Cruise Lines International Association Launches ‘You Deserve A Cruise’ Platform for CLIA Member Agencies to Promote Cruise & Travel

Jun 08, 2009

Summer-Long Campaign Highlights Therapeutic Value of Vacationing, Contribution to Economy, Unprecedented Cruise Values and Special Offers

Fort Lauderdale, FL — June 8, 2009 — Cruise Lines International Association (CLIA) and its member lines have announced a summer-long “You Deserve a Cruise” promotion designed to help travel agents to sell more cruises by convincing consumers that they have earned the right to take a break from the stresses of today’s challenges and that travel is not only beneficial to them but to their country as well.

From today through August 31, 2009, CLIA will target families, singles, seniors, first-time cruisers, honeymooners and groups of all descriptions with the message, “Now more than ever, a vacation is what you really need – a mental health break from everyday stresses to reconnect with yourself and loved ones, to reflect on the next steps which could be life-changing, and to renew physically and emotionally. You’ve earned it; take advantage of the opportunity. And do your part for the economy at the same time.” Making the point that there is no easier, more relaxing or more rewarding vacation than a cruise, the promotion will highlight the unprecedented value, latest savings and special incentives offered by CLIA member lines and the incredible service and value a CLIA member travel agency provides the traveling public.

“With the incredible value being offered by CLIA member lines, there has never been a better opportunity to take a cruise and to sell cruises,” said Terry Dale, CLIA’s president and CEO. “We’re telling consumers that now, more than ever, people need the benefits of relaxed, shared leisure time and that it is not only okay to travel but beneficial to our country. By vacationing we can make a contribution. ‘You Deserve a Cruise’ will make the point that cruising, with its outstanding value, is uniquely qualified to serve these needs. We urge all travel agents to get involved and work with their favorite CLIA lines to help make this industry-wide promotion a tremendous success.”

The North American cruise industry alone contributes over $40 billion in economic impact to the U.S. and Canadian economies; worldwide travel and tourism generates $5.47 trillion for national economies, according to the World Travel & Tourism Council.

CLIA’s travel agent center at features a “You Deserve a Cruise” resource center that provides tools and resources for CLIA member travel agents to integrate the campaign theme into their marketing and public relations efforts including logos, sample press releases, template emails which include promotional copy, and tips on effective public relations techniques.

In addition, the campaign will highlight to consumers the exceptional value and special incentives offered by CLIA member lines, reinforcing the message that there is no better time than now to take a well-deserved cruise vacation and that there is no better resource to plan and book their vacation than a CLIA member travel agency and a CLIA Certified Cruise Counsellor.

Here is a sampling of special incentives and assistance for travel agents as well as “You Deserve a Cruise” Special Value Offers for consumers (please visit CLIA’s You Deserve a Cruise Web page or the individual lines’ Websites to determine restrictions, requirements and limitations for these offers).

Consumer offers include: Early booking discounts, free cabin upgrades, promotional rates and price protection programs, shipboard credits, reduced deposits, pre- and post- hotel package discounts, 3rd and 4th guest savings, companions sail free, kids sail free, free and reduced airfare, Two-for-One savings and free shore excursions. More information can be found at

CLIA travel agent incentives and CLIA member cruise line sales support include: $25, $50 and $100 bonus commission opportunities, Sell Three and Sail Free programs, Double GAP points, generous group amenities, booking contests, co-op for qualified promotions, collateral and mailing support. For more travel agent information on the “You Deserve a Cruise” industry-wide promotion, please visit CLIA’s Website,

Press Contacts

Travel Industry & Marketing

Sarah Kennedy – Director, Public Relations
Tel: 703-628-7389 

Industry Policies/Regulatory & Legislative Issues

Catharine Montgomery – Director of Public Affairs
Tel: 202-759-6758