What’s In This Issue:

• From the Bridge– CLIA President and CEO Terry Dale looks back at a fast-moving 2004.
• Cruising in the News – – Record bookings coincide with CLIA's National Cruise Vacation Month … Hawaii passengers spending more... New Barbados passport requirements for cruise passengers.
• Maximizing Membership Benefits – Seabourn Cruise Line Senior Vice President Rick Meadows talks U.S. dollar versus Euro and the advantages of visiting Europe aboard a cruise ship.
• Learn More to Earn More – Book now for the spring session of the CLIA Institute at the University of Miami. CLIA expands online training regimen to answer surging agent demand.
• Member Spotlight – Craig Martin of Cruising Inc. in Wayne, Pa. tallies the totals from a cresting Wave season.
• We Thought You Should Know – Celebrities (and their Moms) love to cruise.
  

March 2004

From The Bridge

Greetings!

With only a quarter of 2004 behind us, it's wise to look to the future. Nevertheless, I'd like to take a moment to reflect on what has already been an eventful two months. The reason I am a bit anxious to glance back on January and February is simple - we all shared some significant success in that brief time.

Among those success stories is the robust Wave Season of 2004. By any measure, the cruise industry continues to experience a fruitful Wave period, with strong bookings for a variety of cruise lines sailing to several destinations. Cruise lines and agents alike are reporting strong bookings for Alaska, the Caribbean and Mexico, Europe, Hawaii and many exotic destinations. The Wave Season success is also spread among market segments and cruise brands, including the contemporary to premium to luxury categories.

The second successful event actually extends back to 2003, but the news has just come in recently: Nearly 8 million North Americans (and 9.53 million guests worldwide) sailed aboard CLIA member line ships in 2003, a 6.9% increase compared with the nearly 7.5 million who cruised in 2002. CLIA member line ships also attained a 102.6% load factor in 2003 (compared with 98.6% in 2002), demonstrating the robust demand for cruise vacations, even in challenging times.

The cruise industry could not have attained its outstanding success without your expertise, acumen and your dedicated efforts to spread the good word about the world's greatest vacation value. We truly appreciate all of your hard work, and we continue to seek your feedback on CLIA's programs and initiatives. We look forward to providing more service and support that will have a direct impact on your cruise sales initiatives.

Here's To A Successful Wave Season!

Terry L. Dale
President & CEO
CLIA

 

Cruising in The News

The figures are in! The 2004 CLIA National Cruise Vacation Month (NCVM) program, the industry's annual celebration of cruising and the CLIA -member agencies who sell cruise vacations, was a hands-down success. This year's NCVM promotions featured shipboard spokespersons from the CLIA cruise lines and travel agents sharing the message that “The Best Cruise Vacations Begin With a Travel Agent,” in a nationwide broadcast media tour that featured appearances on top news- and entertainment-oriented TV and radio programs in 31 key North American markets.

In all, the NCVM cruise-line spokespersons conducted 116 interviews, including 65 TV spots, 45 radio appearances and six newspaper or magazine interviews. The TV and radio broadcasts were aired in 63 separate cities, reaching an estimated 49% of all U.S. households.

The tour also included several television spots in the country's largest markets, including appearances on the CBS and FOX affiliates in Boston and Philadelphia, the WB network affiliates in Chicago and Philadelphia, Washington, D.C.'s FOX affiliate and NBC's San Francisco affiliate, plus blanket coverage from all major TV and radio stations in Tampa, Fla. and Phoenix.

Of course, the promotion's success is due in large part to the expertise and appeal of CLIA's spokespersons, drawn from several CLIA ships and from the ranks of our CLIA travel agents. Their balanced and informative descriptions of the cruise experience and daily shipboard life helps provide vacationers who have not yet opted for a cruise with a conceptual, “real life” picture of a seagoing voyage from an authoritative source.

The CLIA representatives who participated in the 2004 Media Tour were cruise directors Denny Anderson of Norwegian Cruise Line; Alastair Greener of Princess Cruises; Gary Hunter of Crystal Cruises; Ken Rush of Royal Caribbean International and Mark Price of Seabourn Cruise Line, plus Dave Kelsey, Water Sports Coordinator for Windstar Cruises.

Hawaii cruise statistics show passengers spending more. Hawaii cruisers spent more money in the 50th state in 2003, according to data released recently by Hawaii's Department of Business, Economic Development and Tourism. A total of 236,149 vacationers visited the Hawaiian Islands by cruise ship in 2003 according to the report, with cruise-ship guests spending about $101 per day in Hawaii, compared with $99 per day in 2002. On average, vacationers from the U.S. East Coast spent the most ($108), followed by guests from Europe ($104), Canada ($98) and the U.S. West Coast ($87). The expenditures covered areas including land tours, restaurant meals and pre- and post-cruise hotel stays. “The cruise industry continues to be strong for Hawaii and we're particularly pleased that the benefits are spread throughout the state,” said Marsha Weinert, a state government official.

U.S. Senator Bill Nelson (D-Fla.) recently called for more federal funds to be spent on port security. While all U.S. ports will have to meet more stringent security measures beginning July 1, 2004, Nelson told the Associated Press that “The federal government, through the new department of Homeland Security, is not spending enough to upgrade the ports and their security.” John La Capra, president of the Florida Ports Council, said the state's 14 ports have spent about $100 million on security measures, but more is needed. “The Coast Guard has indicated that it's a $5 billion issue to implement their security regulations. To date the federal government has provided approximately $500 million. So we're short $4.5 billion.”

Although Barbados' new passport regulations now requires all U.S. and Canadian citizens entering the country to be in possession of a valid passport, Barbados' chief immigration officer said there will be “little change to the current practice as it relates to cruise passengers.” The new regulations require only cruisers disembarking in Barbados to be processed by immigration and therefore required to be in possession of a valid passport. Cruise guests “in transit” to join flights at Grantley Adams International airport are also required to have a valid passport. All guests continuing on the cruise are considered “in transit” and exempt from immigration control. These guests are permitted to go ashore and return to their ship using their vessel's magnetic identity card.

Commodore Ronald Warwick, Master of the Queen Mary 2, was named “Shipmaster of the Year” by U.K.-based shipping publication Lloyd's List and the Nautical Institute a London-based professional mariner's group. The award is presented to the shipmaster nominated by those on board a vessel, by a company or by colleagues for exceptional service in command at sea for the past 12 months. Nautical Institute official Dr. Phil Anderson, who presented the award, lauded Capt. Warwick as “A master at the peak of a long and distinguished career who epitomizes the positive features of the maritime profession.”

 

Maximize Your Membership Benefits

Euros By Land, Dollars By Sea - Selling the Cruise Advantage to Europe this Year
by Richard D. Meadows, CTC, Senior Vice President, Sales and Marketing, Seabourn Cruise Line

The media have been giving lots of coverage to the growing gap between the shrinking U.S. dollar and the burgeoning Euro—and to the impact that will have on American tourists traveling in Europe in 2004. But before you surrender hope of selling your clients European vacations this year, give some thought to promoting the advantages of visiting Europe aboard a cruise ship.

Cruising offers Americans the chance to stretch the value of their dollar in Europe, by allowing them to purchase most of the services they'll need in U.S. dollars without negative effects from currency exchange.

Accommodations, food, entertainment and transportation are all covered in the fare for most cruise vacations. Drinks, sightseeing, tips and other costs can also be paid in dollars on board most ships. The industry's upscale cruise lines even include drinks and tips in the fare. Furthermore, the Value Added Tax (VAT) often 10% or more--that is added to virtually everything ashore is absent on cruise ships.

European cruise vacations offer clear savings when compared with land-based vacations in Europe. For example, a couple on a land-based vacation traveling to three European cities in a week will eventually pay for accommodations, food, drinks and entertainment, transportation, tips and taxes in Euros, and lose money on each transaction. Meanwhile, their agent will only get commissions on the hotels, if they are lucky.

With a European cruise purchase, your clients not only spend less and see more, but you will be paid commissions on much more of the money your clients spend - a win/win solution.

Best of all, your clients will have a relaxing, fun and exciting time in Europe, without having to check in and out of hotels, pack and unpack and worry about schedules and currency exchange. They'll thank you, again and again, by coming to you for all their future vacation plans. Talk to your professional cruise line representatives about how you can promote European cruises to your clients.

 

Learn More, Earn More

Spring CLIA Institute Program Coming Soon

CLIA's travel agent training and educational programs offer the most comprehensive sales, marketing and product-knowledge training available anywhere. The CLIA Institute is specifically designed for agents, owners and managers seeking an advanced level of travel agency sales and management training. Simply put, the CLIA Institute is the travel professional's best opportunity to efficiently and effectively acquire the knowledge and skills required to sell cruise vacations and successfully manage a travel agency.

Offered in association with the University of Miami, the CLIA Institute will commence on May 5-9, 2004 at the Downtown Hyatt hotel in Miami, Fla.

Simply put, the CLIA Institute offers the most advanced level of professional travel agency sales and management training available.

“The CLIA Institute is the Cadillac of our training programs,” said Tom Cogan, CLIA's director of training. “This program normally attracts the top travel professionals from around the U.S. and Canada to experience three days of focused learning in a university classroom environment.”

CLIA Institute graduates will earn 50 credits for participating in the programs on May 6 and 7, and agents who attend up to three CLIA elective courses can earn another 45 credits. Agents will also have the opportunity to participate in hosted ship inspections in Miami and Fort Lauderdale. With this opportunity, agents can earn over 100 certification credits at the CLIA Institute. Your attendance at the Institute can be applied towards your Master Cruise Counsellor (MCC) mandatory training credits or your Accredited Cruise Counsellor (ACC) training credits.

In all, the CLIA Institute will offer:

• Three complimentary classroom seminars (45 certification credits; 15 credits each), which fulfill mandatory ACC requirements, or can be applied to MCC elective requirements.
• Additional credits toward CLIA's Cruise Counsellor Certification program via Institute courses, elective seminars and ship inspections.
• Preferred room rates at the Hyatt Regency Miami and the Clarion Hotel/Suites.
• Four optional Wednesday seminars.
• Optional Wednesday computer workshops.
• Continental breakfast, luncheon, coffee and dessert breaks on Thursday and Friday.
• Thursday evening social event in Miami hosted by the Greater Miami Convention & Visitors Bureau.
• Networking happy hour on Friday evening.
• Escorted ship inspections in Miami and Fort Lauderdale including lunch.

For more information, log onto CLIA's Web site at www.cruising.org. “Early bird” reservations (through April 14) are $299; regular reservations (after April 14) are $349; there is an additional $25 for the optional May 5 computer classes.

 

Agents Opt For Online Training

Responding to the overwhelming popularity of its Internet-based training courses, CLIA has added four new courses to its online menu. Agents can now select from 14 CLIA online training programs to earn credits toward their ACC, MCC or ECC certification. By completing online courses, agents can fulfill all mandatory and elective ACC requirements, all MCC elective training credits and all ECC training requirements.

Agents have responded to CLIA's online training program in unprecedented numbers. Through the middle of February 2004, CLIA delivered 1,342 online training programs, a 167% increase over the same period in 2003 (when CLIA delivered 502 programs). During the same period, 848 students took one or more of CLIA's online courses, a 376% increase over the previous year (178 students).

The following courses are now available online:

•  Cruise Vacations – An Introduction

•  Principles of Professional Selling

•  Power Selling Techniques

•  Direct Mail That Sells

•  Group Sales Made Easy

•  Creating a Cruise Marketing Plan

•  Psychology of Selling

•  Cruising, The Ultimate Incentive

•  Negotiating to Win

•  Choosing Champions: How to Find, Motivate, Train and Keep Good Employees

•  Cruising – Knowing the World You Sell

•  Effective Presentation Skills

•  Selling to Special Interest - Niche Markets

•  Managing Your Time Effectively

Online training offers agents the ultimate combination of convenience and efficiency. Students learn at their own pace, on their own time, from either home or office. The only requirements are a computer and an Internet connection. For more information, CLICK HERE.

 

Member Spotlight

Craig Martin , owner, Cruisin Inc., Wayne, Pa.

Martin (right) speaks with Philadelphia TV reporter Jim Donovan

Cruisin Inc. is located in Wayne, Pa.; a Philadelphia suburb settled in the late 1600's by Quakers from Radnorshire, Wales who built farms on land originally purchased by William Penn. Wayne became a stately Victorian suburb in the mid 1800's when a stretch of the Columbia Railroad established a direct link between Philadelphia and Harrisburg. That spurred the development of distinguished homes and estates on what was previously rolling farmland.

Craig Martin's agency, Cruisin Inc. (800-506-7447), is a brick-and-mortar agency in a tidy strip mall in the heart of Wayne. Cruisin Inc. is having a successful Wave Season by staying true to the area's upscale tradition. A Virtuoso agency, Cruising Inc. focuses on service, expertise and reliability amidst what Martin readily concedes is an Internet-obsessed retail travel market.

“We offer everything you'd expect from a Virtuoso agency,” said Martin, whose outlet will be featured in a television segment hosted by consumer reporter Jim Donovan this month on Philadelphia's KYW-TV. “We customize groups, arrange private tours and private transfers, and handle special events.”

Martin wasn't ready to proclaim 2004 to be the best cruise season of decade this far, but he did call Wave Season 2004 “much better than last year.”

“There are a lot of clients who are booking through the Internet, but we still have a lot of customers who shop on the Internet and book with an agency,” said Martin. “We are doing more high-end bookings, which is definitely more about one-to-one interaction.” Martin named Radisson Seven Seas Cruises' European program and the Alaska and Caribbean itineraries of a variety of CLIA's member lines as his agency's strongest performers. “We're trying to direct our efforts to the upscale market,” he said.

Cruisers are also returning to the far-flung itineraries that give cruising its cachet. “More and more people are booking Europe and exotic itineraries, and even Hawaii is doing well,” said Martin.

On the other hand, “homeland” fever hasn't subsided, either. Martin said he's seen strong bookings for sailings departing from the port of Philadelphia, among several new cruise departure cities that will draw from large regional populations whose residents can drive to their cruise. Norwegian Cruise Line, Holland America Line and Celebrity Cruises are all scheduled to sail from Philadelphia in 2004.

 

We Thought You Should Know

Cruising is definitely a celebrity activity. This summer, retired American tennis star Michael Chang will host family members, friends and fans on a cruise around Hawaii. Chang became the youngest man ever to win a Grand Slam event with his 1989 French Open victory. He was the first American to win the tournament since 1955. While Chang was born in the seaport town of Hoboken, N.J., the July cruise will be his first.

“The cruise was my Mom's idea,” Chang told Tennis magazine. “I've never been on a cruise and have only been to Hawaii once,” he said. The Chang Family Foundation has reserved 300 cabins on Norwegian Cruise Line's Pride of Aloha for the July 4 launch of the line's U.S.-flagged service. The cruise will sail from Honolulu to Kauai, Maui and Oahu.