Industry legend Phil Hoffmann
says well-trained agents are key
to building cruise business.
SPEAKING on Tuesday at the AFTA Education
and Training 2011 Symposium in Sydney,
Hoffmann urged the Australasian industry to
embrace certification for cruise agents,
pointing to the system used by the US-based
Cruise Lines International Association (CLIA).
He said the rapid growth of the industry and
the huge variety of product means it’s
important that consultants be able to
recommend the right cruise for each person.
“The cruise product is incredibly diversified
now, with literally a cruise product for
everyone – not just for the old, not for the
aged, it’s for everybody.
“New destinations, new ship designs, new
onboard and on-shore activities, new themes,
new cruise options – the whole thing – and it’s
changing the whole pattern of people who are
cruising,” he said.
He said the new cruising capacity into
Australia will see up to 100,000 passengers per
month, with the huge growth continuing to
offer major opportunities for the industry.
Hoffmann said that while the International
Cruise Council Australasia is doing a great job,
“CLIA is so much more advanced in what they
are doing with their training”.
“They’ve really got their act together,” he
said, with the CLIA member cruise lines working
together on training, as well as marketing and
promotion of cruising to the public.
“We need to do the same thing,” he urged.
