By
Cherie Rowlands |
Celebrity Cruises is establishing a brand-dedicated, Singapore-based team in a bid to boost its profile in Asia, delegates at the annual Cruise Shipping Asia conference heard, on 9 October.
Kelvin Tan has become commercial director Asia Pacific, with immediate effect and will oversee the brand's commercial, marketing, trade support and sales within the region. At the same time he will continue partnering with the corporation's international representatives in Asia.
Celebrity Cruises president and CEO Michael Bayley said: “The Asia Pacific has great potential for Celebrity Cruises and this will best position the Celebrity brand for future growth in this dynamic region. It has a high percentage of affluent travelers who are eager for more premium cruise options, which Celebrity Cruises can deliver. As a result of this development, our brand will get greater visibility and our travel partners can expect even more attention and support.”
In his previous role as regional director of parent company, Royal Caribbean Cruises Ltd, Tan spearheaded Royal Caribbean International’s expansion into Asia. Alongside his sales and marketing responsibilities he was in charge of deployment and itinerary planning for the company’s Asia cruises.
“Kelvin is the perfect executive to spearhead our growth in Asia,” Bayley said. “He has a wealth of experience and knowledge, having strongly contributed to Royal Caribbean’s expansion in Asia over the past eight years. He is also well respected by his peers throughout Asia for his passion and commitment to cruising. I am confident Kelvin will help put Celebrity Cruises on the Asia map and in the minds of affluent Asian consumers when considering a premium cruise holiday.”