Interview: Clare Dudley, Leading Cruise Agents

August 21, 2008, 03:00

Leading Cruise Agents chairwoman Clare Dudley talks to Juliet Dennis about her passion for the association and its plans to become a consumer-facing organisation

Clare Dudley is a busy lady, so it’s hardly surprising that her passion for the cruise sector extends far beyond her full-time job as cruise development manager at Fred Olsen Travel.

She devotes much of her spare time to being chairwoman of Leading Cruise Agents, an association of nearly 100 agency and 15 cruiseline members, which is celebrating its 15th anniversary.

But what started out as a gentlemen’s networking club is transforming itself into a consumer-facing association to significantly boost members’ sales.

Having already revamped its website, the association is gearing up for its first national advertising campaign during National Cruise Week in September, in a bid to grab consumers’ attention as the spotlight falls on the cruise sector.

What are the roots of the LCA?

The LCA was started in 1993 by Paul Mundy as the Guild of Professional Cruise Agents. It began as a gentlemen’s club for networking opportunities and was just for travel agents.

In 2003 it was rebranded to LCA because we wanted to become a more customer-facing association. We set up our first website, which lists agents under their local areas, and meetings have become more dynamic.

We have a telephone number that rotates calls around our cruise agents. Most of our agents are cruise specialists, with the majority being high-street or call centre agents. We have nearly 100 agents and 15 associate cruiseline members.

What type of companies is the LCA aiming to attract?

We have already doubled the number of agents and I would like to recruit another 10 next year, which is achievable.

Existing members include Voyana and Bath Travel. We have got some key players in the cruise sector but we need to speak to some of the people who do not recognise the LCA.

The LCA is for anyone who is serious about selling cruises or who wants to take that next step on the ladder to increasing sales. Our cruiseline members include Norwegian Cruise Line and Royal Caribbean, but we are not specifically targeting the bigger companies.

We have just started targeting affiliate members; we want to talk to people who are associated with cruise holidays – ports, airports, hotel chains and taxi transfer companies. We believe we can increase our customer profile if these types of companies join.

What recent changes has the LCA made to improve its profile?

In the past six months we have changed to become more customer focused. We have revamped the website and now have 100 offers that change weekly.

We have also given cruiselines – associate members – the opportunity to have more information about their companies on our website. The site aims to give consumers the best and most up-to-date advice on cruising and searches.

The site is not bookable, but consumers can email enquiries. The LCA also produces a magazine called Stowaway, which is sent to customers and has about 100 offers as well as features.

Agents can buy it and over-brand it. It’s much more exciting for agents to be members of the LCA now. In the past, our return was not what we would have wanted, but in the past six months it’s turned around.

What other changes is the LCA planning?

Our next focus will be to make our member meetings more business-minded, to include an open review of the marketplace.

We meet three times a year and all members are invited. We are going to have workshops at the end of the day, have guest speakers and give agents and cruiselines a chance to set up appointments with each other.

Why did you take the job of chairwoman of LCA?

I am dedicated and passionate about cruising and agree with the ethics behind the LCA. We have a great team of directors who are knowledgeable and passionate about cruise. Everyone does it on a voluntary basis apart from one paid-for secretary.

How does the LCA plan to raise its awareness among consumers?

We have realised the LCA brand needs to be in the forefront of the public’s minds in a much stronger way. We are launching our first press campaign and every agent, cruiseline and affiliate member will have the opportunity to be part of this.

It is a four-week campaign in the national press and it will give everyone the chance to be in the papers for a reasonable price. We have booked slots with the Daily Mail and the Telegraph. It starts on September 4, in time for National Cruise Week.

There is no better time to shout about the LCA. On one side of the advertisement there will be cruiseline offers and on the other will be agent members, based on a first-come, first-served basis.

Everyone says national newspapers are too expensive and that you have to advertise regularly to make a difference. We are giving agents an opportunity to have a customer-facing advertisement. This is the first of many campaigns.

We will also be at the Destinations show at Earl’s Court next year to get the LCA name out there. We have a guide for first-time cruisers that dispels some of the myths about cruising.