Norwegian brings US agent initiative to UK
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Norwegian Cruise Line used ACE’s Cruise Convention to unveil its new ‘Partners First’ initiative to travel agents.
The scheme launched in the US last year and has been adapted to the UK market for launch on 9 and 10 May. Speaking at the convention, Francis Riley, vice president and general manager international at Norwegian said the core of the scheme is a new integrated platform linked to the agency that will not only allow bookings to be made but also track training programmes and promotions.
“Our investment in the future is our long-term relationship with travel agency partners and massive investment will be directed to ensure longevity,” said Riley. “The core of Norwegian’s success is the agent, and unlike other lines that have in recent years made attempt to secure more direct client business, Norwegian has decided instead to go the other way and elevate the role of the travel agent in its distribution chain and thus forge much closer partnerships”.
The line is sold in the UK by approximately 3500 travel agents and in excess of 90% of its business is via agents.