Open Jaw

Now Every Ship Is A Royal Sales Opportunity

Selling a trusted household name is as easy as R-C-I!

With 22 ships cruising waters all around the globe, Royal Caribbean is a household name in cruising, famed for its headline-grabbing innovation, a favourite of travel agents and their clients for its consistent product delivery. The line has been voted "Best Cruise Line Overall" for 10 consecutive years in the Travel Weekly Readers' Choice Awards, and have also won this 9 years in a row with Canadian Travel Press.

With the massive attention focused on Royal Caribbean’s Oasis-class ships over the past few years, the line’s other vessels have been pushed a little out of the spotlight. But an ongoing revitalization project is bringing the best of Oasis-class to the rest of Royal Caribbean’s fleet.

As Royal Caribbean puts it, “We're changing everything about our ships, except their names.”

To date, 10 different RCCL ships have enjoyed major makeovers: Liberty (Of the Seas), Freedom, Radiance, Splendor, Enchantment, Rhapsody, Mariner, Grandeur, Serenade and Legend of the Seas®" . By May, Independence and Brilliance of the Seas® will be revitalized, and Vision of the Seas® will get its makeover in October. 4 more ships are scheduled for enhancements in 2014 and 2015. We’re not talking paint and bed linens here. Far from it. At Royal Caribbean, revitalization means taking the signature features of the world’s largest and most innovative cruise ships and adding them to older, smaller vessels. It’s great news for clients who prefer a more mid-sized cruise experience, but don’t want to miss out on the incredible excitement of Oasis-class cruising.

So what’s new? More 5-star restaurants. More nightlife venues. More public spaces refreshed to brand new. More entertainment, including new shows and new entertainers. More 3D movie theatres. More for families, including new nurseries for the littlest cruisers and more DreamWorks characters appearing on more ships.

Jewel of the Seas Family Suite

Jewel of the Seas Royal Suite

Let’s use Legend of the Seas® as an example of Royal Caribbean's revitalization plan. The ship just emerged from a month-long, US$50 million dry dock in Singapore. All staterooms were refreshed with new contemporary décor and flat-panel televisions. Balconies were added to a number of Ocean View Staterooms. New stateroom categories were added, including the Family Junior Suite and Superior Ocean View Staterooms with floor to ceiling windows.

New entertainment options on Legend of the Seas® to include alfresco-style movie viewing, and the addition of aerial entertainment experiences in the Centrum, the ship’s main gathering place. Technology enhancements include ship-wide WiFi and Digital Wayfinders, touch screens in public areas which show the day’s program and information on venues, services and menus onboard.

One thing should be clear: the ships getting makeovers are not exactly frumpy ocean liners. These are vessels with features that people would never have dreamed of finding on an ocean ship even 20 years ago - rock climbing walls, ice-skating rinks, FlowRider surfing simulators, massive outdoor movie screens and hot tubs cantilevered over the side of the ship, 12 storeys above the sea.

“We want our travel agent partners to love the whole fleet and sell the whole fleet,” says Lisa Connell, Director of Sales & Marketing, Canada for Royal Caribbean International. “When people ask, “What is your best ship?” we want to be able to honestly answer, “Every ship.” None of our ships are the same, but each offers an experience that represents the best of what we are.”

"When people ask, "What is your best ship?" we want to be able to honestly answer, "Every ship."

Connell says it is critical for agents to take the time to understand which ship best suits their client. With 9 different ships in the region, Royal Caribbean offers a huge choice of ports and onboard experiences. But if it’s the absolute cheapest cruise clients are looking for, Royal Caribbean International may not be the right choice.

“We are proud that our prices are not the "cheapest" in the market, because your clients get what they pay for,” says Connell. "Royal Caribbean International is a household name you can trust – and agents earn more commission when selling our brand."

"Royal Caribbean International is a household name you can trust – and agents earn more commission when selling our brand."

Connell says Royal Caribbean’s ongoing investments in its fleet and the onboard experience is a tangible demonstration of ‘The Royal Advantage,’ a pledge that has been in force for over 40 years.

“For as long as we’ve been in business we have committed to offer every guest personalized service, worldwide destinations and the most innovative ships at sea. We’re still delivering that, on every ship in our fleet.”


meeta mayer
March 18, 2013 at 17:18

Great tips


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