The line’s new Always Included package launches on 17 November and offers a “simplified” pricing structure. Always Included will become Celebrity’s new entry rate fare.

Drinks include classic cocktails, wines by the glass, beer, sodas, specialty coffees and teas, juices and bottled water, while guests can also choose to upgrade to one of two packages:

• Elevate – with unlimited premium drinks and shore excursions up to $200pp
• Indulge – which includes everything in the Elevate package and adds unlimited streaming Wi-Fi and up to an additional $200pp in onboard credit.

All guests staying in Celebrity’s all-suite accommodation, The Retreat, will receive the same amenities as the Indulge package at no additional charge.

To support the launch of Always Included, the line has created a range of training assets and collateral for agents.

A new series of webinars will run – including evening sessions for those working from home or those with families – and a new toolkit has also been created.

The new approach will also see a change to the Celebrity Rewards programme through to the end of February, doubling the current points when selling balcony accommodation and above, as well as a tweaking to its loyalty programme to offer Captain’s Club members new perks and special onboard experiences.

Always Included is available for all new bookings on any of Celebrity’s itineraries, excluding Galapagos holidays. 

Travel agents can visit www.celebritycentral.co.uk for more information. 

President and chief executive Lisa Lutoff-Perlo said: “Everything we do at Celebrity is driven by the desire to redefine what today’s luxury looks and feels like, with experiences modern travellers want. 

“With the launch of our Edge Series ships, Celebrity Edge and her brand-new sister ship Celebrity Apex, we tapped into a powerful ‘New Luxury’ culture - relevant, relaxed, design-focused and inclusive.

“Today, nothing is more luxurious than when things are extra simple and extra special.  We wanted to bring that big wonderful feeling of ‘everything is taken care of’ to life for our guests.” 

Celebrity’s vice-president and chief marketing officer Peter Giorgi added: “After this challenging year, ease and peace of mind have become even more invaluable commodities.

“People want to spend more time being inspired, not getting lost in a myriad of booking options. Our new Always Included approach makes the purchase process simple and incredible – one decision and the wonder of a Celebrity cruise awaits.”