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prepqres for lOth cruise3si*ty sEE PAGE 24
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CLIAs President ond CEO Christine Duffy: "CLIA continues-on beholf of oll the cruise line members -to be very committed to the work we do for trovel
ogents ond the trovel ogency community." PHOTO BY IRENE OWSLEY
CRUISING'S DECADE OF CHANGE Assessing the state of the industry as CLIA's 10th annual cruise3sixty agent conference approaches. BY SUSAN J. YOUNG an estimat ed 21.7 rntllion guests will sail on Cruise Lines International Association's (CLIA) global cruise fleet of 400+ ships including 15 new ships.That's a lot of berths to fill.Another 20 ships will
N 201 4 t
join the CLIA global fleet between 201 5 and 2018. A decade ago, cogni zant of the industry growth and the increasing need for more skilled travel agents to market and sell cruises, Cruise Lines lnternotionol Associotion (www. cruising.org) launched its first cruise3sixty conference. That sold-out show welcomed 1,300 travel agents and since then, CLIA has conducted the conference annually, mostly in South Florida but also twice inVancouver, BC. Between April 2-6, more than 2,000 travel agents will converge upon the Broward Counfy Convention Center within Port Everglades, FL, for CLIAt 10th anniversary cruise3sixry conference, poised to become the organrzation's biggest and most productive ever. "'W.e're so really excited for cruise3sixfy's 10 years and, in addition, next year CLIA will be celebrating 40 years," says Christine Dufft, CLIAt president and CEO. "-We have a lot of milestones. CLIA continues-on behalf of all the cruise line members-to be very committed to the work we do for travel agents and the travel agency communiry..We're excited to see record fattendance] numbers." Keeping a pipeline of professional travel agents flowing into the cruise selling marketplace is more important than ever. Today's CLIA is far larger than in the past, with 13 cruise industry associations worldwide operating under one organtzational umbrella, and 61 cruise line members. CLIA also has 250 executive partners-port authorities, destinations and maritime and industry suppliers. Tiade-wise, more than 13,500 CLIA travel agency members reach over 50,000 agents throughout North America,
UK & Ireland, Australia, Asia and elsewhere. KarinViera, vice president of sales,Vacation.com says many of her group's members attend cruise3sixry and find it very ben-
eficial: "The training, panels, networking and ship inspections have the highest satisfaction." Concurring is Michelle Fee, co-founder and CEO, Cruise Plonners (www. cruiseplannersfranchise. com), who has encouraged her group's franchise owners to attend. "The reason is simple-education is the k.y to success," she says, adding that in an age of information overload, as an agent, the days ofbeing an order taker are over."Ifyou want to win new business and keep clients satisfied, 1lou need to be at the top of your game, so educating yourself is paramount."
Evolving Gruise3Sixty
.What's
new for the 1Oth anniversary cruise3sixry conference? First, CLIA shifted cruise3sixry to Aprll 2-6, a bit earlier in the year than normal. Iti usually later in April or in May or June. Dt& explained that this allows for more ship inspections. Seasonally home ported ships often sail away from South Florida sometime in April. Moving the conference a bit earlier allows agents to tour more ships including some not previously available for inspection. New this year, a record 26 ships will be available for agents to inspect at Port Everglades and PortMiami. In additio n, at past conferences agents could sign up for two or three ships to inspect, but this year agents may register for up to four ship inspections with the possibiliCy of even a fifth or sixth, pending availabiliry. Among the ships are Royal Caribbean International's Allure of the Seas, Carniual Sunshine, Celebrity Rtflection, Disney Wonder, Holland America Line's IJieuw Amsterdam, MSC Diuina, I{orwegian Cetaway and Royal Princess. Advance registration is required and Dnft urged agents who haven't done so to sign up now. "Ship inspections are one of the most popular and important aspects of cruise3sixry," she says. "They always sell out quickly." At press time, 14 ships were still available for inspection reservations. CONI/NUFD ON PAGE 26 MARCH
24,2014 I www.trovelogentcentrol.com
i TravelAgent I ZS
COVER STORY to life so that I could come back and be more knowledgeable as I dealt with customers for cruises," King emphasized, noting that another travel advisor from his agency will attend this year.
CCNI/NUED FRCM PAGE 25
In yet another developnlent, CLIA is introducing a completely revitali zed training curriculum. Dtfly pointed to 1 0 new, one-hour training courses that were created directly from agent feedback. She says they're nlore contemporary in content and format and also
Drft has confirmed that four top cruise industry executives will participate at the first General Session on Aprll 4; speakers include Arnold Donald, president and CEO, Carnival Corporation; Richard Fain, chairman and CEO, Royal Caribbean Cruises Ltd.; Kevin Sheehan, CEO, Norwegian Cruise Line; and Pierfran-
shorter than some past CLIA courses. Agents receive 10 certification credits for each course completed. Approxirnately 35-50 of Nexion's (www.nexion. com) agents rypically attend cruise3sixry according to Jackie
I t't
cruise3sixty this time, I will have cotnpleted the MCC requirements within 15 months of starting the program. I cannot wait to get there and work through the classes, and complete the last two remaining ship inspections
that I need."
Industry Evolution Agents say it's critical they stay current, given the wild ride in the travel industry over the past decade. Advisors have weathered everything from a challenging recession to a social media revolution. Ships and brands have also changed sizably. "Personally, I find the event extremely valuable as everyone needs a once -a-year refresher on the industry," noted Drew Daly, vice president of sales and performance, CruiseOne (www. cruiseonefranchise. com) and Cruises lnc. (www.sellcruises.com).
"I
always walk away from each session
with some new tidbit that I can apply in the business." Just how much has the cruise tnarketplace changed in a decade? When
Royol Coribbeo n's Allure of fhe Seos is omong the newest, ond one of the two lorgest, of the growing number of mego-ships.
cesco Vago,
Friedman, that host group'.s president. She said the Institute Tiack, a fast-track approach to CLIA certification with multiple courses and ship inspections offered at the conference, as a big plus. Agents enrolled in Institute Track may quickly earn up to 150 credits toward their Associate Cruise Counselor
executive chairman, MSC
Cruises. Duffy's own keynote address,
leaders. com),
"From the Helm," will give agents insight into her vision about the cruise industry, CLIA's globaltzatron, industry trends and the invaluable role travel advisors play and contribute to the cruise industry's success. "I'm looking forward to the general sessions, to hear from various industry leaders, and to get a glimpse of the industry from their perspective," says Christopher Lingre n, franchise owner,
certification. "The ship inspections
Cruise Plonners-Americon Express Trovel (www. neverlandadventures cruis es . com), Noblesville, IN. Also, "I'm very
made the classrooln knowledg. conle
excited to say that once
(ACC) or Master Cruise Counselor (MCC) certification. Mike King, co-owner, Trovel Leoders (www. fre de r i cksburgv
a.vacati o n
.
travel
Fredericksburg,VA, credited the 2012 conference for helping him more quickly achieve his MCC
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UnnCH 24, 2014
I complete
introduced in 2003, Cunordt 1*ww. cunard.com) 150,000-ton Queen Mary 2 was the world's largest ship. Today, Royol Coribbeon lnternotionol's (www. cruisingpower.corn) 225,000+ ton Oasis of the Seas and Allure of the Seas are the giants of the seas. In fact, many 1,8OO-passenger ships are now considered mid-sized, while just a decade ago they were categortzed as large. -With the advent of mega-ships, designers also have focused on spreading guests out more evenly throughout the ships by creating such innovative spaces as Boardwalk and Central Park on the Oasis-class ships. CLIA member line ships boast bowling alleys, skating rinks,
zip lines, virtual simulators, water slides, art studios, ice bars and shops galore. Many agents cite the 2001 launch of Noru rcgian Sun, Norwegian Cruise Line's first purpose-built "Freestyle
Cruising" vessel, as a game changer; today's newest Freestyle ship, the I\orwegian Cetaway, boasts 28 different dining experiences, some along The
-Waterfront,
an outdoor al fresco dining and strollin g area. CCNI/NUFD CN
PAGE 28
ln the post decode, luxury cruising hos soored in demond. Pictured: Silver Spirit, Silverseo's lorgest ship.
COVER STORY CCNI/NUED
FROM PAGE 26
One of the hottest trends is soaring consumer demand for river cruises. In 2003, CLIA member line AmoWoterwoys (www. amawate rways . c o m) sailed (under the Amadeus 'Waterways name initially)
Scott Koepf, vice president of sales, Avoyo Trovel (www avoyatravel. com) believes "the
number one development [in the past decade] is the continued growth and extraordinarr/ diversiry of the product available within the cruise industry" From Friedman's perspective, the ships are now
with just one 148-berth Fast
Ama'Waterways
"The new ships have a much wider range of stateroom choices, offer a wide range of cruise duration options, and they travel to more exotic destinations, making these ships a more complex product to sell. Qualifting the customer is more important than ever before." Alternative dining concepts vary sizably by line, but diver-
with
Solstice-class ships,
which boast
such dining venues as Blu for AquaClass guests and, based on availabiliry, suite guests. At the quirky Qsine, guests read the menu on iPads. And the list goes on.
A new CLIA "Eat, Drink & Cruise" course offered at cruise3sixty will show agents how to tap into culinary offerings-from themed cruises to onboard
operate
c
u st o
m tzable
ar ran geme nts,
balcony cabins and suites. Some even have butlers. Strong growth is also evi-
dent at CLIA's other North American member river lines
includirg Americon
Cruise
Lines (www. americancruise has soared in demand. Products have become more inclusive. Luxury ships have also evolved. In 2005, Seobourn Cruise Line (www.seabourn.com) operated the small-ship Seabourn Legend, Seabourn Pride,, and Seabourn Spirit. This year and next, they're shifting to
new owner-Windstar Cruises, while
lines.com), Avolon Woterwoys (www. avalonwaterways. com), Touck (www. tauck.com) and the Uniworld Boutique River Cruise Collection (www.uni world.com) , and one regional CLIA member, Viking River Cruises (www. vikingcruises.com). "This style of cruising is very attractive to consum-
Seabourn operates four larger, newer Odyssey-class ships, with an even larger new ship on order. Silverseo Cruises (www.silversea.com) launched its largest vessel, the 540-passenger Siluer Spirit rn 2010, plus has added several
ers who have traditionally taken land vacatioos," Friedman says, noting that agents will find river products very
intimate expedition ships. Regent
has also blossomed. As river, small-ship,
Seven
Seos Cruises (www.rssc.com) has a new 7 39-passenger ship on order. Agents
headed to cruise3sixty can learn more
during a new CLIA course, "The Face of Luxury Cruising - New Luxury Clients, New Luxury Ships." Another decade-long trend? "Llpper premium" took off in 2003 when the
New
new Oceonio Cruises (www.oceania
cooking demonstrations and celebriry chef restaurants. Lucinda Belden, franchise owner, CruiseOne (www.lbelden. cruiseone.com) ir Carrollton,TX, told Travel Agent: "I'm most looking forward
Upper premium competitor A-omoro
to the coursework on food tourism as this is my niche." In the past decade, luxury cruising
Club Cruises (www. azanaaraclubcruises. com) launched in 2007 and operates two ships on global itineraries.
28 I TravelAgent I www.trovelogentcentrol.com I
will
20 ships with 2,836 berths. No lon ger a vacation appealing solely to elderly, massmarket clients, the latest river vessels are ameniry-laden with upscale dining, active options,
destinations unto themselves:
siry and flexibiliry rule. MSC Diuina (www.msccruisesusa.com) has the trendy Eataly, Crystol Cruises (www. crystalcruises.com) has upscale Nobu venues, Hollond Americo Line (www. hollandamerica.com) offers a restaurant with Pacific Northwest cuisine, Disney Cruise Li ne (www. disneytravelagents. com) has the adults-only Palo and Remy restaurants, and Cornivol Cruise Lines (www.goccl.com) has a steakhouse. Many agents say it's hard to remember when Celebrity Cruises (www. cruisingpower. com) didn't sail
vessel.
forward to 2015, when
cruises.com) began sailing with the 684-passenger Regatta. Today, Oceania has five ships serving 4552 passengers.
UnnCH 24, 2014
profitable to sell. Niche cruising, with such products as Hurtigruten
(www.hurtigruten.us),
luxury and niche lines desired to differentiate themselves from larger, oceangoing mass-market lines, CLIA responded by launching the Specialry Cruise Collection tn 20l2.This year's conGrence will have fwo Specialfy Cruise Collection Showcases, in addition to CLIA Brand Showcases that feature more traditional oceangoing lines.
Other 2014 trends, according to CLIA, are improved technology and connectiviry at
sea,
more all-inclusive
packages, and an increase in multigenerational travel. The organrzation also says first-time passenger growth CONI/NUED ON
is
PAGE 30
COVER STORY CONI/NUED FRCM PAGE 28
beins driven by the 95 nrillion "Millennials," nrany of whottt have had positive experiences in cruisirrg with
their parents. As the global fleet grows, voyages have becotne n-rore eclectic.This year
37 percent of CLIA line capacity is positioned in the Caribb ean/ Bahatnas, 19 percent in the Mediterratrean, 1 1
percent elsewhere in Er,rrope, (r percent irr Atrstrtha/ New Zea,la,ndll)acific, 5 percent in Alaska, 3 percent itr Soutl-r Aureric-a, 4 percetrt in Asia, and 15 percent front other destinations.
Eotoly Steokhouse, MSC Divins is emblemotic of the trend toword olternqtive dining concepts.
Fee says. "Today, the world has beer-r
taken over by social nredia." Catherine Fleeg, a tourisnr, travel and hospitality industry expert, will teach two llew social nredia and technology cottrses at crr-rise3sixtli they are "Facebo ok 2014
Assisting T?avel Advisors Today s cruise agents recolttnrettcl which category acconrtnodations are best for
-WhatYou Need to Know Now"
clients, evaluate ship-within-a-ship
options, book shore excursions attd
and
"CletYottr Geek C)n! - Etnerging and Evolving Social MediaYou Need to Know About."The latter explores social platfornrs, tools for video applications,
spa
treattnents, handle arrangelttents lor preand post-cruise stays, find speciali zed cruises and tlake custotrt tzed rlrrange-
rnicrosites and blogging, and updates for Facebook, Twitter, l)itrterest, Linkedln and Google*. With the rise of social nredia, "consunrer reporters" are onsite when a wave breaks a sl-rip'.s window or a cttstolner issue develops. Qr-rick, fact-based respollses by cruise lines and travel agettts
ments. CLIA's new course, "Where to Find It - Must-have Resources and
Appr," will help agents find the right inforn-ration to fit the client'.s sitr-ration. "'When cruise3sixty launched 10
e-nrail was the only ntajor form of online conrtnunicatiolts,"
years ago,
are irnportant, both for balanced lrews arrd future sales. "Handling ar-rd dealing
ll'ith consluner trteclia-fi onr both a 1'rositive and negative
inrplication on the
crnise industry-would be the second developllrent," I{oepf cites about changes of the past decade."BeYour C)wn Paparazzi," f,rlotl-rer new
CLIA training
corlrse, explains how public relations has chansed and provides tips for agetrts. The past decade also has revealed the value of partners. "l'd be retniss r-rot to inch-rde the growth of the ir-nportance
of host agencies,"
says Fee.
"ln
atf online
clriven nrarketplace, it'.s tough to go it alone today, and host asencies n'rake it possible for snraller players to cottrpete." In addition, 61 percent of travel asents participating in CLIA',s recent Travel Agency Strrvey listed "a hottte
nrajor ntotivator to take a "The ability to attract the drive cruise.
port"
i CitA HAS At$O REVAMPED its cruisExcellence 2.0 regionol troining i progrorN. A new, one-doy Suturdoy progrqm will be conducted in i I I cifies through October. The fost-poced formqt offers new content i in one-hour $eminur$. Also included ore virtuol ship inspections plus I oew trqining segments. : for cxomplerln some cities o 9O-minute Alosko Expert session is i conducted by Visit Anchoroge; ogents leorn obout everything from : doy cruises to flightseeing ond lodging choices. One ogent's nome , will be drqwn in eoch city during the trqining to receive o free Alosko fomiliorization visit, including oir, during August. 'I ftre first cruisExcellence 2.0 progroms were conducted eqrlier this i , , i :
y*or in Son Pedro, CA; Los Angeles, CA; ond Houston, TX. Upcoming progroms will be held in these cities: Woshington , D.Cf Arlington, VA, April 26;Seqttle, WA, Moy l0; Detroit, Ml, Moy 3l; Los Vegos, NV June t 4; Atlonto, GA, July I 9; Toronto, Ontorio, Cqnodo, August l6; Orlondo, FL, August 23; Denver, CO, on Ocfober 4; ond New York
i.
CirV/Eost Rutherford, NJ, October 5.
; i
For more on CLIA's cruisExcellence 2.0 or cruise3sixf, visit www.cruising.org.
as a
nrarket, alons with the attractive price poir-rts, has brought nrany first tinre cruisers into the nrarket," Friedntan says.
in explaining how to cruise, be personal with clients and show passion for the br-rsiness, CLIA will ofTer To
assist agents
thesc new coLlrses:"'What's
My Line? -
Connectins Clients to Clruising in C)ne Sentence";"[)ut the Persotr l]ack in l)ersonal Selling - They're People, Not Appt"; and "SellYour Passiotr" (focr-rsing on niche tnarkets). Separately, a
CLIA
has also developed
workshop series for crttise3sixry with
sr-rch crollrses as "selling to
Win! -
fiortr the Sales Coach";"The New National CruiseVacation Week - Cn"rise Events that Grow Sales"; and "l\eiuvent yorlr Travel Agency in One Hour." More than 77 percent of travel agents surveyed by CLIA cited the sons
CONI/NUFD ON
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UnnCU 24,2014
Les-
PAGE 32
Drew Doly, VP of soles, CruiseOne ond Cruises lnc.: "l olwoys wolk owoy from eoch session [ot cruise3sixty] with some new tidbit thot I con opply in fhe business."
COVER STORY CONI/NUED FROM PAGE 30
destination or itinerary as
A
(See siclebar
rtrajor
collsulller lnotivator for bookirtg. "I'ltl especially lookins forward to learning nrore abotrt clestittatiotts itt E,urope ancl Asia," says
CrtriseOne utrci (lrtrises Inc.. is CLIA's new senior vicc presiclerrt of agency ancl tracle rel:rtions. Michael Sinn, owl)er, Cruise l)lanners-Atneric:tn Erpress Ti'lvel, LusVeu:rs, NV clescribccJ Wall as il "sreat fit." He'll be highly visible at
Eric Sternberg, frart-
chise owner, Cruise Plonners-Americon Express Trovel (www. cpwinecottntry. conr), Napa, (lA. Clrtrise3sixty
will
have 50-nrinttte
workshops that highlight global destitrations, hotel products, a{rent services, attd cruise rrrtcl industry prodttcts-everything front Hawaii to Crttise lJaltic, frotrt the l)onrinican l{epublic to Frattce atrd Alaska. Clanrival will pttt on a workshop abotrt "Hook'eln etnd lJook'eltt - How to Throw a First-Titne Clrtrise l)arty."
Continuing
Glob
alization
was prinrarily Nortl-r Anrericain 2(X)5. C)ther crttise groLlps represettte'c1 lirres in E,urope, Australia
CLIA
focusecl
an cl elsewh
erc. ll
r"r
t
C
tt s t
tr
C
tt
r r t'
tt
rd i n.,
norovirus, safety, ancl operational issttes have clentonstrated rt tteed for "olte
voice" in tackling challensittg incl-rstry issues and talking to governlt'lettt and regulatory agetrcies :lcross borders. The CLIA Global r-rnrbrella now includes (with previous llltltres irt parentheses):
CLIA North Arnerica
(CILIA); CLIA North West & Canada (North West and Canacla (lruise Association); CLIA Alaska (Alaska (lrtrise Association) ; CLIA
Alll{EMAl\-llrazil
(AIJI\EMAI\); CLIA
Er-rrope (Euro(ILIA UK & Cotrncil); pean Crtrise Assctcia(l)assenger Shipping Irelarrcl (AFCC); CILIA Fmtrce tion); CLIA (l)CC); l3elgiunr & CLIA Netherlands (Cruise Ferry Worlcl); & Luxenrbourg
CLIA Asia (Asia Cruise Associ:ttion); ancl CLIA Ar-rstralasia (lnternational Clruise Clouncil Atrstralasia). In aclclition, these {-{roups are llewly establishecl
CLIA nationrtl chapters: CLIA
(lernrany, CLIA Italy artcl CLIA Spain. This week, Br-rd l)arr, CILIA's setrior vice president fbr global, technic:rl ancl regulatory affbirs, heads to Washingtor"r I).C. to testifu rt a crttise ship safety
forunr initi:rted by the U.S. Natiotral Transportrrtion Safety lJoard (NTSII). CLIA nrenrber line experts and officials fronr the International Maritinre
32 I
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on p:rse 3{)).
In r>ther news, I)wairr Wall, fbrttter senior vic:c' presicletrt rrncl gencrrtl lllaltAqer,
Orsanization and The lJahanras also arc expected to participate. On the trade sicie, l)uf1i just returned fronr the first crttise3sirty Australasia in Sydney, speakins to a sell-out crowcl of 4(X) agents. Ar-rstralia/New Zealttnd sor,rrcing for crttises is trp 130 percent fronr five years ago. l)uffy also recently delivered a keynote address at ITll Berlin; Gennrrn passenser sottrcit'ts is up nearly ll1 percent frortr five yellrs
CLIA says. CLIA UK &
ago,
Irelancl plan to host another river crttise coltvelttiorr in Europe, sontething the group has done since 2011. "There are surprises in store that agents won't want to nriss, frottr the nrtrch-anticipated new location Iyet tc> be annotrncecll to the erciting selectic-rn of ships," says l)trfTy. "The 2011 l{iver Clmise Convention is expectecl to be in Novenrber, and we anticipate attother year of record-breaking attetrclanc--e as nrore and lnore agents and coltsllltters rrre interested in river crttises." The USA retnains CILIA's top lttarket for crtrise sourcitrs-with nearly 52 percent of slobal passensers. Travel Agent asked l)ufTy abotrt any potential for having t'wo North Artrericatr cruise3sixty conferences annttallyone each on the West and E,ast Coast? While it's been discussed, she says
Australian agents who crAltle to the past Vancollver cottferences likely woll't nrake the.lourlrey in the firttlre, givetr
their owll Australasia cotrfereltce. also noted that
CLIA
She
has revanrped its
cruisExcellence 2.0 resional training.
I UnnCH 24, 2014
cruise3sirty: Frorrr I{oepf's perspective, "cruise3sixty has alweys proviclecl topical colrtent basccl ort the ever-chungirrg irrrltrstry, irrcltrcling prolnoting the vrrltrc t>f host travel 2lgeltcics rts 'uvell ;rs technolouy updates alrcl the trervcst lll)prorlches to t'ttarketinq." I{ecp the corrteut relevant to lront-line sellers conring, thotrgh, he stressecl, trcltittg that's "alw:tys rlrt opportunity that will provicle grcat benefi ts." Frie c|nan praisccl CILIA's soocl utix of harcl ancl soft skills training as well :rs techrrolouy tntittjttg, bttt she'c1 like
to
see nrore successful crtrise agettts itt
break-out training classes attcl general session palrels. l)aly silys CILIA's structtrrecl ccltrcational ctrrricttltttrt clefinitclv
helps aselrts achieve the knowleclqc they neecl to be successltrl in selling cruises; he ertcoumgcs his aqents to itrvest the titne neeclecl tc-r bec:c-rttte certified as an MC(]. "The orgattizatiorr continttes tct be on trencl," frottt Fee's perspective. "Therc is a lot c>f choice in what they preselrt, which allows l'ur attcttclee
to select the
patl-r
thenr the trtost
to what will bring
sttccress."
Alreacly rtn
M(l(1, lJelden will use crtrise3sixty to get a junrp st:rrt on her Elite (lrtrise Counselor (E(lC) certific:aticttt and to "reconnect" with suppliers l'utcJ other rtgelrts. "Whelt you w<trk alctttc irt a honre office, Ireconnectinul is tttctst inrport:rnt to ttte to be able to shrtre ancl exchatrqe infornratiolt :lttcl bottnce ideas off otl-rer agents,," lJeldert notecl.
As for CILIA itself, "the steacliness of the nunrber of people who rtttencl crurise3sixty every year s1'rertks tct tl-re ongoing interest attcl sLlpport of travel auents,, the ageltcy coltuntrnity artcl cruise lines," stressecl I)ufTy. "It'.s stoocl tl-re test
of tinre."
I