| Journal: TWUK | Section: |
| Title: | Issue Date: 22/05/00 |
| Author: | Page Number: 3 |
| Copyright: Other |
Williams: looks to raise share
Stake set to boost sales
ROYAL Caribbean Cruises is anticipating an immediate boost to European sales following its purchase of a 20% stake in First Choice.Under the terms of the deal its two brands, Royal Caribbean International and Celebrity Cruises, will be promoted through the Travel Choice, Travel Choice Express and Holiday Hypermarkets retail network.
Royal Caribbean will also gain access to First Choice’s new media distribution channels on interactive TV and the Internet.
Director of sales, marketing and operations for UK and Ireland Pete Williams said: “We are going to be looking to increase our share of their business. However, it’s not going to be to the detriment of existing relations with other travel agent partners.”
Royal Caribbean and Celebrity Cruises have a combined fleet of 17 ships and another 12 are on order.