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Fostering Cruise Industry Advocates
Raising the voice of the cruise sector has become a key focus in Australia, New Zealand, and Asia, where Cruise Lines International Association (CLIA) has boosted its backing for advocates of the global industry.
New resources, education opportunities and a series of industry webinars have all been launched in recent months, with the aim of supporting those who champion cruising.
A key initiative has been the release of a new online course for travel agents, helping them to gain a greater understanding of the cruise industry and address common misperceptions.
Called Cruise Champion, the course is an interactive program that takes agents deeper into the workings of the global cruise sector and gives them the knowledge to act as ambassadors for cruising.
After an initial rollout among CLIA’s member travel agents, the course is now available to non-members and to other cruise industry stakeholders, helping to further amplify the voice of cruising.
CLIA’s Sydney-based Head of International Training Peter Kollar said Cruise Champion allowed cruise specialists to respond to many of the common issues that potential passengers and other community members bring up.
“There are a lot of myths and misperceptions that circle the cruise industry, and they can affect a travel agent’s ability to cater to their clients,” he said. “This course is designed to help them respond confidently to some of the issues that customers may raise.”
Some of the topics Cruise Champion covers include Regulations, Safety, Health, Security, Environmental Protection and Corporate Social Responsibility.
“By knowing more about cruise line practices and the strict regulations that govern cruise operations, participants will be able to join the growing network of voices who help advocate for cruising globally,” he continued.
More education resources will be developed in the near future to help inform travel agents on the measures CLIA and cruise lines are developing in response to COVID-19. In the meantime, Mr Kollar said the Cruise Champion course would provide the best insight into existing regulations that govern cruise
—JIALI WONG, CLIA ASIA REGIONAL MANAGER operations worldwide and the lengths the industry has gone to in upholding the health and safety of passengers and crew.
After a launch in Australia and New Zealand, Cruise Champion has also been offered in Asia, backed by a recent online webinar that provided further information for cruise advocates.
Hosted by CLIA Asia Regional Manager Jiali Wong, the webinar involved over 600 Asia trade and industry partners and aimed to rally participants around a common voice.
“The attendees came from 12 different Asian markets, and were eager to hear what they can do during this period while waiting for the resumption of cruise,” said Ms Wong. “Of those who responded to the feedback survey, 75% indicated that they were or intend to do cruise training during this period. It was not surprising then that most were pleased that CLIA has provided open access to our latest Cruise Champion module which will equip them with the knowledge to respond confidently to their customers.”
Before COVID, most of the source markets in Asia saw year-on-year gains in the past few years, with many markets seeing double-digit growth. The region is well-poised to capture the future growing demand with its geographical location and good infrastructure.
“Once things start improving, I believe it is only a matter of time before cruising in Asia will bounce back,” continued Ms. Wong.
