“I’m putting my money on the travel industry!” So said Michael English, Celebrity Cruises’ Head of Business Development EMEA.
English was speaking to Travel News at an industry lunch at the Four Seasons in Johannesburg, while visiting South Africa during February, hosted by Marco Cristofoli, CEO of Cruises International. English was in the country for the first time as the representative of Celebrity itself, rather than on behalf of Celebrity’s mother company, Royal Carribbean.
He emphasised just how important the travel trade is to the cruise line.
“Travel industry partners are the life’s blood and the future of Celebrity Cruises,” he told Travel News, saying the purpose of his South Africa trip was to listen to the travel trade and to engage with members on training and product education.
“The commitment of the industry in South Africa is remarkable,” said English.
He encouraged agents to look harder at selling bookings in The Retreat, Celebrity’s own “ship-within-a-ship” concept for clients who wanted a quieter, more exclusive cruise with a small ship feel, along with butler and concierge service.
South Africans tend to prefer all-inclusive holidays because of the volatility of the Rand. English pointed agents toward Celebrity’s Always Included rates. The standard “Always Included” means gratuities, wifi and drinks (including cocktails) are covered, and it gives access to brands such as Gordons Gin, Hennessy VS Brandy, Absolut vodka and Johnnie Walker Red whiskey
Suites in The Retreat are all-inclusive to a higher level, have access to the Premium Package, in which the drinks are more exclusive, such as Tanqueray No 10 Gin, Remy Martin VSOP Cognac and a huge range of premium Whiskeys including Johnnie Walker Black, The Glenlivet and Glenfiddich Reserve.
“We have the best product for the South African market,” said English as he discussed the attributes of Celebrity’s Always Included product. “It’s a great fit for the SA market”.
English said it was already known that in the South African market sells a high number of suites, so these are very high-value bookings. English recommended that South African agents selling Celebrity sell it from the top down. “They should start with products like The Retreat and the Always Included packages, rather than starting with more economical rates and trying to upsell.”
An interesting fact about Celebrity is that in an industry where fewer than 2% of mariners are women, at Celebrity Cruises 32% of Bridge Officers are women.
