CLIA To Celebrate Travel Agents During Plan-A-Cruise Month
by Daniel McCarthy /Photo: Roger W
October, historically a slow-booking month, was chosen originally because it’s “the perfect time to plan a cruise,” Christou said, as people start to think about booking vacations in the new year.
A lot has changed since CLIA’s first month-long campaign in 1991, including increases in bookings year-round––so much so that there’s no longer any slow booking season, she said.
New initiatives this year
The biggest change this year is that the campaign is going international, with initiatives across the globe, including a month-long cruise relay in the U.K. that will see events for travel agents all over the country and visits to every U.K. cruise port.
In North America, CLIA’s October campaign will be much more focused on consumers, including encouragement to book through agents.
“Travel agents have been and continue to be important to the cruise industry, with 70% of all bookings coming from agents. We are really working hard to let consumers know that travel agents are the best way to book a cruise,” she said.
Social media drive includes agent toolkit
Part of that consumer outreach involves giving people the chance to win a cruise experience via a #CruiseSmile social media campaign. Anyone posting a photo featuring a great “Cruise Smile” on Twitter, Instagram or the campaign’s homepage will be entered to win a cruise tailored to their preferences.
CLIA is urging agents to get active on social media, too.
“Our huge message to our travel agent community is really to get involved. . . . We want them to help us promote on social media and in their channels,” Christou said.
CLIA has put together a social media toolkit for agents, with videos, social posts and press releases that agents can use to promote the campaign.
This year will also be the first time CLIA celebrates October with official recognition from the U.S. Senate—a resolution passed in July designated October as Cruise Travel Professional Month. “We’re proud that we put the effort in to do that,” Christou said.
Also new this year is the campaign’s focus on four different themed weeks. Each week CLIA will celebrate a different aspect of cruise vacations, starting with “Family Friendly,” and then “Cultural Exploration,” “Fun in the Sun” and “Exploring Nature.”
The cruise lines will have an active presence in this year’s campaign. October will be filled with cruise line promotions designed to help agents drive even more sales during the campaign.
“We’ve been thrilled with the engagement and level of interest from the industry,” Christou said.
One thing that hasn’t changed in the last 25 years is CLIA’s dedication to the agent community, she said.
“One of the main objectives is to really galvanize the industry. We think we created that. It’s been really exciting, and we’re excited to kick it off.”