Speaking to TTG before the line’s annual Agent Appreciation Awards in London on Thursday (12 January), outgoing vice-president and managing director EMEA Jo Rzymowska and sales director UK and Ireland Claire Stirrup were buoyant for 2023, and predicted booking momentum to continue throughout the year.

"We are going to have the best wave ever this year and we’ve kicked off to a really good start," Rzymowska said. "In fact, this week is going to be our strongest week ever for the brand, which is great. Since Saturday (7 January), bookings have been up 40% versus the same time in 2019, and we’ve seen a great trajectory from the start of the new year."

Rzymowska praised the line’s trade partners for their support in achieving the record-breaking bookings week.  

"We feel confident with everything, we’re seeing great consumer demand and support for our trade partners. The buzz is definitely back," she added.

The line will look to continue the positive momentum throughout 2023, despite Rzymowska highlighting a change in consumer booking patterns, with some clients opting to book longer holidays further in advance.

Celebrity has also recently unveiled a range of trade initiatives and training programmes to coincide with the wave season – including a "mystery envelope" giveaway – a move which Stirrup said the line intends to continue throughout the year.

"We wanted to be able to support the trade, and that’s really important that we build our platform around them," she said. "One thing that I feel really passionately about is that one size doesn’t fit all – so what we do has to be tailored to specific agents and what they want from us."

Stirrup said she also hopes to boost the line’s trade team with new agent-facing roles, with more information to come over the next few months.

In another boost to trade relations, Stirrup teased a new campaign in partnership with TTG Media, which will see four agents named Celebrity Cruises Ambassadors. 

"It’s all linked to our brand pillars and our core values, which we’re very passionate about," she said. "And for the lucky four winners who will be crowned the role, there will be an incredible prize – but we’re not announcing that yet."

The ambassadors will be involved in trade activity with Celebrity throughout the year and help the line form its agent relation programme. More details on the campaign will follow in the coming months.