Celebrity Cruises’ New Booking Program

Celebrity Cruises launches new booking program—Go Big, Go Better, Go Best. (Photo courtesy of Celebrity Cruises.)
Celebrity Cruises launches new booking program—Go Big, Go Better, Go Best. (Photo courtesy of Celebrity Cruises.)

Celebrity Cruises launched a new booking program on July 6 that allows cruise passengers to choose from three unique booking categories. The Go Big, Go Better, Go Best program gives travelers a choice of four amenities, including a classic beverage package, unlimited Internet, prepaid gratuity, or a $300 onboard credit per stateroom. The Go Big option allows travelers to choose one of the four amenities; the Go Better option includes two of the four amenities; and the Go Best option includes all four amenities, giving travelers “an all-inclusive experience,” according to Dondra Ritzenthaler, senior v.p. of sales for Celebrity Cruises. Also, with the Go Best option, the beverage package is bumped up from a classic beverage package to a premium package, which includes sodas, juices, wines, and more alcohol brand options than what’s offered in the classic package.

“The new program gives guests the option to choose the Celebrity Cruises vacation they want,” adds Ritzenthaler. “It’s a plus for the agent because the amenities are now part of the cruise fare, so the agent gets commission on it. Before, when guests purchased an amenity onboard, the agent didn’t earn commission on those purchases.”

This new booking program also benefits the guest because if they purchase a cruise fare, and then buy these amenities separately, it would be more expensive than the value Celebrity Crusies is giving them as part of the Go Big, Go Better, Go Best packages, adds Ritzenthaler.

Go Big, Go Better, Go Best will be available for sailings from October 2015 through April 2017 on all Alaska, Caribbean, and European sailings. Currently, the program isn’t offered on the Xpedition itineraries, or transatlantic and transpacific sailings. The reason, Ritzenthaler explains, is because Xpedition cruises are already all-inclusive. However, Ritzenthaler points out that the company is looking at including it for transatlantic and transpacific sailings when they open deployments. “We’re watching this and will possibly make tweaks to it, and that’s something we’re looking at when we make our new deployments,” she adds.

Celebrity Cruises has already presented the new program to about 2,000 travel agents, and Ritzenthaler says the feedback has been outstanding. “Travel agents are ecstatic. They’re telling us it’s fantastic and thanking us for giving consumers a choice and agents the commission. I haven’t had one negative feedback.”

In conjunction with the new program, Celebrity Cruises will be rolling out the Go Big, Go Better, Go Best Sweepstakes for agents who book Oceanview Staterooms or higher categories for sailings departing Oct. 1, 2015 through April 30, 2017. Prizes include a cruise vacation and Go Big, Go Better, Go Best perks. More details on the sweepstakes will be available after the July 6 launch. For more information, visit celebritycruises.com.