By
Rebecca Gibson |
Royal Caribbean Cruise (RCL) is to create three individual businesses for its Royal Caribbean International, Azamara Club Cruises and Celebrity Cruises brands in the UK and Ireland – the company’s second largest market.
The changes, which will take place over the next six months, are to come into effect in January 2014 following an extensive review into the company’s rapid global expansion.
In a statement, RCL indicated that the proposed restructure recognises the company’s growth and positions each cruise line for future development through brand-specific sales, revenue and marketing functions. “This is an important milestone in the history of the global business and it is the first time outside North America that any of the brands in the portfolio have enjoyed such commitment, focus and investment,” the company said.
In addition, the multiple global guest and trade service centres for the Royal Caribbean International and Azamara brands are to be consolidated into a smaller number of centres operated by external partner Xerox in Guatemala, Romania and the Netherlands. A Celebrity Cruises guest and trade services team, dedicated to the UK and Ireland, will be set up in the UK.
Concluding its written statement, the company said: “All of the proposed changes are being reviewed in order to best position the business for future growth, while maintaining a competitive edge and a strong customer service for trade partners and guests.”