The world’s largest cruise industry trade association, Cruise Lines International Association (CLIA) is made up of top-tier cruise lines, suppliers, ports and destinations, and a certified travel agency community. The CLIA card, officially known as the CLIA EMBARC (Enrolled Member Benefit And Recognition Credential) ID, is the physical representation of your CLIA Individual Agent Membership (IAM).
That said, you don’t need a CLIA card to sell cruises. According to Randy Marsden, a New York City-based Fora Advisor, joining CLIA is best for those who have a “cruise-focused sales mentality and understanding.”
If you’re an advisor planning to sell cruises, a CLIA card verifies your affiliation and unlocks exclusive resources, like travel agent rates and higher earnings potential.
What are the benefits of having a CLIA card?
Travel advisors receive a number of benefits once they have a CLIA card—the most notable being the financial perks. “The way CLIA works is you get [...] bonus commissions from the cruise lines for being a CLIA member,” Marsden says. The CLIA card also grants access to:
Exclusive agent rates, which you can use for personal familiarization trips
Industry training opportunities
Insider vendor perks, like onboard credits, promotional offers, and early access to promotions and booking incentives
CLIA membership also improves your credibility among clients and cruise lines, positioning you as a trusted cruise specialist to grow your cruise sales.
Who should get a CLIA card?
A CLIA card isn’t necessarily for everyone, particularly if you’re brand new to the industry. If you don’t plan on selling cruises or actively working in the cruise space, a CLIA card probably isn’t for you. However, if you’re a travel advisor who’s passionate about cruise travel and you’ve attracted a client base of travelers who frequently inquire about cruises, you’ll likely find a CLIA card valuable.
“It’s definitely not something for you to get right out of the gate,” Marsden says. But, he adds, “Once you start to realize that cruise is a significant part—or a part—of your business, CLIA makes a lot of sense.”
You can take your time deciding if you actually want to go through the process of getting a CLIA card, since you don’t need it to book cruises for clients. “I say, don’t go sign up for all these things right away. Get through Fora’s training, and then if you think that you need more, that’s when these are a good option for you,” Marsden says.
How to get a CLIA card: requirements, costs, and process
You must be approved as a CLIA Individual Agent Member (IAM) before receiving your CLIA credential and CLIA card. To qualify, advisors must be affiliated with a CLIA Premier Agency Member (PAM)—like Fora—or Travel Agency Member (TAM) and CLIA recommends meeting a $5,000 commission minimum in the previous 12 months. That said, CLIA IAM approval and card eligibility are also dependent on your host agency. For example, Fora advisors can only become eligible for a CLIA card after reaching $10,000 in cruise sales within a 12-month period.
Once you hit that threshold, you’ll then have to complete the required CLIA training and certification. These entail required courses, booking and personal sailing minimums, and live or virtual ship inspections. You’ll then have to fill out an application and provide the proper documentation. When approved, you’ll receive your CLIA credentials—aka your CLIA card.
CLIA membership isn’t free, but the annual fee varies depending on agency type and membership level; the annual dues for an Individual Agent Membership (IAM) are $139. As a Premier Agency Member, Fora offers a reduced membership rate for its advisors. “Essentially, you could book one or two cruises and make that back,” Marsden adds, framing the fee as an investment in future earnings. A CLIA card is valid for one full year and must be renewed annually alongside an annual training course.
CLIA card vs. IATA, IATAN, ARC, and TIDS
You may have heard or read about a few different travel agent professional organizations and certifications, like CLIA, IATA, IATAN, ARC, and TIDS. Each organization has its own purpose and added value to travel advisors.
CLIA card
A CLIA card is a professional ID issued through the Cruise Lines International Association. It verifies a travel advisor’s affiliation with the cruise industry and helps gain access to industry rates, training opportunities, and other travel advisor benefits.
IATA
The International Air Transport Association (IATA) is a global trade organization that sets standards for the airline industry and accredits qualified travel businesses. An IATA number is typically used to identify travel advisors or agencies that book travel for clients and allow them to earn commission on bookings. Fora advisors book under our IATA number.
IATAN
International Airlines Travel Agent Network (IATAN) is a department of the IATA that provides accreditation and ID cards for qualified travel advisors. While the IATA number is given to agencies, an IATA/IATAN card is issued to individual accredited travel advisors in the United States for identification and access to industry recognition and benefits like better rates and discounts.
ARC
The Airlines Reporting Corporation (ARC) is the organization that manages airline ticket transaction settlement between airlines and U.S. travel agencies. ARC accreditation allows agencies to issue airline tickets directly and process payments through their systems.
TIDS
The Travel Industry Designator Service (TIDS) is an IATA-managed identification program for international travel businesses that don’t issue airline tickets and don’t have IATA accreditation. A TIDS number gives agencies and independent travel advisors an industry-recognized identifier for supplier bookings and commissions with fewer accreditation requirements than an IATA number.
Frequently asked questions
How long does it take to get a CLIA card after applying?
CLIA doesn’t share an exact timeline for how long it takes to get your CLIA card, but it’s typically a four- to six-week timeline from application to receiving the card.
Is a CLIA card the same as CLIA certification?
No, a CLIA card is not the same as CLIA certification, but they are related. The card demonstrates your affiliation with a CLIA-accredited agency and allows you to take advantage of agent rates and other industry perks. CLIA certification, on the other hand, focuses on education; the organization offers various programs and courses members can participate in to gain knowledge and sales experience.
Do I need a host agency or membership to get a CLIA card?
Yes, travel advisors need to be affiliated with a CLIA-credentialed travel agency to apply for an Individual Agent Membership (IAM). This can be your own agency or a host agency. Without membership, you can’t get a CLIA card.
Can I get a digital CLIA card?
Yes, you can access a digital version of your CLIA card through the CLIA portal.
What happens to my CLIA card if I switch host agencies?
If you switch host agencies, you will need to update your CLIA card. CLIA recommends you call them directly, and they will take care of the change for you.
What are the different CLIA certification levels?
CLIA has five different certification levels: Certified Cruise Counsellor (CCC), Accredited Cruise Counsellor (ACC), Master Cruise Counsellor (MCC), Elite Cruise Counsellor (ECC), and Travel Agency Executive (TAE). Travel advisors register for each one separately, and the higher-level certifications, MCC and ECC, require prior certification before enrolling.
