Royal Caribbean Cruise Lines 2010 Annual Report Download - page 13

2010 ANNUAL REPORT 10
PART I
and the first Starbucks® Coffee at sea onboard Allure
of the Seas.
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 con-
sumers, 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 loyal repeat guests back for their
next vacation.
Celebrity Cruises
We currently operate 10 ships with approximately
20,500 berths under our Celebrity Cruises brand,
offering cruise itineraries that range from two to 17
nights. Celebrity Cruises is positioned within the pre-
mium segment of the cruise vacation industry.
Celebrity Cruises’ reputation as an upscale cruise
vacation brand appeals to experienced cruisers,
resulting in a strong base of loyal repeat guests. The
brand also appeals to experienced vacationers who
have not yet cruised who seek 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, including Alaska,
Australia, Bermuda, the Caribbean, Europe, New
Zealand, 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 96 berths and
provides this unique experience on seven day cruises
with pre-cruise tours in Ecuador.
Celebrity Cruises’ strategy is to deliver an intimate
experience onboard upscale ships that offer luxurious
accommodations, a high staff-to-guest ratio, fine
dining, personalized service, extensive spa facilities,
and unique onboard attractions. In addition, during
2010, Celebrity Cruises introduced the new Celebrity
iLounge and became an Authorized Apple Reseller of
computers and other media devices onboard certain
Celebrity Cruises ships.
Celebrity Cruises’ fleet, dining, service, and spa have
been consistently recognized with numerous awards
from consumer cruise travel polls, travel agents and
travel industry publications.
Azamara Club Cruises
We currently operate two ships with a total of approx-
imately 1,400 berths under our Azamara Club Cruises
brand, offering cruise itineraries that range from four
to 17 nights. Azamara Club Cruises is designed to
serve the up-market segment of the North American,
U.K., German and Australian markets, which segment
is generally characterized as incorporating elements
of the premium and luxury segments.
Azamara Club Cruises’ strategy is to deliver distinctive
destinations, featuring unique itineraries with more
overnight and longer stays, as well as specialty tours
allowing guests to truly experience the destination.
Azamara Club Cruises’ focus is to attract experienced
travelers who enjoy cruising and who seek a more
intimate onboard experience and a high level of ser-
vice. Azamara Club Cruises sails in Asia, Western &
Northern Europe, the Mediterranean, South America,
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, spa and wellness, butler service
for suites, as well as interactive entertainment venues.
Starting in April 2010, Azamara Club Cruises also
includes as part of the base price, certain onboard
services, amenities and activities which are not nor-
mally included in the base price of other cruise lines.
Some of these onboard services, amenities and activi-
ties consist of wine with lunch and dinner, bottled
water, soda, premium coffees and teas, gratuities for
housekeeping and dining/bar staff, self-service laundry
and shuttle buses for certain ports.
Pullmantur
We currently operate five ships with approximately
7,650 berths under our Pullmantur brand, offering
seven-night cruise itineraries. Pullmantur serves the
contemporary segment of the Spanish cruise market
and continues to expand into the Portuguese and
Latin American cruise markets. Pullmantur has land-
based tour operations and owns a 49% interest in an
air business that operates four 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