Royal Caribbean Cruise Lines 2009 Annual Report Download - page 11

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Royal Caribbean International’s strategy is to attract an array of vacationing consumers by providing a wide variety of itineraries
and cruise lengths with multiple innovative options for onboard dining, entertainment and other onboard activities. Royal Caribbean
International offers a wide array of onboard services, amenities and activities. It has introduced many product innovations such as surf
simulators, an interactive water park called the H2O Zone™, “Royal Promenades” which are boulevards with shopping, dining and
entertainment venues, ice skating rinks, bungee jumping trampolines and rock climbing walls. It also introduced onboard the Oasis-
class ships the new neighborhood concept which consists of seven distinct themed areas including Central Park, a park open to the
sky and Boardwalk, an outdoor family-friendly area featuring a handcrafted carousel and an amphitheater at sea known as
AquaTheater. Additional new features include an elevating bar, a zip line ride that races diagonally nine-decks above an open-air
atrium, a sloped-beach entry pool and a wide variety of specialty restaurants and dining options. Additionally, Royal Caribbean
International offers a variety of shore excursions at each port of call. We believe that the variety and quality of Royal Caribbean
International’s product offerings represent excellent value to consumers, especially to couples and families traveling with children.
Because of the brand’s extensive and innovative product offerings, we believe Royal Caribbean International is well positioned to
attract new consumers to the cruise vacation industry and to continue to bring guests back for their next vacation.
Celebrity Cruises
Celebrity Cruises primarily serves the premium segment of the cruise vacation industry. Celebrity Cruises operates nine ships
with approximately 17,650 berths, offering various cruise itineraries that range from two to 17 nights. Celebrity Cruises’ fleet and
service has been consistently recognized with numerous awards from cruise traveler polls, travel agents and travel industry
publications.
Celebrity Cruises’ strategy is to attract experienced cruise guests who appreciate and value the high quality, service-focused
experience the brand offers. Celebrity Cruises offers a global cruise experience by providing a variety of cruise lengths and itineraries
to premium destinations throughout the world and has deployed a high proportion of its fleet in seasonal markets, e.g., Alaska,
Bermuda, Europe, the Panama Canal and South America. Celebrity Cruises is also the only major cruise line to operate a ship in the
Galapagos Islands, Celebrity Xpedition. Celebrity Xpedition has approximately 100 berths and provides this unique experience on
seven day cruises with pre-cruise tours in Ecuador.
Celebrity Cruises’ products and service have broad appeal for a global audience. Celebrity Cruises delivers an intimate
experience onboard upscale ships that offer a high staff-to-passenger ratio, extensive spa facilities, fine dining, personalized service,
and on the Celebrity Solstice-class, unique onboard attractions such as the “Lawn Club”, a half acre venue featuring live grass and the
“Hot Glass Show”, a fully functional glass blowing studio.
Pullmantur
Pullmantur serves the contemporary segment of the Spanish, Portuguese and Latin American cruise markets. Pullmantur
operates five ships with approximately 7,650 berths, offering various seven-night cruise itineraries. Pullmantur has tour operations
and owns a 49% interest in a small air business that operates three Boeing 747 aircrafts in support of its cruise and tour operations.
Pullmantur’s strategy is to attract cruise guests by providing a variety of cruising options and land-based travel packages.
Pullmantur offers a range of cruise itineraries to the Baltic, Brazil, the Caribbean, the Mediterranean, Mexico and Portugal.
Pullmantur offers a wide array of onboard activities and services to guests, including exercise facilities, swimming pools, beauty
salons, gaming facilities, shopping, and dining and entertainment venues. Pullmantur’s tour operations sell land-based travel packages
to Spanish guests including hotels and flights primarily to Caribbean resorts, and land-based tour packages to Europe aimed at Latin
American guests.
Azamara Club Cruises
In 2009, Azamara Club Cruises went through a repositioning of the brand, in which the goal was to achieve greater brand
awareness as a destination immersive cruise line. As part of this repositioning, the brand’s name was changed in 2009 from Azamara
Cruises to Azamara Club Cruises in order to reflect a more intimate feel of its ships. Azamara Club Cruises is designed to serve the
up-market segment of the North American, U.K. and German markets which incorporates elements of the premium and luxury
segments. Azamara Club Cruises operates two ships with a total of approximately 1,400 berths, offering various cruise itineraries that
range from seven to 16 nights.
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