Celebrity Edge is enticing more people to switch from land-based holidays to a cruise, according to Celebrity Cruises’ vice president and managing director, UK, Ireland and Asia.

Speaking to Cruise Trade News at a tour of Edge at its shipyard in France, Jo Rzymowska spoke of her excitement at how the “unique and different” ship is gaining traction among potential new customers.

“We’re seeing that [interest from new-to-cruise]. We’re working with our trade partners so they have what they need to switch people from a land-based holiday to Celebrity Edge,” said Rzymowska.

“There’s lot of things we do, thinking out of the box and working with partners to attract more new-to-cruise customers.

“We don’t want to be all things to all people. We are focused on guests who are prepared to pay more for the finer things in life, they appreciate great design, cuisine and food ­– those are the people we target.

“We invest massively in the trade, as we need to give them all the tools they need to ensure they can sell Celebrity Cruises.”

Edge, which sails its maiden voyage in November 2018, features a raft of innovative features, including the Magic Carpet, a platform which rises and falls on the side of the ship, as well as staterooms that include infinite balconies.

Rzymowska said that Edge has been designed “to give a feeling of space, lightness and brightness”, adding: “We’re taking everything to the edge and beyond.”

She also told of her delight at the news that the line will launch and christen the Celebrity Apex, the second ship in the Edge-class, in Southampton in April 2020.

“I’m super excited about this. I think it’s a real statement to how important the UK and Ireland market is.

“It’s a real commitment from the brand. Outside of North America, the UK and Ireland is the second most important market, and will continue to be so.”