The second annual Cruise Lines International Association (CLIA) cruise3sixty travel agent conference was a resounding triumph, exceeding the expectations of agents, cruise line executives and…
The second annual Cruise Lines International Association (CLIA) cruise3sixty travel agent conference was a resounding triumph, exceeding the expectations of agents, cruise line executives and exhibitors alike. cruise3sixty drew a total of 1,600 attendees – including 1,150 travel agents – with a compelling combination of incisive commentary from the industry`s highest-level executives, the most gold standard CLIA training programs ever offered at one event, cruise line product demonstrations, a dynamic trade show and timely press conferences hosted by several CLIA-member cruise lines.
CLIA couldn`t be more pleased by the overwhelming response to the second cruise3sixty, said Terry L. Dale, president and CEO of CLIA, the chief marketing organization for 20 premier cruise lines and nearly 17,000 North American travel agencies. The event attracted agents from across North America and beyond. We are extremely pleased that hundreds upon hundreds of cruise retailers were energized by cruise3sixty`s combination of cutting-edge education, timely industry information and crucial marketing support.
The final cruise3sixty figures also reveal the broad interest in cruise retailing. Agent attendees hailed from 44 U.S. states, seven Canadian provinces, seven European countries and one Caribbean nation, and took advantage of unprecedented educational opportunities, as CLIA`s Training Department delivered 2,722 individual events – the most the association has ever conducted in a single event.
Among cruise3sixty`s many highlights were the three Cruise Visionary chats at which Dale discussed key industry issues with the chief executives of three major cruise lines: Micky Arison, chairman and CEO of Carnival Corporation & plc; Gregg Michel, president and COO of Crystal Cruises; and Richard Fain, chairman and CEO of Royal Caribbean Cruises Ltd.
All three expressed their optimism regarding the future of leisure cruising and the continuation of cruise shipbuilding. Most importantly, each stressed their dedication to and reliance on the travel agency distribution system.
cruise3sixty opened with an enthusiastic address from Dave Price, weatherman and feature reporter for CBS News` The Early Show. Price`s forecast called for a long and profitable future for travel agents, mainly due to the superlative service they provide to their clients. People watch CBS out of loyalty under the umbrella of reliability – it`s the same for travel agents, said Price, who regularly uses travel agent services for his own business and personal travel.
Al Kelly, group president of American Express, delivered a rousing keynote address in which he stressed the importance of providing clients with impeccable service experiences. At the end of the day it`s all about service, said Kelly, adding that travel agents should live by the credo Be There.
Other cruise3sixty general sessions featured high-level cruise executives discussing critical industry issues. Panelists at Saturday`s Cruise Market Forecast Forum panel examined nuances that delineate today`s contemporary, premium and luxury cruise brands. Participants in Sunday`s Luxury Cruise Exchange panel covered effective strategies agents can use to identify deluxe-market consumers and provide the desired service levels to retain these luxury clients. Finally, Dale and
Dr. Marc Mancini conducted a first-of-its-kind Consumer Town Hall panel featuring eight non-cruise vacationers who were queried on their perceptions of cruise vacationing and prompted to discuss why they have not yet opted for a seagoing vacation.
cruise3sixty also featured CLIA`s second Hall of Fame induction ceremony, which honored three inductees: Bob Dickinson, president and CEO of Carnival Cruise Lines; the late Fred Kassner, founder, GoGo Vacations/Liberty Travel; and The Love Boat television series. The Love Boat award was accepted by Gavin MacLeod, who portrayed Capt. Stubing on the landmark program.
Entertainment for the gala featured performances by the world-famous Cirque du Soleil theater troupe from Celebrity Cruises; the landmark sketch and improvisation team The Second City from Norwegian Cruise Line; Marcus Anthony, a top-shelf vocalist from Carnival Cruise Lines; and a grand finale featuring a medley of Disney Cruise Line feature productions.
I was so impressed by the Hall of Fame and the evening of entertainment, said Melida Butler of Melida Travel in Chicago, Ill. It brought tears to my eyes.
CLIA`s educational seminars received the highest accolades from agents at cruise3sixty. According to Karen Laux, manager of Leisure Travel Services in Grand Rapids, Mich., The seminar titled `Local Public Relations Techniques: How to Maximize Your Agency`s Visibility` was just wonderful. I learned so much from it – and I`ve been in the industry for 29 years.
The overwhelming sentiment among agents was that the CLIA`s cruise3sixty was indeed the must-attend event of the year. It was so beneficial, said Hattie Jones, owner of Vacations Plus, LLC, of Yorktown, Va. The whole show has helped me learn how to kick my business up a notch.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
