Norwegian Cruise Line develops channel to support independent agents

Norwegian Cruise Line’s new Independent Travel Professional channel was developed after years of watching the home-based independent agent community grow but get increasingly frustrated that they aren’t receiving the support that traditional agents who work at brick-and-mortar agencies receive from suppliers, according to NCL executives.

“We understand and see the value of independent travel agents,” said Alex Pinelo, Norwegian’s vice president of key accounts. “It’s the fastest growing segment of the industry. The one thing that has kept coming up, however, is that independent agents felt they aren’t getting the support they need. They feel invisible.”

Norwegian hired Clark Reber to a new post, director of the Independent Travel Professional channel, to focus on programs specific for host agencies and their affiliated independent agents.

Reber’s responsibilities include working with Norwegian’s business-development managers to ensure that they are serving independent agents in their area, overseeing a 20-member independent travel professional advisory board of host agency executives and home-based agents, organizing fam cruises and other training specifically for independent agents and producing the first-ever Norwegian newsletter for independent agents.

Reber said he’ll be working with the host agencies to learn the best ways to support their affiliated independent agents. Some hosts may prefer all communication and contact to be channeled through the host; others may prefer or encourage suppliers to work directly with their affiliated independent agents.

“We don’t want to dictate how these various hosts are doing their business,” Reber said. “Some hosts may want us to work with their independents directly and others may want every communication channeled through the hosts. It will be customized on a host-by-host basis.”

Another focus of Norwegian’s new program is working with industry associations that have independents as members, including ASTA, CLIA, NACTA, the National Association of Career Travel Agents and CCRA (formerly OSSN).

Independent agents who would like to reach Norwegian and connect with a BDM for support can email sales@ncl.com and “we will put them in touch with the appropriate person,” Reber said.

He said that the new program will strive to provide independent agents the support they deserve and make them feel less “invisible.”

“This is a long time coming, and we’re thrilled to be doing it,” Reber said.