October’s Cruise Month campaign has delivered record results for Cruise Lines International Association (CLIA) in Australasia, with significant increases in consumer engagement and travel agent participation. The initiative, featuring expanded digital advertising and social media activities, has underscored the growing appeal of cruising and the critical role of CLIA-certified travel agents.
Consumer searches surge by 51%
A major highlight of this year’s Cruise Month was the surge in consumers seeking CLIA travel agents. The association reported more than 20,300 visits to its ‘find a travel agent’ tool, a 51% increase compared to October 2023. Overall traffic to the CLIA website also rose by 47%, reflecting heightened consumer interest in cruising and the support of professional advisors.
“We know that CLIA members are the best-trained and most professional cruise specialists out there, and this year’s Cruise Month figures prove that this is important to consumers,” CLIA Managing Director Australasia Joel Katz said.
Strong travel agent participation
According to CLIA, travel agents responded enthusiastically to the campaign, with over 2,000 CLIA members using the Cruise Month toolkit to promote cruising to their clients. In addition, 3,400 agents registered for an extensive webinar program, which Katz described as the most comprehensive to date.
The webinar series included 30 sessions hosted by more than two dozen cruise brands, covering product updates, promotions, and themed categories such as Ocean Cruising, River Cruising, Expedition Cruising, and Luxury Cruising.
“Thousands of agents took part in webinars… giving them fresh insight into [cruise lines’] latest product developments and promotions,” Katz said.
Expanded digital campaign
The revamped Cruise Month campaign included an expanded social media and digital advertising push aimed at connecting consumers with CLIA-certified agents. Imagery and videos shared across Facebook, LinkedIn, and Instagram directed audiences to the CLIA website, while targeted ads focused on new-to-cruise travellers as well as loyal cruise fans.
In addition to digital efforts, the campaign received coverage in major newspapers and industry publications, boosting awareness across multiple channels.
Supporting agents and building momentum
CLIA also incentivised agents through competitions that encouraged them to host their own Cruise Month events, adding a layer of grassroots engagement. The combined efforts of webinars, digital promotions, and agent initiatives created what Katz described as a highly successful campaign.
“This year’s Cruise Month has been about elevating CLIA travel agents in the minds of consumers, and the results speak for themselves,” he said.
CLIA membership growth
In 2024, Cruise Lines International Association (CLIA) Australasia reported a 20% increase in travel agent memberships compared to the previous year, reaching a record 6,274 members. This growth aligns with the local cruising industry’s valuation of $8.43 billion.
CLIA’s education program was recognised with the NTIA 2024 award for ‘Most Outstanding Travel Industry Training Institution’. Travel agent engagement reached unprecedented levels, with course completions up 84% against 2022.
“Cruising is thriving around the world and the demand for travel agent training is now stronger than it has ever been,” Katz said.
He emphasised CLIA’s commitment to supporting agents through education, events, and advocacy efforts.
