NEWS — HOT STORIES 2
Celebrity hopes new ships will give operator the Edge
Lucy Huxley
Celebrity Cruises has unveiled plans to build two ships, part of a new Edge class, the first of which will operate from the UK. The move was confirmed by
Celebrity president Michael Bayley before this week’s announcement of his move to head sister operator Royal Caribbean International. The first of Celebrity’s two
‘Project Edge’ ships, due for delivery in autumn 2018, is likely to make its inaugural call in the UK to be presented to top agents. The second ship is due to be
delivered in early 2020. The 2,900-passenger vessels “will deliver small-ship itineraries with large-ship amenities”, the company said. Bayley said: “An Edge [ship] will be a world traveller. It will take affluent travellers to all the continents of the world in the most unusual and unique way. “It is a destination ship and we will definitely be offering sailings from the UK on her as she travels around the world.” Bayley said itineraries had
not yet been decided, but new features, as well as “luxurious accommodation, the finest culinary experiences and the best hospitality”, would allow Celebrity to command a higher price point for Edge sailings. He said: “Pricing always finds its natural place but, with things on Edge that are genuinely exceptional, we believe it could be priced quite high.” Bayley
revealed bookings for Edge will open earlier than usual for a new ship with itineraries going on sale by the end of 2015. Celebrity’s UK and Ireland trade
sales team will start to speak to agents about Edge as soon as the early year sales push is over next year, said Bayley. Lisa Lutoff-Perlo, executive
vice-president of operations at Royal Caribbean, will take Bayley’s role of president and chief executive at Celebrity.
3
Cook invests in training as it seeks to simplify brands
Juliet Dennis
Thomas Cook UK has pledged to invest in more retail staff training as the company repositions its tour operator brands under a ‘good, better, best’ proposition. UK managing director Salman Syed said the group had already made “a big investment” by sending its 6,000 UK shop staff to Retail Connected training days covering product, sales, key messages and the peak sales campaign. Syed, who plans to run the training days again next year, said staff feedback so far highlighted the need for regular, relevant training. “We need to provide better tools – more specifically, better data – so our shop managers provide better direction [to staff],” he said. “What has come out is the need for more relevant training and better reinforcement of what the sales
processes should be for new people joining. We also need to be more relevant on a regional basis. “There are a lot of small effective things that can have a
big impact, like how offers are communicated to the shops.” The news comes as Cook seeks to position its product more clearly with Airtours as the budget brand, with a refreshed logo; Thomas Cook the mid-range brand; and Signature the top-end programme, incorporating Style product, with the Style brand axed. Syed denied the decision to remove Cook’s sunny heart logo from Signature was a prelude to selling it. “This is not the case. You will see more of the Signature brand; this is a segment Cook wants to grow.” Syed insisted he was committed to the company despite the sudden departure of group chief executive Harriet Green. “My heart, body and soul are all about Thomas Cook,” he said. ❯ Special Report, page 10
11 December 2014 —
travelweekly.co.uk • 5
“We need to provide
better data to help shop managers”
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