Exclusive: How ROL Cruise built 30 years of customer loyalty
As ROL Cruise celebrates its 30th anniversary, CEO Rosie Cairns and CCO Sarah Wikevand reflect on what it takes to nurture a successful business
As I step inside the ROL Cruise headquarters in Lexden House, Colchester for the first time, it’s clear to me why the business has not just survived, but excelled through some of the travel industry’s toughest times.
There’s a buzz around the building; one that can only be emulated when everyone is fully focused on the same mission – to bring exceptional cruise holidays to British travellers.
I’m here to catch up with chief executive officer Rosie Cairns and chief commercial officer Sarah Wikevand amid the company’s 30th anniversary – an achievement worth shouting about given the uphill battle that the cruise sector has faced during the past three decades.
“I think the first word that springs to mind for both of us is proud,” Cairns says as she explains how it feels to have made it to 30 years.
It would be easy for Rosie and Sarah to talk about how business is booming – which, albeit true for ROL Cruise, isn’t the most important item on the agenda for the afternoon. “We’re stronger than ever thanks to our employees – which we now refer to as co-owners, having transitioned to an employee-owned company in November 2024,” Cairns explains.
The importance of people to Cairns, Wikevand and the wider ROL Cruise executive team is undeniable. And it goes further than a cliché saying, evidenced by the company’s decision to reshape the structure of its business to put its workforce in the driving seat.
The company employs 138 people, with a staff retention rate of 98 per cent and average length of service exceeding seven years. More than half of its employees have been with the firm for more than five years, while 34 per cent have dedicated a decade or more to the brand.
Core values Key to maintaining this high level of employee satisfaction, Wikevand explains, is staying true to the pillars which the company was founded upon. “We’re really proud that we still operate with the same core values as when we started,” she says.
“We look after our customers from the moment they inquire all the way through till they come home – and this is the same philosophy we implement with our partners and staff.” Investing in current staff rather than “chopping and changing” teams has helped the company build a strong customer base, Cairns adds.
“Our customers want to know that who they talk to has got experience. A lot of our staff have gone on educational trips so they’ve experienced destinations like the Galápagos and Antarctica, which makes it so much easier when it comes to helping a customer pick a holiday.”
To mark the 30th anniversary celebrations, ROL will host a summer party in the grounds of Lexden House for its staff, and an afternoon tea with guest speakers for loyal customers. “Events like these are important for us to meet our customers face to face; being a call centre, it’s great that people have that interaction with our consultants,” Cairns says.
We look after our customers from the moment they inquire all the way through till they come home – and this is the same philosophy we implement with our partners and staff
Future innovations While staying true to the company’s founding principles, Cairns and Wikevand are acutely aware of the importance of updating ROL’s product to keep up to speed with the evolving landscape of customer booking habits.
This year ROL will launch its first-ever app, which will make the company the first independent cruise retailer to offer a mobile platform. The app will support customers with insight and guidance on different cruise operators and itineraries, before prompting users to get in touch with the ROL team to secure their holiday.
The company has also begun the early stages of becoming a certified B Corporation to highlight its commitment to sustainability. “It’s important to all our co-owners [employees], partners and customers to show that we care about our environmental footprint,” adds Cairns.
Whatever is to come for ROL, it’s clear the people who have put the retailer on the map will continue to play a vital part in the company’s successes.
