Royal Caribbean Cruise Lines 2009 Annual Report Download - page 15

We increase brand awareness and market penetration of our Pullmantur brand primarily through advertising campaigns targeted
to Spanish and Portuguese-speaking guests in both Spain and Latin America. All customer-facing crewmembers speak Spanish and
on certain itineraries Portuguese, and onboard activities, services, shore excursions and menu offerings are designed to suit the
preferences of this target market.
We increase awareness and market penetration for Azamara Club Cruises with several marketing campaigns and through other
channels. Azamara Club Cruises’ marketing mix includes extensive online marketing, print advertising in key travel magazines, trade
advertising, as well as extensive collaboration with up-market travel agents in such areas as training and road shows. We have
developed relationships with key boutique agencies and luxury consortiums and work in collaboration with international offices and
international representatives. We also have developed a new website and provide internet activities to support the travel trade and
customers.
We continue to increase the awareness and market penetration of our CDF Croisières de France brand through trade education,
public relations and direct communications, designed to target the contemporary segment of the French cruise market. CDF Croisières
de France’s communications emphasizes that its cruise product is tailored specifically to French-speaking guests. All customer-facing
crewmembers speak French, and the onboard activities and menu offerings are designed to suit their target guests’ preferences.
In addition, we also increase brand awareness through travel agencies who generate the majority of our bookings. We are
committed to further developing and strengthening this very important distribution channel by facilitating their focus on the unique
qualities of each of our brands.
Fleet Development and Maintenance
We currently have signed agreements with two shipyards providing for the construction of four new state-of-the-art cruise ships
scheduled to enter service between the second quarter of 2010 and the fourth quarter of 2012. These additions are expected to result in
an increase in our passenger capacity of approximately 13,950 berths by December 31, 2012, or approximately 16.6% as compared to
our capacity as of December 31, 2009. It is possible that some of our older ships may be sold or retired during this time period, thus
reducing the size of our fleet. As market conditions warrant, we could also order new ships or purchase existing ships, thereby further
increasing our fleet size.
The acquisition of our remaining state-of-the-art ships on order in the Solstice and Oasis class, along with our maintenance
programs on our existing fleet will provide us with the flexibility to deploy our ships among our brand portfolio and expand into
growing international markets. Our Solstice and Oasis class ships incorporate new innovations and allow us to capture cost savings
through their scale and fuel efficiencies. The design of these ships allows for a greater percentage of staterooms with verandas and
outside staterooms which provide for premium pricing.
In addition to our fleet development, we place a strong focus on product innovation to drive new demand for our products and
stimulate repeat business from our guests. Innovation of our products is achieved by introducing new concepts on our new ships and
continuously making improvements to our existing fleet in a cost effective manner. In order to offer guests a wider range of activities
and amenities and to ensure consistency across our fleets, we have revitalized some of our older ships to update and refresh their
interiors and to incorporate signature brand elements. Renovations have included the addition of new balconies, dining and
entertainment options, as well as refurbishments to staterooms and public areas.
Royal Caribbean International. Founded in 1968, Royal Caribbean International was the first cruise line to design ships for
warm water year round cruises. Since then Royal Caribbean International has launched several classes of ships, each building upon
the innovation of the previous class. Several of these innovations and recreational activities such as the “Royal Promenade” (a
boulevard with shopping, dining and entertainment venues), ice and in-line skating rinks, rock climbing walls, miniature golf, full
court basketball, enhanced staterooms and expanded dining venues have become signature elements of the brand.
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