Worldchoice has become the first consortium to be offered a place on the board of the Leading Cruise Agents of the UK (LCA).
Worldchoice’s head of sales Helen Talbot will take up the position with immediate effect for a a two year period.
The move comes on the back of a new deal struck between the LCA and Worldchoice which will mean the consortia has access to exclusive offers and commercial deals.
Talbot said the appointment is in recognition of Worldchoice’s growing strength in the cruising market, which now forms 28% of its total business share, up from 24% in 2007.
“Our aim is to become a major contender in cruising by 2010. Ultimately, we would like to charter our own stock and committed cabins, an approach which the cruise lines are very enthusiastic about,” said Talbot.
Other initiatives from Worldchoice include setting up a special fund for agents to dip into if they need to price match an order to retain a sale or customer.
In addition, a new direct consumer mailer aimed at driving customers into shops was launched a few weeks ago and this will be followed up by a similar campaign focusing on luxury cruising.