A big crowd of travel agents is about to make its way to CLIA’s annual Cruise3sixty conference and trade show. It’s being held at the Greater Fort Lauderdale/Broward County Convention Center from April 14 to 18.
The event — which enables association members to tour a slew of ships, earn CLIA certification credits, attend business-enhancing workshops and hear industry leaders talk about important issues — sold out a few months ago. Members who signed up to attend will learn more about CLIA’s new president, Christine Duffy, who took the helm early this year.
A review of workshops on the agenda reveals that CLIA is attempting to tackle several hard-nosed topics.
Mobile 101, for example, will show retailers how mobile technologies are changing the way clients travel for business and pleasure. Virtually all suppliers are using mobile technologies, such as social networking sites, location-based services and a wide variety of applications, and so are consumers. Travel sellers need to know what these mobile solutions are all about and how to capitalize on them, too.
Another top-of-mind concept, identity theft, will be addressed in a workshop called Data Integrity and ID Theft: The Traveler and the Agent.
At this event, a panel of experts will identify the risks and the potential liability associated with identity theft, specifically as it affects travelers and travel agents. Those who attend this session will learn what steps travel agents can take to reduce the risk of a breach and minimize their potential liability.
On the revenue side, there’s How to Sell Shore Excursions and Pre-Post Trips of Eastern Mediterranean. This program is designed to provide travel sellers with the information they need to increase their knowledge, skills and sales. The curriculum focuses on Turkey, Greece, the Greek Islands and Egypt including geography, people, history and culture. Cross-selling, upselling and package sales will be addressed.
Networking is, of course, an important part of Cruise3sixty. During the trade show hours, conference attendees will have opportunities to meet one-on-one with cruise line representatives, in an effort to build new relationships and develop existing ones.
And CLIA members who attend the Hall of Fame dinner on April 16 will see the induction of two industry icons plus the U.S. Coast Guard. The inductees are Michelle Morgan, president and CEO of Signature Travel Network, and Rick Sasso, president and CEO of MSC Cruises USA.
A 33-year travel marketing executive, Morgan will celebrate 20 years with Signature Travel Network this year. As a member-owned co-operative, it brings together more than 7,000 travel specialists across 365 retail locations in the U.S. and Canada, generating more than $4.5 billion in sales. As president and CEO, Morgan maintains the overall responsibility for the co-operative and frames the organization's strategic direction.
Sasso has been a highly respected figure in the cruise industry for almost 40 years. Prior to joining MSC, Sasso held key positions at Costa Cruises and Chandris Cruises and was part of the senior management team that launched Celebrity Cruises in 1990. He served as president of that line from 1995 to 2001.
According to CLIA, the Coast Guard is being inducted because it is “an invaluable partner with the cruise industry in the important areas of safety, security and environmental stewardship.” Accepting the 2011 Hall of Fame Award on behalf of the Coast Guard will be Rear Adm. James Watson, deputy commander, Coast Guard Atlantic Area.