The CLIA Guide to the Cruise Industry

by Marc Mancini

Overview

Have you ever wondered how the cruise business works? If you have, then The CLIA Guide to the Cruise Industry is perfect for you. Originally conceived as a component of the Cruise Lines International Association (CLIA) certification program, this combination textbook-workbook will provide you an insight-filled voyage through every aspect of the cruise business.

• It approaches its topic from the perspective of working professionals. Reviewed by some of the most knowledgeable and experienced executives in the cruise business, you'll get a rare insider's look on how cruise sales, marketing, and operations come together.
• It makes reading about cruising fun. The CLIA Guide to the Cruise Industry uses a lively and relaxed style of prose. It will make cruising come alive for you.
• It uses dozens of learning strategies to help you understand and remember what you learn. Highlighting, bullet points, headings, graphs, tables, color photos, self-diagnostics, case studies and application activities serve to clarify, magnify, and reinforce what you read.
• It provides an insider's look at the cruise business. A senior VP at Royal Caribbean Cruise Line called this book's author, Dr. Marc Mancini, the guru of the cruise industry. He has designed over 150 CLIA training programs for cruise-related companies, including Seabourn, Norwegian Cruise Line, Holland America Line, Hurtigruten, American Cruise Lines and Delta Queen. This ensures that what you read reflects real-world insights into the cruise business.

Whether you are a student, a traveler or just curious about the cruise industry, The CLIA Guide to the Cruise Industry will provide you with an intimate, detailed and accurate look into one of the true success stories of our times.

Product Details

ISBN-13:	9781949667066
Publisher:	Marc Mancini Seminars and Consulting Inc
Publication date:	05/14/2010
Edition description:	Reprint of 2011 ed.
Pages:	256
Sales rank:	764,309
Product dimensions:	8.50(w) x 11.00(h) x 0.54(d)

About the Author

Dr. Marc Mancini brings to The CLIA Guide to the Cruise Industry a combination of academic analysis and a wealth of real-world industry experience. He began his career as a tour manager at 17 and became one of the industry's most successful and in-demand consultants and curriculum designers. His client list includes CLIA, Holland America Line, AAA, Norwegian Cruise Line, the Hawaii Visitors and Convention Bureau and Marriott. It's estimated that his training programs have reached over 300,000 travel professionals. The former Chairman of the Travel and Hospitality Department at West Los Angeles College, Dr. Mancini was named Educator of the Year by the International Society of Travel and Tourism Educators and received ASTA's Diamond Award as one of the seven most distinguished travel professionals in the history of Southern California. Dr. Mancini has authored eight books, produced and hosted 32 videos, created dozens of online training programs and published over 300 articles. His works have been syndicated by the Los Angeles Times and he has appeared on CNN, ABC's Good Morning America and Showtime. He holds a BA degree from Providence College and an MA, MS, and Ph.D. from University of Southern California.

Table of Contents

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.