Another key aspect of the cruise tourism market is the great im- portance of intermediaries - specialized travel agencies - which represent the main channel for attracting cruisers. As a result, cruise lines invest resources in the training and loyalty of indi- vidual agents, groups and travel agencies specialized in cruises. The importance of these agents lies in the high added value they provide to the end customer, in terms of personalization and sup- port in their choice and decision-making process. 3.4. Logistics and supply of shipping companies One of the key factors for the success of this market is the correct logistic management of each ship and the fleet as a whole, which allows maximizing the income of each voyage/itinerary, and there- Planning for consumable products with dependent demand Cruise supply chain planning levels Strategic Business Determines capacity model investment and target markets Itinerary Determines ships’ plannings market assigments Tactical Determines ships’ Master loading Booking market assigments schedule (MLS) forecasts Freight Sourcing Bill of materials Obtained from meal contracts contracts (BoM) recipes and historical connsumptions Operational Freight Confirmed Ship inventory schedulings bookings levels Freight Sourcing adjustments adjustments Source: S. Véronneau, S. and Roy, J. (2009a). Global Service Supply Chains: An Empirical Study of Current Practices and Challenges of a Cruise Line Corporation SPAIN-US CHAMBER MARKET REPORT 63