Cruise Amour to Adopt a Straight Talking Approach to Cruise Pricing

PORTSMOUTH, England, January 10, 2011 - Cruise Amour has announced it is teaming up with Royal Caribbean and
adopting a "straight talking" approach to cruise pricing.

Cruise Amour was one of the first companies to adopt the "What you see is
what you get" approach to pricing and move away from confusing early booking
discounts or onboard offers, something that is considered a staple of Cruise
Line pricing strategies. Instead, Cruise Amour and Royal Caribbean are urging
consumers to book early in order to take advantage before cabins on Royal
Caribbean cruise ships (www.cruiseamour.co.uk/royal-caribbean/ships/)
sell out, an approach Cruise Amour is happy to give its full support.

Royal Caribbean has ditched confusing "early booking" discounts in favour
of simply offering customers the lowest possible inclusive prices.

In addition to a nationwide TV, radio, and national press advertising
campaign, Royal Caribbean will be pushing the straight-talking pricing drive
in partnership with Cruise Amour. Mark Walter, head of field sales, Royal
Caribbean International, explained: "The new 'what you see is what you get'
campaign marks a step-change in the promotion of cruising. All the prices and
campaign elements are aimed towards making it easy for first-timer cruisers
who will be comparing a holiday at sea with traditional land resorts
options."

Tim Hurrell, Managing Director of Cruise Amour added: "For us this is
fantastic news. It's great to see Royal Caribbean launching a
turn-of-the-year campaign that truly benefits the customer. As it is, booking
the right cruise holiday is hard enough as every time customers look at
booking a cruise they have to pull out the calculators to add up all the
different elements. For us, a cruise line adopting an attitude like this is a
welcome step forward and great news for customers. We can already see that
there is a real parity between Royal Caribbean's customer base and onboard
innovations and Cruise Amour's target audience and on-line initiatives, so
long may the partnership continue.

"The question now is will other cruise lines join Cruise Amour and Royal
Caribbean in adopt this clear approach to pricing?" continued Hurrell. "We
will be ensuring all our customers are made aware of Royal Caribbean's new
approach to pricing so they can take advantage of the superb offers
available."

About Cruise Amour:

Cruise Amour (www.cruiseamour.co.uk/) is part of the Freedom
Travel Group a subsidiary of Co-operative Travel. Specialising in selling
cruise holidays, including Royal Caribbean cruises, (
www.cruiseamour.co.uk/royal-caribbean/deals/) and Mediterranean
cruises.

Cruise Amour was started in December 2008 and is regarded as the "best in
industry" when compared to other on-line cruise agencies, offering the latest
deals, offers and Royal Caribbean cruise reviews. (
www.cruiseamour.co.uk/royal-caribbean/reviews/)

    PR Contact:

    Tim Hurrell
    Managing Director
    1000 Lakeside
    North Harbour
    Portsmouth
    PO6 3EZ
    +44(0)2393990036
    www.cruiseamour.co.uk

PR Contact: Tim Hurrell, Managing Director, 1000 Lakeside, North Harbour, Portsmouth, PO6 3EZ, +44(0)2393990036