THE NEW BREED OF TRAVEL AGENT: TODAY'S CRUISE 'EXPERT'
Industry Estimates That 95 Percent Of Cruises Are Sold Through Travel Agents
NEW YORK -- Cruising has experienced tremendous growth in the past decade, with new ships, new ports of embarkation and ports of call, new destinations and itineraries and a new cruising "lifestyle."
Keeping up with all the changes and expansion has been the travel agent, the key ingredient in cruise vacation choices.
An estimated 95 percent of cruises are purchased from travel agencies. And according to research done by Cruise Lines International Association (CLIA), the important role of travel agents is recognized by cruisers.
"CLIA's most recent Market Profile Study confirmed that the majority of vacationers are confident that travel agents are knowledgeable and competent," says James G. Godsman, president of CLIA. "In fact, cruisers use travel agents significantly more often than other vacationers. Agents are seen as the 'cruise experts.' "
The high level of vacationer confidence has been earned through the years as agents have continually demonstrated their expertise in the cruise industry.
Approximately 20,000 travel agencies are affiliated with CLIA. Their knowledge of cruise products is enhanced by CLIA's ongoing Cruise Counsellor Certification program designed to keep agents aware of
both the latest sales techniques and the most up-to-date product information. Agents need to be
familiar with more information than ever before:
- 25 CLIA-member cruise lines
- More than 130 ships with another 50 new ships estimated to join the North American fleet through the end of 2005
- More than 1,800 destinations visited by ships
- An ever-expanding list of amenities
Cruise Counsellor Certification is one part of an extensive training program undertaken by the association. It combines selling and product-oriented courses with personal cruise experiences and shipboard inspections to help agents earn certification as Accredited Cruise Counsellors and Master Cruise Counsellors -- recognized experts in cruise selling.
Agents can even advance their training without leaving their home or office by taking courses on the Internet -- something unheard of a few short years ago!
With all this knowledge in hand, travel agents have the task of matching the consumer with the perfect cruise, taking into consideration such factors as length of cruise, time of year, destination, activities, accommodations, overall style and activity level. Thanks to training programs offered by CLIA, today's travel agents are well prepared to handle the task.
In working with clients, agents have embraced the latest technology, especially the Internet. One of the ways in which CLIA-affiliated agencies are making the Internet work for them is through listings in the Cruise Expert Locator on CLIA's website, www.cruising.org, which also serves as a resource for consumers seeking a certified cruise expert in their area.
"Travel agents continue to play a valuable role, particularly in the cruise industry," says Godsman. "They have rightfully earned the respect of the industry and the consumer."
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