CLIA talks up agent role in cruise growth

CLIA talks up agent role in cruise growth
By admin


Rapid growth in the number of products on sale in Australia’s burgeoning cruise market is making agents more relevant than ever, according to the global boss of Cruise Lines International Association.

Speaking to media ahead of Saturday's Cruise Industry Awards, president and chief executive Christine Duffy confirmed the organisation is taking on "broader mandate and agenda" on behalf of its cruise line members as it spreads its global reach. The International Cruise Council Australasia will this year join other cruise associations across the world to form a global trade association under the CLIA banner.

"But at its foundation CLIA remains clearly committed to the travel agent community which is our primary distribution channel and continues to be extremely important to the success that the cruise industry has experienced," Duffy stressed.

"In the future, given all the options and cruise and destination choices that consumers have to make, the best advice for a consumer wanting to book a cruise is to call a CLIA travel agent."

Global cooperation between CLIA branches could signal the start of greater coorindation on educational programs for agents, she suggested.

In addition, the organisation is considering a dedicated Cruise3sixty event for the Australasian cruise sector, "piggybacking" on the issues discussed at the North American event but making them relevant and accessible for the local market.

"We think it certainly something we should be looking at if the demand is there from agents," Duffy said.

There is also potential for global collaboration on a promotional campaign which could take the form of an "International Cruise Vacation Month", she added. Although she insisted it is still early stages.

Meanwhile, CLIA has launched Cruise Forward and YouTube channel CruiseTV – two initiatives to grow the profile of cruise.

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