ITTN’s Shane Cullen was hosted at the CLIA Conference 2025 with the opening ceremony in Southampton. This is the 17th annual CLIA Conference with a tag line of “Beyond Expectations”. Andy Harmer (Managing Director of CLIA UK & Ireland) addressed the audience, highlighting that CLIA recorded record numbers of travel agent members with almost 4,300 agency members and 10,000 individuals now using CLIA’s resources and training.
The Centre of Everything CLIA – Andy Harmer Explains
Cruising.org is the centre of everything CLIA. It is full of resources and is continuously updated. In July of this year, CLIA will reveal a relaunch of the website with enhanced tools & updated content, therefore, cruise-sellers should stay tuned for that.
It is worth remembering July 3rd. CLIA will have its first-ever “New to Selling Cruise”. This will be a virtual day of learning. It is open, free for everyone and in a virtual format. This is designed for travel agents who are starting their cruise selling journey.
This September, Andy highlighted that there will be CLIA’s Cruise Week again. The campaign will focus on engaging first-time cruisers so it is an ideal opportunity to talk to customers who have never cruised before.
At the end of 2024, CLIA launched their “CLIA Cruise Champion” program for River and Expedition cruises. CLIA will bring back these specialist programs again this year. “We love champions—what’s not to like?” explained Andy.
Andy highlighted a full schedule of events in Southampton and beyond, including a CLIA event in Svalbard from July 17–19, 2025, the first ever to be held in the Arctic Circle. “Our events are supported by cruise lines and are fantastic for learning, networking, and community-building,” detailed Andy.
Co-Hosts – Andy Harmer & Lucy Huxley
He thanked the 850+ delegates in attendance for being part of CLIA and the wider cruise community, for investing in learning and the future of selling cruise; the CLIA team who worked behind the scenes & co-host, Lucy Huxley (Editor-in-Chief, Travel Weekly Group) who, together with Andy Harmer, made many memorable moments for the delegates.
Andy and Lucy were a match made in heaven and are worthy of a prime time Saturday Night slot on the telly. There were costume changes, challenging questions and an enviable entertainment line-up, including a mesmerising rendition of Defying Gravity by Louise Derman, the only actress to have played both Glinda and Elphaba in the West End production of Wicked. Guests of P&O Cruises can enjoy her astounding performances onboard.
Azamara – Sell Your Cruises Alphabetically
The key focus of the morning was ultra-luxury with an emphasis on highlighting that travel agents shouldn’t be afraid to sell ultra-luxury. Virtually all travel agents will have suitable clients. Given the broad product offering and global reach of cruising to an abundance of destinations, there should be a cruise for nearly everyone.
Agencies were recommended to segment their client list database to target potential clients who could be interested in higher-grade mainstream cruises. Equally, and interestingly, many new hotel brands are diversifying into ultra-luxury cruise, which shines a spotlight on the client segment that may not have considered cruise before.
Azamara’s CEO, Dondra Ritzenthaler, highlighted to the audience, “You should sell your cruises alphabetically”. Andrew Turner from AE Expeditions agreed wholeheartedly and shared that you should take the same view when selling expeditions.
Dondra Ritzenthaler explained that agents should “Become an expert” and “Don’t be all things to all men”. From my perspective, as a former travel agent, finding a niche makes life easier, strengthens bonds with specific suppliers and delivers a better match for the client.
Networking Trade Fair
Following the business sessions, expert presenters & guest speakers, delegates were transferred to the Networking Trade Fair at the Horizon Cruise Terminal with a broad representation from ocean cruise lines, expedition & small ship, river cruise lines and associate partners.
Stay tuned to ITTN for more on the CLIA Conference 2025 in Southampton with ship visits onboard Fred.Olsen’s Balmoral and Princess Cruises’ Sky Princess.
