ASTA’s Global Convention: Cruising Into the Future
by Robin Amster /ASTA’s Global Convention this year promises to deliver, with a line-up of distinguished speakers, a bit of star power, compelling educational sessions and a range of networking opportunities – all taking place onboard the Norwegian Breakaway.
The Bermuda-bound ship sails from New York on Sept. 14 and returns Sept. 21.
ASTA has themed its Global Convention SEAS the Future, and several keynote addresses and educational sessions will be forward-focused.
“We want to help agents prepare for the future, and this Global Convention is designed to arm them with the tools they need to sell to the leisure travel market, to understand the changing face of the future traveler, and to future-proof their business," said Zane Kerby, ASTA's president and CEO.
"We have more than 30 educational sessions on everything from how to sell to a new niche and how to better sell cruises, to what both owners and frontline employees need to know about regulations to guard against costly fines and debit memos.”
Looking ahead
The opening session will feature CBS News travel editor Peter Greenberg, who will deliver a keynote talk on “The Future Traveler.”
Following his presentation, Greenberg will moderate a panel on “Staying One Step Ahead: The Future Leisure Traveler.”
Panelists Camille Olivere, Norwegian Cruise Line’s senior vice president of sales, and Roger Block, president of Travel Leaders Franchise Group, will discuss the profile of tomorrow’s leisure traveler, as well as current trends in cruising.
Get ‘indispensable’
Another keynote will be delivered by Nolan Burris, president of Future Proof Travel Solution, on “Becoming Indispensable: From Agent to Advisor.”
“Satisfaction” is the new average, according to Burris. In a do-it-yourself world, the gap between consumers’ needs and desires has grown wider, and that creates an opportunity for agents to become indispensable, he argues.
Wide-ranging education sessions
Sales, marketing, technology, business practices, travel insurance, and government affairs are among the topics of the educational seminars scheduled for the cruise.
Highlights include:
• “Become a Sales Superstar,” presented by Bob Becker, senior vice president, consumer research, Norwegian Cruise line
• “Marketing Across Generations,” from Nolan Burris
• “The Soft Touch: Developing Clients for Life,” from Gloria Stock Mickelson, CTIE, ACC, senior manager of education and training, Travel Leaders Franchise Group
• “The Tools, Technology & Processes to Power Customer Relationships,” from Camille Olivere
• “Write the Right Marketing Message,” from Melissa Teates, ASTA research director
A new niche (!)
ASTA attendees also will hear an interesting – and unexpected – take on niche travel.
Former cruise executive Jeff Drew will present a session on the little-known divorce travel market. Drew claims that the divorce market is growing faster than honeymoon travel.
The session will include general sales tips from Drew, whose 30 years’ experience in travel encompasses stints as a senior sales executive with several cruise lines, most recently American Queen Steamboat Company.
A NACTA Day at SEA on Sept. 20 will include an update from NACTA headquarters, a Q&A with a Norwegian Cruise executive, the announcement of NACTA’s 2014-2015 regional director team, and a presentation on NACTA benefits.
This year ASTA has also doubled, to more than a dozen, the number of awards it will present. It also will bring back its Travel Trade Journalist of the Year Award.
The fun stuff
During two-and-a-half days in port – Sept. 17 and 18 and a half day on Sept. 19 – ASTA attendees can catch an “early bird” educational session onboard and then take advantage of hotel inspections and unique delegate-only excursions.
There will be networking and socializing at several events, including a Sail Away party and reception Sept. 14 and A Taste of Bermuda reception on Sept. 17.
Delegates can meet with suppliers during trade show Sept. 15 and roundtable presentations on Sept. 16.
For registration and more information go to ASTA’s Seas the Future.