Celebrity sales chief: 'New pricing inclusions will set us apart'

The line revealed its new proposition – which includes Wi-Fi, drinks and tips as standard – on Tuesday (10 November) in a bid to end “confusing promotions, complicated add-ons and limited time offers”.

Sales director Claire Stirrup told TTG the move would allow the line to tap into the “new luxury culture” and reposition itself within the luxury cruise market.

“New luxury is a trend that has been emerging across multiple industries over recent years and it speaks to a new set of consumer values, expectations and desires,” she said.

“It’s about being inclusive instead of exclusive. It opens up lots of avenues – it’s about experiences and not just about the product.

“Moving our position to new luxury, along with our Always Included pricing structure, will set us apart from competitors by becoming more distinctive – giving more meaningful experiences and more value.”

Stirrup said prices would not be raised as a result of offering more inclusions to its base fare, explaining: “We’re not increasing our rates to cover the amenities – they’re being built in from the start.”

Stirrup said Always Included would form a major part of Celebrity’s strategy going forward into the wave booking period.

Revealing the proposition a week ahead of going on sale on 17 November, allowed the line to help agents prepare, she said.

“We know it takes time to learn and we didn’t want to launch something that’s so new with only a short amount of notice.