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Royal Caribbean International And Celebrity Cruises Announce Details Of Sales Reorganization

- June 10, 2002 - Royal Caribbean International and Celebrity Cruises have re-defined the focus of their Sales Department's key account managers as part of their recent sales reorganization, designed to enhance the effectiveness of the largest and most diverse sales force in the cruise industry.

A single sales team has sold the two cruise brands since October 1997. On March 11, the company announced plans for separate key account managers for each brand. These managers will call on the more than 300 key accounts throughout the United States.

"This change will enable our key accounts to deal with specialists who work daily with the unique attributes of their specific brand," said Jack Williams, president and chief operating officer of Royal Caribbean International and Celebrity Cruises. "We believe this will strengthen the travel agents' expertise and enhance their comfort level in matching clients to the best cruise product. Having satisfied clients is the best way to grow everyone's business."

Within Royal Caribbean International, Ken Muskat, director of Key Account Sales East, and Robert Friedman, director of Key Account Sales West, will oversee key account managers. Within Celebrity Cruises, Andrew Bonichi, director of Key Account Sales East, and Tamara Bryant, director of Key Account Sales West, will supervise key account managers.

"We already have the largest and most diverse sales force in the cruise industry," said Mike Applebaum, vice president of Sales. "With our new structure, we will be able to further capitalize on our tremendous brands through our talented sales team that will be focused on helping our agency partners grow their business with Royal Caribbean and Celebrity."

With assistance from a single-branded key account manager who knows each product intimately, travel agents will become more knowledgeable about each brand's distinctive characteristics. They will better understand each brand's target market and make the right fit for their clients, whether it be the family-oriented, active lifestyle of Royal Caribbean International or the white-glove service and gourmet dining of Celebrity Cruises.

"We want to help our travel partners develop marketing strategies that will grow their client base, increasing sales and profitability," Applebaum added. "Our key account managers will consult with them to ensure that these strategies successfully incorporate the attributes of Royal Caribbean and Celebrity."

The brands are finalizing a geographic realignment of their U.S. regions, which they expect to announce later this month. Their regional sales directors and district sales managers will remain dual-branded and report to Patrick Mitchell, associate vice president of Field Sales. Canada's key account managers and district sales managers will continue to support both brands.

Royal Caribbean's key account managers will focus on promoting the most innovative and diverse hardware in the cruise industry. The brand's Voyager-class ships, Voyager of the Seas, Explorer of the Seas and Adventure of the Seas, with their rock-climbing walls and ice-skating rinks, are emblematic of the brand's groundbreaking cruise-ship designs.

Celebrity's key account managers will focus on the line's recently expanded fleet and the premium cruise experience it offers. Celebrity operated five ships with 8,200 berths from 1997 until the July 2000 launch of its first Millennium-class ship. Millennium, Infinity, Summit and Constellation, all launched in the last two years, bring the brand to 16,350 berths.

Royal Caribbean Cruises Ltd. is a global cruise vacation company that operates Royal Caribbean International, Celebrity Cruises, and Royal Celebrity Tours. Royal Caribbean International and Celebrity Cruises have a combined total of 23 ships in service and five under construction or on firm order. Royal Celebrity Tours operates land-tour vacations in Alaska and Canada utilizing the world's largest glass-domed railcars.


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