4 2 STORIES HOT


Celebrity ‘wipes out discounting’


Harry Kemble harry.kemble@travelweekly.co.uk


Celebrity Cruises claims to have eliminated the “scourge” of discounting by its UK agent partners.


Dondra Ritzenthaler, senior ‘popular’ Cassie


“Cassie brought fun to the party, never came to work in a mood; she was always positive”


business development manager at Do Something Different, worked with Hayes for two years as manager of the Southport branch and said he saw her last week. “I popped in to the store and


we were reminiscing about old times,” he said. “She brought fun to the party, always made a joke out of situations and never came to work in a mood – she was always positive and got behind everything. “Cassie was very popular and


when the team socialised she was the life and soul of the party. “She certainly made my job a lot easier. It’s such a shame it happened to someone so young


with their whole life ahead of them.” Hundreds of tributes were paid on social media to Hayes, who was originally from Alnwick, Northumberland, and who leaves a four-year-old daughter, Ruby. Nathan Collins, director of RB Collection, said: “To have your life taken doing a job you love, serving the public, is just so sickening.” Tui agent Lynsey Deacon wrote:


“Such tragic news. My thoughts go out to all Cassie’s friends, family and work colleagues.” Hayes’ family issued a tribute


that read: “Cassie was an amazing, kind human being who would do anything for anyone. Our loss is beyond calculation.” Andrew Burke, 30, of Vincent


Street, St Helens, has been charged with Hayes’ murder and with possessing a knife in a public place. He was remanded in custody


until February 19. A provisional trial date has been set for July 2.


Celebrity Flora and, inset, Dondra Ritzenthaler


vice-president of sales, said the line’s commitment to product and the trade meant agents no longer had to give away commission to make Celebrity sales. She said the premium operator had been able to tackle discounting by creating a “value proposition” backed by “beautiful marketing”, and by working with trade partners. Heavy discounting in the UK


was once described by Celebrity sister line Royal Caribbean as the sector’s “biggest scourge”. In 2011, rival operator Carnival UK slashed commission to 5% as it tried to stamp it out, a move that was only partially successful before commissions crept back up. Ritzenthaler said: “Discounting


is not the best proposition for the travel partner or the cruise line. “Our UK travel partners said it


was an issue and that we needed to work together.


“We made a decision that we did


not want to discount our product or brand. We have eliminated it.” Ritzenthaler claimed the consumer “now knows the price isn’t going to go down” closer to departure, as had been the case in the past.


Specialist cruise agents agreed


progress had been made. Phil Nuttall, managing director


of The Travel Village, said: “We have come a long way, but there is work still to be done. We are moving in the right direction.” Simone Clark, Iglu senior


vice-president of global supply, agreed investment in the brand had benefited Celebrity. “Celebrity was a brand that was


less well known in the UK,” she said. “It was a bit of a hard sell, but they have invested massively. A few years ago Celebrity was just ‘white ships’ but now that has all changed.”


“We made a conscious decision that we did not want to discount our product or brand. We have eliminated it”


18 January 2018 travelweekly.co.uk 5


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