Travel Agent - September 15, 2008 - (Page 58)

CRUISES WORKING THE NICHE Higher revenue, more commission Travel Agent RECENTLY CAUGHT UP WITH Larry Dessler, CTC, executive director of the Niche Cruise Marketing Alliance (NCMA) (www.nichecruise.com), for this trade update. How did NCMA evolve? NCMA was founded in 1997 when a group of cruise lines—primarily unique, small specialty cruise lines led by companies like Hurtigruten (formerly Norwegian Coastal Voyage), Peter Deilmann Cruises and others—joined to promote as a group because it was hard for each singularly to gain any visibility. By speaking together as a group to travel agents, they thought that perhaps the synergy could get them the visibility they desired. And they were right. How do the NCMA lines—many small firms based outside the U.S.— serve agents? All our lines are focused on North American distribution of their products through travel agents. So most have North American representation, although that’s not always the case. All have made a concerted effort to assure agents can reach them to discuss cruising products and client bookings. For example, a vice president for Orion Expedition Cruises assists agents from a California sales office. Other lines, too, have U.S. phone numbers and staff. And Galapagos Explorer II services North American agents with an 800 number, ringing directly into the firm’s Ecuador office. The phone is answered by an English-speaking representative. What’s new with NCMA’s training programs? When I joined NCMA in 2004, the original six member lines had been jointly exhibiting at one trade show a year. Today, we have 16 58 | TravelAgent September 15, 2008 BY SUSAN J. YOUNG NCMA’s Larry Dessler, posing by the Danube give each member line 10 minutes to explain their product. The certified program gives much more detail. We currently have more than 3,000 Niche Cruise Specialists and 500 Certified Niche Cruise Specialists. member lines and we’re involved at multiple venues. For example, we’ll be visible in various ways at Luxury Travel Expo (www.luxu rytravelexpo.com) and Home-Based Travel Agent Expo (www.homebasedtravelagent expo.com) December 2-4 at the Mandalay Bay Resort & Casino, Las Vegas. NCMA is planning to offer a post-show educational program on December 5. Our training program began in 2004 as a Niche Cruise Specialist Program. That’s now called our “undergraduate” program. In 2006, we also introduced the Certified Niche Cruise Specialist, our “graduate” course. With the Niche Cruise Specialist program, we basically How can an agent sign up for the “graduate” course? In a new training option, we’ll be offering our Certified Niche Cruise Specialist program from 8 a.m. to 4 p.m. on Friday, December 5, immediately after Luxury Travel Expo and HomeBased Travel Agent Expo. While I’ll participate in two niche panel discussions during the conferences themselves (so all attendees will learn about niche cruises), we hope agents also will stay for this much more detailed, day-long session. Our member lines will teach agents about their brands, ships, onboard products and shoreside options, as well as how to market and sell their cruises. Agents who participate will earn two CEUs and 10 CLIA credits. They’ll learn how to increase their earnings from top niche cruise experts. And at day’s end, they’ll receive the Certified Niche Cruise Specialist designation, a newly expanded NCMA Sales Guide and $700 in bonus commission certificates. Agents must first register for either Luxury Travel Expo or Home-Based Travel Agent Expo to participate in this special post-show(s) training program. An added perk is that the normal CONTINUED ON PAGE 60 http://www.nichecruise.com http://www.luxurytravelexpo.com http://www.luxurytravelexpo.com http://www.homebasedtravelagentexpo.com http://www.homebasedtravelagentexpo.com

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Travel Agent - September 15, 2008 Online Now Contents Agent Insider From the Editor Hawaii Europe Pacific/Asia Las Vegas US Airways Vacations - Atlantis, Paradise Island Specialist Central & South America Mexico Caribbean Cruises Cover Story: Merge Mania France by Rail Weddings & Honeymoons Gay & Lesbian Travel Tours Agent Profile Triptailor Vacations Agenda: Fam Trips, Deals & Incentives, Calendar Vegas Week Insights on Singapore Travel Leaders Builds New Alliances The Latest from the Caribbean A Sneak Peek at a New Ship Classified Marketplace In the Spotlight Editorial Index Advertising Index Trendwatch Special Supplement: Thailand Travel Planner

Travel Agent - September 15, 2008

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