Royal Caribbean Cruise Lines 2010 Annual Report Download - page 17

2010 ANNUAL REPORT 14
PART I
regularly scheduled drydocks and certain emergency
repairs as may be required. In addition, the facility
serves unaffiliated cruise, cargo ships, oil and gas
tankers, and offshore units.
In addition to our fleet development and mainte-
nance, we place a strong focus on product innovation
which we seek to achieve by introducing new con-
cepts 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 sev-
eral 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.
In 2006, Royal Caribbean International took delivery
of the 3,600-berth Freedom of the Seas, the first of
three Freedom-class ships. The Freedom-class ships
have some of the largest staterooms and balconies in
the industry, flat screen televisions, cell phone services
and other amenities. The launch of the Freedom-class
ships also introduced several new experiences to
cruising, including a surf simulator and an interactive
water park called the H2O Zone™. Royal Caribbean
International took delivery of a second Freedom-class
ship, Liberty of the Seas, in April 2007 and the third
Freedom-class ship, Independence of the Seas, in
April 2008.
Building upon the innovations of the Freedom-class
ships, Royal Caribbean International took delivery of
the first Oasis-class ship, Oasis of the Seas in October
2009 and the second Oasis-class ship, Allure of the
Seas, in October 2010. This new class of ships has
approximately 5,400 berths. Each ship spans 16 decks
and features 2,700 staterooms. These ships also allow
for a greater percentage of staterooms with verandas
and outside staterooms which provide for premium
pricing. The Oasis-class ships have introduced several
new experiences to cruising including the neighbor-
hood concept. The neighborhood concept consists of
seven distinct themed areas which include Central
Park, featuring a park open to the sky, and Boardwalk,
an outdoor family-friendly area featuring a hand-
crafted carousel and an amphitheater at sea known as
AquaTheater. Additional features include an elevating
bar, a zip line, a sloped-beach entry pool and a wide
variety of specialty restaurants and dining options.
The Oasis-class ships also offer new categories in
onboard accommodations including bi-level, two bed-
room/two bathroom suites and balcony staterooms
facing some of the distinct neighborhoods.
In 2011, Royal Caribbean International will introduce
some of the most popular features of the Oasis-class
ships on certain Freedom-class and Radiance-class
ships, including the addition of new specialty restau-
rants, a new lounge for Crown & Anchor Society loyalty
program members, interactive flat-panel televisions
in all staterooms and wireless internet throughout the
ship. Additionally, there will be new balcony state-
rooms added, select stateroom enhancements and
upgrades to public areas, including a refreshed casual
dining area.
Celebrity Cruises. Celebrity Cruises was founded in
1990 and has introduced several classes of ships, each
building on the brand’s primary strengths. The pro-
gression and innovation of these ships have elevated
Celebrity Cruises’ position in the premium segment of
the marketplace. Some of the brand’s signature ele-
ments include the innovative design of the ships, con-
temporary gourmet dining, spacious staterooms and
suites with verandas, spa facilities, piano, champagne
and martini bars and lounges. 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. The brand continuously
improves its existing fleet to keep them current with
the newest innovations. Most recently, Celebrity
Constellation underwent a renovation of its onboard
amenities and public areas. Several attributes of the
new Solstice-class were added during this renovation.
Between 2011 and 2012, other Celebrity Cruises ships
will undergo similar renovations.
With a strong focus on product innovation, Celebrity
Cruises ordered a total of five Solstice-class ships,
three of which have been delivered as of December 31,
2010. The Solstice-class ships are a new wide-body
construction class of ships with approximately 2,850
berths each and 3,000 berths in the case of Celebrity
Reflection. This new wide-body construction design
provides for many intimate areas onboard the ship.
The Solstice-class ships incorporate many new and
improved design features including the industry’s
first ever “Lawn Club.” The Lawn Club is over a half
acre venue featuring live grass for guest enjoyment.
Celebrity Cruises also introduced the “Hot Glass Show,”
a fully functional glass blowing studio which operates