Royal Caribbean Cruise Lines 2013 Annual Report Download - page 16
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PART I
Royal Caribbean International
We currently operate 21 ships with an aggregate
capacity of approximately 59,650 berths under our
Royal Caribbean International brand, offering cruise
itineraries that range from two to 18 nights. In the
fourth quarter of 2014, Royal Caribbean International
is scheduled to take delivery of the 4,150 berth
Quantum of the Seas, its first newbuild since 2010
and the first of a new generation of cruise ships. In
addition, we currently have three other ships on order
for our Royal Caribbean International brand with an
aggregate capacity of approximately 13,700 berths.
These include our third Oasis-class ship, which is
scheduled to enter service in the second quarter of
2016 and the second and third Quantum-class ships
which are scheduled to enter service in the second
quarter of 2015 and the second quarter of 2016.
Royal Caribbean International offers a variety of itin-
eraries to destinations worldwide, including Alaska,
Asia, Australia, Bahamas, Bermuda, Canada, the
Caribbean, Europe, the Panama Canal, South America
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 vaca-
tioning guests by providing a wide variety of itinerar-
ies and cruise lengths with multiple innovative options
for onboard dining, entertainment and other onboard
activities. We believe that the variety and quality of
Royal Caribbean International’s product offerings
represent excellent value to consumers, especially to
couples and families traveling with children. Because
of the brand’s extensive and innovative product offer-
ings, 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.
Royal Caribbean International has a vessel revitaliza-
tion program designed to incorporate certain of the
most popular features of our newer ships across the
fleet. From 2011 to 2013, a total of 12 ships have been
revitalized under this program. An additional two
ships are scheduled for revitalization in 2014.
Celebrity Cruises
We currently operate 11 ships with an aggregate
capacity of approximately 24,900 berths under our
Celebrity Cruises brand, offering cruise itineraries
that range from three to 18 nights. Celebrity Cruises
offers a variety of itineraries to popular destinations,
including Alaska, Asia, Australia, Bermuda, Canada,
the Caribbean, Europe, Hawaii, New Zealand, the
Panama Canal and South America.
Celebrity Cruises is positioned within the premium
segment of the cruise vacation industry. Celebrity
Cruises’ strategy is to target experienced cruisers and
quality and service oriented new cruisers by delivering
a destination-rich experience onboard upscale ships
that offer, among other things, luxurious accommo-
dations, a high staff-to-guest ratio, fine dining, per-
sonalized service and extensive spa facilities. The
brand has a vessel revitalization program in order to
incorporate well-received concepts from its Solstice-
class ships.
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 four to 18 nights. Azamara Club Cruises
is designed to serve the up-market segment of the
North American, United Kingdom and Australian mar-
kets. The up-market segment incorporates 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.
Azamara Club Cruises’ strategy is to deliver distinctive
destination experiences through unique itineraries
with more overnights and longer stays as well as thor-
ough tours allowing guests to experience the desti-
nation in more depth. Azamara Club Cruises’ focus is
to attract experienced travelers who are looking for
more comprehensive destination experiences, and
who seek a more intimate onboard experience and
a high level of service. In furtherance of this strategy,
Azamara Club Cruises includes as part of the base
price of the cruise certain complimentary onboard
services, amenities and activities which are not nor-
mally included in the base price of most other cruise
lines. 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.