Industry leading partnership between Royal Caribbean Cruises and the APS

RCCL operates major cruise-line brands including Royal Caribbean International, Celebrity Cruises and Azamara Club Cruises

January 3, 2019

In a cruise-industry first, Royal Caribbean Cruises Ltd (RCCL) and global sales leader, the Association of Professional Sales (APS), have formed a groundbreaking partnership to create an industry-leading sales training programme with the opportunity for all RCCL salespeople to achieve APS accreditation.

Working with the APS, RCCL is pioneering a number of key systems and processes for their Europe, Middle East and Africa (EMEA) sales professionals, focusing on education and accreditation. The initiative recognises that team motivation and retention rates increase when staff are given the opportunity to develop their careers, and the partnership shows customers that RCCL staff are professional and ethical salespeople.

Our alliance will offer a revolutionary digital sales training academy with primary focus on the latest university-led sales skillsets, education and ethics.

In addition, the RCCL EMEA leadership team will be providing their salespeople with various levels of external sales professional accreditations throughout 2019, backed by the Association of Professional Sales.

Grant Van Ulbrich, Director of Sales Effectiveness, EMEA 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-plus business-to-business salespeople across Europe, Middle East and Africa, as we focus on becoming the most professional sales force in our industry.”

Stuart Leven, VP and Managing Director of RCCL EMEA, 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.

The Symphony Of The Seas, one of the ships in Royal Caribbean’s extensive fleet

“Then they can move on to sales diplomas and become certified through continuing professional development.”

Andrew Hough, co-CEO of the APS, said: “Royal Caribbean Cruises Ltd. is a globally recognised leader of cruise-line brands, highly respected within the holiday and travel and tourism sector and we are delighted to be working with them. The APS is very impressed by RCCL’s leadership and their ambition to build strong customer relationships by developing an ethical and highly professional sales force.

“In a competitive market, RCCL and their brands are putting guests first by developing skilled salespeople and recognising their important role at the heart of the company. We are pleased to work with partners who share our values for self-development and ethical, professional sales.

“We will be focusing on supporting and developing Royal Caribbean’s online training platform to make sure it translates into a business benefit for the organisation and their partners, so we can push ahead with our affiliation on a global stage.”

About Royal Caribbean Cruises Ltd
Royal Caribbean Cruises Ltd (NYSE: RCL) is a global cruise vacation company that controls and operates four global brands: Royal Caribbean International, Celebrity Cruises, Azamara Club Cruises and Silversea Cruises. We are also a 50 percent joint venture owner of the German brand TUI Cruises and a 49 percent shareholder in the Spanish brand Pullmantur Cruceros. Together, these brands operate a combined total of 59 ships with an additional 17 on order as of November 30, 2018. They operate diverse itineraries around the world that call on all seven continents. Additional information can be found at:,,,,,, or

About the APS
The Association of Professional Sales is the leading authority for salespeople, a not-for-profit organisation, reinvesting in the sales profession to build standards, trust and education. The APS is engaged with MPs to promote professional selling across UK businesses and has worked with the government and business leaders to establish sales apprenticeships up to degree and master’s level. We are also campaigning for a Royal Charter to give skilled, ethical salespeople the same status as other professions like accountants, lawyers, architects and surveyors.

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