The CLIA Guide to the Cruise Industry
Preface 1. INTRODUCTION. Definitions and Beginnings. The Arrival of Leisure Sailing. The Luxury Palaces. The Birth of Contemporary Cruising. Modern Cruising Develops. Cruising Today. Questions for Discussion. Activity. 2. WHO CRUISES-AND WHY. Why People Cruise. Niche Cruising. Cruise Prices. Roadblocks to Purchase. Questions for Discussion. Activity. 3. THE ANATOMY OF A CRUISE SHIP. Styles of Ships. Sizing Ships. Ship Facilities. Cruise Staterooms. Reading a Deck Plan. Miscellaneous Considerations. Questions for Discussion. Activity. 4. THE CRUISE EXPERIENCE. Before You Buy. On the Way to Your Cruise. Onboard the Ship. Departure. A Day at Sea. A Day in Port. The Last Night and the Following Day. Miscellaneous Thoughts. Questions for Discussion. Activity. 5. WHO'S WHO IN CRUISING. Sea-Based Operations. Land-Based Operations. Travel Agencies. The Travel Agency Business. Kinds of Travel Agencies. Associations and Training. Working for the Cruise Lines. Questions for Discussion. Activity. 6. THE PRE-, POST-, AND OFF-SHIP CRUISE EXPERIENCE. Precruise Packages. Cruise Itineraries. Intermediary Port Stops and Shore Excursions. Categories of Shore Excursions. Postcruise Packages. Port Experiences and Client Types. Questions for Discussion. Activity. Bonus Activity. 7. THE GEOGRAPHY OF CRUISING. Cruising North America. Cruising Europe. Cruising the Rest of the World. Repositioning Cruises. Some Miscellaneous Thoughts. Questions for Discussion and Activity. 8. PROFILING THE LINES. The Cruise Lines Themselves. Trade Publications. Trade Shows. Consumer Publications. Video and The Internet.The Internet for Research. CLIA's Education and Certification Programs. General Patterns. Generalized Versus Niche Cruise Lines. Small Ships. The CLIA Member Cruise Lines. Questions for Discussion. Activity 1. Activity 2. 9. SELLING CRUISES. Who Buys Cruises. The Cruise Sales Process. Opening the Sale. Qualifying the Client. Qualifying Questions. Recommending a Vacation. The Cruise Brochure. Web Sites. Overcoming Barriers. Adding Value. Getting the Business. The Nuts and Bolts of a Reservation. Following Up. Questions for Discussion. Activity 1. Activity 2. 10. CRUISE MARKETING, GROUPS, AND INCENTIVES. Definition. The Elements of Marketing. Marketing Plans. Groups. Incentives. A Final Note. Questions for Discussion. Activity. Appendix A-Key Addresses: CLIA Member Cruise Lines. Appendix B-Key Addresses: Associations. Appendix C-Bibliography. Glossary. Index.