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Royal Caribbean to offer flight packages in Italy in 2012

In:
20 Sep 2011

Royal Caribbean Italy is planning on rolling out a new program that packages flights with their cruises, which will be called "Flight + Cruise" for the 2012-2013 cruise season.

Roberto Pirrera, marketing manager for Royal Caribbean Italy explained the new program, "In addition to new promotions and strengthening assistance in Italian, we propose, for the first time, cruise packages that include flights and which will enable us to meet the growing demand for this type of formula. "

Royal Caribbean also promises promotions and offers for families, those over 55 and married. A separate chapter is devoted to the Royal services, in particular Italian and assistance to the Crown & Anchor customer loyalty program which rewards loyal customers with discounts and exclusive services.

Outlook for European cruise demand looks weak

In:
19 Sep 2011

Investment Firm Raymond James surveyed travel agents to gauge cruise interest and European cruises look the weakest, which is bad news for Royal Caribbean.

In a note today, Raymond James said that Europe is likely to continue underperforming through the end of the year compared to other regions.  Contributing to the weakness is the dollar's relative weakness to the euro as well as higher air fares, all of which has resulted in much less demand by consumers in the United States to take a cruise to Europe.  Cruise passengers frequently have to take planes to connect with ships and to return home. European cruises tend to be more expensive than those in other areas.

In addition, recent political unrest was also cited by a few travel agents as another reason for less demand in cruising.

Raymond James is skeptical about cruise demand rebounding in the Mediterranean region until the end of the year. And consumers' economic anxiety is holding down cruise demand.

Royal Caribbean launches marketing campaigns in France and Italy

In:
15 Sep 2011

Royal Caribbean has launched two new marketing campaigns in Europe.  

In France, Royal Caribbean has published brochures advertising cruise departures from France.  Royal Caribbean released two new brochures "Cruise in Europe 2012" and "International Cruises 2012".  Available at all the tourism partners or on request, they include for the first time cruises from three French ports (Marseille, Toulon and Le Havre). 

In Italy, starting September 18, Royal Caribbean's new TV campaign will start,  "A vacation or a cruise any Royal?" planned for the TV networks of Mec La7 and the main Sky channels and Discovery.

It 'the first time that Royal Caribbean plans to run a TV campaign during the fall.

"After a successful summer campaign, back on TV in order to consolidate our brand awarenss has been increasing steadily, and push not only the next departures of winter, but summer 2012, the company will open the banner of novelties, with the opening of the home port of Bari and Messina, in addition to strengthening those of Genoa, Venice and Civitavecchia - Pirrera" says Roberto, marketing manager for Royal Caribbean Italy, "The campaign gives a nod to the typical customer of Royal Caribbean, the so-called active Socializer, or a person aged between 25 and 55 years of age, attentive to new, living life in an active and loves to socialize with people from other nationalities. "

Royal Caribbean names new Italy general manager

In:
12 Sep 2011

With a market share in Italy of 7%, Royal Caribbean is still looking to grow thanks to the numerous initiatives planned. The company has just appointed a new general manager for Italy, John Rotondo.

Rotondo, who replaces Lina Mazzucco, intends to continue the development already started by his predecessor. "The size of the group in Italy are not comparable to those of other big names. Therefore the objective is to grow, however, carving out a different role. "

Among the strengths of the group, which includes the three brands Royal Caribbean International, Celebrity Cruises and Azamara Cruises Club, surely the product. "To develop the Italian market is appropriate to increase the ports of embarkation. This is why we launched in 2011 with Genoa seven starts. In 2012 the departures from Genoa, and also propose to double Messina and Bari, without losing sight of the new routes and the desire to score. "

In 2013, Royal Caribbean will leave from Naples too, to balance the best value for the ports / routes.

Alicante, Spain busy with Royal Caribbean cruises this week

In:
03 Sep 2011

The Port of Alicante, Spain this week has received more than four thousand tourists arriving on board the biggest cruise ship that sailed the Mediterranean Royal Caribbean's Independence of the Seas. Independence of the Seas arrived at 8 am and departed at 4.30pm on Monday.

After just a few hours there were no shortage of visitors to Santa Barbara Castle and the Old City. According to the cruise line, these are along with the beach, are the great attractions of Alicante. Some charms, together with the short time of docking, the majority opted to stay in the passage in the city.  

The activity around a cruise begins early to use the time in port at 8.30am, where cruise ships dock, was already a hive. Nine buses, three of them bound for Benidorm for being the most requested tour and the rest to other parts of the province as Novelda, Elche, Guadalest and the Fuentes del Algar, waiting for the tourists to drop ship. Royal Caribbean explained that prices of the tours range from 19 euros it costs to transfer by bus to Benidorm to 35 or 45 euros for those who leave the other tours. 

"We've never been to Benidorm, but we hear it's beautiful," said Jean and Ray, a married Australian who traveled to the English port of Southampton to climb aboard this floating hotel.  

But "most people will visit for free the city and especially to the beach," said Coralia Leopea, responsible for Royal Caribbean's excursions. Hence the line of tourists can be seen walking along the pier throughout the day and the constant trips that a shuttle bus between the boat and access to the port to avoid the long ride cruisers without shade. 

Independence of the Seas will stop in Galicia, Spain next month

In:
22 Aug 2011

Officials of the Port Authority Ferrol-San Cibrao have confirmed that, as initially announced, Royal Caribbean's Independence of the Seas will return to the city of Galicia  on September 26 after docking for the first time on April 25.

The arrival of Independence of the Seas will, as happened in the time before a flood of tourists in just a few hours. This giant cruise ship usually bring more than 4,000 passengers on board, in addition to the compliment of crew members that can also descend upon the city

The September 26th is a Monday, so travelers will find all the retail and hospitality of the city open, which will make their shopping more comfortably than the previous occasion, which fell on a holiday.  This will also be an opportunity to give the tourists a good idea of what the city is really like. 

More than 18,000 cruise passengers will pass through Malaga during August City Fair

In:
08 Aug 2011

During the month of August, the city of Malaga, Spain will celebrate August Fair City, which begins on August 13 and ends the 20th, and the annual celebration will see more than  18,000 cruise passengers pass through.

Specifically, expected to arrive at the port of Malaga is Royal Caribbean's  Adventure of the Seas, which has a maximum capacity of 3838 passengers and 1,185 crew, and it will be based out of Malaga. So will both Saturday August 13th and 20th at 06.00am from Ajaccio ( France ) to Malaga and depart the premises, both days at 17.00 bound for Valencia.

The second ship with more capacity - 2446 passengers - will arrive these days at the port of Malaga is the Grandeur of the Seas, on August 18 at 07.00 hours. Its earlier stop Ibiza and Malaga depart at 20.00 hours that same day towards Gibraltar.

Interview with Royal Caribbean's CEO in France

In:
05 Aug 2011

Royal Caribbean has returned to France with a new office, 9 years after it withdrew from France following the attacks of September 11, 2001. Royal Caribbean took over the French company Latitudes South, which was represented in France since February 2002 and conducted a wave of recruitment to achieve a team of thirty people.

Building on the development of the cruise in France, Royal Caribbean will offer for the first time in 2012, cruises departing from French ports. Mer et Marine had the opportunity to meet Frédéric Martinez, the new CEO of Royal Caribbean in France, to learn more about the return and the group's strategy in the market hexagonal.

Why the return of Royal in the French market?

The main point is, of course, the growth of the cruise market in France, with an increase of about 10% over 5 years. Europe, in general, is growing much, the market development of the cruise, while the U.S. market, which is most important, no longer growing. And, within Europe, France is the emerging market, that is to say a small market but very promising, with more and more people interested in this offer holiday, which really starts to exist in the imagination of consumers. Hence the decision to Royal Caribbean to come on the market, which last year reached 12% growth.

The potential is so important?

Look at the penetration rate, that is to say the number of people who made at least once in their life on a cruise. In France, 0.6%, while the United States is 3.5% and in major European markets is much more than in France: 2.5% in Britain, 1.5% in Germany, more 1% in Italy. Even Spain, which is a less populated, has a cruise market bigger. We believe the fact that there will be in France, a natural catch-up compared to other Western European countries.

What are your goals in France?

In addition to all the cruises we offer in the world, the additional supply we will set up in France has three ships of Royal Caribbean International from Toulon and Marseilles, for cruises in the Mediterranean, and from the Havre to see Norway, Scandinavia and Russia. We will also, on the Caribbean cruises departing from Pointe-à-Pitre in the winter of 2012. Our growth target is important, since it increases the offer, but it is also very reasonable. We are targeting next year for just under 10% of the market, from 40 to 45,000 passengers on a French market, which will end in 2011 to more than 400,000 passengers and should be in 2012, around 450,000 passengers. Our goal is important but it is not huge in terms of volumes.

Royal Caribbean is the second global group of cruise industry. What position do you target market hexagonal?

We aspire to become the fourth largest cruise in France, so we do not undertake a sudden burst in the market.

The French market is certainly growing but is still enormous. There are already a number of actors and a strong competition between two leading companies, Costa and MSC. In this context, what is your strategy to promote your product?

Our offer is really a qualitative dimension. What we want is to add a layer of quality, one side "premium" to what is already happening. For, even if it is not always clear on the French market, where the differences between the companies may not be as well known as other markets, the quality of our vessels and their degree of innovation, quality service and food we put on the top of the basket.

You do not have the intension of you engage in a price war?

Absolutely not. We have more than one strategy as a strategy of volume. We are not there to cut prices. It would be absurd because, finally, in relation to the size of the market, there is not many players than that. Costa is really dominant, MSC has a good 20% of the market and then there are actors who are less than 10%. There is room for everyone, especially with the growth that we know in France. Therefore we do not want to put us in an aggressive approach from our competitors and colleagues.

Cruise has long been the malaimée tourism in France. Changing the perception of tourists in recent years, however, thanks to the important work of communication and action made ​​by commercial stakeholders. Do you think this trend will continue and even intensify?

The cruise market continues and will continue to attract people who want to renew their vacation experiences. We want to help attract more people to cruising in general, our products if possible of course. We should not see this as trench warfare between a few players who compete for passengers. It's a job to continue to get French consumers to say: "Look, the cruise, why not? "And make them aware of all the potential benefits this type of holiday, particularly for Royal Caribbean, where supply is very large. It also lead those who know our products in other parts of the world to benefit from France, and finally bring those who know the cruise but not our product to try this new offering.

Talk about offering additional to what already exists. What are the characteristics of different brands of Royal Caribbean Cruises?

The group's strategy is multi. Royal Caribbean International is the brand of mid-range family, accessible, international, not really meant to be premium but are characterized by a very good quality. It is a global brand, found on all continents and whose level of service is far superior to conventional wisdom on the cruise.
We also Celebrity Cruises, which is a range of "luxury" or "super-premium". Azamara Cruises Club and then, more confidential, with fewer ships, and positioned on the luxury.
Finally, we have a layer of more companies customized for different countries. In France, we CDF - Cruises of France, and there is also this concept in Germany and Spain.

You mention France Cruises, a subsidiary of Spanish Pullmantur, whose parent is like RCI, Celebrity and Azamara, the group RCCL. As you now, CDF has offices and teams in Paris. Will you build synergies?

We are part of the same group, so logically we develop synergies on the "back office". Today we have a number of synergies that affect such purchases or pooling of resources. Now the marks are well separated on a marketing plan and communication to the public and distribution networks. In our structure, owned by France Cruises Pullmantur, which forms a self-only group, that is to say that we must rise high enough that the branches are found.
Then there is a policy distinct brands with different positionings. There is such a very international fiber with highly innovative large ships is Royal Caribbean. France cruise ships offers smaller, more intimate atmosphere and especially developed specifically for French passengers. So there really is room for both brands, which do not compete and instead articulated well as the requests are different.

Can you imagine a future merger between CDF and the French office of Royal, or for example a combination of sales forces and the establishment of a common call center?

A reconciliation is not in the plans now, but obviously in a group, it may still be in the future developments in the organization. In any case, synergies exist and the teams know each other well. For a call center, for now, we have no project in this area. Sales teams are really separate. It should also know, if we take the U.S. market for example, that there is even a separation between the sales teams of Celebrity and Azamara. Obviously, in missions abroad, all that is meeting under the same call center. But today we do not plan to cruise in France although, again, the structures of the groups are not eternal and everything can change.

Lights to attract the market, you will have franciser the product. What will be your actions in this area?

In terms of product, beyond a certain threshold of passengers from the same country, we trigger our automatic "machine customizing", including the development of personal-speaking, whose number depends on the proportion passengers, such as French, on board. So there are efforts already made, but it will be even more with our development on the French market. We know in particular that the inclusion of the Francophonie is a very high expectation of customers. Especially since, as appropriate, from the ports with the French ships of Royal Caribbean, we expect that half the passengers or the French. So there will be on board, French personnel, announcements in French, as translated menus in restaurants and logs in the cabins. Ground handling, excursions are also available in French.

The product will nevertheless remain international in its entirety. And there is, often wrongly, a certain distrust of the French against American ships ... Do you have any concerns about that?

What is important is to be sufficiently adapted to the French customers but still offer an international flavor. There's a bit of America with Broadway shows, the range of food is extremely large with kitchens around the world, the crew and passengers from different countries ... Is sometimes presented as the French chauvinists. It's true they love their culture and defend their language, but they are also people who love to travel and go abroad. So we have a space to hold around a truly international offering, with a notion of quality and the addition of a French flavor with these shipments in Toulon, Marseille and Le Havre.

You propose in particular, next year, shipments of the summer in La Seyne-sur-Mer, near Toulon, on the Liberty of the Seas. It is a gigantic ship, with 1,800 booths. However, the port of La Seyne was not used previously for loading and unloading. How will you handle this situation and how do you approach routings of passengers?

We are currently working on embarkation, so as to have a direct transfer between the station and the port of Toulon La Seyne, where Liberty will arrive, which is indeed a ship of exceptional category. We believe that many customers come on board this ship, and for referrals, we believe that the train will be dominant compared to the aircraft, air supply is limited in Toulon. From Paris, TGV, it is less than 4 hours away, what remains, for a cruise, quite reasonable. And even more closely and therefore convenient for customers living in areas such as Rhône-Alpes and PACA.  

Bari, Italy offers train service to Royal Caribbean passengers

In:
02 Aug 2011

The tourist port of Bari, Italy is taking a big leap forward this year with Royal Caribbean's mega cruise ships calling on Bari for a total of 22 times, which will bring 80,000 more tourists this year.

To help accommodate the passengers, the province is offering a shore train, the pilot project of the Department of mobility. The idea is to take through the intermodal bus and train cruise passengers visiting the port of Bari to visit the centers of major artistic and historical interest of the Province.  Partners of the project include the Port Authority of the Levant , the City of Conversano and Royal Caribbean.

The City of Conversano has provided a welcome service in the language, guided tours, tastings and wine, cooking classes and shops open.

The Councillor of Apulia Region Guglielmo Minervini explains the shore train project makes sense, "By enhancing the hospitality offered by the area more attractive we make the first step of Bari The trial will cover the city of conversation, but other centers will be able to join as early as next year."

Royal Caribbean among group of cruise companies visiting Alicante, Spain

In:
01 Aug 2011

Representatives of seven U.S. cruise companies will visit Alicante, Spain from September 22-24 to explore the possibilities of the port and the city for inclusion in the scales of their cruises.

At the Port of Alicante, employers will provide a detailed tour of the municipality, which includes a visit to the port facilities and various destinations in the city and the province suitable for cruisers trips.

The group is made up of directors of Royal Caribbean, Silversea, Windstar Cruises, Princess Cruises, Crystal Cruises, The World and NCL. They all pose a significant potential to attract cruise ship tourists, so the visit will be crucial for the interests of the Port and the city.

Result of relations with one of them, Royal Caribbean, owner of  Independence of the Seas, visited yesterday the Port of Alicante, with a passage more than 4,000 travelers who had the opportunity to many excursions in Alicante and its province. The ship, which came from Palma de Mallorca, afternoon sail to Lisbon, from where they sail back north to their summer base in Southampton.

Launched in 2008, the Independence of the Seas will return to dock in Alicante on 29 August.

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