Silversea to introduce new training in Australia

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7/11/2006

Silversea to introduce new training in Australia
Steve Jones

Silversea Cruises is launching its long-established training academy into the Australian market to capitalise on the growing cruise market.

The Silversea Academy of Luxury Cruising, which has been running in the UK for five years, is expected to kick off in Australia in mid 2007.

Details of the scheme emerged during a series of Silversea agent road shows in Brisbane, Perth, Melbourne and Sydney.

The training involves a series of half-day seminars focusing on different aspects of the luxury market, including basic information such as defining luxury cruising, how to run direct mail campaigns and identifying potential Silversea customers.

Vice president sales and marketing Steve Odell said it will look to run three of four seminar-style training sessions each year.

“It is well established in the UK and with 12 per cent of our sales now coming from Australia we believe it’s time to introduce the training here,” he said.

The plan is to take the program to all major cities in Australia, he said.

“I defy any specialist in luxury that they can’t learn something new,” Odell added.

7 November 2006

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