by Sarah Kuta
Last updated: 1:30 PM ET, Thu December 21, 2023
Margaritaville at Sea is hoping to grow its relationships with travel advisors.
The cruise line, which was originally founded as Bahamas Paradise Cruise Line, has announced the hiring of a new senior vice president of sales and partner relations. Business development expert Frank Belzer will fill that role for the new brand, which officially debuted in the spring of 2022.
Belzer, who is a contributor to TravelPulse and Travel Weekly, will build and lead a team of employees focused on strengthening ties with travel advisors.
“With the addition of our second ship, the Islander, offering longer itineraries and new ports of call, we’re preparing to expand our reach by engaging trade partners, which will be very important associates to our business mix,” says Christopher Ivy, Margaritaville at Sea’s chief executive officer. “Frank has an outstanding track record and exceptional credentials, making him ideally suited to lead this effort as part of our overall growth strategy.”
Belzer comes to the cruise line from ICON Park in Orlando, Florida, where he served as chief sales and marketing officer. He has also worked for Universal Parks & Resorts and Kurlan and Associates; he previously served on the board of directors for Experience Kissimmee, Grand Canyon Resort Corporation and Visit Florida.
“Throughout my career, I have focused on building effective, long-term relationships with travel advisors, with the passionate belief that a better understanding of consumer needs and mindsets is a strategic priority that improves every aspect of the sales and marketing process,” says Belzer. “That belief will guide our efforts with the trade industry as well, as we begin exploring new sales channels with travel advisors to bring the Margaritaville at Sea experience to a broader audience.”
Belzer and his team will develop trade industry programs, which the company hopes to launch early next year. Last spring, before its inaugural sailing, Margaritaville at Sea unveiled a travel advisor website called BookParadise.com.
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