Consumer Magazine Takes on Agent Training

In an industry first, Royal Caribbean International is sponsoring an online cruise agent training program in partnership with a major consumer magazine, Condé Nast Traveler.

Travel agents who complete the free course will receive the Conde Nast Traveler Institute seal and will be listed as certified cruise specialists on the Institute website and on Royal Caribbean’s travel agent locator.

“The prestige of the Condé Nast brand will be a very powerful tool for our partners,” said Vicki Freed, Royal Caribbean’s senior vice president, sales, trade support and service.

“This brand is very well known to consumers and we felt that if agents took this course — each of the four parts is eight minutes long followed by a five-question quiz — and receive the certification they can then use the Condé Nast Traveler Institute [designation] on their business cards and on marketing materials,” she added.

Freed noted that consumers “know what Condé Nast is about,” and an affiliation with the brand adds more credibility to agents’ experience and knowledge.

Complementing—not replacing
The series is an extension of Royal Caribbean’s “Loyal to You Always” agent commitment program and does not replace its Royal University of Wow internal training program, according to Freed.

“We see this as a complement to our training and to other kinds of education offered within the industry,’ she said.

“CLIA has great programs and so does Royal, but if you say to a client ‘I’m a University of Wow graduate,’ consumers might not know what that is,” she added.

“And CLIA has an in-depth course but it isn’t a known brand to the consumer either. Condé Nast is a prestigious third party validating the knowledge of the travel professional.”

‘A sizable investment’
The certification course—consisting of four videos—was launched in mid-September with the first session, on family travel, hosted by Lyss Stern, of Divalysscious Moms.

Freed said each course provides general tips and advice on the topics, then uses Royal Caribbean ships and amenities as examples.

“The culinary topic, for instance, might mention our specialty restaurants or the celebrity chefs we have on board,” she said.

Royal Caribbean made a “very sizable investment to offer this to agents,” Freed said.

“It’s our responsibility to help agents succeed. We are a big company; we have more resources than small agencies can tap into.”

Bill Wackermann, Condé Nast Traveler’s executive vice president and publishing director, called the creation of the institute a “ground-breaking moment” for Condé Nast Traveler.

“We are proud to be extending our brand into an industry accreditation program that adds distinction to the travel service industry and value to the consumer, he said.

Positive response
A number of agents and industry sources welcomed the new training and certification program.

“The new partnership is very exciting and will open doors for travel agents to grow their business while reinforcing their value as a true travel expert in the eyes of the consumer,” said Drew Daly, general manager of network engagement and performance for CruiseOne and Cruises Inc.

“By partnering with Condé Nast, Royal Caribbean has inspired agents to take their education and career to the next level with this transformative learning platform,” he said.

Mara Hargather, a CruiseOne franchise owner in Ponte Vedra, Fla., called the course “a brilliant concept.”

“I can’t wait to complete the program and earn my degree,” she said.

The affiliation with an upscale travel publication is a definite advantage for agents, said Bobbye Haupt, a CruiseOne Franchise Owner in Newark, Del.
 
“Being able to add the certified Condé Nast Traveler Institute cruise specialist seal is a distinction that our clients will immediately recognize,” he said Haupt.

The more the merrier
But what do long-standing agent training entities think about “prestigious third parties” entering the business?

“We support their educational efforts and this new marketing program,” said Patty Noonan, CTC, director of sales for The Travel Institute.

“Anything that supports and is engaging for travel professionals can only be beneficial for the industry,” she said.

In a statement to Travel Market Report, CLIA noted, “Travel agent education is a cornerstone of agent success. We strongly encourage travel agents to take advantage of all professional development opportunities to increase their cruise industry knowledge and gain certification to demonstrate their expertise.”

Getting the word out
Freed said that Royal is still getting the word out about the new opportunity and, so far, interest is high.

“I have an email from Eric Maryanov, [president and CEO of Los Angeles-based All-Travel.com], and he says he’s very excited about the partnership and will encourage all of his agents to participate,” she said.

At Avoya Travel, senior vice president of sales Scott Koepf, said, “While it may be too early to evaluate the program, with more education overall there will be better opportunities for travel agents.”

“Avoya Travel has a wonderful partnership with Royal Caribbean and we have no doubt that their education efforts will be embraced,” he added.