Celebrity Cruises is looking to drive bookings in affluent areas outside of London and the southeast.

Last year the line formed a new division of its sales team focused on working with agents and speaking to customers from the Home Counties and London.

The team aims to drive bookings withinthe line’s key target markets of affluent couples and affluent families.

But now the operator’s UK and Ireland managing director Jo Rzymowska (pictured) has revealed that she plans to repeat the drive in areas such as Cheshire, Edinburgh and Dublin.

She said: “We have focused on London and the Home Counties and that’s worked very well for us.

“We are looking at other areas in the UK to apply a similar focus because it’s not just about London and the South East.

“We’re looking at Cheshire and Edinburgh and there are a lot of good reasons to take this approach to other parts of the UK and Ireland. Dublin is going very well for us. There’s a lot of affluent guests coming from Ireland.”

Rzymowska said the plans were still in the early stages and she wouldn’t reveal whether a new team would be developed to bring the strategy to fruition.

Rzymowska was speaking onboard Celebrity Eclipse, on the ship’s first sailing from Southampton since a stint in dry dock. More than 100 agents, the majority of which were frontline agents or hadn’t sold Celebrity Cruises before, were invited onboard to experience the product.