THE GREAT INNOVATORS Your guide to selling Royal Caribbean cruise holidays
January 2020 WELCOME
Cruises fit for a king – and everyone else From Robotic barmen to twisting water slides, rock walls to bumper cars, West End shows to laser tag, Royal Caribbean International is a cruise line where adventure reigns supreme. With a fleet of 27 ships cruising to 249 destinations in THE GREAT INNOVATORS 71 countries over five continents, Royal Caribbean offers an unrivalled experience for families of all sizes and children of all ages. Whether it’s two, four, six, or 10 people going away, it’s never been easier for your customers and their loved ones to have a truly amazing holiday. In this guide, produced by cruise adviser on behalf of Royal Caribbean, we hope to show you why we are so fond of this holiday company, one that refuses to stand still, regularly introducing ever new bold and brilliant ideas to the holiday market. We defy anyone to spend a few days on one of its ships and not enjoy themselves. Within, you’ll find some handy infographics to help acquaint you with the Quantum-class Anthem of the Seas, which will sail from the UK from May until November 2020 and then back again in 2021 for some incredible new itineraries (p4). There’s also the record-breaking Oasis-class on p6, and you’ll find Sara Macefield’s guide to the type of customers who fit with the Royal Caribbean brand – be they adventurers or families – on p12. With kids’ clubs that exceed anything you’re likely to find on land, accommodation that ranges from spacious staterooms to luxurious suites, dozens of dining options, and some incredible itineraries, Royal Caribbean ships are a dream for families. On destinations, we’ve included a guide to why Europe with Royal Caribbean is the perfect option for families with kids (p10). Best of all, the company, as Sam Ballard points out on p14, has also invested millions into its trade programme, Club Royal, which is now five years old and offers an array of incredible rewards to those selling Royal Caribbean holidays. Hear from UK boss Ben Bouldin and find out how to sign up, how the reward scheme works and how to book. We hope you enjoy reading – and good luck selling. Your guide to selling Royal Caribbean cruise holidays
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THREE THINGS WE LEARNT ABOUT ROYAL CARIBBEAN P6
IT HAS THE WORLD’S LARGEST SHIPS The Oasis-class fleet comprises the biggest ships in the world, built for adventure and redefining the cruise experience P10
EUROPE IS IDEAL FOR MULTI-GEN TRAVEL The line’s Europe itineraries are designed with family in mind, with a diverse range of destinations to keep everyone happy P12
THERE’S A CRUISE FOR EVERY CLIENT
And a unique pitch for each – from entertainment for families and thrills for adventurous types to wellbalanced cultural sailings
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January 2020 CONTENTS 8 Desert islands redefined
Jonathan Thompson boards Navigator of the Seas in Miami for the first sailing to Royal Caribbean’s much-lauded private island in the Bahamas – Perfect Day at CocoCay
10 Making it multi-generational
Sara Macefield looks at why European breaks on Anthem, Allure, Odyssey (2021) and Explorer of the Seas offer the sort of holidays families will never forget
12 A cruise for every client
Sara Macefield shares the secrets of selling a Royal Caribbean holiday to different customers – from adventurers to families
14 Revolutionised agent rewards
Sam Ballard speaks to Royal Caribbean VP of sales EMEA Ben Bouldin and introduces Club Royal, the innovative trade programme that offers plenty of rewards
Royal Caribbean International trade support team UK: 01932 834 379 Ireland: 1800 939 490 royalsalessupportuk@rccl.com myclubroyal.co.uk
16 In numbers: Royal Caribbean
Our overview of the line that continues to innovate – from the largest-ever cruise ships to some of the most luxurious suites at sea
Created by Waterfront Publishing, the publisher of Cruise Adviser, on behalf of Royal Caribbean International. info@cruise-adviser.com Publisher Sam Ballard sam@cruise-adviser.com Publisher Anthony Pearce anthony@cruise-adviser.com
Senior sales manager Bryan Johnson bryan@waterfront-publishing.com 020 3865 9338
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Trade support
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January 2020 INFOGRAPHIC
ANTHEM OF THE SEAS
LAUNCHED
DECKS
GUESTS
2015
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4,905
Royal Caribbean International’s Anthem of the Seas will return to Southampton in 2020 and 2021 as part of the line’s new European programme. The Quantum-class ship will offer ex-UK itineraries to a range of destinations including Norway, the Canaries and the Western Mediterranean. Here, we take a look at what makes it such a special ship.
ACCOMMODATION
2,090 staterooms – twice as many as the tallest hotel in the world – with accommodation suiting all needs, tastes and budgets. The Royal Suites – including the two-storey loft suites, which come with a private whirlpool bath – are some of the largest and most luxurious rooms at sea.
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RETURNING TO THE UK
THRILL
More than 30 ex-UK cruises in 2020 and 2021. Cruises from Southampton include a seven-night Norwegian Fjords itinerary (from £821pp), a five-night Half Term Paris & Bilbao cruise (from £999pp) and a 14-night Mediterranean cities sailing that visits Gibraltar, Nice, Naples and Lisbon (from £1,734pp).
Entertainment includes the RipCord® by iFLY® skydiving simulator, FlowRider® surf simulator, Seaplex basketball and bumper cars, and a climbing wall.
CHILL
Bionic Bar, where robotic barmen powered by Makr Shakr can make two drinks a minute and 1,000 a day. The ship’s Solarium is a relaxing indoor-outdoor retreat just for adult guests, which includes swimming pools, whirlpools and a lounge area, as well as cascading lagoons.
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January 2020 | Forward
The largest cruise ships in the world, Royal Caribbean’s INFOGRAPHIC Oasis-class ships – comprising LOREM IPSUM Oasis, Allure, Harmony and Symphony of the Seas – have redefined the cruise experience. The ships are built for adventure, featuring Equat. Aliame num voluptiamus num faccae. Aces in rem et rehenim aborect a 10-storey emporei cipsapic te re optasit aliquid qui voluptist arum sit quat.Ultimate Abyss slide, along with the trio of x water slides known as The LAUNCHED DECKS GUESTS Perfect Storm (coming to the “amplified” Allure of the Seas in 2020).
Nusciis vidiscit, invent expe OASISCLASS SHIPS
2009
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6,780
PLAY
Guests can feel the adrenaline rush as they zoom nine decks high above the boardwalk on the zip line, take a spin on the ice-skating rink or challenge themselves in the escape room.
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January 2020 | Forward THRILL
ACCOMMODATION
Standing 42.72 metres above sea level, the Ultimate Abyss is the tallest slide at sea, with a 28-metre serpentine-like drop. Riders are on the slide for an average of 13.5 seconds.
The Royal Suite Class on board Oasis-class set the standard for onboard luxury with exclusive experiences, amazing amenities, personalised service and unbelievable decor. They include the Ultimate Family suite on board Symphony of the Seas, which comes with its own slide, cinema room and Lego wall.
CHILL
Symphony of the Seas, the newest ship in the class, has 14 speciality restaurants with more than 350 dishes served daily – that’s 5,189 different restaurant seats. Incredibly, 2,232 oysters are served weekly at Hooked Seafood. Symphony of the Seas also carries 195 spirits and 450 cases of Champagne each week.
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January 2020 ISLAND GETAWAY
Desert islands redefined Jonathan Thompson boards Navigator of the Seas (following its $115 million “amplification”) in Miami for the first sailing to Royal Caribbean’s much-lauded private island in the Bahamas, Perfect Day at CocoCay Desert islands have come a long way in the 300 years since Robinson Crusoe was published. Until a generation or two ago, Daniel Defoe’s seminal novel was the benchmark for any and all remote islets and atolls: empty beaches, swaying palm trees and nothing to do except lie on the sand, float in the waves and soak up the sun. That benchmark has been rising steadily for the past 50 years, with demands for luxury, comfort and
excitement upping the ante, even in utopia’s most distant corners. Now, Royal Caribbean has taken that criteria and blown it out of the water. Its latest addition to the world of paradise enclaves can be considered a bona fide game-changer. Even the prefix of the company’s new private island in the Bahamas sets the bar high: “Perfect Day”. And all of those I spoke to aboard the first official sailing agreed that it more than lives up to the hype.
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At a mind-boggling cost of $250 million, Perfect Day at CocoCay (pronounced “key”, much to the chagrin of cadence lovers) should be something special, and it is: a water park, beach resort, including the only new overwater cabanas, which open this month, and adventure sports rolled into one colourful, tropical whole. It’s a record-breaker, too. Here, 250km off the Florida coast, you’ll find the tallest water slide in North America,
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January 2020
Perfect Day at CocoCay
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Up, Up And Away Helium Balloon Height: Up to 450ft high Duration: 7-minute ride
waterslides The Thrill Waterpark
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The Slingshot 60ft high | 348ft long 38-50 seconds per ride
The Twister 60ft high | 575ft long 38-46 seconds per ride
SPLASH SUMMIT Splash Speedway (4 slides) 40 feet high | 12-18 seconds/ride (1) 160 feet long, (2) 164 feet long, (3) 171 feet long, (4) 167 feet long
2 Green Mamba 50ft high | 387ft long 15-23 seconds per ride
Dueling Demons 75ft high | 445ft long 11-17 seconds per ride
DAREDEVIL’S PEAK 135 feet high | 764 feet long 30-40 seconds per ride Manta Raycers 25ft high | 207ft long 10-18 seconds per ride
28,000 CRUISE-ADVISER.COM
Screeching Serpent 50ft high| 197ft long 15-23 seconds per ride gallons of water held in the wave pool, the largest in the Caribbean
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the Caribbean’s largest freshwater pool and the region’s largest wave pool. Make no mistake, this is something very, very special. The groundbreaking attraction took four years to design and build, with materials painstakingly shipped over from the US, and more than 350 permanent employees living and working on the 125-acre atoll. And, according to Royal Caribbean, this is just the first of many. “CocoCay was the ideal setting for the first Perfect Day island,” says Claudia DiazGonzalez, director of private destination development, who joined us on the inaugural cruise. “It’s just a flawless backdrop with these beautiful Bahamian waters and incredible white-sand beaches It was the perfect opportunity to add an incredible new experience for our guests.” Royal Caribbean has taken that immaculate Caribbean canvas and created a pictureperfect retreat on it, with the island split into a number of zones, loosely falling under two umbrellas: “chill” and “thrill”. It’s the latter that will attract the most attention, with 13 enormous water slides including the monstrous Daredevil’s Peak at a soaring 41 metres. This stretch of the Caribbean, including CocoCay and the Berry Islands, were at the heart of pirating in the 17th and 18th centuries, and rumours persist of buried treasure here. If early signs are anything to go by, Royal Caribbean appears to have struck gold above ground, too.
January 2020
CRUISE EUROPE
Family fortunes You can keep the whole family happy on a European cruise holiday, where history and culture pair with natural beauty and adventure, writes Sara Macefield It’s not surprising that Europe is such a catch for families. This is where youngsters can stride out as gladiators amid the ruins of Rome’s Colosseum; explore the ancient ruins of Pompeii; or paddle off on a kayaking trip through Norway’s fjords while enjoying a backdrop of dramatic scenery. Here, we look at why a sailing with Royal Caribbean is the best way to enjoy these continental delights.
Fun for all the family
Allure and Explorer of the Seas will arrive in May with
gleaming new facilities following multi-million upgrades as part of the line’s Royal Amplified fleet modernisation, this month also marks the return of Quantumclass ship Anthem of the Seas to Southampton for the summer season for the first time in five years. Anthem will be joined in May 2021 by Harmony, Rhapsody and Royal Caribbean’s newest ship Odyssey of the Seas, the first Quantum Ultra-class ship to cruise Europe. These state-of-the-art ships have everything a family
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could want from their holiday – from West End theatre to waterparks to dozens of dining options. Parents can relax in the Solarium while the kids head to the SeaPlex, play table tennis, basketball or jump on the bumper cars. With surf and sky-dive simulators, laser tag and rock walls, waterslides and escape rooms, kids and adults alike will never face a dull moment. Parents can rest assured that children will not only be safe and well looked after, but having a holiday of a lifetime.
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Part of the club
Royal Caribbean’s awardwinning kids’ clubs are among the best you’ll find anywhere, at sea or on land. The Adventure Ocean youth programmes promise to be both fun and educational, providing kids with memories to last a lifetime and parents with peace of mind – as well as a well-deserved break. The programme is divided into three categories. There are Aquanauts (ages three-five years), who get to conduct cool experiments to become Certified Jr Adventure Scientists; Explorers (ages six-eight years), who partake in activities such as themed parties; and Voyagers (ages nine-11 years), who have the chance to explore a range of activities that Royal Caribbean promises puts the “cool” back into learning. The teen programme allows older kids the freedom CRUISE-ADVISER.COM
to come and go as they please and enjoy dedicated spaces such as the Living Room, the Fuel Teen Club and the Arcades.
Champions of Europe
Royal Caribbean has dozens of options in Europe for families with children, from toddlers to teens. Anthem of the Seas will sail to destinations including the Norwegian fjords, Iberian Peninsula, Canaries and Northern Europe. A summer 14-night Italian Mediterranean voyage explores the cultural glories of Italy with stops in Livorno for Florence and Pisa, Civitavecchia for Rome and the historic port city of Genoa, while a twoweek Mediterranean Beaches cruise in August combines the coastal appeal of the Spanish resorts of Malaga, Valencia and Barcelona, along with Palma and Ibiza in the Balearics. A two-week Canary Islands 11
cruise in July brings a taste of Spanish flamenco culture in Cádiz, before reaching Lanzarote with its line-up of exciting water sports; Gran Canaria’s beautiful beaches; Tenerife’s famous volcano, Mount Teide; and the unspoilt colonial treasures of La Palma. An autumn half-term minicruise showcases the appeal of the French port of Le Havre, from where clients can pay a visit to Paris, and the arty Spanish city of Bilbao. Allure of the Seas will be the first revamped Oasis-class ship in Europe, arriving in May and homeporting from Barcelona to spend the summer on oneweek Western Mediterranean sailings encompassing the charms of Provence with a stop in Marseille; the Renaissance glories of Florence and Pisa from La Spezia; Palma in Majorca; Rome from Civitavecchia; and Naples for Pompeii and the island of Capri.
January 2020
KNOW YOUR CUSTOMER
A cruise for every client Whatever your customers want and need, Royal Caribbean has something for everyone. Sara Macefield shares the secrets of selling to these key groups
Families
With parents’ ages ranging from 36 to 55 years, this is mainly Generation X territory, with a few older millennials creeping in. These families are fairly affluent and wanting to visit Europe or the Caribbean in one holiday during the school summer break. The essential ingredients are beaches, along with sports and activities. Families on Royal Caribbean are spread over multiple generations, with grandparents, aunts, uncles, kids and friends all travelling together. Selling tips: Whatever the ages of the children in your client’s
group, Royal Caribbean ships can cater for them and parents can get their down time. Young babies can be entertained at the Royal Babies and Tots nurseries, while children of different ages can enjoy the Adventure Ocean kids’ clubs. For teens, there are hangout zones that include teen-only nightclubs serving mocktails. Families with older kids can throw themselves into onboard activities, such as laser tag and escape rooms, and enjoy West End hit shows in the theatres. Emphasise the value for money of free food virtually around the clock, helpyourself ice cream machines and soft drinks dispensers.
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Point out the family-friendly cabins or interconnecting rooms and the safety of the enclosed environment on board – plus family-friendly dining, especially in the buffet restaurants. Europe is easy to get to with ex-UK sailings, making it less stressful if travelling with younger children, and offers a treasure trove of history, culture and fun outings to water or theme parks. Beyond Europe, the Caribbean is ideal for water babies of all ages with excursions to beautiful beaches, boat trips and snorkelling trips. A Royal Caribbean holiday means there’s no need for compromise.
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January 2020
Adventure seekers
These will be couples and singletons and aged between 26-45 years, which encompasses the millennial generation. They’ve money to spend and will be looking to travel in Europe or the Caribbean, perhaps taking a few shorter trips rather than one long holiday. They want lots of activities and plenty of photo opportunities for those all-important social media moments. Selling tips: Talk up the onboard thrills of Royal Caribbean ships that guests can enjoy before they even step ashore. The chance to try sky-diving simulators, water slides or climbing walls means days on board can be action-packed and full of selfie opportunities, while there are plenty of spaces, such as the Solarium and many bars, to relax in. Caribbean cruises are the easiest way to tick off lots of islands in one trip. European voyages bring out the best of this region with landmark cities, beautiful scenery and the chance to head off on exciting adrenaline-pumping excursions.
Culture seekers
These clients tend to be couples of 46-plus years, making them Generation X and Baby Boomers. They are fairly affluent and have a strong appetite for travel with both long and short duration trips that take in Europe and destinations farther afield, particularly Asia. They want to travel in style and may be celebrating milestones in their lives; they’re keen to explore and see the sights. Selling tips: Long-haul cruises bring the perfect balance of comfort and convenience for travellers looking to explore exotic destinations without having to rough it. Royal Caribbean ships bring peace of mind to clients wherever they are in the world, along with a wealth of facilities to enjoy onboard. The ships offer dozens of dining options – from haute cuisine at 150 Central Park to burgers, shakes and fires at fast food joint Johnny Rockets. On European sailings, excurisons allow guests to delve into the region’s rich history and culture in ports such as Santorini.
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January 2020 LOYALTY REWARDS
Revolutionised agent rewards Royal Caribbean’s successful reimagining of its Club Royal programme is seeing both agents and the line itself reaping the rewards, says Sam Ballard Club Royal, Royal Caribbean’s award-winning agent reward programme, was established five years ago and in that time it has turned cruise line loyalty schemes on their head. It made the idea of agents earning points for each booking – and then choosing a prize from a limited selection – seem almost antiquated. With Club Royal, every booking sees a cash reward loaded onto a branded pre-paid Mastercard. Agents can then use that cash towards whatever they want, whether that’s the weekly shop or part payment for a holiday. However, while the cash
rewards are undoubtedly the most talked-about strand of Club Royal, they are by no means the only element. In fact, they’re just the start. “After five years of Club Royal, we took a step back and looked at what made the scheme so great in the first place,” explained Ben Bouldin, vice president EMEA sales. “What have we done right over the past few years? It’s about getting the basics right and keeping it simple.” That pause and rethink has led to a whole host of enhancements, which were announced at Club Royal’s fifth birthday party at an exclusive
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venue in Leicestershire. Club Royal is now a platform through which all of Royal Caribbean’s agent engagement can be funnelled. Bookings, Rewards, Learn and Toolbox can all be found at My Club Royal. Not only that, but the plastic credit card will be replaced by an app – opening up even more opportunities in the future, from training on the go, to linking to agents’ social media accounts for the next big ship launch competition. Since the initiative was set up in 2014, more than 3,500 agents have attended special Club Royal events. These have included money-can’t-buy
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January 2020
aspirational trips to South Africa, Hong Kong, Tokyo, Dubai and many more. Last year, more than 2,000 travel agents booked a Royal Caribbean holiday for themselves, receiving different levels of spending money depending on the level of their membership. The holiday cashback programme was doubled for seven-day Perfect Day and Allure of the Seas Mediterranean sailings – an incredible opportunity for agents to get themselves, and their families, on board. Further user enhancements include the addition of a new area – LEARN (Learn Everything About Royal Now) – which launched last October and delivers a more engaging experience for the user through artificial intelligence and intuitive learning. It also offers a more personalised experience for agents wanting to learn more about Royal Caribbean and how to sell holidays. Another new part of the scheme coming this year is the ability for agents to make charitable donations to causes including the Family Holiday Association, Southampton Children’s Hospital and WWF. Royal Caribbean will match every donation made. Focus will remain on enhancing the programme throughout 2020, so get registered and keep logging in to see what’s coming.
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The great innovators Royal Caribbean’s firsts that have shaped the industry The great innovators Since launching its first ship, Song of Norway, the first ship built for warm-weather cruising, back in 1970, Royal Caribbean has revolutionised the cruise industry with first after first. Here, we look at some of its greatest innovations. New horizons A viewing platform that extends to 300ft above sea level, the North Star was introduced in 2014 on Quantum of the Seas. The ship, the first in the Quantum-class fleet, also introduced the Ripcord by iFLY, a sky-dive simulator; the Bionic Bar, with robotic barmen by Makr Shakr; and the SeaPlex with basketball and bumper cars. Bigger and better In 2018, Royal Caribbean launched Symphony of the Seas, the latest Oasis-class ship. Carrying a maximum of 6,680 guests, the ship, which features 18 decks and stands 238ft tall and 1,184ft long, is the world’s largest. Slide away Added in 2019 to Navigator of the Seas, the first amplified Voyager-class ship, The Blaster is now the longest water slide at sea, with more than 800ft of dips. The Ultimate Abyss, which set the record for the tallest slide at sea, was introduced on Harmony of the Seas in 2016. With a ten-storey plunge, it is 150ft above sea level.
Treasure island Perfect Day at CocoCay – which launched in 2019 and was the first of Royal Caribbean’s island retreats – boasts a number of record-breaking features. These include Daredevil’s Peak, the tallest water slide in North America; the Up, Up and Away hot-air balloon, the highest vantage point in the Caribbean; and Oasis Lagoon, the largest freshwater pool in the Caribbean.