During Allure of the Seas' naming ceremony on Sunday, none other than Dreamworks' famed character Princess Fiona (from the Shrek films) was named the godmother.

“It’s never easy choosing the right godmother, but we realized we had the perfect candidate right in front of us. Princess Fiona is not only a Royal, but we felt such a unique ship deserved a unique godmother and Princess Fiona symbolizes the fun and entertainment that is so extraordinary on Allure of the Seas,” said Richard Fain, Chairman and CEO.

The decision to have Fiona be the godmother is another part of the tightly knit deal between Royal Caribbean and Dreamworks to integrate the characters into the ships of the Royal Caribbean fleet.

The naming ceremony also included a bagpipe-and-drums procession, the U.S. national anthem performed by Broadway star MiG Ayesa and a scene from Allure's Blue Planet aerial show. The event culminated with the traditional breaking of a Champagne bottle featuring a label created by pop artist Romero Britto, who has a gallery on the ship. The bottle breaking was activated by a karate chop by Princess Fiona.

Royal Caribbean CEO Adam Goldstein, speaking to Travel Weekly on Allure of the Seas's debut, says that the performance of the United Kingdom market is now a vital factor in the overall success of Royal Caribbean.

“The market must come through for us on these types of initiatives.  It’s not like 25 years ago when we were interested in the UK but in the final analysis the US performance would determine the company’s performance. We are now reliant on the UK to perform overall. When you must perform for the company to perform it’s a very different environment that it just being something nice to talk about."

Royal Caribbean will become the biggest cruise ship operator in Europe in 2011, in terms of the number of beds available.  Royal Caribbean will pass Italian-style Carnival brand Costa Cruises.  Royal Caribbean believes the international nature of its product is unrivalled and it will soon have 50% of guests sourced outside of the core US cruise market from 40 different nationalities.

“Royal Caribbean’s versatility is unmatched in the world of cruising. Anywhere we go with our 22 ships, it’s identifiably a Royal Caribbean experience and only we are able to flex our product so consumers of all nationalities are really pleased by what they are experiencing,” said Goldstein.

The city of Fort Lauderdale, home to Royal Caribbean's Oasis of the Seas and Allure of the Seas, is seeing increasingly large growth in terms of the amount of passengers that pass through the city on their way to a cruise and the city is looking to capitalize on the big business.

In just two years, Port Everglades will become the busiest cruise port in the world and city officials want to get as many of those millions of cruise passengers to stay in their city and spend money locally.

To get things going, city officials agreed in principle earlier this week to start a new bus service to take people from cruise ships into Fort Lauderdale before they take their flights home from Fort Lauderdale-Hollywood International Airport.  Routes would run to downtown and the beach.

How big of a number are we talking here?  It's expected to exceed 3.5 million passengers per year once Allure of the Seas starts regular cruises and many more will follow as a result of a recent deal with Carnival cruise line that will bring an additional 25.5 million cruise passengers over the next 15 years.

Universal Studios in Orlando, Florida has extended its deal with Royal Caribbean that allows Universal to sell its customers on an extended vacation option that includes a Royal Caribbean cruise.

Royal Caribbean allows Universal to continue selling land-and-sea vacation packages that combine three or four night stays at a Universal Studios resort with a three or four night Royal Caribbean cruise to the Bahamas.

Dubbed the "Way More than a Cruise" package, the deal is Universal's response to the popular similar offering that Walt Disney World has used with Disney Cruise Line.

Cruise Critic, a world reknown cruise resource site, has announced the winners of its 2010 Editors' Picks Awards winners today and Royal Caribbean took home a few honors.

The annual awards evaluates cruise lines and ships according to the types of passengers to whom they cater. Then they compared, like-for-like, aiming to honor the very best cruise companies and highlight their particular strengths.

Royal Caribbean had the distinction of winning a few of these awards, such as...

• Best for Families – Royal Caribbean
• Best New Ship – Royal Caribbean's Oasis of the Seas
• Best Pool Scene – Royal Caribbean's Oasis of the Seas

Cheers magazine has awarded Royal Caribbean the "Best Chain Hotel Beverage Program" award in its 2011 Cheers Beverage Excellence Awards.

Cheers magazine is the only beverage business publication devoted to full-service restaurants, bars and hotels. The awards will be presented to the winners at the annual Cheers Beverage Conference, held on January 25-26, 2011 at the Marriott Hotel in New Orleans.

The awards program is open to all chain restaurants. A chain is defined as an operation with five or more locations in two or more markets. The chain must be in existence for at least three years. The criteria for these awards are a particular program's creativity, originality and impact on the sales and profitability of a full-service restaurant operation. Other factors considered are the level of marketing support, staff training and overall operator commitment to the initiative that lead to its success. Entries were evaluated by a judging panel that includes previous Beverage Excellence Award winners and Cheers staff.

Tom Graboski's firm, TGA Design,  is responsible for 40,000 of the new signs found all over Royal Caribbean's latest ship, Allure of the Seas.  Graboski, working from his Coral Gables, Florida office, is no newcomer to cruise ship work.  His firm has worked on 60 ships over the past 30 years and Allure of the Seas is the latest in a long line of work.

Materials for signs can include marble, granite, stainless steel and glass, but the biggest challenge for creating the signs is ensuring they can endure a good cleaning from the ships' cleaners, "Sometimes they do it so well that I have had them literally polish chrome off a chrome-plated sign".

Information Week recently profiled Royal Caribbean's CIO Bill Martin.  Here are some highlights from the run down.

Top Initiatives: 

• Allure of the Seas: Delivery of the newest ship in the our international fleet and sister ship to Oasis of the Seas. Allure is our fifth ship to utilize a fully converged IP network that delivers in-stateroom entertainment and Wi-Fi throughout the vessel. It also uses VoIP for a wide range of wireless applications.
• Celebrity Eclipse: Delivery of the newest ship in the Celebrity Cruises fleet and the third Solstice-class ship. The Solstice class also features a fully converged network.

The next big thing for my industry will be ... consumer-facing technology. Our Oasis class of ships had a dramatic impact on how we could leverage technology to improve the guest experience with back-of-the-house automation. Further development of BI also will be big.

CNN interviewed Royal Caribbean CEO Adam Goldstein to talk about where Royal Caribbean is right now and its future.  Topics of the interview included the state of the cruise industry, the arrival of the Allure of the Seas and an unusual debate over which really is the largest cruise ship.  Here are some highlights of the interview from Adam.

There will always be some percentage of the business that comes in the form of discount. It's the nature of the business that there will be some of that, but I think it's fair to say that while there still are attractive offers and discounts available on the marketplace today, they're not as broad or as deep as what we were doing in the midst of the recession or in the deepest part of the recession.

Goldstein on adding Starbucks to other ships in the fleet: We need to see what happens here because this is a test case.  We're focused on Allure of the Seas and then if it is a big success we'll look at other possibilities.

Goldstein on adding ships larger than Allure: In the near term, no. We don't have any current plans to go beyond Oasis class. In fact, we've said that we're not currently thinking of adding to Oasis class.

The CleanSea Shipboard Wastewater Treatment System that can be found onboard Royal Caribbean's Oasis of the Seas and the soon to ship out, Allure of the Seas, has received certification from Det Norske Veritas (DNV).

This certification follows successful testing of the CleanSea system to verify that the effluent produced by the system meets MEPC 159(55) regulations. These regulations stipulate that the effluent has met or exceeded certain characteristics, verified over a 10 day period. The Headworks Bio CleanSea system produces excellent quality effluent with all parameters under the maximums by 30-90%.

These water systems handle all of the all black water, hotel grey water, laundry grey water, galley grey water, and decanted bioresidue wastewater produced during operation. The system, which is 100% redundant, is rated to handle 3,000 m³/day (790,000 GPD).