AAAs Q&A: Claire Stirrup, Celebrity Cruises managing director EMEA

Celebrity Cruises’s Claire Stirrup says Travel Weekly’s Agent Achievement Awards is a “fantastic opportunity” to recognise agents’ talent, commitment and success.

 

“It’s a chance to celebrate the very best travel agents who continue to go above and beyond for their customers,” adds the line’s managing director for Europe, the Middle East and Africa.

 

“Agents are truly at the heart of our business at Celebrity Cruises and we’re incredibly grateful to them. 

 

“Our agent partners play a vital role in connecting guests with unforgettable holiday experiences and we’re committed to supporting and rewarding them through meaningful initiatives year-round.”

 

Q. How has 2026 been for Celebrity Cruises?

A. We’ve currently got eight ships sailing in Europe, including our newest ship Celebrity Xcel along with two other Edge Series ships – Celebrity Ascent and Celebrity Apex. UK guests love that we have Apex sailing out of Southampton, so this really is our biggest Europe season. 

 

Celebrity Solstice, which is currently sailing in Alaska, has just completed a remarkable revitalisation, the first in our Solstice series to be made new again. Guests are loving the bow-to-stern enhancements, which elevate the onboard experience while staying true to the “classic cruising” feel that makes the ship so great.

 

We also opened the highly anticipated 2028 season for booking our new river product in January – offering more than 160 sailings to over 50 destinations across Europe.

 

Q. Are there any other updates that agents should know about?

A. Celebrity Cruises has launched an incentive for agents who book a 2026 European or Caribbean sailing, enabling them to boost their earnings on every booking until June 30. The incentive lands alongside our ongoing summer sale.

 

Q. What are the most important lessons you’ve learnt from agents this year?

 

A. I had the pleasure of joining agents in Lisbon the night before they set sail on the recent three-night mega-fam on Celebrity Apex. It was inspiring to hear just how hard agents are working to keep driving sales against what is undeniably a challenging global backdrop. If I had to take away one key lesson, it would be the incredible resilience they show day in, day out.

 

Q. How can agents maximise their sales?

 

A. We recently announced an extended trade training programme for our trade partners, increasing the number of in-person workshops and broadening regional access. Celebrity Cruises will host six workshops in the UK and Ireland this year, taking in Edinburgh, York, Belfast, Cardiff, Dublin and Reading.

 

We’re also offering trade partners an extensive ship visit programme, with 10 visits planned in five ports.

 

Celebrity Cruises for Beginners is also back for a fourth year. We’re opening the doors for a new wave of agents who are looking for the tools they need to build their product knowledge, sharpen their selling skills and elevate their sales. 

 

Agents can access a full suite of tools and support via Celebrity Central and by following our Facebook page ‘Celebrity Loves Agents’.

Quickfire questions

 

Q. What was your first job in travel?
A. My first step into the industry was through a Youth Training Scheme in travel and tourism when I was 16 years old. I worked in an agency while attending college on my day off.

 

Q. Best advice you’ve been given?
A. Stay curious, listen more than you speak and always keep the guest at the centre of every decision. I guess that’s three!

 

Q. Favourite holiday destination?
A. If you made me choose, I’d say Italy. Stunning scenery, fabulous food and sunshine.

 

Q. Favourite aspect of the AAAs?
A. It’s hard to pick just one, but it’s always the atmosphere in the room when colleagues, partners and friends are together celebrating – it reminds you what a brilliant industry we’re part of.

 

Q. Fondest AAAs memory?
A. For me, it’s seeing individuals and teams genuinely surprised and proud to be recognised. It’s a real reminder of the passion across our industry.