Norwegian Cruise Line has launched Partners First, a $25 million plan to shore up agent loyalty and increase the number of bookings coming through the trade.
The line in recent years drew criticism from retailers as its direct booking percentage increased and its trade bookings declined.
Andy Stuart, NCL's executive vice president of global sales and passenger services, said NCL will invest $16 million in customizable marketing tools and co-op marketing support and in NCL University, its agent training division.
The line will spend $7 million in technology upgrades for agents, including the implementation of a web-based booking engine that mirrors the one that in-house reservation agents use.
Stuart said the booking engine would launch before the end of 2011.