Cruise Week 2014 wrap up

Brett-JardineWith our third annual Cruise Week now behind us, the feedback we’ve received reveals another extremely successful event.

Member cruise lines and agents alike praised the week-long campaign in early September, reporting that it generated strong consumer interest and a spike in sales.

The concept of Cruise Week is to deliver a special annual event which focuses the industry on a single cause. It really is our way of speaking with a collective voice to raise awareness of cruising. In addition, it’s also a great driving force for sales, creating a high-energy and concentrated focus on our member lines and agents, as well as cruising in general.

For the first time, the campaign also included prominent mainstream print coverage including a national cruise magazine and a $100,000 prize promotion. As our market continues to mature, the focus of Cruise Week will be less about the deals and offers that are available and more about creating awareness and building business by attracting first time cruisers.

After holidaymakers first experience a great value cruise holiday, we see a lot of repeat business, with many Australians returning time and time again to the same cruise line or ship, that they have developed an affinity with during their time at sea. It’s these “new to cruise” passengers who our member lines are particularly keen to attract, which is why participating and being proactive during Cruise Week is important for any cruise business.

As we continue to review the outcome from 2014, planning for Cruise Week 2015 is already underway. A survey of members shows that almost all are keen to participate in Cruise Week again so we’ve marked next year’s event in our diary for early September. We’re also busy with more immediate activities. As this issue of travelBulletin is making its way from the printers, CLIA Australasia will be launching a brand new online training platform.

The cruise industry online accreditation will be included as part of the annual membership fee for CLIA members with consultants having direct access to their own password protected personal profile where they will be able to track the progress of their cruise industry knowledge.

Meanwhile, planning is underway for our second Cruise3Sixty conference, building on the sell-out success of this year’s inaugural event.  Next year’s conference will be held on Friday February 27 and will be followed on Saturday February 28 by our 2014 Cruise Industry Awards, making it easier for interstate and international visitors to attend both events.

We’re organising a stellar line-up of senior cruise industry executives and keynote speakers for our conference and are very pleased to have secured Star Event Centre as the venue for both functions. Please put the dates in your diary and visit our website www.cruising.org.au for more details.

We look forward to seeing you there.

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