Summary of Affiliation Benefits for 2003
CLIA's Mission
CLIA's primary objective is to help the over 17,000 CLIA-affiliated
agencies become more successful at capitalizing on the booming and
profitable cruise market. The opportunity is immense. Over 68 million
adults in the North America target market expressed serious intent to take
a cruise in the next five years. The challenge is to convert their dreams
into near-term action!
CLIA has 23 member lines who represent nearly 100% of the North American cruise
industry. Over 95% of cruise business is generated by travel agents. We value
our partnership with the agency community.
Our focus is strictly on supporting the travel agency community and
market-expansion. We are prohibited from involvement with any operational
or marketing activities of individual member lines. We do not serve as an
industry ombudsman. We are not involved with any lobbying activities.
CLIA Affiliation Makes Good Financial Sense
Our dues structure is modest for the benefits and savings we offer. All
of our priorities are based upon direction provided by our affiliated
travel agencies. Sell just one cruise as a result of your affiliation and
you can earn back your annual CLIA dues investment.
A Unique Organization
CLIA is an organization that operates pursuant to an agreement filed
with the Federal Maritime Commission- under the shipping act of 1984.
Unlike other travel industry organizations, we maintain regular dialogue
with all the major trade associations. Through joint meetings held
throughout the year between CLIA's Executive Committee and ASTA, ARTA,
AAA, ACTA and NACOA leadership, we provide a forum for discussing
important issues facing our growing industry. Your voice can be heard!
Affiliation Requirements
"Any travel seller or department of a travel seller that is
actively engaged in the business of selling cruise travel" can be a
CLIA affiliate if they attest to the fact they are meeting all federal,
state, and local ordinances relative to conducting such sales. Otherwise,
they are deleted from CLIA's roster of agency locations. CLIA is
affiliated only with its cruise line members and with CLIA-affiliated
travel agencies. CLIA has no subsidiary companies or agencies and no
outside organization is authorized to solicit or obtain applications for
CLIA travel agency affiliation. In the event CLIA affiliation must be
withdrawn by virtue of any party not abiding by federal, state, local, and
municipal ordinances governing the sale of vacation products, there will
be no refund of pre-paid dues.
Affiliation Benefits
I. Promotional programs that create new business for
your agency
Every 2003 CLIA Affiliate receives a valuable booklet of Bonus
Cruise Line Commission Coupons worth nearly $12,000. Valid on
25 different cruise lines, this represents almost $200,000,000 in 2003 incremental
commission opportunities exclusively for CLIA affiliates!
New Business and Commission Opportunities
CLIA ARC and Non-ARC affiliates are recognized by cruise lines as well as preferred
hotels, car rental companies and international airlines for reservation and
commission processing. And all CLIA affiliates receive thousands of dollars
worth of 2003 cruise line bonus commission coupons.
Travel Industry Recognition
The official CLIA Photo
ID card is the preferred or required travel agent credential requested by CLIA's
member cruise lines for fams and reduced rate travel requests and is now
recognized by preferred hotel, car and air travel industry partners for
industry courtesies.
Website Listings and Internet Lead Referrals
CLIA's
website at www.cruising.org welcomes nearly 100,000 visitors per month.
One of our most popular content areas is the CLIA Travel Agency Locator
which permits consumers to search for CLIA-Affiliated agencies - all
affiliates receive a listing that includes agency contact information,
e-mail and website links, plus it is customizable to reflect agency
specializations and listings of Certified Cruise Counsellors on staff.
Special Discounts and Value-Added Business Services/Products
The CLIA Super Savings Club provides affiliates terrific discounts and/or preferred
services from Sprint, Airborne Express, Pegasus Hotel Commission Processing,
WinCruise 2000, Passport Express, Xpedite Email Broadcasting, Samsonite luggage
as well as customized website development (MyCity), promotional gifts (Crestline
Promotional Products) and cruise magazine subscriptions from Porthole magazine
and Cruise Travel.
Registry on CLIA's Master List of Affiliates
Recognized
by CLIA member cruise lines and preferred travel industry partners as
the official list of CLIA affiliates, it qualifies affiliated agencies for
travel partner commission opportunities and ensures priority notification
of cruise news and specials.
Consumer Promotion of CLIA Affiliates
CLIA actively
promotes to consumers the benefits and value of cruise vacations via
public relations, promotional programs, the Internet and more. In every
case, an integral message is the benefit of planning a vacation with a
CLIA affiliated travel agency and a certified cruise counsellor. CLIA's
mission is to drive new business to our affiliates.
An Industry With a Track Record of Supporting Travel Agents
CLIA's 23 member cruise lines are committed to supporting our travel agency
affiliates. In fact, 95% of cruise business comes via travel agencies and, with
the explosive growth of our business, we recognize that travel agencies are
key to our mutual profitability in the future. When other travel segments are
looking to cut your commissions - the executives of CLIA's 23 member cruise
lines are developing programs to drive business to your door. Support the industry
that supports you.
II. The Best Cruise Sales Training Available
CLIA sales training is acknowledged as the best in the travel industry
and will help agents close more sales in less time. CLIA agents claim that
Cruise Counsellor Certification increased their productivity by 235%.
CLIA Sales Training Options Include:
- Classroom Training (ATP)
- Video Training
- Internet Training
- The CLIA Institute
- The CLIA Cruise Textbook
- Cruise Counsellor Certification
- Free Training Coupons
- Trade Conference Seminars
- CLIA Training by Request for Groups
Agency Training Program (ATP)
Offered in major cities in the U.S. and Canada, the program features CLIA's
two primary sales training courses:
· "Cruising...Knowing the World you Sell"
· "Group Sales Made Easy"
· "Managing Your Time Effectively"
Each course is only three hours and, for certification enrollees, is worth 15
credits. Check CLIA's Travel Agent Resource Center at our website, www.cruising.org,
for a current classroom training schedule. Course fees are only $35, or just
$30 each when you register for both programs. Plus, all affiliates receive a
special two-for-one training coupon in their membership kits.
Two Free Videos for New CLIA Affiliates in 2003:
· "Marketing Your Agency on the Internet"
· "Selling
Special Interest/Niche Cruising" Training Video
Fourteen outstanding training videos are available:
· Principles of Professional Selling
· CLIA’s
Guide to Escorting Groups
· Introduction to Successful Cruise
Selling (2nd Edition)
· Training Your Staff for Profitable Selling
· Group Sales: Made Easy
· Effective Telephone Selling Techniques: Made
Easy
· Cruising... Knowing the World You Sell
·
Closing the Cruise Sale
· Turn Your Agency into a Cruise
Vacation Store
· Converting Landlocked Vacationers into Cruise
Vacationers
· Effective Direct Mail Techniques
The CLIA Institute. Owners, managers and front line
agents of CLIA-affiliated agencies can pursue advanced-level sales and
management training programs in a university setting. What's more,
completion of this two-day, intensive training seminar can earn agents
over 100 credits toward Cruise Counsellor Certification. In addition,
exclusive ship inspection opportunities allow attendees to gain valuable
first-hand product knowledge and a 50% bonus credit toward their ship
inspection requirements.
Savings on Major Trade Conferences. CLIA presents the
newest and most requested cruise sales training seminars at major cruise
conferences across North America. Learn and save: In addition to learning
valuable new cruise sales techniques, agents of CLIA-affiliated agencies
can enjoy discounts off of the full registration fee at many CLIA-endorsed
conferences.
Cruise Counsellor Certification
Only travel agents
employed by CLIA-Affiliated agencies can achieve two levels of
certification -- Accredited (ACC) or Master (MCC) Cruise Counsellor. Credits
are earned via a combination of classroom training, video training,
internet training, cruise experience, attendance at CLIA co-sponsored
conferences, ship inspections, CLIA Institute participation, completion of
CLIA's new textbook and case studies. You may also receive credit for completion
of ICTA (CTA, CTC) or CITC (CTC) designations. Exclusive to CLIA-Affiliated
agents...you'll be recognized as a true cruise selling professional.
CLIA's public relations and promotional efforts urge consumers to seek
advice from Certified agents. You'll gain a business advantage and your
clients will be assured working with a Certified Cruise Counsellor.
CLIA Training Online
Visit the CLIA training site
at www.theacademy.com
to take CLIA's classroom training programs online. Attend class in the
convenience of your home or office and work at your own pace. Completion
of CLIA's online training earns you 15 certification credits per course.
CLIA Cruise Textbook. Cruising: A Guide to the Cruise
Industry," by Marc Mancini, Ph.D., offers a comprehensive look at
cruising. Topics range from who cruises and why to how to successfully
market cruises. History, ships and destinations are also detailed. The
book may be ordered from Delmar publishers, 1-800-347-7707. Affiliates
should mention promotion code 9DPEM306A for a 10-percent discount off the
list price. Completion of the textbook and exam is worth 30 certification
credits. A terrific resource for agents, trainers, and travel educators.
Complimentary On-Site Training, By Request. CLIA
provides on-site training for groups of 50 or more agents, a perfect way
for agencies, consortia and associations to bring CLIA training to their
members. The group provides the meeting room and audio-visual equipment;
CLIA travels and provides the training for free. Courses can be customized
according to the group's needs. Groups requesting training can choose from
CLIA's primary agency training courses, or from the list of elective sales
and marketing seminars.
III. Revenue-Boosting Sales Tools...Free or at Big
Savings
CLIA Cruise Manual. An easy-to-use reference book (over
600 pages) with complete information on member lines' ships, deck plans,
menus, on-board activities, worldwide port descriptions, sales policies
and more. Endorsed by agents everywhere as the best cruise sales reference
source. Revised and improved for 2003. Free to all agencies who join or
renew. The cost for non-affiliates is $75 per copy.
CLIA's Popular & Useful Consumer Brochures.
Cruising-Q&A-The best informational booklet about cruising. First 50
Free. CLIA affiliates can also order additional quantities of Cruising-Q&A
for $16.00 per 50. Non-affiliates pay $25.00 per 50.
Motivating Consumer Videos. The perfect promotional tool
for cruise nights or trade shows: You Haven't Lived Until You've
Cruised-$6.95, and The New Guide To Cruising-$6.95.
Promotional Materials. Posters, brochures, direct mail
materials; certified cruise counsellor desk plates, business card holders
and certification frames; buttons, stickers, banners and more are
available exclusively to CLIA affiliates. These promotional items keep
cruising on your client's mind.
“Official Cruise Vacation Headquarters” Materials.
Posters, postcards, counter cards, letterhead shells, stickers, consumer
brochures, logo/ad slicks, and a cruise marketing and promotional tips
brochure. Exclusive to CLIA-affiliated agencies... these high quality
collateral materials are free with membership and provide you with the
practical marketing tips and promotional tools that can turn your agency
into an Official Cruise Vacation Headquarters.
“Pre-Recorded Television and Radio Commercials.”
A :30 television commercial and a :60 radio commercial with a compelling
cruise vacation message is available exclusively for CLIA affiliates. Each
commercial provides time for an agency tag. It's pre-packaged and ready to
air - all you need to do is buy the air time! IV. Familiarization Cruise
Advantages
IV. Familiarization Cruise Advantages
CLIA member lines give CLIA-affiliated agencies FAM discounts and/or
priority on FAM cruises. FAM Cruise Discounts: CLIA member lines charge
CLIA-affiliated agencies less than non-affiliates or provide significant
upgrades. Exclusive Benefit: with more chances to cruise, you and your
staff can learn more about cruising which will help you close more sales
and earn credits toward cruise counsellor certification.
V. Marketing Data
Each year, CLIA conducts a variety of marketing research projects.
Results provide valuable information on demographics, vacation habits, the
interests of repeat cruisers and cruise prospects, and much more. It's
knowledge that can help you sell more cruises. Exclusive
Benefit...highlights of this information are shared only with CLIA Member
Lines and affiliates. You'll be better able to recognize cruise prospects
and understand their needs. Plus you can spot and cash-in on changes in
vacation habits, demographics and customer interests.
VI. Bonding
An important consideration for our Member Lines and customers-we provide
a fidelity bond. This bond reimburses cruise lines for protecting
passengers against travel agency defaults. The maximum coverage is $15,000
for a single office agency; $20,000 for a multi-office agency. Only
CLIA-affiliated travel agency locations on our Master List are covered by
the bond-an important business consideration for our member lines.
A Significant Benefit that provides your clients with
added assurance of your professionalism and financial stability.
Apply online NOW!
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