The cruise industry stalwart reveals her objectives for Clia ahead of succeeding Jo Rzymowska as chair of the association. Hollie-Rae Merrick reports
She’s been an advocate for the cruise industry for more than a decade, and now Lynn Narraway is on a mission to push the sector even further as she prepares to become chair of cruise trade body Clia UK and Ireland.
The UK managing director of Seabourn and Holland America Line was announced as the new chair of the cruise line association at Clia’s annual dinner before a room full of agents and cruise line executives.
She takes the helm on January 1 from Jo Rzymowska, Celebrity Cruises’ UK managing director.
Narraway has been involved in the cruise association’s PR committee since the creation of the Passenger Shipping Association, which was rebranded as Clia UK and Ireland in December 2012. In recent times she has chaired the PR working group, but is now set to step down from that role.
“I’ve been chair of the working group and we’ve made some great progress but I intend to step down and give someone else the chance to take over,” she said. “However, I’ll remain on the committee, which is something I really enjoy and am committed to.”
Taking the reins
Speaking about her appointment at Clia UK & Ireland, Narraway said she was excited to take the reins and push the cruise industry further into the spotlight.
She added it was “vitally important” that the industry worked together to get more land-based holidaymakers to take a cruise for the first time, and to meet Clia’s aim to get more people cruising more often.
“I’ve really enjoyed being involved in Clia since the new structure came about,” she said.
“Over the past year or so,
Jo and Andy Harmer have really created a legacy which I now have the challenge of living up to.
“Clia is in extremely good shape, and working closer alongside the very tenacious and dedicated Andy is one of the reasons I was so keen to take up this challenge.”
Narraway said the challenge was to attract more new-to-cruise passengers and to get
more agents to sell cruise.
She believes part of the battle can be won by getting more cruise line sales teams to educate agents about the benefits of Clia.
Educating agents
“We have great people in the cruise industry, both within Clia, trade partners and the cruise lines,” she said. “And the three working groups – for PR, consumer and trade – are working hard to achieve their goals.
“There is work that can be done with the individual cruise lines’ sales teams and they could play a pivotal role in educating agents about the positives of Clia. I understand they’re there to educate the trade on the cruise brands, but there is no reason why they can’t spend a bit of time explaining the training available through Clia.”
Next year Clia will undertake more consumer research to help the industry understand holiday booking patterns, and Narraway said trade engagement would be as strong as ever.
She encouraged the industry
to “keep punching above our weight”, when discussing the size of the sector compared to the large commitment and support it gives agents.
Andy Harmer, director of Clia UK and Ireland, said: “I would like to thank Jo for her enormous contribution to the work of Clia and it’s hard to find a more passionate advocate of cruising.
“I would also like to welcome Lynn to her new position. With her wealth of experience, we are assured of the continued development of the association.”