Celebrity: New Agent Program Builds ‘Authentic Relationships’

Celebrity Cruises introduced a new branded program of travel agent tools, incentives and rewards that it differentiated from “the smoke and mirrors world” of other suppliers’ agency programs.

Called the Celebrity Commitment, the initiative includes a program that encourages agency cruise clients to make future bookings onboard, while ensuring the travel agent receives credit.

Another new program with income potential for agencies is a gift card agents can sell to corporations to use to recognize or reward employees.

Also noteworthy is a new monthly webinar series giving agents direct access to CEO Dan Hanrahan.

The multifaceted program encompasses travel agent support systems, exclusive promotions and offers, incentive and group travel tools, training and online booking and marketing tools – as well as monetary investments in the line’s fleet.

‘Real and authentic’
The Celebrity Commitment continues Celebrity’s efforts to develop “real and authentic” relationships, the line said in a program overview it posted online this week.

With this program, Celebrity is “exiting the smoke and mirrors world of ‘we love you travel agents’ programs,” Dondra Ritzenthaler, senior vice president of sales, said in a video introduction of the initiative.

The Celebrity Commitment is not “gimmicky,” Ritzenthaler said in a letter to agents. It offers “real tools” designed to help travel agents grow their Celebrity business.

“You are our primary focus and source of business,” a program overview reads. “Our goal will always be to help you grow your business.”

Celebrity said it “has invested more in commission in 2012 than ever before.”

Protecting agent-client relations
The program to promote shipboard bookings features a new customizable tool that is designed to let agents comfortably urge clients to book future cruises onboard Celebrity ships without any worries of losing the client.

Travel agents will get full credit for such bookings, the line said in the program overview. At presstime, Celebrity had not responded to Travel Market Report’s request for information on how the guarantee will work in practice.

Encouraging clients to book while on vacation increases agency’s repeat rates, the line said, thus increasing their lifetime ROI on a client.

CEO chats
Celebrity also is giving agents access to its CEO by running monthly webinars that include a chat function. Participating agents will have the opportunity to talk directly with Hanrahan about whatever is on their minds.

At least one agent is intrigued by the opportunity to speak with Hanrahan. “I do plan on checking out the chat. I think it’s wonderful that Dan Hanrahan is taking the time to reach out to agents,” said Roni Jordan, a California-based independent consultant with Avoya Travel / American Express.

“No CEOs that I am aware of have taken the time to do that on a regular basis,” Jordan told Travel Market Report.

Agents also can use a new email – ask@celebrity.com – to contact Celebrity’s executive sales team, including Ritzenthaler; Keith Lane, vice president of field sales, and Jeff Clarke, vice president of sales.

Calls to action put agents first
Also new is a commitment to putting travel agents first in all consumer calls to action.

Other elements of the Celebrity Commitment include:
•    Five Star Academy Class – ‘I’ve Been Solsticized’
•    10% discounts on the line’s entire selection of wines
•    on-demand podcasts of educational seminars
•    additional Seminar at Sea opportunities.