Celebrity Cruises has launched a global trade training programme aimed at helping agents understand the “needs of affluent customers”.

The Feeling Like A Guest (FLAG) programme explains what the term ‘new luxury’ means, understanding Generation X and their booking habits, and why people should join a Celebrity Cruises sailing.

The 60-minute guide includes short modules with videos, downloadable materials and a quiz.

More: Celebrity considers basing Edge-series ship in UK

All FLAG training is available to agents when they log in to trade platform Celebrity Central.

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.”

She added: “We believe that this focus will help our travel partners to increase their database of affluent clients, in turn leading to more business, more repeat customers and higher value bookings.

“If they get that right, they will not only earn more commission but generate a higher revenue for their business.”

More: Celebrity Cruises launches largest-ever UK trade survey