The industry’s continuous evolution will only increase the demand for expertise, says Clia’s Andy Harmer
As the travel industry gears up for Clia Cruise Week, we’re encouraging every agent with an interest in cruise – whether they’re just starting out or are highly experienced – to take advantage of our annual event.
Running this year from September 16-22, Cruise Week is a cornerstone of the UK and Ireland’s cruise industry calendar, bringing together the trade, suppliers and consumers in a shared celebration.
The week is more than a marketing initiative. It’s a crucial touchpoint for the travel trade, designed to spark excitement, generate bookings and give agents the tools and insight they need to thrive in a competitive market.
It’s a golden opportunity to harness the power of a collective industry initiative, and the importance of Cruise Week to the trade cannot be overstated.
In recent years, the cruise industry has shown remarkable resilience. After navigating unprecedented challenges, we’re now experiencing a resurgence across all sectors, including ocean, river and expedition.
Spotlight on destinations
Cruise Week allows agents to capitalise on this momentum and enhance their engagement with potential customers by showcasing the rich variety of experiences available, both on and off our ships.
This year, we’re highlighting a #DiscoverMore destination theme, which was also a feature across our main conference in May, to give agents a platform to highlight the broad spectrum of cruise itineraries. From lesser-known ports to iconic cities, Cruise Week is a chance to inspire customers to think beyond traditional holiday options.
During the week, we’ll support agents with webinars, live broadcasts and shareable content across social media platforms, focusing on different destinations every day. By using these resources, we’ll give agents the opportunity to learn directly from industry leaders and experts, offering in-depth knowledge and practical tools to convert interest into enquiries and bookings.
A highlight of this year’s Cruise Week is the annual Destination Showcase, which takes place in Gibraltar. We’ll be offering delegates the chance to visit Holland America Line’s Nieuw Statendam and Azamara Quest ships, as well as hosting business sessions, excursions and networking opportunities. It’s the ideal event to immerse agents in the destinations they’ll be selling, enhancing their ability to provide tailored recommendations.
Cruise Week also provides a perfect opportunity for agents to reach out to their existing client base with personalised offers and promotions. We know many lines will roll out special deals during this period, giving the trade the advantage they need to secure bookings. Agents can make use of the digital content Clia will provide, sharing it across their own platforms to boost visibility.
Growing demand
Looking ahead, the future of cruising is bright, with record passenger numbers predicted for this year.
The industry’s continuous evolution, from sustainability initiatives to the development of routes and experiences, will only increase the demand for agent expertise. Encouragingly, we’ve found globally that younger cruise guests – specifically Gen Z and millennials – are the most likely groups to use a travel agent when booking a holiday at sea.
Cruise Week 2024 is a time for travel agents to shine. It’s an opportunity to celebrate the cruise industry, harness the momentum that continues to build across all sectors, and elevate expertise and visibility. By leveraging the resources and support provided by Clia, agents can turn Cruise Week into a springboard for success, securing bookings and showcasing the irreplaceable role they play.
Whether it’s offering insights into expedition cruises through destinations only accessible by cruise ship, or introducing first-time passengers to more niche, intimate voyages, agents provide invaluable knowledge. As we move forward, the cruise sector will continue to grow, diversify and thrive. As always, agents will be at the heart of that journey.
To join the Cruise Week conversation on social media, use #DiscoverMore. For online resources, visit cruising.org