Colchester-based ROL Cruise is celebrating 30 years in business – and recognition as one of the UK’s best employers. CEO Gemma Cairns chats to East Anglia in Business about her company secrets to success.
The independent cruise specialists were ranked second in the UK’s Best Companies to Work For 2025, and first in the East of England and the hospitality and leisure sector. The company also recently marked its first anniversary as an Employee-Owned Trust, which saw the 140-strong team all become co-owners, along with a world-class 3-star accreditation for staff engagement.
Q: Congratulations on your recognition in UK’s Best Companies to Work For. What made ROL Cruise stand out for the judges?
Thank you; it’s something we’re incredibly proud of. I think what really stood out is that our culture hasn’t been built overnight; it’s been part of ROL Cruise for decades. We’ve always believed that if you look after your people properly, everything else follows.
We have a genuinely engaged, loyal team – many of our co-owners have been with us for years, even decades – and that creates a very different environment. There’s a real sense of pride in what we do and how we do it.
Becoming employee-owned has strengthened that further, as everyone now has a direct stake in the company’s success.
In my view, it’s not about ticking boxes but about creating a place where people feel valued and motivated. When you get that right, it shows in both service and results.
Q: Tell us a bit about your own professional background.
My background was originally in selling mortgages and life insurance, which gave me a strong grounding in sales, but more importantly taught me to never lose sight of what something means to the customer. Even if it’s your 20th deal, for them it’s their dream home.
That mindset has stayed with me. At ROL Cruise, we’re helping people plan what is often a once-in-a-lifetime experience, so every booking matters.
joined ROL Cruise via a recruitment agency. I’ve always loved travelling so it felt like the right fit. Over time, I progressed through the business, learning every aspect of how we operate, which has shaped how I lead today.
Q: How did ROL Cruise begin?
ROL Cruise was founded over 30 years ago with a simple idea: to offer customers something more than a standard booking experience. From the start, the focus was on expertise, service and long-term relationships.
We’ve grown significantly, evolving with the market – we started by selling via Teletext, so times have certainly changed! We have introduced new technology and expanded our offering, however we’ve always stayed true to helping people find the right cruise for them.
That balance between growth and staying grounded has been key to our success.
Q: What were the early days like?
Like many businesses, the early days were very hands-on. It was all about building trust, one customer at a time, and really understanding the product inside out.
What’s changed is the scale however that spirit is still very much part of who we are. Even now, we encourage our team to immerse themselves in the product: to visit ships, experience destinations and really understand what they’re selling. There’s no substitute for that kind of knowledge.
Q: How has the industry changed then and now?
The cruise industry has evolved hugely, with incredible innovation in ships, destinations and experiences. There’s now something for everyone, from large, entertainment-led ships to smaller, more immersive journeys.
Customer expectations have also changed. People are more informed, want more personalised experiences and need confidence they’re making the right choice.
Q: The company has a very high staff retention rate. How do you manage your ‘people-first’ culture and what difference has it made?
Yes, it’s currently at 98% and for me, I think it comes down to genuinely valuing people. We invest in our team, listen to them and make sure they feel part of the bigger picture.
One of the things I love most is seeing the company come together at key moments, like when a new cruise goes on sale and we’re managing a huge volume of bookings. It really is “all hands-on deck”, and there’s such a buzz across the whole business.
That creates a strong sense of unity and shared purpose. When people feel that, they’re more engaged and more likely to stay. The impact is huge, creating happy, committed people who deliver a better service. That’s what keeps customers coming back.
Q: Why did you decide to become an employee-owned trust? What does this entail, and what does it mean for the team?
Becoming an employee-owned trust felt like a natural progression. We’ve always had a loyal team who play a huge role in our success, so it made sense to give them a formal stake in the business.
That really stood out during the pandemic. It was an incredibly tough time for the travel industry, but the dedication we saw from our team was amazing. People were working harder than ever, often under real pressure, and it made me think about how we could properly recognise and reward that commitment.
When the opportunity came to become employee-owned, it felt like a very fitting step for us. I’ll always remember announcing the news to the team – it was a very special moment for everyone.
Q: Times are tough: how has ROL Cruise managed to grow and thrive in a competitive marketplace?
It’s a competitive space with ongoing economic pressures however we’ve stayed focused on delivering expertise, value and exceptional service.
People want more tailored experiences and reassurance they’re booking the right cruise so that’s where our knowledge really comes into play.
We’re still seeing strong interest across the board, from luxury and expedition cruising to more traditional ocean cruises. There isn’t one “most popular” type. It depends on every individual.
Q: Tell us a bit about your charity work and volunteer days.
Giving back is a big part of who we are. We support a range of charitable initiatives and encourage our co-owners to get involved in volunteer days, which can be incredibly rewarding.
Last year, we raised just over £120,000 for local and national charities, supporting causes such as Macmillan Cancer Support, the Royal British Legion, local foodbanks, education initiatives and environmental projects.
We also focus on making a difference locally. For example, we’ve become the first corporate sponsor of Colchester Foodbank, alongside hands-on volunteering. It’s important to us that we are actively involved, not just donating.
Q: Your new ambassador is Sally Gunnell. How did the partnership come about?
Sally is an incredible role model and the partnership felt like a natural fit. She represents values that are important to us such as dedication, wellbeing and resilience. It came about through a shared alignment in those values.
As an ambassador for our Cruise Miles loyalty programme, Sally helps bring them to life, whether through campaigns, team engagement or raising awareness of what we do.
Q: Future plans for growth, development or new routes?
We are continuing to invest in our people, technology and our overall customer experience, all while staying true to what makes ROL Cruise special.
There are always new ships, destinations and opportunities emerging in the cruise industry, and we’re focused on making sure our customers can access the very best of those, through the strong relationships we have with our cruise partners.
At the same time, we’re continuing to strengthen our position as the UK’s number one independent cruise specialist, building on the trust and loyalty we’ve developed over the past 30 years.
Q: Anything else to add?
I think the main thing I’d say is that our success always comes back to our people. Whether it’s our co-owners or our customers, everything we do is centred around them.
