Celebrity has created a 60-minute programme comprising short modules which aim to show travel professionals what the brand’s “new luxury” positioning means, the travel needs of Gen X consumers and how the line is a “perfect match” for these types of customers. 

The line said the training was launched to coincide with the arrival of its latest ship and third Edge-series vessel, Celebrity Beyond, which set sail on its maiden voyage through Western Europe from Southampton on Wednesday (27 April).

Jo Rzymowska, vice-president and managing director EMEA, said: “It’s in our company’s DNA to ensure we give our trade partners everything they could possibly need to help them build their business. FLAG is our way of sharing how we articulate who we are, and why Celebrity Cruises appeals to affluent, luxury consumers.”

Rzymowska said she believed the new programme would help travel partners increase their database of affluent clients and in turn increase their number of higher value bookings, commissions, and help to generate greater revenue for their business.