Royal Caribbean Cruise Lines 2012 Annual Report Download - page 15

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2015 and the second quarter of 2016, respectively.
This includes our recently ordered third Oasis-class
ship. Royal Caribbean International offers a variety
of itineraries to destinations worldwide, including
Alaska, Asia, Australia, Bahamas, Bermuda, Canada,
the Caribbean, Europe, the Middle East, the Panama
Canal, South America, South Pacific and New Zealand.
Royal Caribbean International is positioned at the
upper end of the contemporary segment of the cruise
vacation industry, generally characterized by cruises
that are seven nights or shorter and feature a casual
ambiance as well as a variety of activities and enter-
tainment venues. We believe that the quality of the
Royal Caribbean International brand also enables it
to attract guests from the premium segment, which is
generally characterized by cruises that are seven to 14
nights and appeal to the more experienced guest who
is usually more affluent. This allows Royal Caribbean
International to achieve market coverage that is among
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. During 2011 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.
Nine ships were revitalized under this program during
2011 and 2012 and an additional three ships are sched-
uled for revitalization during 2013.
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 11 ships with an aggregate
capacity of approximately 24,800 berths under our
Celebrity Cruises brand, offering cruise itineraries
that range from two to 18 nights. Celebrity Cruises
offers a global cruise experience by providing a vari-
ety of cruise lengths and itineraries to marquee desti-
nations throughout the world, including Alaska, Asia,
Australia, Bermuda, Canada, the Caribbean, Europe,
Hawaii, New England, New Zealand, the Panama
Canal, the US Pacific Coast and South America.
Celebrity Cruises was the first major cruise line to
operate a ship in the Galapagos Islands, Celebrity
Xpedition, operating in this location since 2004.
Celebrity Xpedition has 96 berths and provides this
unique experience on seven day cruises that include
pre-cruise tours in Ecuador.
Celebrity Cruises is positioned within the premium seg-
ment 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 to explore destinations throughout the world
and would enjoy the high quality, service-focused and
modern luxury experience the brand offers.
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 activities and entertainment.
The brand began a revitalization program for all four
Millennium-class ships in 2010 in order to incorporate
well received concepts from the Solstice-class ships.
The revitalization program is expected to be com-
pleted in 2013 when Celebrity Constellation, the final
Millennium-class vessel to be revitalized, will undergo
a second revitalization to incorporate additional ame-
nities and staterooms.
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 itinerar-
ies that range from four to 18 nights. Azamara Club
Cruises is designed to serve the up-market segment of
the North American, United Kingdom and Australian
markets. The up-market segment incorporates ele-
ments of the premium segment and the luxury seg-
ment 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 distinc-
tive destination experiences, featuring unique itiner-
aries with more overnights and longer stays as well
as thorough tours allowing guests to truly experience
the destination. Azamara Club Cruises’ focus is to
attract experienced travelers who are looking for
more in-depth destination experiences, and who
seek a more intimate onboard experience and a high
level of service. Azamara Club Cruises sails in Asia,
Northern and Western Europe, the Mediterranean,
South and Central America, the less-traveled islands
of the Caribbean and North America.
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