Travel Weekly's CruiseWorld, being held Nov. 6 to 10 in Fort Lauderdale, has revamped its schedule, assigning a theme to each day of the three-day show: how to be an entrepreneur, shopping and sales and marketing.
"We really wanted to help the travel agent focus this year," said Alicia Evanko-Lewis, vice president of events for Travel Weekly.
Day one is for the entrepreneur.
"It doesn't matter if you're a retail agency, a storefront or a home-based professional," Evanko-Lewis said. "You're still an entrepreneur. As a travel agent, you have to run your own book of business."
The workshops on Nov. 6 will focus on topics such as how to connect clients to cruising in one sentence and maximizing Internet search efforts.
The keynote speaker that day, Carnival Corp. CEO Arnold Donald, will talk about travel professionals as entrepreneurs. Other presenters on Nov. 6 include industry consultants Marc Mancini and Jack Mannix; travel lawyer Mark Pestronk, who writes Travel Weekly's Legal Briefs column; and Jennifer Doncsecz, owner and president of VIP Vacations.
Michelle Fee, co-founder and CEO of Cruise Planners, will discuss "The 10 Commandments of Entrepreneurship. "
Jackie Friedman, president of Nexion, will host a Travel Leaders of Tomorrow panel about how to kick-start a career selling cruises. Panelists include Vicki Freed, senior vice president for sales and trade support and services at Royal Caribbean International; Dondra Ritzenthaler, senior vice president for sales and trade support and services at Celebrity Cruise Lines; and Andy Stuart, executive vice president for global sales and passenger services at Norwegian Cruise Line. There will be two agent participants, as well: Kate Murphy of Wings Trips and Cindy Campbell of Campbell Travel.
A general session panel Nov. 6, titled "Travel: An Addictive Industry," will include Chris Austin, vice president for global leisure and luxury sales at Starwood Hotels & Resorts; Mark Kammerer, senior vice president of marketing and North American sales for Holland America Line; Ken Muskat, senior vice president of sales and marketing at MSC Cruises; Joni Rein, vice president for worldwide sales at Carnival Cruise Lines; and Freed, Ritzenthaler and Stuart.
The day will end with the Travel Weekly Think Tank, which will be moderated by Joanie Ogg, head of the Joanie Ogg Marketing Group, and Mary Pat Sullivan, president of Sullivan Marketing Advisors. Agents will be able to share ideas and opinions about the state of their industry today.
The second day of the show will be about shopping for your business. The exhibitor showcase will be open from 12:30 p.m. to 5 p.m.
Richard Fain, chairman and CEO of Royal Caribbean Cruises Ltd., will make the general session keynote presentation, "The Power of the Products." The second presenter at the general session will be John Caldwell, president of MLT Vacations.
"Day three is really sales and marketing day," Evanko-Lewis said. "It's how you execute. It's how you combine the business strategies from day one with the products and services on day two."
The keynote speaker Nov. 8 will be Kevin Sheehan, CEO of Norwegian Cruise Line, who will talk about "executing for success."
That day's general session, "Execution Strategy," will be a panel of executives representing industry organizations, who will talk about their company's "secret sauce" and what they can do to help agents build their business.
Panelists will include Nexion's Friedman; Scott Koepf, vice president of sales at Avoya Travel; Meredith Hill, CEO of the Global Institute for Travel Entrepreneurs; Chris Flores, manager of ARC agency participation programs; Karin Viera, vice president of sales at Vacation.com; and Dwain Wall, senior vice president of CruiseOne and Cruises Inc.. Moderators will be Sullivan and Jeff Drew, senior vice president of sales at American Queen Steamboat Co.
CruiseWorld also has an experiential element with ship inspections. While one inspection will be held Nov. 5, the bulk of them will take place on the weekend.
There will also be an overnight sailing Nov. 10 aboard the Vision of the Seas.
Among the other ships that agents will visit will be the new Royal Princess, the Carnival Breeze, the Westerdam, the Norwegian Epic, the Oasis of the Seas, the Nieuw Amsterdam, the Allure of the Seas, the Norwegian Breakaway and the Disney Magic.
Register at www.cruiseworldshow.com.