Travel AgentProfessional
August 2011Issue 10
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1
Travel Agent Professional TAP
2011
Ad In
dex
64 Even Playing Field Does it Exist??? By Les-Lee RolandOwner of The Package Deal
66 Mountains or Mole HillsBy Rusty Pickett, ECC
Shellback Cruises
68 My Fair Travel AgentBy Scott KoepfVice President of Sales Avoya Travel/America’s Vacation Center
12 For Cruise Sales Profitability Less Is MoreBy Mitchell J. SchlesingerVice President, Sales & Marketing Voyages to Antiquity
18 Top 10 Tips For Choosing Your Host Agency...By Sherry LaskinTravel Writer/NACTA Webinar Moderator
24 Host Listing
ShowcaseThe Affluent Traveler Collection........................21Auto Europe ......................................................9Expedia CruiseShipCenters................................25TRAVELSAVERS.................................................13
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Travel AgentProfessional
August 2011 Issue 10
May 2011
Travel Agent Professional has its roots in Home Based Trade, the firstmagazine of its kind, started by Joel Abels in 2004. Joel and Lenore Abelsran Travel Trade for nearly half a century – it was started by her grandfa-ther, John S. Lewis, and her father, Sidney Lewis, in 1929, and they tookthe publication over after her grandfather’s passing.
Under Joel’s direction, the company grew to be one of the travel agentindustry’s leading publications, reaching more than 45,000 agentsthroughout North America. It spawned a famous series of trade showsand three monthly magazines – Cruise Trade, Tour Trade and Home BasedTrade.
The Abels also garnered enormous respect – Joel received the NealAward, called “the Pulitzer Prize of the business press,” for his hard-hit-ting editorials.
On a personal note, after working with Joel for over a decade and stay-ing with him until the end, I grew to truly care for and respect the man.He was like a second father to me. Joel was old school, he stood by hisword and believed in his work. There will never be another.
While nobody can replace this industry legend, we’re hoping thatthis new publication, which reunites the original Home Based Tradeeditorial board, will be able to carry on his passion for travel andthose who sell it.
Ann M. Hoek
Travel Agent ProfessionalP.O. Box 120202
Staten Island, NY 10312E-mail:
718.227.7541
Ann M. HoekPublisher/Creative Design
Bonnie WallingEditor
Meet Our Editorial BoardMitchell J. Schlesinger
Vice President, Sales & MarketingVoyages to Antiquity
www.voyagestoantiquity.com
Mary BrutscherFormer Host Agency Owner & Travel Educational [email protected]
Rusty Pickett, ECCShellback Cruises
www.shellbackcruises.com
Les-Lee RolandOwner of The Package Deal
Scott KoepfVice President of Sales
Avoya Travel/America’s Vacation Center
www.joinavoya.com/default.cfm?ref=11583
Sherry Laskin, ACCTravel Writer/NACTA Webinar Moderator
www.cruisemaven.com
Sue Sh apiro, PresidentShapiro Travel [email protected]
www.shapirotravelresources.com
ContributionsLee Rosen, CEO
Leisure Popswww.leisurepops.com
This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor and publisher. Joel and his life's work may be
gone, but with your help it can live on.
Joel M. Abels Legend In the Travel Industry
April 1927 to January 2007
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August 2011
By
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Les-Lee RolandOwner of The Package Deal
4 Even Playing Field
Does it Exist??? Can someone explain what
an even playing field is?Especially in travel!
Tauck Toursmakes it clear that no one
is allowed to advertise discounts or rebates. If caught
doing that, are they really removed from selling the
product? What about Crystal Cruises?
How many cruise lines came out to show support
for travel agents and say that all agencies would be
offered product at the same rate? No one could adver-
tise any discounted rates online or in other written
advertisements. Bravo, we all thought — until we
turned on the computer.
In the blink of an eye, we found online companies
offering the same rates as the cruise lines, but they
added savings that were hard to compete with. They
would throw in complimentary insurance, shipboard
credits, or even shore excursions.
When I contacted cruise lines to inquire about this,
I was given a couple of reasons. The first one was
that the online company had group space and was
using their amenity points. When I asked how they
were allowed group space on every sailing, and my
agency was limited to the amount of groups I could
have every quarter, I got no response.
I was also told that if they chose to give away insur-
ance or an excursion, it still did not break any of the
rules, because they were not offering a discount.
At a major trade show, a panel of honchos from
the top tour operators was on stage touting how
important we travel agents are. One guy even
said they don’t want to deal directly with the
public, and they don’t condone discounting. After
all, we are entitled to our commissions for all the
work we do.
I made my way to the microphone for the ques-
tions from the audience. I had my iPhone on the
Web site for a company that does not work with
travel agents, they sell directly to the public. And
they always offer BIG discounts, at least 10% off each
trip. Plus if you go on Google, and bring up, for exam-
ple, Globus or Trafalgar, this discounter’s site comes
up first in the search list.
I made my statement that if this major tour opera-
tor values OUR business, then why do they allow
this online company to offer such low rates that many agents
refuse to compete with?
His answer, after a stammer and a glance to others on the
panel, was that this online company is just a small part of
their sales. When I asked why they allowed these discounts,
that it really was not an example of an even playing field,
the answer I got was that he would look into it.
I pressed it further, and approached him as he was com-
ing off the stage, and asked when I should be in contact with
him to get a more assertive answer. No response. And guess
what — no answer, ever. And the Web site is still going.
Now, there are new tactics going on in the cruise indus-
try. Princess and Cunard offer their Alliance program. Basi-
cally, an agent signs up to purchase printed material to be
sent out to clients. The agent has the option to turn over
their mailing list to Princess for automatic mailings, with
the agency’d info printed on it. The rate includes the postage.
Or, for a lower rate, the agent can opt to have all the printed
info sent to the agency, and be mailed out from there.
Here’s where it gets a little sticky. Their latest promo offers
up to $400 off 2012 Europe cruises for both Princess and
Cunard. Sounds good so far.
But wait — unless the agent signs up to promote this,
and pay the small amount to Princess for the mini brochure,
that agency cannot sell the promotional rate. Their agency
will be exempt for using these offers. The mailers will go out
in late August with a sales deadline of Sept. 30. I wonder
if Princess then offers this program to all agents, even the
ones who didn’t pay anything.
Is that an even playing field? Pay to advertise, and if the
gal down the street didn’t pay, her rates will be higher than
mine. Gee, I wonder how Polar is programmed to give me
a lower rate than her office.
Now, I don’t want to just pick on this fine cruise line.
What about promotions that are mailed out by NCL to Lat-
itude members (past cruisers with them)?
I had a client contact me and tell me about his mailer.
He said he first called the cruise line and selected the date,
the ship, and even got the cabin number for the mini suite
he wanted. He wrote everything out that was quoted to
him, cruise, taxes, insurance, AND shipboard credit. He
told me to book it.
I called NCL and tried booking it, and was given a higher
rate, and no shipboard credit. When I explained that the
client was quoted a better deal, I was told no way. I asked
to speak to a supervisor, and he told me that the Latitude
member could have that rate if he received an “invitation”
mailer. It was sent out to a select group, and without it, the
cost was different.
I asked to be connected with the marketing department or
corporate in order to better understand if NCL was target-
ing our clients and not allowing the travel agency to sell
the promotion. After all, in this case, I brought the client
and his family to NCL the first time, the second time, the
third time – all on my recommendation.
I was told I would have to send an E-mail- no one to talk
to about this. I did leave a voice mail, and never got a return
call. I admit, I never tried calling my DSM, since I process
orders through different offices, and some DSMs don’t con-
tact me, since I may be out of their territory.
I want to give NCL the benefit of the doubt, since they
really do connect with travel agents, but I cannot waste my
time fighting to get what should rightfully be ours. Some-
times, it’s just easier to move a client to another supplier.
An even playing field, huh? There is a major retail travel
company who promotes their preferred suppliers and if, for
example, a cruise line is not on their list, they will still sell
it. However, this is only after they ask the client to sign a
disclosure form stating that this is not a preferred supplier.
I asked the owner of one of these branch offices about it,
and he said it is standard policy. The headquarters had
asked the supplier for a lower rate or higher profit margin,
based on the volume, and they were turned down. There-
fore, they make the client beg for it.
So, my hat is off to any supplier who publicly comes out
and says, — “Sorry, the same rate for everyone.” They don’t
care if it is Costco, Sam’s or Little Angie’s Travel Mart —
we’re all the same.
5
Travel Agent Professional
6
August 2011
Much of the cruise panel discussion at the recently completed
Vacation.com International Conference centered on direct marketing.
The real question for agents is whether direct marketing and direct
booking are a mountain — hard to get over — or a mole hill — a
small bump in the road.
In my opinion, it is a mole hill. Whether we
like it or not, people are going to book directly with cruise lines and
other suppliers. The consensus among the panel was that a small
single digit percentage of cruisers are going to book direct no mat-
ter what we or the cruise lines advocate. To try and influence these
people is paramount to trying to teach a pig to sing!
I think we often times get wrapped around philosophy rather
than reality. It is clear to me that the suppliers that clearly include
travel agents in their mix truly support us even though most have
a direct market sales portal.
By
R
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P
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,
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Mountains orMole Hills
Rusty Pickett, ECCShellback Cruises www.shellbackcruises.com
As one senior cruise executive stated (somewhat
tongue in cheek) if you don’t like a particular suppli-
er’s sales methods and commitment to the agent
force, simply don’t sell them. Have we forgotten
what the agent community did to Renaissance? I am
sure Frank Del Rio hasn’t!
What we can do is educate, educate and edu-
cate some more. Have you noticed that more and
more media publications are advocating the use of
travel agents and not online direct booking
engines? Our local paper printed an article by
Gregory Karp of the Chicago Tribune this past
weekend entitled, “Travel Agents May Be The Best
Choice.” Some snippets from his article:• “Travel agents still exist, having evolved from
travel bookers to travel consultants”;
• “In fact, it’s possible you will pay less than book-
ing a vacation yourself because agents might be
aware of promotional offers and have access to
exclusive deals“;
• “How valuable would it be if an expert could
tell you to stay at hotel A but avoid hotel B, or
choose the great snorkeling excursion but skip the
lame biking tour? Counseling you on what to do
and which services to choose, based on personal
experience or that of colleagues and customers, is
where a travel agent can shine”;
• “A travel agent can be your advocate before,
during and after your trip. If something goes wrong
with a canceled flight, missed connection or some-
thing more serious, you have someone on your side
who probably knows the system a little better.”
Is it really worth your time to get in a huff about
the $20 commission you would make on a 3-night
cruise to the Bahamas booked with an entry level
contemporary cruise line? Work with the suppliers
that outwardly embrace travel agents even though
they may have direct booking options. Let those
that want to directly book do so and let the unin-
formed make their mistakes!
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By
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August 2011
I have spent a good part of my career in travel as an educa-
tor and while I do not have a degree, I sometimes even fancy
myself as a professor of retail travel. I read everything I can
about our business, which is what I think professors do, and I
now even have the stereotypical touch of grey in my hair. So
with the pipe and the patches on the elbows of my blazer, I
envision myself changing the industry through my enlightened
pontifications one agent at a time.
Now, I know this is wrong on many levels, but work with me
as I take on the persona of one of the most beloved yet
annoying characters in musical theatre (or for those of you
professors out there that consider musicals lowbrow, then ref-
erence Pygmalion). Professor Higgins, who takes the professor
stereotype to the ultimate level, believes he can change a com-
mon street urchin into a proper English woman.
Just like in My Fair Lady, I can easily see myself taking a strug-
gling travel agent and turning them into a sales superstar. With
a bit of liberty to the lyrics, I passionately would sing:
If I embodied the professor, I would believe that by sharing my
experiences and knowledge in articles like this would indeed
take an average travel agent and change them into sales rock
stars.
(continued on page 10)
My Fair
Travel Agent
8
Scott KoepfVice President of Sales
Avoya Travel/America’s Vacation Center
www.JoinAvoya.com
I’m an ordinary man Even tempered and good natured who you never hear complainWho has the milk of human kindness by the quart in every vein.
But let an agent in my life and they haven’t got a chance!I will lead them, I will show them how to market and to sell and
I will show the errors of their ways.
1.800.223.5555 • www.autoeurope.com39 Commercial St., P.O. Box 7006, Portland, ME 04112
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“I am convinced that this new pro-gram will strengthen our partnershipand together we can make 2011 abanner year”, states Eric Ledroux,President.
The program is based upon four com-mitments to our valued travel part-ners:
1. Auto Europe offers you and yourclients the best availability and bestprices for car rental services, inEurope and in 130 countries world-wide. We have the largest selection ofvehicles including specialty Prestigeand Sports cars, chauffeur services,motorhome, motorbikes. Our “beatrate” offer enables us to guarantee thebest prices in the market place. Manyof our products carry a free GPSrental for your customers.
2. Our sales teams are available tosupport you. Our sales representativesare available to give you advice and
training on our products. Our reserva-tion team are available 24 hours aday, 7 days a week, to assist you withreservation, provide advice on loca-tions, car categories, insurances andrates. From our US based call center,they are also available on the phone,toll-free from Europe, to assist yourcustomers during their car rentalshould they require assistance of anykind. They will also assist you withany enquiry after the rental, relating tobilling, insurance related issues orindeed any issue at all.
3. We pay competitive commissionon absolutely all our rentals, whateverthe duration, the country or the ratetype. Commissions are paid shortlyafter the end of the rental, by check orwire transfer at your convenience.
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Auto Europe services over 8,000 carrental locations in over 130 countriesworldwide. In addition, through theirtour division, FlyInternational.com weoffer scheduled airfare to Europe withover thirty carriers and service 3, 4 &5 star worldwide hotels. For addition-al information contact your local salesrepresentative or FlyInternational.comat (888) 325-5544. Visit our web siteat http://www.FlyInternational.com
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These services are avail-able in a large selection ofmodels from a NissanMicra to a 16-passengerminivan with choices ofgas, diesel and electricengines. Standard, auto-matic and tiptronic trans-missions are also available.
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visit www.autoeurope.comor
However, My Fair Lady is not the story of the pro-
fessor, but the lady, Eliza Doolittle. By watching her
transformation, there are two things that become
abundantly clear about her changing into a proper
lady. First is an honest and deep desire to change
which is evident from her first song...
All I want is a room somewhere, far away fromthe cold night air...
Oh, wouldn’t it be loverly
She knew there was more to life and she was
willing to try and change to get there. After giv-
ing and attending hundreds of seminars I have
wondered how many agents were there with the
full intention of changing how they do things to
become more successful. I see all the heads nod
but the same agents are back next year still
wondering why they are not making much
money.
In other words, while I appreciate that you are
reading this, if you do not really want to change,
then all of my professorial advice and the excellent
advice of the other writers in this publication are
wasting your time.
Unfortunately, the desire for change and willing-
ness to be open is only the first step, as Eliza
shows us that change is hard! You have to prac-
tice, try again, fail, try again, practice some more
and simply not give up. Remember ....
The rain in Spain falls mainly in the plain
With the magic of theatre the representation of
time jumps quickly but after many weeks of painful
exercises and techniques we finally hear. . .
By George, she’s got it!By George, she’s got it!
The best advice, direction and ideas are all worth-
less unless you are open to improvement, want to
change with all your heart and then willing to per-
severe through the pain to get to the results you
deserve! Again with slight liberty to the lyrics, like
Eliza you too could end up singing. . .
10
August 2011
I could have sold all day, I could have sold all dayAnd still have sold some more
I simply used my lips and sold a thousand trips, I’ve never sold beforeI never knew that sales was so exciting, why all at once my sales took flight
I only know when I began to sell, I could have sold, sold, sold all day!
CST# 2016664-10 | Fla. Seller of Travel Ref. No ST36781
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By
M
it
ch
el
l
J.
S
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er
August 2011
For Cruise Sales Profitability
Mitchell J. SchlesingerVice President, Sales & MarketingVoyages to [email protected]
In short…YES, based on some very important factors:
1. The segment of the consumer target market who were impacted by the
stock market drop to 6,500 are now the same group who are benefiting
from the climb back over 10,000.
2. Critically, the generation that fueled the early growth of the cruise
industry in 1970s & 80s are now virtually all in the 55-75 age bracket.
3. It is forecasted that by the year 2020, 33% of the US population will be
over 60 years old.
Less Is More
The evolution of the modern day cruise industry pre-
sents travel agents with unprecedented opportunities to be
more profitable than ever.
I’m sure plenty of you chuckled and said; “Really?” Economic
downturn, high unemployment, low prices throughout main-
stream product sectors, NCFs significantly impacting commis-
sions in low priced trades….and there are more opportunities
to make money??
12
(continued on page 14)
Travel Agent Professional
TWIN Global Travel Management Company Plants a Flag in Colombia
heritage travelers in the U.S. and Canada. Amadeus offers solutions package tailored to the unique needs of North American ethnic travel agencies
The TWIN (TRAVELSAVERSWorldwide IndependentNetwork) global travel manage-ment company announced todaythat it has planted a flag inColombia with the signing ofViajes Calitour as a new agencyin its network.
Established 30 years ago, ViajesCalitour is a leader in its market-place with 15 offices throughoutthe country and an annual salesturnover of over $200 millionUSD. The agency specializes incorporate travel, meetings, incen-tives, conventions and tourismservices. It is the main travelmanagement company for gov-ernment institutions and officialdependencies in Colombia.
In recent years, Viajes Calitourhas been expanding into theleisure segment to offer vacationplans to their corporate accountsand their employees. They haveclaimed a lucrative travel nichemarket by booking golf trips inthe Colombian cities of: Bogotá,Cali, Medellin, Armenia,Manizales, Cartagena,Barranquilla, Villavicencio, SantaMarta, Cucuta, Bucaramanga,Pereira, and Ibague. The agencyhas also been authorized by FIFAto be a travel seller (includingselling tickets to the game) for the
2014 World Cup to be held inBrazil; Viajes Calitour is anauthorized distributor inColombia, Peru, Ecuador andBolivia.
When asked why they joined theTWIN travel management com-pany, General Manager LigiaEscobar Ospina said: “We want-ed to expand our portfolio andoffer more travel products to ourclients through the TWIN affili-ates. We will also be able toimprove our participation in localand international RFPs by addingthis global presence to our ser-vices. The economy and travel
are in full recovery in our localmarket, and Calitour is not miss-ing the opportunity.”
Rick Mazza, President & CEO ofTRAVELSAVERS and TWIN, com-mented: “We welcome Ligia andher team at Viajes Calitour to ourglobal organization. The SouthAmerican travel market is goingstrong and this firmly establishedagency further deepens our pres-ence there. TWIN, in turn, givesthem opportunities to collaboratewith an expanded network of col-leagues abroad for their in-coun-try support and to share in newbusiness initiatives.”
Showcase
To find out more about how to become part of the TWIN global network, independent travel agencies can visitwww.twintravelmanagement.com, email [email protected], or call 516-624-0500 x5080.
TRAVELSAVERS Canada has signed on the following new preferred suppliers:
Anderson Vacations is a leading wholesaler and tour operatoroffering FIT and fully escorted tours to the South Pacific, Australia,New Zealand, the U.S. and Canada. The company customizes jour-neys for all types of budgets, and provides a full-service groups andair department.
Rocky Mountaineer offers vacation packages to the most uniqueregions of Canada, including the world-acclaimed RockyMountaineer two-day, all daylight rail journey between Canada’sWest and the Canadian Rockies. From mid-April to mid-October,there are more than 70 vacation packages available ranging fromtwo to sixteen days.
One of the industry’s premiere safari operators, African Travel hasbeen providing travelers with customized safaris for the past 34years. Their luxury collection itineraries highlight food and wine,golf, spa, family activities, anniversaries and honeymoons, art, histo-ry and culture.
14
August 2011
(continued on page 16)
So here is why less is more? For the past 20+ years we have espoused the notion
that clients, like annuities, that pay dividends as they age:
• Their interests (psychographics) change dramatically and many seek expe-
riences that are personally fulfilling, enriching and educational;
• Baby boomers, now in their 60s, have more disposable income, more time,
travel longer and are spending more on travel across the globe;
• This is the client base and travel opportunity that yields dramatically high-
er and profitable commissions;
• This growing traveler base, has spurred the growth in small ship, up close
and personal travel experiences over the past 15 years;
• And for travel agents reading this, you ALL have clients like this in your
databases - but are you taking advantage of this important group?
Since 2000, we have seen the dra-
matic growth of the river cruise market. With the
arrival of impending new ships, the small- and medi-
um-sized-ship premium-ultra luxury cruise seg-
ments will double in size. Big cruise brands like
Princess and Holland America recognized this
trend, adding 600-700 passenger ships to cater to
this market.
We were at the forefront of this trend in 1994 at
Orient Lines, as one of the industry’s preeminent
destination companies, designing itineraries to all
seven continents. That is what led to our introduc-
tion of Voyages to Antiquity, offering 14-day
“Cruises to Classical Civil izations” in the
Mediterranean, Adriatic, Aegean and Red Seas.
Even as a new brand, we are having immeasurable suc-
cess, working with travel partners across the country
to attract a more mature, experienced travel audience.
They are clearly enticed by the combination of unique
destination-intensive itineraries, extensive onboard
guest lecture programs and a culinary approach that
further enhances the destination experience with
regional foods and wines. And, like luxury brands, offer-
ing included shore excursions, gratuities, wine at dinner
and air add-ons from no cost through $199 provides
extraordinary value.
What is LeisurePops?Leisure Pops is a point-of-
sale, merchandizing software
application that runs on an
agent’s desktop and helps
travel agents to sell more
preferred suppliers, more
add-on products and more
upgrades.
Leisure Pops runs in the
background on an Agent's
desktop and then “Pops” or
reminds an agent via a pop
up message of opportunities
to better serve their client
— as well as make more
commissions.
Lee RosenPresident, Leisure Pops
Leisure Pops: A New Application from an Old Friend
For more information go to www.leisurepops.com
• Sell more preferred suppliers.
• Sell more add-on products.
• Earn more commissions.
• Better service your clients.
The Power of Pops
August 2011
Most importantly, selling products like Voyages to Antiquityand other small/medium-sized ship companies and specialty product brands,
provides two significant opportunities:
• Sales per stateroom yield commissions anywhere from $800 to $15,000,
depending on the brand and itinerary and category purchased. I know a
retailer who basically does an entire year’s business during January-April,
selling 20-40 guests on full world cruises.
• These clients will review the information you send them and make a deci-
sion to purchase based on their perceived value of the experience and
price. Compared to the shopaholic customers in the mainstream sector,
these guests don’t call you to see if they can save $50 off of a trip costing
$6,000 per person.
16
This is a wonderful way to supplement your
overall business and enhance profitability. Selling
mainstream travel products is relatively inevitable,
as it dominates the cruise industry product land-
scape. However, proactively focusing (as the agent
I mention above does) your marketing efforts on
the more mature travel market can help you be
less reliant on lower commission programs.
Virtually all of you have clients in your database
who fit these demographic and psychographic
profiles. It is up to YOU to take advantage of
this significant commission opportunity. Presuming
your more mature clients are following the philos-
ophy of “enjoy life, and spend now instead of leav-
ing it for others to inherit,“ it’s your responsibility
to make sure that they are purchasing travel from
you — because if you don’t, I promise, they
absolutely will from someone else!
August 2011
By
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Sherry LaskinTravel Writer/NACTA Webinar Moderator
www.cruisemaven.com
By
S
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La
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AC
C
The irony of it all. Last month, as our nation was
celebrating its independence, I was on the verge of losing mine. I’m
referring to my travel agency independence.
Twenty years ago and for only $10, my travel agency was born. I
joined CLIA to book cruises and the rest is history. Because of an
early online presence, I became a national account with three cruise
lines. I was up to my elbows in accounting paperwork, unfulfilled
marketing plans, handwritten or DIY Excel CRM creations and a
client call-back list that kept growing.
Top 10 TipsFor Choosing Your Host Agency...
Then I heard about host agencies.
About twelve years ago, in a quest for simplicity, I began investigating the host agency concept and its players. Giving up my
agency independence was not easy. Calculating the out-of-pocket expense of starting my business in Michigan 1992 and
moving it to regulation-overload Florida in 2000, fueled the fire.
Fast forward and several host agency experiences later, I’ve tried most of them, including the ones that offer a franchise
opportunity. While all of them have been a good experience for me, they all vary in their offerings.
Last month, once again I decided to give up my agency independence for good and choose another host agency. But this
time, the search was exhaustive, difficult and slow.
(continued on page 18)
Reprinted from 2011/12 Co-Op/Host Sales Guide
20
August 2011
1. COST: Compare startup costs, monthly fees,
ticket service charges, set-up fees for a tem-
plate Web site with a consumer booking
engine, mailing costs, fees for not making a
quota and any other miscellaneous “hidden”
fees. They can quickly add up and cut into
your profit. Ask, ask and ask again. The sales
person who wants you to join may “forget”
to mention one or two.2. TRAINING: What type of training is
included with your membership - mandatory
classes at their headquarters, elective classes,
printed manuals, virtual self-taught or manda-
tory virtual classes? What expenses/fees are
involved - hotel, meals, transportation
to/from your home to the host’s office?
Consider the time factor as well as cost –
how soon can you start booking your clients
vs. how much time to learn a new system?3. TECHNOLOGY: Will you have access to
a CRM software/platform and what is the
monthly fee? If you need a GDS, do they
allow you access and at what cost? Will you
need new or a different computer (Mac or
PC) and equipment? What about a toll-free
phone number? Think about the ease of
learning their proprietary software and any
redundancy when entering client informa-
tion. Learning curve vs. efficiency translates
to: Time is money.
4. SUPPORT: Now that you have all of the
shiny new software and stacks of manuals
and lesson plans, what happens when it just
doesn’t work as it should? Is it virtual or actu-
al support? (Who ya gonna call…Host
Busters? Sorry, couldn’t resist.)5. COMMISSION: How often does the host
pay – and how long after they’ve received
YOUR money from the supplier do they
part with it? I had one local host who sat on
my $4,000 commission check over seven
weeks after they had received it. Will it be
direct deposit or do they mail you a check?
What happens to your TCs and bonus commission? With
most host agencies, if you don’t use it (TCs, marketing funds
etc.) then it’s considered commissionable revenue and you
have to split it with your host.
Most important, what commission percentage are you com-
fortable with receiving? The range goes from 60% - 100%
commission split. You need to ask yourself if going with a low
percentage is worth the amount of time that you might save
because the host will do all of your back office accounting
and client reminders for you. If all you will have to do is sell,
sell, sell and enter the client info and booking one time, then
that could be something to consider.
How much are you willing to pay a host in monthly fees to
be at their top tier of commissions? It can range from $40 per
month to $199 per month to be at 100%.
(continued on page 22)
Here are my Ten Tips that I’ve compiled to help you select a host agency.
High-Profile Luxury HoteliersSign Marketing Agreements with The Affluent Traveler CollectionProgram Expands Agents’ Luxury Repertoire, Helps Them Serve Discerning Market Segment
The Affluent Traveler Collection, the industry’s most exclu-sive marketing group for luxury travel advisors, todayannounced that it has signed marketing agreements with sev-eral high-profile hoteliers around the globe.
Joining the group’s elite preferred supplier partner roster are:Hotel Le Crillon, The Cosmopolitan, Ritz-Carlton CentralPark, Ritz-Carlton Battery Park, The Setai, Vail MountainLodge & Spa, Rayavadee, Elounda Mare Hotel, The Breakers,Taj Boston, El Conquistador Resort, Grand Cayman BeachSuites, Nisbet Plantation Beach Club, The Reefs Hotel &Club, and The Sacher.
“We welcome each of these world-class hoteliers to ourorganization,” said Thomas A. Hayden, CTC, Senior VicePresident of Global Luxury Sales for The Affluent TravelerCollection. “They are all leaders in upscale travel and providethe types of memorable and personalized experiences thatsophisticated travelers expect. Our Affluent TravelerCollection agencies will have full confidence in recommend-ing their products to their luxury-focused clientele.”
Exclusive promotions and marketing initiatives have beennegotiated with these hand-picked hoteliers on behalf of theluxury travel advisors who belong to The Affluent TravelerCollection.
Giuseppe Di Palma, Director of Leisure Sales North Americafor Concorde Hotels & Resorts (which manages Hotel LeCrillon among its superior luxury properties) commented:“Concorde Hotels & Resorts is very excited about our newpartnership with The Affluent Traveler Collection. As one ofthe world’s leading international hotel brands, this alliance isa perfect match due to the global reach of TATC’s agencymembers. Also, with the new focus that The Affluent Travelermagazine is placing on ‘haute cuisine,’ we hope to attractfine dining enthusiasts who use this magazine as a guide toluxury travel. The consumer element of a high-end publica-tion is a tool that we look forward to achieving results fromusing a distribution channel we never found before.”
Showcase
The Affluent Traveler Collection(owned by American MarketingGroup, Inc.) is an elite market-ing company targeting the glob-al, upscale luxury market thatincludes: 1) an exclusive mar-keting network for luxury traveladvisors; 2) an acclaimed con-sumer travel magazine calledThe Affluent Traveler that show-cases world-class luxury travelexperiences and is available atmajor bookstores, on news-stands and in select airportlounges in 14 countries; and 3)an enriched amenities programthat encourages customer loyal-ty. The Affluent TravelerCollection provides its travelagency members with a range ofservices from buying power andmarketing expertise to technolo-gy and training opportunities.The organization’s select luxurytravel suppliers benefit fromexposure to a new chain ofhighly trained sales representa-tives in key regions around theglobe.
For more information about TheAffluent Traveler Collection, agenciesand suppliers can visit www.theafflu-enttraveler.com, email [email protected], or call 877-645-6351.
Travel Agent Professional
22
August 2011
6. MARKETING: Some host agencies
are so big that they are their OWN
consortiums. Others belong to
Vacation.com, Signature, Virtuoso,
NEST and Ensemble. Find out the
quantity, variety and quality of their
blocked group space and client value-
added amenities. 7. LEADS PROGRAMS: Several hosts
have some kind of leads marketing sys-
tems offering a commission split from
30% to 50%, while others have leads
programs that are a pay-per-lead con-
cept. Some host agencies offer their
leads program to only “x” amount of
agents so that the agents in the program
have a steady stream of prospects. If this
is the case with your intended host, ask
how you can get involved. If you want a
host agency with a leads program, ask if
there is an agency hierarchy which
determines who receives the “best”
leads. If so, learn what you need to do
to move up the ladder to their luxury
or big ticket leads.8. SALES REPS: Be prepared to explain
to your favorite sales rep that you will no
longer be in their territory because you
have a new host in a different part of the
country. What you give up in conve-
nience you make up for in being part of
a larger entity and maybe a national
accounts agency. It might be a bit more
difficult to get your former sales rep to
stage a cruise night for you as they won’t
directly be reaping the benefits from any
sales. It’s always worth asking.
9. SIZE: Will you be one of 4,000 or 400
agency members? Does it matter to you?
Remember that just because a host has thousands of mem-
bers, it doesn’t mean they are all active members. If you suc-
ceed and thrive, chances are when you call the home office for
support, they will know who you are.
10. EXCLUSIVITY: Does the host
require you to be exclusive or can you
have two hosts? For example, one host
agency for luxury clients and one that
you use for your mass market clients?
Something to consider if you have most-
ly luxury cruise and tour clients. Certain
consortiums negotiate with their luxury
suppliers to add extensive amenities that
you can’t match anywhere else.
If you have gotten this far with my article, chances are you are
serious about finding the right host agency. Weigh all of my
points carefully; use them as an interview tool when you speak
with the business development manager at the host agencies.
Be sure to ask about any signup specials or discounts.
Making the decision to check your independence at the door
can be very empowering. As my friend Joan said to me,
“You’ve already proved you can go it alone. Why not let
someone else do some of the work that you don’t like or have
the time to do?”
No matter how you look at this, you are making an investment
of your money, your time and your future. Never fear, nothing
is written in stone. If six months or even three years down the
road you aren’t happy with your host, move on. Find the best
host for yourself and your business.
Hap
py H
ost-
Hun
ting
!
Ho
st
L
is
ti
ng
Selected Host AgenciesAmadeus North America, Inc.
9250 NW 36th Street
Miami, Florida 33178
(888) AMADEUS
E-mail: [email protected]
www.amadeus.com
Amadeus North America’s Canadian
14 Duncan Street, Suite 301
Toronto, Ontario, Canada
M5H 3G8
(888) 611-5554
AuthorizedAgents
30230 Rancho Viejo Rd., Suite 110
San Juan Capistrano, CA 92675
(800) 684-3260
E-mail: [email protected]
www.AuthorizedAgents.com
Avoya Travel/American Express
5201 Blue Lagoon Drive, Suite 900
Miami, FL 33126
U.S. /Canada: (888) 447 8459
International: 001-760-305-5070
E-mail: [email protected]
www.AvoyaTravel.com
www.JoinAvoya.com
Brentwood Travel Service
1022 Executive Parkway
St. Louis, MO 63141
(800) 527-1059 • Fax: (314) 439-5757
E-mail: [email protected]
www.brentwoodtravel.com
Coral Sands Travel
"America's Host Agency"
1165 Riverbend Drive
LaBelle, FL 33935
(866) 481-4678 • Fax: (407) 479-3461
E-mail: [email protected]
www.coralsandstravel.com
Corporate Travel Planners &
Rennert Travel
(An American Express Affiliate)
1919 NW Loop 410; Suite 200:
San Antonio, TX 78213
( 830) 964-2464
E-mail: [email protected]
Corporate Site:
www.ctptravelservices.com
Leisure site:
www.rennerttravel.com
Corporate Travel/The Travel Center
West Coast:
1102 N. Brand Blvd. #50
Glendale, CA 91202
(818) 241-6746 • Fax: (201) 994-0652
East Coast:
5 Jefferson Place
Moonachie, NJ 07074
(800) 870-9345 • Fax: (201) 994-0652
E-mail: [email protected]
www.thetravelcenterusa.com
CruiseBrothers.com
950 Wellington Ave
Cranston, RI 02910
(401) 941-3999 x 721
(800) 827-7779 x 721
E-mail: [email protected]
www.cruisebrothers.com
Cruises-N-More
610 Crescent Executive Court,
Suite 220
Lake Mary, FL 32746
(407) 771-4454 • Fax: (407) 771-00077
(800) 733-2048
E-mail: [email protected]
www.cruises-n-more.com
Cruise Planners
3300 University Drive, Suite 602
Coral Springs, FL 33065
(888) 582-2150 • Fax: (954) 344-0875
E-mail: [email protected]
www.betterthanahost.com
CruiseShipCenters Int'l Inc./
Just Cruises & Vacations
400-1055 West Hastings St.
Vancouver, BC V6E 2E9 Canada
(604) 685-1221 • Fax: (604) 685-1245
(866) 822-1000
E-mail: [email protected]
www.cruiseshipcenters.com
Design Travel Inc.
2168 Lake Shore Circle
Arlington Heights, IL 60004
Satellite Location:
Sheraton Chicago Northwest Hotel
(847) 577 7930 • Fax: (847) 577 7917
E-mail: [email protected]
www.dtmgi.com
Incentive Connection Travel
13029 North Cave Creek Road
Phoenix, AZ 85022
(602) 867-9606 • Fax: (602) 867-9216
E-mail: [email protected]
www.ictravel.com
Luxury Travel Network
2151 LeJeune Road Ste. 300
Coral Gables, FL 33134
(866) 703-5244
E-mail: [email protected]
www.luxurytravelnetwork.com
Montrose Travel
2349 Honolulu Ave.
Montrose, CA 91020
(800) MONTROSE • (818) 553-3200
Fax: (626) 294-9109
E-mail: [email protected]
Home Based Agent Program
www.join.mtravel.com
Company Web site
www.MontroseTravel.com
Nexion®
6225 N. State Hwy 161, Suite 450
Irving, TX 75038
(800) 747-6813
E-mail: [email protected]
www.nexion.com
OASIS
4800 Federal Hwy
Boca Raton, FL 33431
800-613-8380 PH 561-393-7622 Fax
E-mail: [email protected]
www.OASISAgent.com
OutsideAgents.com
8030 Phillips Highway, Suite 13
Jacksonville, FL 32256
(904) 739-2224 • (866) 208-5604
E-mail: [email protected]
www.outsideagents.com
Stevens Travel Management
119 West 40th Street, 14th Floor
New York, NY 10018
(800) 275-7400 • Fax: (212) 696-0591
E-mail: [email protected]
www.stevenstravel.com
Travel Planners International
2500 Maitland Center Parkway,
Suite 230
Maitland, FL 32751-4174
(800) 730-6392 • (321) 422-7738
E-mail: [email protected]
www.TravelAgentFromHome.com
Travel Quest
6597 Laketowne Place, Ste. A
Albertville, MN 55301
(800) 392-6484 • Fax: (815) 572-0113
E-mail: [email protected]
www.tqagents.com
Trip Professionals
400 N.Commerce Parkway, Suite 105
Weston, FL 33326
(877) TRIP-PRO • (954) 714-3260
Fax: (954) 733-5424
E-mail: [email protected]
www.tripprofessionals.com
UNIGLOBE
1199 West Pender Street, Suite 900
Vancouver, BC, V6E 2R1
CANADA
(604) 718-2600
E-mail: [email protected]
www.uniglobetravel.com
Wyllys Professional Travel
132 Aragon Ave.
Coral Gables, Fl 33134
(305) 442-2008 • (800) 3WYLLYS
Fax: (305) 441-0945
E-mail: [email protected]
www.wyllystravel.com
YourNameTravel.com
(ToGoAway Travel Network)
825 West Jackson Plaza
Morton, IL 61550
(800) 207-8383 • (309) 266-8000
Fax: (309) 266-8384
E-mail: [email protected]
www.YourNameTravel.com
24
August 2011
Good Things Growing for Cruise SpecialistsNew Locations Planted From Coast to Coast
A fresh crop of Expedia CruiseShipCenters' FranchisePartners and Cruise Sales Managers are blossomingafter attending our recent Cruise ManagementAcademy. Preparations are well underway to opennew retail locations in Brenham, Texas; Fort Nelson,British Columbia and Toronto, Ontario as recentgraduates tend to their teams of Cruise Consultantsand begin planting the seeds for success.
We've put a lot of care into creating the right soil togrow a travel business – and it shows. Even in coolerclimates, Expedia CruiseShipCenters agents contin-ue to thrive.
So far in 2011, we have:• Added 650 new independent agents, bringing
the total to over 3,300 across North America• Opened 14 new franchise locations from coast
to coast• Booked a record-breaking 6,500 guests on
Princess Cruises during our annual 1 Day Sale• Been called King of the Brands by Agent@Home Magazine• Received Norwegian Cruise Line's Franchise Agency of the Year award
No doubt, these incredible results can be attributed to our innovative Customers for Life™approach which includes just the right amount of sunshine to attract new customers and ongoingTLC to help our agents produce perennial business.
Find out how you can grow your business with Expedia CruiseShipCenters, at one of our upcom-ing webinars! I look forward to speaking with you soon and showing you why we've got the greenest thumb inthe industry.
Warm regards,Pat HeathfieldExpedia CruiseShipCenters
Showcase
Expedia CruiseShipCenters, Just Cruises43277 Garfield Rd, Clinton Township, MI 48038
Phone: 586-840-7447/800-837-4477 Email: [email protected] • www.cruiseshipcenters.com/JustCruisesHB
Upcoming WebinarsTuesday, August 9th12 pm EDT 9 am PDT2 pm EDT 11 am PDT7 pm EDT 4 pm PDTThursday, August 11th12 pm EDT9 am PDT2 pm EDT 11 am PDT7 pm EDT 4 pm PDTSaturday, August 13th1 pm EDT 10 am PDT
To request a personal presentation,call us toll free at 1-888-316-1333
or e-mail [email protected].
Travel Agent Professional
To learn more, visit www.CruisingPower.com/MoreSuccessor www.RoyalCaribbean.com/RoyalAdvantage
BEST CRUISE LINE OVERALL for eight consecutive years Travel Weekly 2010 Readers’ Choice Awards
#1
BEST CRUISE LINE for seven consecutive yearsCanadian Travel Press 2010 Agent’s Choice Award
#1
BEST CRUISE SHIPS OF 2011: ALLURE OF THE SEAS®
Frommers Best Ships 2011
#1
BEST FOR FAMILIESCruise Critic2010 Editors’ Picks Awards Winner
#1
BEST NEW SHIP: OASIS OF THE SEAS® Cruise Critic2010 Editors’ Picks Awards Winner
#1
How did we arrive here? By consistently pushing the limits of what’s possible at sea to deliver the vacation of a lifetime. We call this commitment the Royal Advantage – our drive to provide the best, most innovative ships, features, destinations and personalized service to our guests. So when a client wants to know why you’re recommending Royal Caribbean, you’ll never be at a loss for words.
©2011 Royal Caribbean Cruises Ltd. Ships registry: The Bahamas. 11023664 • 4/28/2011
JUST IN CASE YOU NEED MORE GOOD REASONS TO RECOMMEND US TO YOUR CLIENTS.
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