Bjorn Erik Julseth is the quintessential on-board cruise line executive—terrific credentials, an evident record of success on the way to this moment, and a very clear enthusiasm for his ship and the business of running it very well. This native Norwegian has built on a foundation of studies at his nation’s Hotel Academy and the famous Cornell University School of Hotel Management to achieve a remarkable breadth of experience ashore and afloat.
The initial assignment was the management of The North Cape, Europe’s northernmost tourist resort, but fairly soon the saltwater that seems to flow in so many Norwegians’ veins took over and he went to sea. His first stint was with Norwegian Cruise Lines where he eventually served as Hotel Director on the SS Norway and later he joined Royal Caribbean International in 1998. In between, he was Operations Manager of the Athletes Village at the 1994 Winter Olympics in Lillehammer, Norway. His cruise ship-style management skills for feeding and housing the athletes and staff in a rather remote winter setting aptly met the demands of the two-week event.
On his voyage, Roger J. Ritchie met with Mr. Julseth during a half-hour break in his 14-hour day, Excerpts from their conversation:

Ritchie: Can you define the personality of the Jewel of the Seas?
Julseth: I think, first of all, this ship is a Jewel—she is beautiful, there could not be a better name for this vessel – but, importantly this is a happy ship. The staff are well looked after and company’s respect translates into good service… from a happy team. The varied itineraries we undertake in the Jewel also give the team some variety. This ship is a wanderer and that’s stimulating for all onboard.

How do you achieve consistency though the fleet?
The Hotel Directors of all the Royal Caribbean fleet meet annually in Florida to review every detail of operations. Successes are shared and problems resolved. The fleet Captains also meet in this fashion at the company headquarters. The best ideas are translated into policies throughout the fleet and new concepts introduced from management for review.

What changes are taking place in cruise holidays?
Well, we are all creating a huge market of discerning travelers with continually rising expectations. The ships are becoming more flexible in the ability to please a wider audience. Of course, our Rock Climbing experience demonstrates that—the changes needed to attract a younger group of customers. Our own growing group of four million RCI loyalty program participants is our scorecard on the efforts to accommodate developing tastes. We must win new customers while still pleasing those who see a cruise in a more traditional light.

What are you most proud of on the Jewel of the Seas?
Our staff performance.  I’m pleased that our team is achieving such a high level of customer response. We like to think of Royal Caribbean as an employer of choice for the staff onboard. When we achieve that, then the staff attitudes will in turn make me proud. The company’s training programs are extensive and never-ending—we refresh our skills all the time. We hire people with the right attitude, so that everyone can achieve the Gold Anchor standard; it’s our measure of the best in staff performance.

What is in the future for cruising?
Ever more choice. The new ships on the quite-near horizon will give passengers even more choice, providing a more extensive daily selection of activities and services than ever before. Those who love this Radiance class of Royal Caribbean ship will continue to enjoy this “right sized” cruise experience while the newer, larger vessels will sparkle with added options, just as fresh as the innovative ships in the RCI fleet at the present. Royal Caribbean has consistently introduced new features and creative ideas to attract new cruisers and still retain the current passenger roster—and that is the future… combining new popular new treats with the favorite fare.