To discover how Agent Studio helps suppliers reach travel agent clients, we talked to Carmen Roig, Crystal’ senior vice president of marketing and sales.

HOW HAS YOUR APPROACH TO PARTNERING WITH AGENTS AND AGENCIES—AND DOING CO-OPS WITH THEM TO DRIVE DEMAND FROM CONSUMERS—EVOLVED OVER THE PAST SEVERAL YEARS?

We have always tried new initiatives, [more] notably this year with Agent Studio and travallianceMedia’s digital tradeshows, to help educate the agent community about our most recent brand extension, Crystal River Cruises.

HOW HAS THE GROWTH IN THE HOME-BASED CHANNEL—NOW ENCOMPASSING MORE THAN HALF OF ALL TRAVEL AGENTS—IMPACTED YOUR ABILITY TO WORK WITH THEM AND REACH THEIR CUSTOMERS COLLECTIVELY?

Crystal prides itself in working with the home-based channel by providing local sales representation through its team of Strategic Business Development Managers (SBDMs). Any home-based agent who wants to develop a sales-and-marketing plan of action with Crystal gets a dedicated SBDM to assist in such efforts and strategies.

Also, as the travel agent community is ever-evolving, Crystal continues to engage with the agents and various partners that provide helpful services like Agent Studio. Technology has been a key factor in this success. Being able to interact with agents via webinars and virtual tradeshows has allowed us to educate them and share the tools that will help them grow their Crystal business, while accommodating their business structure wherever they are.

ONE OF THE WAYS WE’VE WORKED WITH YOU TO SOLVE THIS CHALLENGE IS VIA AGENT STUDIO’S WEBSITE AND MARKETING PLATFORM. HOW HAS THIS CHANGED YOUR APPROACH TO CO-OP MARKETING AND WORKING ONE-TO-ONE WITH AGENTS TO REACH THEIR CUSTOMERS WITH YOUR MESSAGE?

Agent Studio and its marketing platform have amplified our reach, continually allowing us to connect with agents in an environment that is friendly and intuitive to their business needs. Crystal routinely updates our content on Agent Studio to align with our most current brand messaging and marketing initiatives, allowing guests to receive all offers and information as they are released.

WHAT ARE SOME OF THE OVERRIDING ADVANTAGES OF PARTNERING WITH AGENT STUDIO?

It allows for co-branding with agents in a very efficient way, gives agents the opportunity to share Crystal itineraries and pricing directly with their clients, and keeps them up-to-date on the “World of Crystal” through webinars and tradeshows.