Royal Caribbean Cruise Lines 2011 Annual Report Download - page 19

PART I
ROYAL CARIBBEAN CRUISES LTD. 15
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 inno-
vation of the previous class. Several of these innova-
tions 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 basket-
ball, enhanced staterooms and expanded dining venues
have become signature elements of the brand.
In 2009 and 2010, Royal Caribbean International took
delivery of the sister ships, Oasis of the Seas and
Allure of the Seas, respectively, which are the largest
and most innovative cruise ships in the cruise industry.
In addition, Royal Caribbean International introduced
DreamWorks Animations®-themed activities onboard
certain ships and the first Starbucks® Coffee at sea
onboard Allure of the Seas. As part of our strategy
to maintain brand consistency across our fleet, in
2011, Royal Caribbean International initiated a vessel
revitalization program. Under this program, Royal
Caribbean International is introducing some of the
most popular features of the Oasis-class ships on cer-
tain Freedom-class, Radiance-class and Vision-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. Liberty of the Seas, Freedom of the Seas,
Radiance of the Seas and Splendour of the Seas were
revitalized in 2011 as part of this revitalization program.
An additional five ships are scheduled for revitaliza-
tion in 2012.
Continuing our commitment to build state-of-the-art
ships, Royal Caribbean International entered into an
agreement with Meyer Werft to build two new ships
of a new generation of Royal Caribbean International
cruise ships, known as “Project Sunshine.” These ships
will each have a capacity of approximately 4,100
berths and are expected to enter service in the third
quarter of 2014 and in the second quarter of 2015,
respectively. Project Sunshine will offer guests new
activities and entertainment concepts while incorpo-
rating energy efficiencies and state-of-the-art envi-
ronmental technologies.
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
elements include the innovative design of the ships,
contemporary gourmet dining, spacious staterooms
and suites with verandas, spa facilities and a variety
of bars and lounges. The brand continuously seeks
to improve its existing fleet to keep current with the
newest innovations.
With a strong focus on product innovation, Celebrity
Cruises ordered a total of five Solstice-class ships,
four of which have been delivered as of December 31,
2011. The Solstice-class ships are a wide-body con-
struction class of ships with approximately 2,850
berths each (approximately 3,000 berths in the case
of Celebrity Reflection). This 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 at the Lawn Club on some vessels. The
Solstice-class ships are equipped with solar foils and
solar panels, another industry first. Approximately
90% of the ships’ staterooms are outside and approxi-
mately 85% of the staterooms have verandas. Celebrity
Silhouette, which was delivered in 2011 and Celebrity
Reflection, which is expected to enter service in the
fourth quarter of 2012, continue to introduce new
innovations to further enhance the guest experience.
In 2010, Celebrity Cruises began investing in the revi-
talization of the Millennium-class ships as Celebrity
Constellation underwent a revitalization of its onboard
amenities and public areas to incorporate certain
Solstice-class features. In 2012, Celebrity Constellation
will undergo a second revitalization to incorporate an
additional 60 staterooms. In 2011 and early 2012,
respectively, Celebrity Infinity and Celebrity Summit
added onboard amenities, public areas and 60 new
staterooms. In the second quarter of 2012, Celebrity
Millennium will undergo a revitalization to incorporate
the same additions. These planned revitalizations will,
among other things, help us increase brand consis-
tency across the fleet and produce opportunities for
increased ticket and onboard revenues.
Azamara Club Cruises. In 2007, we introduced Azamara
Club Cruises, a new global cruise brand designed to
serve the up-market segment, primarily in the North
American cruise market. Since then, Azamara Club
Cruises has expanded into the United Kingdom, German,
Nordic and Australian markets, incorporating elements
of the premium and luxury segments.
In May 2007, Blue Dream was redeployed from
Pullmantur to Azamara Club Cruises, and is sailing
under the name Azamara Journey. In September 2007,
Blue Moon was also redeployed from Pullmantur to
Azamara Club Cruises and is sailing under the name
Azamara Quest. Before redeployment to the Azamara
Club Cruises brand, each ship underwent revitalizations