Norwegian Reaches Out To Independents
by Donna Tunney /Norwegian Pearl. Photo:
Norwegian Cruise Line is taking steps to embrace more home-based, independent agents with a multi-faceted program that has, at the core of its message, an invitation: Join the family.
The independent retail community numbers in the tens of thousands, according to Clark Reber, director of the line's Independent Travel Professional channel, a new category recently added to its Partners First program.
“We are working to identify who they all are,” said Reber, through host agencies and by finding “the staunch soloists” who may not be affiliated with any host.
“The sub-header for our independent channel is ‘Raise Your Hand,’ ” he noted, and he hopes that more home-based retailers will do so, and become Norwegian's partners.
The new program for independents followed a focus group at which retailers told Norwegian they felt “overlooked and ignored” by some travel providers. Reber, who said Norwegian is “more committed to the agency distribution channel than any other line,” decided to change that perception.
With the independent agent channel, he explained, Norwegian's sales team will bolster its relationships with home-based retailers through their host agencies and out in the field. The line will organize more cruise fams with training; a newsletter specifically geared to independents will be distributed monthly; and a 20-member, independent agent advisory board, comprised of both host agency representatives and front-liners, will be named next month.
Some hosts, he noted, want supplier information to be funneled through them, while others prefer that the supplier communicate directly with affiliated agents. Norwegian is happy to engage with agents either way. “Our relationships with existing host agencies is outstanding,” Reber said, and the line is eager to work with all independents who become known to it.
The launch of the program followed its unveiling at CLIA 360 in June, where Norwegian president and COO Andy Stuart revealed the initiative, saying: “We felt we had to do a better job to support the independent travel professional. Cruise lines have struggled to support that segment. It’s difficult to support because it doesn’t reside in a brick and mortar agency.”
Reber said the cruise line already does a good job communicating with host agencies, and has traditionally reached out to home-based agents through web sites that independents frequent, but the goal is to do more.
“Every conversation I've had with our business development managers is that they are so looking forward to reaching out to home-based agents. They just needed a platform to get the message out. And what I would say to independents is: participate in the monthly webinars that Andy Stuart hosts. Join the webinar and become part of the family.”
Norwegian wants independents to know, said Reber, “We believe in you, we're here for you, and we have a dedicated sales support [system] for all of you.”
He noted that the line in early June hosted 174 agents and their guests aboard the Norwegian Escape. “It was a seven-day cruise, and the best way to develop relationships with our partners is to cruise with them. They left that ship ready to support Norwegian and to sell everything we offer,” he said.
Reber knows the agency side of the business well. His first job was stocking brochures in his family's travel agency. He later went on to run and expand that business before joining Norwegian many years ago.
“I know what agents' struggles are,” he said, adding, “Norwegian wants to listen to independents and take action.”