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The UK boss of Royal Caribbean International says it is time to “redefine” luxury cruising and for mainstream lines to “stand up for themselves” when it comes to its premium offerings.

Ben Bouldin said the line is “looking assertively” at luxury agents over the next 12 months.

He said the line had 40 of its premium rooms  – Royal Suite – across 25 ships.

“We have a huge amount of quality upper space. People define luxury as adult-only, destination focused but who is to say that’s a good definition? Why not have a great time?

“It’s time to stand up for ourselves. Nobody creates a multigenerational holiday like us. Kids get everything they need, adults have great food, a butler, whatever they want. We need to break out of this mindset and redefine luxury as Royal Caribbean sees it.”