Advantage shifts campaign focus Juliet Dennis
The Advantage Travel Partnership is focusing on the value of the agent in a shift away from offers for its largest peak sales campaign to date. Travel & See in 2023, which
runs until the end of February, is underpinned by a ‘value guarantee’ members can use to promote the benefits of booking through an agent. The guarantee promises
exceptional customer service, value for money, financial security, low deposits and flexible payment options when a customer books with an Advantage member. A key plank of the campaign
will be a bumper issue of the consortium’s consumer magazine Journeys, which includes features
on budgeting, such as travelling in shoulder season months, and suggested ‘Best for’ holidays. Overbranded copies of the
magazine will be sent to clients on agents’ behalf and printed for use in store, both for a small fee, while all members will be able to send out a digital version for free. Head of marketing David Forder
said the cost-of-living crisis and uncertainty over how sales will play out was behind the decision to ‘flip’ the focus from traditional, price-led messages to finding the right holiday for clients during difficult times. He said: “We have pulled
out all the stops to make sure we put a substantial campaign together for members. It was really important, this year more
Rzymowska to leave Celebrity next summer
Harry Kemble
Jo Rzymowska is to step down as Celebrity Cruises’ vice-president and managing director EMEA in June 2023. The industry stalwart, who
began her cruise career in 2005 working for the line’s parent Royal Caribbean Group, said she wanted to “leave the party in full swing”. She explained she wanted to
explore non-executive directorships of smaller businesses as well as coaching and mentoring roles to develop “the younger generation” in
6 15 DECEMBER 2022
the “phenomenal” travel industry. Rzymowska told Travel Weekly:
“I am passionate about the whole diversity, equity and inclusion arena and how I might be able to lead and advise in this space. “I am not going on to another big
corporate, but I would love to explore some non-executive directorships of smaller businesses, working with wonderful people where I can really give something back.” During her career at Royal
Caribbean Group, Rzymowska has been involved in various landmarks and the launch of a number of
holiday next year regardless of their budget, and provide peace of mind, payment options, low deposits or free child places.” The campaign is the consortium’s
biggest to date in terms of cost, the number of members signed up and suppliers involved. Marketing activity also includes
‘mini’ content campaigns to focus on different types of holidays such as Go Sightsee in 2023 for touring and adventure breaks. Marketing materials range from
than ever, that we read the room. “While there will be offers for
agents, what we have really focused on is the value independent agents bring to their customers to find that
aspirational point of sale hanging banners for agencies, e-newsletters and emails with offers from suppliers to digital assets members can download from the members’ intranet. Content from Journeys will be available as ready-made blogs for social channels.
Jo Rzymowska joined the Royal Caribbean Group in 2005
vessels – including Celebrity Beyond in Southampton this year. She added: “I have loved every
minute of my 18 years with the Royal Caribbean Group. I know this team will continue to go from strength to strength.” She said she would remain
“100% committed” until she leaves next June. “The time is right for me to hand over the mantle,” she added. Rzymowska won the
Outstanding Achievement Award at the Travel Weekly Globe Travel Awards in 2017 and was recently named one of the world’s best
LGBT+ executive role models. She said she was “particularly
grateful” to Celebrity Cruises president and chief executive Lisa Lutoff-Perlo “for her unwavering support of my long and fulfilling career here” as well as hailing group chief executive Jason Liberty and “the strong collaboration from the entire executive leadership team”. Lutoff-Perlo called Rzymowska
“irreplaceable”, adding: “It has been incredibly rewarding to work hand-in-hand with Jo to build the Celebrity brand together in this region.”
travelweekly.co.uk
PICTURE: Steve Dunlop
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