Royal Caribbean Cruise Lines 2009 Annual Report Download - page 12

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Azamara Club Cruises’ strategy is to deliver distinctive destinations, featuring unique itineraries with more overnight stays and
specialty tours. Azamara Club Cruises newly refined focus is to attract experienced travelers who enjoy cruising and who seek a more
intimate onboard experience and a high level of service. Azamara Club Cruises sails in Asia, Western & Northern Europe, the
Mediterranean, the Panama Canal and the less-traveled islands of the Caribbean, with more overnight and late-night stays in every
region.
Azamara Club Cruises offers a wide array of onboard services, amenities and activities, including gaming facilities, fine dining
and interactive entertainment venues.
CDF Croisières de France
CDF Croisières de France is designed to serve the contemporary segment of the French cruise market and increases our global
presence by providing us with a brand custom-tailored for French cruise guests. CDF Croisières de France operates one ship, Bleu de
France, with a total of approximately 750 berths offering various four to ten night cruise itineraries.
CDF Croisières de France offers seasonal itineraries to the Mediterranean and the Caribbean. CDF Croisières de France offers a
variety of onboard services, amenities and activities, including entertainment venues, exercise and spa facilities, fine dining, and
gaming facilities.
TUI Cruises
In 2008, we formed our joint venture with TUI AG, a European tourism and shipping company which owns 51% of TUI Travel.
The joint venture operates TUI Cruises, designed to serve the contemporary and premium segments of the German cruise market by
offering a custom-tailored product for German guests. All customer-facing crewmembers speak German, and onboard activities,
services, shore excursions and menu offerings are designed to suit the preferences of this target market. In addition, the joint venture
allows us to expand into this new market and increase our global presence. Celebrity Galaxy, a 1,850-berth ship, previously part of
Celebrity Cruises, was sold to TUI Cruises to serve as its first ship and has been sailing under the name Mein Schiff since May 2009.
Industry
Cruising is considered a well established vacation sector in the North American market and a developing but growing sector in
several other emerging markets. Industry data indicates that a significant portion of cruise guests carried are first-time cruisers. We
believe this could present an opportunity for long-term growth and a potential for increased profitability.
We estimate that the global cruise industry carried 17.3 million cruise passengers in 2009 compared to 17.2 million cruise
passengers carried in 2008. We estimate that the global cruise fleet was served by approximately 373,000 berths on approximately
267 ships by the end of 2009. There are approximately 27 ships with an estimated 62,000 berths that are expected to be placed in
service in the global cruise market between 2010 and 2013.
The North American cruise market has experienced a compound annual growth rate of approximately 8.3% since 1970. From
2005 to 2009 North America has experienced a compound annual growth rate in cruise passengers of approximately 0.6%,
attributable in large part to the recent international expansion within the cruise industry. We estimate that North America was served
by 138 ships with approximately 188,000 berths at the beginning of 2005 and by 145 ships with approximately 228,000 berths by the
end of 2009. There are approximately 14 ships with an estimated 33,000 berths that are expected to be placed in service in the North
American cruise market between 2010 and 2013.
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