In 1993, I found myself navigating an unexpected route into the travel industry. At the time, I was running a business that provided holiday competitions to both local and national newspapers and magazines. A pivotal meeting with a major supermarket magazine set the course for my future. Their sole interest lay in offering a cruise as a prize. The only cruise ship I was familiar with was QE2, so I reached out to Cunard with a proposal - offering a transatlantic crossing in exchange for a double-page spread. The results were phenomenal, leading to several successful promotions. Eventually, Cunard made an intriguing suggestion: Why not sell their cruises as a travel agent? Thus, Reader Offers Ltd. was born, a name surprisingly available when I registered it with Companies House.
The early years were fraught with challenges, particularly in sourcing the right staff and the best media platforms for promotion. Our advertising agency, Conrads, urged me - despite my scepticism - to invest in full-page advertisements in the national press. They were right. One memorable misstep, however, came in the form of an unfortunate typo. A double-page spread in the Civil Service Motoring Magazine proudly advertised as a ‘Christmas Cruise Sale’ - except, in my rush, I had omitted the ‘S’ in Christmas. While this caused quite a stir, I was eventually forgiven.
Our very first cruise booking was a transatlantic voyage to New York aboard the QE2, with a business-class return flight on British Airways. From that moment, the business continued to expand, and my personal involvement in the industry deepened. One of my fondest memories is visiting Saint-Nazaire during the construction of Queen Mary 2. The sheer scale of the project was breathtaking. On one visit, a red London double-decker bus was parked under the stern of the ship, a striking visual that emphasised her vast size. Inside, a labyrinth of cables, pipes and metalwork stretched as far as the eye could see - an overwhelming sight that underscored the complexity of building such a grand vessel.
The cruise industry has evolved tremendously over the past three decades. Where once options were limited, today, there are countless choices, from vast ocean liners to intimate river cruises, ensuring there is something for everyone. Despite some misconceptions, many who believe cruising isn’t for them are often converted after their first voyage. Our job has always been to find the right cruise for each individual, and more often than not, they return for another trip.
Key business decisions have shaped Reader Offers Ltd. in many ways. One of my best decisions was hiring Jeremy Dickinson. Previously of USAirtours, Jeremy joined as Head of Business Developments, Jeremy’s arrival marked a turning point for the business. His vision and leadership led to the creation of Cruise Miles®, a concept that played a pivotal role in driving growth. When I retired, Jeremy, alongside the senior staff, continued to drive the business forward with dedication and vision.
Looking to the future, I hope ROL Cruise, now an employee-owned business, will continue to expand and innovate, bringing new ideas to benefit its shareholders - its employees. The new senior management team now bears the responsibility of guiding the company forward, delivering exceptional service to customers while fostering a supportive environment for staff. I have every confidence that they will steer the company towards continued growth and prosperity.
As I reflect on this journey, I feel immense gratitude for the opportunities, challenges, and successes that have defined my career. It has been an incredible voyage, and I wish the entire team smooth sailing ahead.
