For Championing Advisors on Every Front
Today, Cruise Lines International Association (CLIA) boasts its largest trade membership ever — 9,000 agencies and 34,000 individual agent members — thanks to Charles Sylvia, CLIA’s vice president of membership and trade relations, and his membership team. Since 2015, Sylvia has led CLIA’s efforts to develop, enhance and fulfill member benefits for the travel agency community and enhance their sales opportunities.
CLIA now has the highest percentage of members who’ve achieved CLIA certification level (s) or are pursuing their first level of certification. Under Sylvia’s tutelage, CLIA co-founded the first-ever early education program for new travel agents through an alliance with Avoya Travel; introduced a new affinity program with goods-and-services discounts for CLIA members; and conceived the CLIA Enrolled Member Benefit and Recognition Card (EMBARC ID).
Most notably, Sylvia, who began his career as a front-line agent and has 25 years of cruise industry sales/marketing experience, led an initiative to revamp CLIA’s Bonus Commission Program; it’s now posting a 96 percent successful redemption rate, compared with less than 30 percent historically.
Blessed with a “perfect radio voice,” Sylvia also delivers high visibility for CLIA by speaking at industry conferences and events. Having sailed on 150-plus cruises, Sylvia is a tireless champion for travel agencies and agents and an innovator by creating programs to assist them.