What’s In This Issue:
- From the Bridge – Reach out to cruise homeports for agency sales, promotional support.
- Cruising in the News – Fast cruise growth in the Big Easy….Financial analysts poll agents to gauge force of the “Wave”….CLIA Travel Agent Advisory Board member Scott Caddow named to second term.
- Maximizing Membership Benefits – Use press releases to promote news and special events at your agency….Agent Associate program benefits affiliated agents.
- We Thought You Should Know –– Americans Say Vacations Are More Important Than Ever.
March 2005
From The Bridge
Greetings!
I recently ventured to New Orleans to join several other executives and officials of travel industry organizations from across North America at the American Association of Port Authorities’ annual conference.At this distinguished gathering, I spoke with port authority managers and executives from around the country, and discussed the benefits that the cruise industry brings to their communities. We talked about ways in which North American ports can work more closely with local and regional travel agents on initiatives to increase cruise-ship calls at their ports, spreading economic benefits across the region.
I am happy to report that Several North American ports are currently working closely with local and regional travel agents to cultivate the regional cruise business. For example:
- In Boston, The Massachusetts Port Authority (MASSPORT) has an active Cruise Port Advisory Board comprised of 12 senior officials from top-producing agencies across the state and surrounding region. MASSPORT regularly confers with the group to discuss joint marketing initiatives and goals, along with strategies for cultivating new cruise passengers. The relationship is mutually beneficial, as the agencies provide MASSPORT with critical expertise and advise regarding marketplace trends.
- MASSPORT also combines with travel agency associations to co-sponsor agent events. On February 23, MASSPORT hosted an agent “cruise night” in conjunction with the New England chapter of the American Society of Travel Agents (ASTA). The event was open to all agents, with the aim of providing information and support for regional agencies to launch their own cruise promotions. Said Marcia Duffy, MASSPORT’s Director of Cruise Marketing and Development, “We consider the agent link essential to sustaining and expanding our business with the cruise lines.”
- The Port Authority of Philadelphia and Camden (PPC) has developed “Cruise Philly” packages featuring pre-negotiated rates on pre- and post-cruise stays at Philadelphia hotels, with free breakfast and free parking at some properties. Packages include cultural attractions, restaurants and special events and are offered in conjunction with Philadelphia’s Chamber of Commerce. The packages are commissionable and last year produced 1,600 hotel stays for 65,000 cruise passengers.
- The Port of San Francisco recently hosted a symposium aimed to “build relationships” between the city’s tourism organizations and cruise lines calling in San Francisco. Other sponsors included WHERE San Francisco magazine, The Hyatt Regency Embarcadero hotel, and several local restaurants and specialty retailers. Officials from Celebrity Cruises, Crystal Cruises, Holland America Line, Norwegian Cruise Line and Princess Cruises participated in panel discussions and offered product presentations, and each company offered a trade show exhibit where attendees could meet line executives to discuss promotional initiatives.
The agent programs and initiatives at each of the ports have generated significant benefits. In 2003, Massachusetts’ cruise industry generated 5,559 jobs and wages totaling $283 million in income for state workers. The 17 cruise lines sailing from Philadelphia’s port delivered $2.7 million in direct spending on pre-and post-cruise hotel stays and sightseeing in the region in 2003.
In San Francisco, 200,000 passengers are expected to cruise from the port this year, an all-time high. The average cruise ship spends $650,000 on wages, goods, services and benefits while in San Francisco according to John Marks, president of the Convention and Visitors’ Bureau.
I encourage you to contact your community’s Convention and Visitor’s Bureau, Chamber of Commerce and other tourism and municipal organizations if your agency is located in or near one of CLIA’s 30 North American homeports. By working with other local interests to promote cruise vacations, you not only increase your client base and your agency’s profitability, but you play and important part in spreading economic benefits throughout your community.
Bon Voyage!
Terry L. Dale
President & CEO
CLIA
Port of New Orleans Issues Economic Impact StudyThe Port of New Orleans generates $226 million in direct and indirect sales among New Orleans businesses each year, according to an economic impact study commissioned by the port and released earlier this month.
The study was conducted for the Port of New Orleans by Business Research and Economic Advisors (BREA), and also found that spending generated by the cruise industry results in 2,798 full and part time jobs in the New Orleans area, paying a total of $74.1 million in wages.
Cruise passengers spent significantly while visiting New Orleans both before and following their departures, totaling expenditures of $91.5 million annually, including $28.4 million on transportation to and from New Orleans, $18.1 million on retail sales, $17.5 million on hotels and lodging, $13.9 million on dining, $8.6 million on casinos and entertainment, $5 million on tourism and local transit.
“It has been proven that passengers that visit a cruise port will return in the future for a longer visit to that city,” said Gary La Grange, President and CEO of the Port of New Orleans, in a report from the Congressional Information Bureau. “In that respect, the Port of New Orleans acts as an economic engine for the city. The growth in the New Orleans cruise industry is one of the region’s success stories.”
New Orleans is currently building a $37 million cruise terminal at Erato Street, has obtained state funding for another cruise terminal in the Bywater area, and is considering a renovation of the existing Julia Street Cruise Terminal. “The best way to grow the impact the cruise industry has on the local economy is to increase the number of passengers,” said La Grange. “We are well on our way to doubling the number of homeported ships in the next five to six years.”
The Wave Rolls On
A March 2 report from Banc of America Securities reports that the “strong” 2005 Wave season is nearing its end, based on a survey of travel agents, but while “demand will slow seasonably,” the reports adds that “We believe there is still some supply left for this year, allowing for potentially higher prices and yields.” The report also found:
- About 63% of agents surveyed said cruise bookings have stayed the same since the start of this year’s Wave season, followed by 31% who said bookings have increased. Only 6% said bookings have declined since early January.
- Since the start of the Wave season, about 39% of agents who responded said luxury cruises are booking first, followed by 33% who mentioned premium cruises, and 28% who cited contemporary cruises. The survey ‘s finding that upscale cruise sales continue to out-pace contemporary cruise sales “reflects not only higher demand but also the lower capacity available for luxury/premium cruises relative to contemporary ones, [meaning] upscale cruises sell out faster.”
- Temperatures in February 2005 were warmer than normal across most of the U.S. following colder-than-normal conditions earlier in the month. Winter weather patterns, particularly in the Northeast, are thought to impact cruise bookings. Temperatures across the 15 largest cities in the U.S. increased sharply by the 2 nd week and remained higher-than-average for the rest of the month.
Caddow Named to Second Term
Scott Caddow, president of the Cruise Place in San Marcos, Calif. and a member of CLIA’s Travel Agent Advisory Board was recently elected and has begun serving his second term as president of the board of directors of the Association of Travel Agents of America.
Use Press Releases to Spread Your Cruise NewsToday’s most successful cruise-selling travel retailers realize that their agencies must take a proactive approach to attracting new business to become “sails” stars. One way travel professionals can cultivate new business is by promoting their agencies through press releases targeted to local and specialized newspapers, magazines and Web sites.
Designed to alert media outlets to almost any sort of news or special event for consumers involving your agency, press releases are a very effective way to get your message out to prospective travelers.
The goal of any press release is simple: to have the media outlet utilize it to inform the public about your agency’s news or upcoming event.
The most important information to include in a press release are the answers to the five “W” questions: who, what, where, when and why. Specifically,
- Who’s involved in the news or special event (this is almost always your agency or agency personnel)?
- What exactly is the news or event?
- Where will the news or event take place?
- When will the news or event take place?
- Why is your agency sponsoring the event or making news?
You can create a one-page press release by using a simple “template” like the one below:
YOUR AGENCY LOGO
(CITY, STATE) (date) – (Name of Agent) of (Name of Agency) is pleased to announce
(YOUR ANNOUNCEMENT HERE – “Rainbow Travel is hosting its third annual cruise night featuring a cruise vacation sweepstakes….”).
FOR ADDITIONAL INFORMATION PLEASE CONTACT: (Contact information including name of agency owner, manager or official).
AGENCY ADDRESS
AGENCY TELEPHONE NUMBER
AGENCY E-MAIL ADDRESS
AGENCY WEB SITE ADDRESS
END
Feel free to include information that customizes the message to fit your agency’s orientation, and carefully edit your press release for spelling and grammatical errors, inaccuracies or other mistakes. You can use an electronic editing program to do this, but also have a friend or associate with good editing skills review the release.
You are now ready to distribute your press release to the media. You should take the following steps:
- Produce several copies of the press release on your agency’s letterhead.
- Mail the release to the travel editor, city editor or business editor of local and regional daily and weekly newspapers, and any national publications you think appropriate. Also send to editorial contacts at travel-related Web sites, and to the media contacts at your local convention and visitors’ bureau (CVB). Remember that editors are very selective in publishing information from any particular release, so keep realistic expectations. Still, by covering all of the likely targets, you stand a better chance of having your information published.
- If your agency is located in or near a CLIA homeport city, send your releases to the port's information and/or cruise director, as well as the local CVB. Several cruise ports are working with local and regional agencies to combine for promotional events that support the port’s cruise business.
- Also consider sending your press release to the program director at your local radio station. The station may be looking for a “travel expert” to provide authoritative vacation advice. Experienced agents are great guests for weekend radio talk shows.
- You should also include a recent color photograph of yourself (5” by 7” is the preferred size). Be sure to print your name and your agency’s name on the back of the photograph. You can also send electronic photographs, which should be high-resolution 300 dpis images.
Remember that CLIA’s Cruise Marketing Essentials CD & Workbook features a section on press releases, including several releases ready for personalization. The package also includes PR strategies for agents. By using press releases effectively, your agency can publicize its services loud and clear to consumers in your region.
Become An Agent AssociateOutside sales agents, independent contractors and cruise specialists affiliated with CLIA member travel agencies can now have personal access to CLIA resources and information through the Agent Associate program.
For annual dues of $99, CLIA Agent Associates receive access to a wide range of benefits including over $145 in CLIA training, marketing and reference materials including:
- E-mail news, promotions and updated from CLIA, its member lines and travel industry partners.
- CLIA’s Cruise Manual (a $50 value)
- CLIA Reference Guide
- Point. Click. Profit. CLIA’s Guide to Technology for the Cruise-Selling Agent
- Sample “Cruising Q&A” brochures and coupon for an additional 50 more free
- Training and Promotional Tools Catalog
- Marketing Tools CD and Workbook
- Coupon for one free training seminar (a $35 value)
- Coupon for one free online training program (a $25 value)
Other benefits include a listing in the “Cruise Expert Locator” on CLIA’s Web site (www.cruising.org). The listing will be as a subsidiary of your member agency but your information will be displayed in search results that match you individual location. Your CLIA-member agency also benefits from your Associate membership by gaining more visibility through your listing. For more details, visit the Travel Agent Center on CLIA’s Web site.
American Travelers Seek Comfort But Desire New Experiences
U.S. travelers list “safety” and “comfort” as their top priorities but are more open to new experiences, according to a recent survey by from the National Electronic Procurement Assistance Center (NEPAC), a national database company formed in 1992 by the Federal Government to facilitate electronic commerce.
The NEPAC survey, conducted among 2000 people in August of 2004 and weighted to the U.S. Census, also found that Americans are willing to pay for quality but don’t want to overspend, would rather have a longer vacation than a shorter workday, and place a higher value on vacation time away from work than ever before.
Specifically, 61% of those surveyed in 2004 preferred the longer vacation. In 2000, just 50% of respondents preferred a longer vacation to a shorter workday. Also, while 71% of respondents cited safety and security as the most important aspect of travel, eagerness to see new places and do different things was cited as the second-most-agreed-upon sentiment, cited by 59% of respondents, and 8% increase over 2002 totals.
Comfort and convenience were cited by 55% of travelers. While another 55% described themselves as very budget-conscious, 43% said they were willing to pay for quality.
