Did you see the Travel Weekly coverage of ACE this week (week commencing 16th January 2012)?

1. INTERVIEW
r outlines
And y Harme in 2012
ce
plans for A
As the industry deals
with the tragic events
of last weekend, Ace
director Andy Harmer
tells LEE HAYHURST
why the association’s
role is more important
than ever
Comebacks, it seems, are all the
rage in the world of football at Snap up your place at the convention
the moment with Thierry Henry
at Arsenal and Paul Scholes at convention in Southampton
Manchester United. on May 1-2 for agents, and a
Andy Harmer, director of the one-day Columbus Day event in
Association of Cruise Experts
is proud to be Birmingham on September 20 for
(Ace), makes no claim that his named trade media directors and owner-managers.
reappointment to the travel partner for the Ace
agent training body two months Cruise Convention Selling Cruise Conference,
ago ranks alongside these May 1-2
headline-grabbing returns. But, For the first time in the event’s
like the aforementioned sporting five-year history, agent delegate
stars, he understands the risk of numbers for the May event,
returning to a job in which he which is called the Selling Cruise
built an enviable reputation by Conference, have been strictly
re-establishing the organisation limited to 270, so places are
and securing its future. Ace is revamping its Cruise expected to be at a premium.
Convention this year in a bid Ace director Andy Harmer said
Cruising’s reputation to embed the annual event at that despite limited publicity,
And now he is faced with the the heart of the association’s places were already being
daunting challenge of supporting learning programme for agents. snapped up after registration
the trade by minimising the long- The convention is being split opened before Christmas.
term impact of the Costa Cruises into two events: a two-day “We are about 20% sold on
disaster on the sector’s reputation.
“Incidents of this kind are
incredibly rare. Cruising is one of director at Crystal Cruises – had unfinished job. I have always told
the safest ways to travel,” he says. not been on Harmer’s radar. people never to return, but this
“We have a programme of “I did not think I would ever time I ignored my own advice.”
events and systems to communi- return but it was too good an
cate with the trade regularly, and opportunity to miss,” he says. Cruise Convention
we will be using these to reassure “I thought how would I feel if One of Harmer’s greatest
agents that cruising is safe and someone else took the position achievements during his first stint
will continue to grow.” and I decided I’d be disappointed in charge, apart from establishing
Returning to take the helm at I had not taken it myself. the Ace name, was introducing the
Ace – he left in 2009 and had “I had been here for three years Cruise Convention, now an integral
a stint as sales and marketing previously and I felt it was an part of the annual travel calendar.
t travelweekly.co.uk — 19 January 2012

2. NEWS — ACE SPECIAL
ANDY NEWMAN/ ACE EVENTS 2012
agent places, which is amazing.
CCL seems to be coming in quicker
It
Win tickets to convention
than previous years,” he said. Travel Weekly and Ace has the Cruise Convention, and the Feb 21 Working Lunch (focus
“We have not even talked teamed up as part of our 10 winners will also compete in group) in Edinburgh
12.30pm-2pm
about any speakers or content.” media partnership to offer 10 a contest to win a cruise with
Harmer was keeping details free delegate places, worth £55. Carnival Cruise Lines. Feb 21 Cruise Showcase
close to his chest for now, and To enter, submit your top Email your tips, by February Evening (cruise
promised some surprises that tips for selling cruise; you can 29, to editorial@travelweekly. roadshow) in
won’t be revealed until the day, submit as many as you like. co.uk, with Ace Tickets as Newcastle upon Tyne
but said the event was being Those who submit the best the subject. Include 6.30pm-9pm
given a different focus. 10 – as chosen by a panel of your contact and
WIN!
“We need agents to think very experts – will win the 10 prizes. travel agency Feb 22 Working Lunch in
differently about how they go These tips will be featured at details. Preston 12.30pm-2pm
to market and about who their
Feb 23 Working Lunch
customers are,” he said.
in Peterborough
“It’s all very well knowing how to grow and the opportunities looking for different experiences 12.30pm-2pm
to book a cruise when someone offered by operators to agents and cruising is perfectly placed
walks in to book one, but it’s have improved and the way to achieve that. Agents with the Feb 23 Cruise Showcase
important that agents can also agents learn has moved on as the knowledge are far better placed Evening in Norwich
sell cruise and demonstrate its cruise market has matured. to offer that diversity to match 6.30pm-9pm
diversity to someone who hasn’t “It was very useful to make new whatever the customer is seeking.”
thought about it.” contacts and work with agents Harmer feels that agents are Mar 6 Ace Digital Conference
Harmer said the convention in a different way at Crystal and starting to proactively offer cruise on Independence of
would become better integrated understand more the commercial without customers asking for the Seas, Southampton
with the overall Ace learning challenges everybody faces.” it and this is testament to the 9am-3pm
programme, which also includes increased confidence that comes
May 1-2 Ace Cruise
face-to-face sessions, e-learning Balancing act from training.
Convention,
and expos. Ace finds itself in a sensitive
Southampton. Selling
“Agents will be able to take position, reliant on the support Agent training
Cruise Conference
away some very clear pieces of of cruise lines but also there to Cruise lines have invested heavily
advice and guidance that will champion the work of agents. in their own agent training in Jun 26 Working Lunch in
allow them to go back to their Those two groups often have the past year. But there is still a Bath. 12.30pm-2pm
businesses and think about how divergent demands and last vital role to be played for the kind
they work within cruise,” he said. year’s commission cut of generic training Ace Jun 26 Cruise Showcase
iRegister for the convention by Complete Cruise offers, says Harmer. Evening in Exeter
at cruiseexperts.org Solution heralds However, he talks 6.30pm-9pm
potentially wider of the need
Jun 27 Working Lunch in
Wanted: your Cruise changes in for a unified
Convention photos the agent/
The approach
Cardiff 12.30pm-2pm
Ace is looking for cruise- operator whole industry or “blended Jun 28 Working Lunch in
related photos featuring relationship. has a vested learning”. Dublin 12.30pm-2pm
agents it can use at This caused interest in agents “We have
the convention to showcase consternation championing to move from Jun 28 Cruise Showcase
the diversity of the sector. The in some a pure reliance Evening in Belfast
best photos will be used during quarters, but
the cruise on e-learning. 6.30pm-9pm
the convention – so you could Harmer insists sector We will continue
Sep 20 Ace Cruise Convention
have a starring role. Ace’s fundamental to invest in it and
in Birmingham.
iEmail your best pictures to role has not changed. launch a programme
Columbus Day
alex@psa-ace.org “It’s the job of Ace on May 1 but it’s not the
featuring gala dinner
to work with agents so they only way to train agents. We will and Ace Cruise
understand the opportunities back that up with other online and Excellence Awards
But he has returned to Ace available and how they are best offline learning opportunities and
aware that while he was away the placed to capitalise on those also run showcase product-driven
trading environment, and to some opportunities. Everything else is learning, expos and events such as
extent the relationship between outside what Ace does. the river cruise conference.
cruise operator and agent, has “The whole travel industry “We have always tried to be
changed. has a vested interest in agents complementary to what the cruise
“We are in the latter stages, championing the cruise sector lines do, rather than compete.
hopefully, of a deep downturn and being ambassadors for the “That allows us to train more
that has affected how agents industry to their customers. travel agents to sell more cruises,
work and how they go to market. “What’s increasingly clear is to give them as much advice,
“But cruise has continued that agents and consumers are support and tips as possible.”
travelweekly.co.uk — 19 January 2012t 11