Friday, 1 May 2020

All positive: cruise industry desperate to rebuild reputation

The cruise industry has been battered by its involvement in the the Covid-19 pandemic, but has plans to fight back. 

The Cruise Lines International Association (CLIA) is to establish a social media campaign to help rebuild the industry’s reputation, with the entire sector urged to participate and promote positive cruise messages in the face of recent adverse coverage, Cruise Weekly reports. 

Speaking to members yesterday in an online webinar, CLIA MD Australasia Joel Katz said:“We need to be telling people that cruising is neither the cause, nor the source, of Covid-19. 

“This is a social virus that thrives anywhere that people come together - this is why gatherings are banned and restaurants are closed."



Katz said ongoing negative news stories about the industry were inevitable in the current situation. 

“There’s no point in driving ourselves crazy about things we can’t control - we need to come together to combat the negativity to the best of our ability,” he said. 

CLIA’s maritime policy team is working to develop baseline health protocols for the resumption of the global cruise sector as soon as possible, covering items such as stringent screening, on-board medical facilities, protocols, crisis management and more. 

“Once we know what those changes are, that will give us information you can get out to your customers to give them confidence that they can cruise again,” he said. 

Social media assets are being developed for agents to share, with Katz urging the industry to tag any posts with #wearecruise to create a unified message. 

“We have a tough road ahead, these messages are going to be important to restart the industry...at the end of the day whether you’re a travel agent or a CLIA executive partner, your voice is just as important in building an echo chamber of positive messaging.” 


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