Royal Caribbean International’s restructure will be centred on a focused trade sales approach, Ben Bouldin, new vice-president of EMEA, has said.

The restructure, which saw Sean Treacy become senior vice-president of international, will make the Europe, Middle East and Africa (EMEA) regions single branded, replicating the UK model.

Bouldin said: “The new EMEA structure for Royal Caribbean International is based on three fundamental changes to how we conduct commercial operations in our international markets; a focused trade sales approach, centralisation of most of our shared service and support functions and a single branded focus across all markets.

“The UK market has been a single-branded for a while. We’re now replicating this across EMEA and internationally to drive efficiencies and to strive to be best-in-class.”

Bouldin, who was associate vice-president and managing director, UK & Ireland, will now report directly into Treacy, alongside Gavin Smith, vice-president and managing director, Australia and New Zealand; Angela Stephen, associate vice-president and managing director, Singapore and south-east Asia, and Alberto Muñoz Quiros, associate vice-president, Latin America and Caribbean.

“I’m delighted to take on the new role as VP EMEA. It’s a hugely exciting time for Royal Caribbean,” Bouldin added.

“We have some incredible new hardware lined up including Quantum-class ship, Oddessy of the Seas, which will launch in November this year in Florida before sailing from her homeport of Rome from May 2021. Running in tandem to our new fleet additions, is our continued Royal Amplification programme, which is enabling guests to rediscover their favourite ships with new, unforgettable features.

“It’s not just at sea that we’re redefining holidays. The establishment of our Perfect Day exclusive private island collection is ongoing, with developments at Perfect Day in CocoCay in the Bahamas, launched last May and is proving to be a huge success and a firm guest favourite.”

To find out more about Royal Caribbean, visit royalcaribbean.com.