Bright horizon for sales team at Royal Caribbean Cruises Ltd

Graham Smith, APS Head of Corporate Success (centre) presents Investor in Sales award to the RCCL sales team. Grant Van Ulbrich, Director Sales Improvement at RCCL is pictured on the right.

Friday 31 May 2019

Congratulations to Royal Caribbean Cruises Ltd (RCCL) who have just been presented with the Association of Professional Sales (APS) Investor in Sales award for passing our professional registration assessment.

Professional Registration with the APS demonstrates a commitment to ethical selling and our Investor in Sales award is granted to sales teams when more than 50 percent pass our exacting test.

To date, 66 percent of RCCL’s pan-European sales force have passed the exam – more than 130 salespeople – highlighting their focus on building strong, trusting relationships with their customers, and their campaign for continuous professional development.

Grant Van Ulbrich, Director Sales Improvement at RCCL and a Fellow of the APS said: “We are very proud of our sales force members that have earned their APS professional registration. As of today, we have 66 percent of our population, out of 200 across the EMEA region, that have successfully earned their registration.

“‘The exams were tough!’ was the most common comment from our team, and they should be in my opinion. This is step one of our journey with the APS as we work diligently to build out our new digital sales academy in partnership with the APS.

“Our goal is for all of our sales force to earn their second accreditation of “Certified Sales Professionals”. Bringing professionalism and accreditation to the sales profession can differentiate you from the competition. And it’s the right thing to do for our customers.”

Earlier this year in a cruise-industry first, Royal Caribbean announced a ground-breaking partnership with the APS. Our partnership has seen the organisations create an industry-leading sales training programme as well as offering all RCCL sales members the chance to achieve APS accreditation.

As part of RCCL’s drive to develop a skilled, ethical and knowledgeable sales force, they have just gone live with their first learning pathway for Spark their digital sales training academy.

Sales teams who work with RCCL in either Royal Caribbean, Celebrity Cruises, or Azamara Club Cruises can access a host of training modules to hone their selling skills covering all areas of selling including: retail sales management, account management, business development, sales support and direct sales.

Graham Smith, APS Head of Corporate Success said: “Congratulations to the dedicated sales team at RCCL. Their commitment to ethical selling means they are putting customers first and demonstrating they are trusted partners.

“Working with the APS gives that added credibility when RCCL goes to the market, and their drive to develop a skilled professional sales team is a credit to their individual sellers and their inspirational management team.

“We are delighted to be working with RCCL – a globally recognised leader in the travel and tourism sector – and look forward to continuing to build a strong partnership with a company which shares our values for self-development and ethical, professional sales.”

About APS Professional Registration
During the APS professional registration assessment, each candidate is asked 40 questions about ethical, selling dilemmas. The questions relate to the anti-bribery act and common work-based scenarios that a seller might have faced in the past or could do in their future sales career. The test assesses a candidate’s ability to do the right thing for their customers and act in a consistent and ethical manner.

The test questions were formulated in partnership with university academics and the founding sales leaders of the APS to ensure relevance and rigour. This is not a ‘tick-box’ compliance exercise; candidates need to score at least 65% to pass.

Click her to view the APS professional register: (

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 ethical, professional selling across UK businesses and has worked with the government, business leaders and academics to establish sales apprenticeships up to degree and master’s level. We are also campaigning for chartered status to give skilled, ethical salespeople the same recognition as other professions like accountants, architects, and engineers.

Click here to see the benefits of joining the APS.

Click here to see what APS members say about the Association.

About Royal Caribbean Cruises Ltd
Royal Caribbean Cruises Ltd (NYSE: RCL) is a global cruise, holiday company that controls and operates four global brands: Royal Caribbean International, Celebrity Cruises, Azamara Club Cruises and Silversea Cruises. They 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. As of November 2018,  another 17 ships were on order. RCCL runs diverse itineraries around the world that call on all seven continents. Additional information can be found at:,,,,,, or