Members of Carnival Cruise Line's Executive Travel Agent Forum concluded that travel distributors needed to do better at differentiating themselves and staying in touch with their customers through a variety of channels.

The conclusions came out of a two-day conference Carnival held last month that included a marketing workshop held with CLIA.

Lynn Torrent, Carnival's senior vice president of sales, said in a statement that the workshop "was certainly a success and embodied the mission of the Executive Travel Forum, which is to provide a forum for spirited dialogue and the open exchange of ideas on topics that are relevant to our industry."

Torrent, along with Carnival CEO Gerry Cahill and Vice President of Worldwide Sales Joni Rein, participated in the workshop with CLIA President Terry Dale, who was a featured speaker and engaged the group in exercises designed to examine and address opportunities and challenges faced by the industry and the distribution system.

Touted as the first such collaboration between CLIA and a cruise line, agents found the combination to be particularly helpful.

"Overall, it was a very well-rounded forum, and CLIA's involvement took it to another level," said Executive Forum member and workshop attendee Michelle Fee, CEO of Cruise Planners. "Hearing from our industry's top leaders put some perspective on what's to come for 2010 and will surely influence the strategy for Cruise Planners' annual convention in November."

Carnival said that the group found that agents needed to strike a balance between technology and efficiency and the personal touch of a phone call or handwritten communication.

In addition, agents needed to engage in all forms of social media, because that is how their younger customers want to communicate.

They also recognized the need for suppliers to do the same.

"This was a very exciting and healthy exchange of strategic industry thinking," Dale said in a statement. He cited important topics that were addressed, such as reinventing oneself, identifying the next generation of cruise sellers, the green agenda and social media.

"Everyone who participated benefited significantly," Dale said.

Carnival's Executive Travel Agent Forum was formed in August 2008 and comprises 19 travel agent members who meet twice per year over two-day conferences.