JO RZYMOWSKA
managing director
UK & Ireland,
Celebrity Cruises

How long have you worked in your current job and what attracted you to the role?

I became the first ever managing director for the UK and Ireland standalone Celebrity Cruises business in January 2014. I have worked with the umbrella RCL Cruises Ltd business since the beginning of 2005 when I joined as sales and marketing director.
Before I started at this business I didn’t think I would be interested in the cruise sector, and then when the role came up I looked at it in more detail and discovered what a dynamic, fascinating, fast paced and passionate industry it is. I have never looked back.

What do you like best about the cruise industry?

Pretty much everything! I’m very lucky to work with an innovative business that is always willing to try something new and to do differently. The drive to innovate comes from the absolute top, and it is reflected in everything that our UK and Ireland team does. I absolutely love both the fun and the challenges that come with this – I am surrounded by people who push me and our business forward every day and that is extremely motivating.
The people in the cruise and travel industry are also something that the sector is renowned for. We are all united by our passion for cruise, and our determination to get more people to enjoy holidays at sea.

How is your company different to other cruise lines?

At Celebrity Cruises we push ourselves to be different, and to ensure that the experience our ships offer cannot be matched anywhere else. From our award-winning food and wine, to the range of in-destination experiences, and the incredible service on-board our ships, we make sure that our guests understand the relaxed and understated concept of ‘Modern Luxury Lives Here’ from the moment they start their holiday. We continue to enhance and add to this to ensure that Celebrity Cruises always stands out. For example, a more inclusive approach for those staying in our Suite Class accommodation, and the new additions of a Rooftop Terrace venue on Celebrity Infinity and Celebrity Summit.

What are you looking forward to most about your job over next twelve months?

2016 is gearing up to be a really exciting year for Celebrity Cruises. I’m excited about our new cruises sailing from Abu Dhabi for the first time. They begin towards the end of the year and feature some fascinating destinations such as Goa and Mumbai. In summer 2016 our first guests on the new Jet Set Sail programme will fly from Stansted Airport’s VIP private jet terminal to join their cruise in the Mediterranean – flying in style is definitely something that is on my list to do.

How has the cruise market changed in the last 10 years?

Excitingly for everyone in the cruise sector there is a greater understanding of a cruise as a mainstream holiday option. The investment by cruise lines in new ships and new features has been extensive, and holidaymakers are excited by the incredible facilities and opportunities that a holiday at sea can bring. In the last ten years we’ve seen the average age of our guests continue to fall, and more families – particularly extended families – take to the sea.

What is the target market of your company?

Our target guests are those who enjoy the finer things life, appreciate great food and service, and are prepared to pay more to experience the best. We call this target market ‘luxury lovers’ and we’ve been doing lots of training with our agent partners to help them understand how to sell cruises to this audience.

What is the biggest challenge facing cruise sales?

For any cruise business, growing the share of the broader holiday market will always be a challenge. In particular attracting the right people to the right cruise is a major challenge for those who sell cruise – get it right and you have a customer who is hooked for life. However, getting it wrong means that the customer will never consider a holiday at sea again. This is part of the reason that we invest so much in training our agent partners to help them match the right cruise brand to the guest’s holiday wish list.

How does the company work with the travel trade?

Working with the travel trade is part of our DNA, and our agent partners are like our right arm – we couldn’t do business without them. We have a programme called the Celebrity Commitment that defines what agents can expect from us.

· Exceptional Holidays: strong marketing campaigns and on board experiences to push holidaymakers to book Celebrity       Cruises experiences with their travel agent
· Exceptional Rewards: attractive commercial terms and incentives, including the loyalty programme Celebrity Rewards
· Exceptional Support: the best tools and resources, including training, for agents to help them sell Celebrity Cruises

Why should agents sell cruise rather than a land holiday?

Cruises offer so much more value for money, and a raft of destinations and experiences all packaged into one holiday than can be achieved on a land holiday. You unpack once and see a host of cities and wonderful places, all whilst enjoying some of the best food in the world, and incredible entertainment. I also hope that the clear commitment to agents from cruise lines like Celebrity Cruises makes us a favourable choice for their business.

What should agents focus on when selling cruise – price, experience, etc?

We always urge agents to sell on the experiences on offer. Our award winning training programme – Cruising for Excellence online – includes modules to help agents learn how to sell Suite Class accommodation, different regions of the world, and even certain ships. Whist cruise does offer great value for money, we urge agents not to sell on price – it is really important to us to attract the right guest to the right ship, and therefore an appreciation of the experiences on offer is what makes a guest book again and again.

CV

2014 – to date
Celebrity Cruises, managing director, UK and Ireland

2007 – 2013
RCL Cruises Ltd, associate vice president and general manager UK and Ireland

2005 – 2007
RCL Cruises Ltd, director of sales and marketing, UK and Ireland

2002 – 2004
Walt Disney Parks and Resorts, vice president, UK and Ireland

2001 – 2002
Disneyland Resort Paris, managing director, UK, Ireland and Nordics

1999 – 2001
Dreamticket.com, commercial director

1997 – 1999
Universal Studios Orlando, director of sales and marketing, Europe, Middle East and Africa

1995 – 1997
Walt Disney Parks and Resorts, manager, travel industry marketing, Europe, Middle East and Africa

1990 – 1995
Thomas Cook Travel Management corporate sales manager, Europe,
head of key accounts, UK

1987 – 1990
Hertz, regional sales manager (London and South)

1982 – 1987
International Leisure Group, assistant to general manager