Masters Conference

What is the Masters Conference?

The International Cruise Council Australasia (ICCA) Masters Conference is an opportunity for travel agents to advance their sales and marketing skills (all referenced back to the cruise industry) in a conference environment whilst cruising on board an ICCA Cruise Line Member vessel.

Who should attend?

The topics covered at our Masters Conference are not just aimed at owners and managers. Something that can't be 'taught' but can be 'caught' at Masters is enthusiasm - if you have the right attitude, ICCA Masters will benefit your career regardless of your role within the cruise industry.

Who is eligible?

Participation at the ICCA Masters Conference is open to consultants who have achieved ICCA Accreditation status and are currently employed by an ICCA Member Travel Agent.

What is the format?

The Masters Conference is not run as a structured famil as partners are welcome to join participants. Apart from six three-hour conference sessions, we set aside ample time at leisure to enjoy ports of call and spend time with your partner and/or other members of the group.

What topics are covered?

Topics covered are designed to inspire all levels of participation from front line consultants through to owners and managers. A broad outline of the Masters Conference syllabus is listed below.

Introduction and overview - you are not what you think you are!

Every industry including travel (and cruise) is going through change. The strong will survive and the weak will not....

• Why are you in business?
• What business are you really in?
• Why should I do business with you?

Product Knowledge - what you really need to know.

It is always easier to talk about something you know than to someone you don't....

• Why sell cruises?
• Elements of a cruise holiday
• Types of cruise holidays

Magnificent Marketing - what is the right way to be an effective cruise seller?

You don't need a university degree to understand marketing but many of us are afraid of it. From junior consultants to business owners understanding exactly what marketing is and how you can use it to benefit your career, your business and your personal life is a great asset to have.

• The definition of marketing
• Competitive trends
• What is a niche?
• Supplier relations
• Retail trends
• Marketing strategies
• Putting it all together

Sales - not another sales seminar!

We are all taught to sell in a retail environment but do you have what it takes to really grow your sales and customer loyalty.

• What really are the critical stages of the sales process?
• Personality types
• Styles of selling

Customer Service - would you buy from you?

If there is one area of your business that will have you stand out from your competitor - this is it.
Is 'good' really 'good enough'?

• What are your customer's expectations?
• Clients for life

Time Management - make more time to sell cruise holidays.

Everyone is guilty of spending a percentage of their day in an unproductive manner.

• Manage your time effectively
• What is a priority
• Procrastination
• Delegation

Life Planning - cruise for the rest of your life.

Some cause happiness wherever they go, others whenever they go!

• Foundations for fulfilment
• Setting priorities
• Being the best

Who is the trainer?

With more than 25 years in retail travel Scott Koepf became Vice President of Sales of Avoya Travel/America's Vacation Center, one of the largest and most awarded travel companies in North America and beyond. He previously served as President of the National Association of Career Travel Agents. Prior to his role with NACTA Scott was with Sabre Holdings as General Manager of the Jurni Consortium, TMA and the country's largest host travel agency, Nexion. Scott was also a full-time motivational speaker and sales trainer and a consultant for various retail organizations and travel industry suppliers.

Scott opened a cruise travel agency in 1985 and in 1989 became President of Cruise Holidays International. Scott was responsible for taking the franchise company from 12 franchises to over 120. In 1991 he returned to owning an agency which quickly became one of the top cruise selling agencies in the country.

Scott began his career in commercial real estate but Scott's passion for travel lead him over the next few years to jobs as Entertainment Director for Club Med at various locations throughout the world, a Physical Education Teacher in South Africa and as an entertainer on cruise ships with his wife.

Scott has two college degrees from the University of Nevada in Reno including a Bachelor of Science in Marketing and a Bachelor of Arts in Music. He is still active in theatre when time permits, having won best actor awards in both Northern and Southern California . He now lives in the Fort Worth area of Texas with his wife Pam and their three daughters (who surprisingly all love travel and theatre!)

Masters Accreditation

Following the conference, participants are required to undertake a 'work-based case study'. Upon successful completion, 100 points are added to the individual's profile, a new Cruise Masters Certificate is issued and the agency (the member/employer) receives a reduced fee upon their following year's membership renewal. An agency with a Master Cruise consultant employed then receives a higher ranking on the ICCA website search.

Dates

The Masters Conference is held annually - generally around September/October

Destination

Below is a list of historical venues and the supporting Cruise Line Member vessel.

The venue for the following year is generally announced with the intention of giving potential participants approximately 9 months notice.

Costs

As the ICCA is a not-for-profit organisation, every effort is made to keep the cost of attendance to a minimum. With generous support from our Cruise Line Members and other 3rd parties, participants should budget on around AUD$1,500 per person twin share (plus airfares).

What's included / not included?

Inclusions vary each year depending on the destination but will generally cover; One night pre-cruise hotel accommodation; a four to seven night cruise onboard an ICCA member cruise line; welcome cocktail function; transfer from hotel to pier for embarkation; attendance at all conference sessions conducted by ICCA Masters Trainer - Scott Koepf; Masters Conference Workbook; tea/coffee/iced water morning & afternoon tea during conference sessions; all meals on board ship; all entertainment on board ship and all port taxes and charges. We DO NOT include return airfares (and taxes) to/from destination; arrival transfers (airport to hotel); departure transfers (pier to airport); gratuities; travel Insurance; beverages (both alcoholic and non-alcoholic at any time other than where advised ie; Welcome Cocktail function) or any other items of a personal nature.