Agents Wield Industry Power, Sez CLIA’s New Trade Relations VP
by Andrew Sheivachman |
Travel agents need to embrace their roles as powerful players in the cruise industry, according to Charles Sylvia, CLIA’s new vice president of trade relations.
Sylvia, a 21-year veteran of the travel industry who began his career in 1994 at a Carlson-Wagonlit-affiliated agency in Massachusetts, has stepped into the trade relations role vacated last year by Dwain Wall.
“The best day of my professional life was the day I became a travel agent,” Sylvia told Travel Market Report. “I really got a lot of satisfaction being the hero to my clients.”
Following marketing stints in the RV industry and meetings and incentives business, Sylvia is now tasked with growing CLIA’s agent member base after the organization overhauled its membership structure for the first time in 40 years.
“What attracted me to the position is the fact I would be representing the interests of CLIA members,” said Sylvia. “I have always held CLIA membership in high regard, because to me CLIA membership gives credibility and recognition for an agent focusing on cruises.”
A personal mission
Sylvia said the feedback he’s received about the overhaul has all been good so far. The hardest part has been communicating the nuances of the program.
“The response I’ve been getting is very positive; I haven’t seen one complaint yet,” he said. “We’ve been working hard at communicating what the membership benefits are.”
Sylvia’s introduction comes at a time of change for the organization. Longtime president Christine Duffy departed for Carnival Cruise Line, while CLIA shuttered its offices in South Florida, moving operations to Washington, D.C
Sylvia, however, thinks the state of CLIA is strong.
“I don’t know what it was like here before, but the energy in the office is electric,” he said. “We’re all focused on innovation, disrupting things and working on [the travel agent program] so it’s not static.”
Giving agents a voice
Sylvia’s immediate goal is to listen to agent concerns and help CLIA address whatever issues they have. A recent conference call had more than 1,400 interested agents on the line, he said.
“My first 90 days is all about getting out there and listening,” said Sylvia. “The agents are going to tell me what my long term goals need to be.”
CLIA has a team working on revamping its education offerings with more niche options and opportunities to learn social media skills.
“CLIA has always done a terrific job of helping agents learn about product and the sales process,” said Sylvia. “Now we’re branching out to market focus. I want to help agents develop their personal brand and communicate that brand.”
Agent challenges
Agents need to realize the power they can wield in the industry, according to Sylvia.
CLIA data shows that agents sell 70% of cruises, despite the perception that the cruise lines are looking to go to direct sales.
“Agents and agencies need to understand their collective value,” said Sylvia. “They don’t understand how truly significant player they are in the overall scheme of things.”
Agents also need to harness the power of the internet, without competing against OTAs and other digital services.
“The biggest challenge is not competing with the internet, it’s embracing the internet and leveraging it to grow sales,” said Sylvia. “And we are going to show agents how to do that.”
