Royal Caribbean to step up UK sales and marketing

Royal Caribbean Cruise Lines is preparing to step up its sales and marketing tactics in the UK and Ireland following senior management changes.

Recent job changes have seen former vice-president and managing director for Europe Robin Shaw become vice president and MD for the UK and Ireland and former UK and Ireland MD Jo Rzymowska become associate vice-president and general manager of UK and Ireland.

The move is designed to give the cruiseline more focus on individual international markets, which previously did not have full financial and guest experience responsibility.

Rzymowska, who retains her previous responsibility but will now also look after the guest experience, said: “The UK and Ireland is Royal Caribbean’s biggest international market. We are going to push this market more aggressively.

“Clearly we are all conscious of the fuel price rises but we know that the biggest growth opportunity is in the international markets. It’s setting the foundations for more aggressive international growth we need to look at whether we have the right strategy for that.”

The cruiseline would not reveal its plans to compete more aggressively against rivals in the UK and Ireland at this stage.

The move comes ahead of Oasis of the Seas, the world’s largest superliner, going on sale on September 3. Already some agents, including Readers Offers, are taking advance registrations for bookings for the ship’s inaugural season from December 2009.

Last week the cruiseline announced 400 shoreside job cuts, all of which will be in Miami. “I don’t think any lesiure company is not looking at its cost base,” added Rzymowska.

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