Royal Caribbean Cruises is working with the Association of Professional Sales (APS) to create a new sales training programme.

The company aims to provide EMEA sales members with a digital sales training academy, focusing on the latest university-led sales skillsets, education and ethics.

In addition, the RCCL EMEA leadership team will be providing their sales teams with various levels of external sales professional accreditations throughout the year, backed by the APS.

RCCL director of sales effectiveness EMEA Grant Van Ulbrich said: “This partnership is a first for the cruise industry and together we are creating a best-in-class development structure for our EMEA sales professionals here at Royal Caribbean Cruises Ltd.

“By teaming up with the APS, RCCL and our brands are joining a network of world-leading organisations.

“The initial phase of our relationship covers 185+ business-to-business salespeople across Europe, Middle East and Africa, as we focus on becoming the most professional sales force in our industry.”

RCCL EMEA VP and managing director Stuart Leven added: “We’re thrilled that by the end of this process, all of our EMEA sales professionals will be invested in and tested on their ethical selling skills, and those who pass the independent APS test will be professionally registered.”

RCCL also includes Celebrity Cruises and Azamara Club Cruises.