects, and much more. It is knowledge that can help you sell more cruises and position yourself as your area's cruise expert. An exclusive benefit of your CLIA membership is that highlights of this information are shared only with CLIA Member Lines, agencies, and agents. You'll be better able to recognize cruise prospects and understand their needs. Plus you can spot and cash-in on changes in vacation habits, demographics, and customer interests. Visit: www.cruising.org

VI. BONDING
An important consideration for our Member Lines and your clients - we provide a fidelity bond. This bond reimburses cruise lines for protecting passengers against travel agency defaults. The maximum coverage is $15,000 for a single office agency; $20,000 for a multi-office agency. Only CLIA member agency locations on our Master List are covered by the bond - an important business consideration for our member lines.

This is a significant benefit that provides your clients with the added assurance of your professionalism and financial stability.