The group revealed the first academy programme would focus on river cruise, giving agents the tools to better attract customers to the market. 

Running between September 2024 and March 2025, the academy will feature several in-person and online meetings to help delegates understand the river cruise product, its brands, itineraries and systems better as well as two educational fam trips. 

“Our academy will lead business owners through a journey, enabling them to confidently introduce clients to river cruising, make bookings and be more confident when getting a river cruise enquiry,” said Travel Village Group commercial manager Richard Cross.

Participants will also attend a local event before graduating in March during Clia’s Riverview conference next year.

The idea to create training academies came from Cross and Travel Village Group business development manager Amanda Taylor after they attended the conference in Amsterdam earlier this year.

“Amanda and Richard identified an opportunity that is perfectly suited to our [homeworking] Holiday Village business owners and when they presented it to us both in Amsterdam we knew it was a winning formula,” added Travel Village Group owners Phil and Paula Nuttall.

“Everyone is invested emotionally and financially including our tour operator partners and that is a winning recipe to ensure we remain focused on the return on investment."

The programme – which will go on to tackle other travel sectors such as ocean, expedition and luxury cruises – is supported by a raft of companies including AmaWaterways, APT and Travelmarvel, Emerald and Scenic Cruises and Uniworld.

APT and Travelmarvel was the first river cruise operator to sign up to the academy, the company’s head of sales and business development Brad Bennetts added. 

“As one of our most valued partners, we are aligned in our mission to inspire, educate and optimise the outstanding opportunities that river cruising has to offer," he said.