Celebrity Cruises says agents helped it target ‘new luxury’ customers

Celebrity Cruises has recognised its agent partners in helping it target the ‘new luxury’ Gen X consumer following the launch of its newest Edge-series ship, Celebrity Beyond.

Jo Rzymowska, managing director for UK & Ireland, said the line had “done a lot of work” to appeal to a more affluent demographic as it looked to “futureproof” its model following the pandemic.

Celebrity Beyond’s exclusive area for suite-class passengers, The Retreat, features a new two-storey sundeck, 20 additional Aquaclass Suites and so-called Personal Retreat Hosts.

“We learned a lot by talking to our high luxury travel partners who really offer this concierge service to their customers every day,” Rzymowska said.

“They might have customers who spend £150,000 with them a year and we’ve learned a lot from them and we’re adapting to that.

“It’s really about understanding the psyche of what we call the new luxury and the Gen X.

“They are affluent, they are the ones who are the decision makers and they’re now in their 40s and 50s.

“The reality is [we need] to futureproof the organisation based on everything that we’re doing, the way in which we’re designing our ships and the kind of offering that we’re giving on board in entertainment and in design.

“It’s absolutely spot-on for those who truly appreciate the finer things in life.”

Rzymowska said that, following agent feedback, the line had installed a dedicated concierge team in its contact centre and improved its marketing material and high-end collateral, most recently launching a digital selling guide for Celebrity Beyond.

The line also recently unveiled Hollywood actress and founder of health brand Goop, Gwyneth Paltrow, as its new ‘wellbeing advisor’.

“We are an accessible organisation, so any partners out there who want to understand more from us about the work that we’re doing, who we’re targeting and the tools that we can provide them with, without a doubt if they’re not already talking to us, please do,” she said.

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