Costa Cruises has launched an interactive online training programme to increase brand awareness among UK agents.
The programme, which took a year to develop, launched in Italy about two months ago, and specially designed versions are to roll out across all Costa’s markets. The programme went live in the UK last Friday.
There are six modules, which educate agents about everything from the history of the cruiseline to its fleet, life on board and itineraries.
Agents can dip in and out of the training as time allows. Those who work through all six modules will receive a certificate to show they are a Costa expert.
Costa UK managing director Marco Rosa said Thomas Cook had agreed that all its agents would take the training. He is hoping Advantage will also sign up on behalf of its members, and wants as many independents as possible to work through the modules.
Rosa said: “The big issue for Costa in the UK is that brand awareness is not high.” He said agents who went on board the new Costa Pacifica, which was named in Genoa last week, were amazed that a Costa ship was so modern and glitzy. Many had no idea the cruiseline was part of Carnival.
He added: “We have almost doubled the UK marketing spend since I arrived four years ago, and tripled passengers numbers, so awareness in the trade is better than it was – agents call us now to ask if they can work with us – but clearly, we have still not done enough.”
He said the training programme will address this issue. “Tools like this will help drive agents to the website.”