Collaboration with Princess enables Advisors to Master ‘Full Alaska Experience’
The Travel Institute, a non-profit organization and the global leader in travel industry education, has launched its redesigned Alaska Destination Specialist Course, updated throughout and revised to supplement cruise bookings with the state’s inland destinations for the full Alaska experience. Developed in collaboration with various subject matter experts and Princess Cruises, the new curriculum enables advisors to grasp complex land-and-sea logistics and curate high-value itineraries for discerning travelers.
“Alaska is a multi-layered destination that requires a more thoughtful approach to truly engage and excite clients,” explained Guida Botelho, CTIE, vice president for The Travel Institute. “By understanding how Alaska’s coast and interior connect, advisors will transform a standard vacation into a seamless, breathtaking adventure.”
Alaska continues to surge in popularity, setting a new all-time visitors record from May 2024 to April 2025, welcoming an estimated 3.08 million visitors, approximately 90% of which are domestic.1 Still, many advisors do not understand, nor sell, Alaska’s full potential. The newly redesigned course empowers advisors to confidently blend cruise, land-only, and cruise-tour options with rail journeys and inland destinations. The immersive, online course also features The Travel Institute’s trademark imagery, videos, Advisor Pro Tips based on firsthand knowledge, desk reference and more. Key learning includes:
- Regional Expertise: Deep dives into the Far North, Interior (Denali/Fairbanks), Southcentral (Anchorage), Southwest, and Inside Passage.
- Logistics Mastery: Practical guidance helping advisors understand air, rail, motorcoach, ferry, and bush plane options so they can confidently begin building more complete client itineraries.
- Comprehensive Curriculum: Covers geography, climate/seasons, hidden gems, UNESCO World Heritage sites, and specific “Selling Alaska” strategies.
- Professional Credential: Students who pass the exam and complete an experiential checklist or Destination Report earn The Travel Institute’s Certified Alaska Travel Specialist designation, a key marketing tool in demonstrating advisor expertise.
Interested advisors and organizations can learn more via The Travel Institute’s complimentary, online learning session, Alaska Made Simple: From Cruise to Complete Itineraries, scheduled for May 27 at 1 PM EDT. Hosted by Stacey Cabell, CTIE, the session previews the course, breaks down Alaska’s regions, how they connect and more, helping advisors understand how to build more comprehensive itineraries in a clear, manageable way.
Princess and The Travel Institute announced their alliance earlier this year to elevate the professional development of travel advisors through a multi-dimensional approach. As part of the agreement, Princess is also a key collaborator for the new Alaska course, which aligns with the Star Princess’s recent, inaugural sailing to Alaska.
“As a destination leader in Alaska, we believe education is essential to helping advisors truly bring this incredible region to life for their clients. Alaska isn’t a one-size-fits-all experience, and informed guidance makes all the difference. Our partnership with The Travel Institute reflects our commitment to supporting advisors with the knowledge they need to sell responsibly, confidently, and successfully,” shared Carmen Roig, senior vice president of sales and trade marketing for Princess Cruises.
“In this ever-changing industry, we continuously adapt our curriculum to ensure advisors have what they need, when they need it, giving them the know-how and confidence to succeed,” Botelho remarked, noting an increased emphasis on destination expertise for The Travel Institute following its 2023 Changing Face of Travel Agents survey indicating destination expertise as the top training need for 70% of agents and that agents who specialize in destinations average 17.8% more in annual income.
Those who earn the Certified Alaska Travel Specialist designation also earn continuing education units, or CEUs. Past Alaska course specialists enrollees who complete the updated course may submit the experiential checklist to update their designation. Notably, the new Alaska course is also available at no charge to subscribers of The Travel Institute’s Education Hub.