Royal Caribbean Cruise Lines 2011 Annual Report Download - page 14

2011 ANNUAL REPORT 10
PART I
the broadest of any of the major cruise brands in the
cruise vacation industry.
Royal Caribbean International’s strategy is to attract
an array of vacationing guests by providing a wide
variety of itineraries and cruise lengths with multiple
innovative options for onboard dining, entertainment
and other onboard activities. Popular product innova-
tions include surf simulators, an interactive water park
called the H2O Zone™, “Royal Promenades” (boule-
vards with shopping, dining and entertainment venues),
ice skating rinks and rock climbing walls. In 2011, in an
effort to maintain consistency across the fleet, Royal
Caribbean International initiated a vessel revitalization
program in order to incorporate some of the most
popular features of our newer ships across the fleet,
including the addition of new specialty restaurants,
interactive flat-panel televisions in all staterooms,
wireless internet throughout the ships as well as new
lounge venues.
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 an aggregate
capacity of approximately 21,600 berths under our
Celebrity Cruises brand, offering cruise itineraries
that range from two to 18 nights. In addition, we have
one ship on order for our Celebrity Cruises brand with
a capacity of approximately 3,000 berths which is
expected to enter service in the fourth quarter of 2012.
Celebrity Cruises is positioned within the premium
segment of the cruise vacation industry. Celebrity
Cruises delivers a modern luxury cruise vacation
experience that appeals to experienced cruisers,
resulting in a strong base of loyal repeat guests. The
brand also appeals to vacationers who have not yet
cruised who seek the high quality, service-focused
and luxury 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,
Asia, Australia, Bermuda, Canada, the Caribbean,
Europe, Hawaii, the Middle East, 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 din-
ing, personalized service, extensive spa facilities, and
unique onboard activities and entertainment. In addi-
tion, Celebrity Cruises introduced the new Celebrity
iLounge and became an Authorized Apple Reseller of
computers and other media devices onboard certain
Celebrity Cruises ships. During 2011, the brand began
a revitalization program for all four Millennium-class
ships in order to incorporate well-received concepts
from the Solstice-class ships, such as AquaClass, the
exclusive spa-inspired stateroom experience with its
own private restaurant and the Celebrity iLounge, as
well as new specialty restaurants, cafes and bar and
lounge venues.
In 2011, Celebrity Cruises took delivery of Celebrity
Silhouette, the fourth Solstice-class ship, and is
expected to take delivery of Celebrity Reflection, the
fifth and final Solstice-class ship, in the fourth quarter
of 2012. These ships continue to introduce new inno-
vations to further improve upon the guest experience.
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 an aggregate
capacity of approximately 1,400 berths under our
Azamara Club Cruises brand, offering cruise itineraries
that range from three to 18 nights. Azamara Club
Cruises is designed to serve the up-market segment
of the North American, United Kingdom, German and
Australian markets. The up-market segment incorpo-
rates elements of the premium segment and the luxury
segment which is generally characterized by smaller
ships, high standards of accommodation and service,
higher prices and exotic itineraries to ports which are
inaccessible to larger ships.
Azamara Club Cruises’ strategy is to deliver distinctive
destination experiences, featuring unique itineraries
with more overnights and longer stays as well as
in-depth 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 service. Azamara Club Cruises sails in Asia,
Northern and Western Europe, South America and the
less-traveled islands of the Caribbean.
Azamara Club Cruises offers a variety of onboard
services, amenities and activities, including gaming