By
David Mott |
Though Celebrity Cruises does not have a new ship on order at the moment, it remains conscious of the need for its fleet to retain its reputation as having some of the most elegant vessels afloat in the modern cruise industry.
From a modest beginning 25 years ago under the banner of the London Greek Chandris shipping family, Celebrity has risen in the eyes of many dispassionate observers to be the most stylish of the mainstream cruise lines, both in terms of its ships and its onboard service. Big ships of over 100,000gt are mixed in with stylish décor and what is said to be the best art collection at sea – not always obvious bedfellows.
What started out as a largely European venture is now mostly centred on the east and west coasts of the United States. This is under the influence of Royal Caribbean Cruises Ltd, which bought the company from Chandris interests for US$13 billion in 1997. The line has its eyes focused on middle- to upper-middle income passengers who like large ships.
A good part of the fleet is rated four-star, but some of the later vessels have been edged up to a four star-plus category. One well-known critic even suggests the line’s cruises are currently under-priced.
Celebrity Reflection, the 1,500-berth Solstice-class ship, was introduced in 2012 as the line’s latest vessel. New-style accommodation, known as the Suite class and introduced on Reflection, has “shaped some tweaks we are making to our suite offering across the fleet,” says Bayley. Other developments include restaurants dedicated solely to guests in suites, a VIP lounge and even unlimited internet access for Royal, Penthouse and Reflection suites.
In January 2014, Celebrity’s parent company, Royal Caribbean Cruises Ltd, decided not yet to take up either element of a dual option agreed with Meyer Werft in Germany for a fourth Royal Caribbean International Quantum ship or a sister to Reflection. Meanwhile, refits are the order of the day for the company; Bayley says that in the last few years the line has invested US$140 million in an extensive ship refurbishment programme. “We have introduced features that guests currently enjoy onboard the new Solstice-class ships across the broader scope of the fleet. This programme will continue in 2014 and even though there is no new ship, we have the most contemporary fleet at sea,” he claims.
The company has also worked hard to offset the increasing price of fuel by cutting the rate of consumption. A key element in this, Bayley says, has been investment in state-of-the-art fuel efficiency. “We have also explored routes to generate power from alternative sources, such as solar panels that are found on all our Solstice-class ships. While the technology is not available for these panels to provide a significant proportion of the energy required, the design inclusion of this feature allows us to improve the panels as greater developments in the technology become available.”
Celebrity Cruises is a company that seems to have a greater than average emphasis on fly/cruising. Bayley says this is because the line’s clientele are well travelled and are prepared to fly round the world. “Our growth focus is around North America and Canada, the United Kingdom (where the line’s original roots were) and the burgeoning Australian market.
“These are all nationalities who travel extensively and, as we introduce new destinations that offer more appeal, we do expect the fly/cruise proportion of the business to increase as passenger numbers grow.”
In order to enhance the popularity of its shore excursions, Celebrity recently appointed the adventurer and TV presenter, Ben Fogle, who has worked with shore excursion teams to create his Great Adventures in European ports of call. The aim is to experience destinations from a different point of view. Activities include speedboat rides, snorkelling, a gastronomic tour of Italy, a mini triathlon in Croatia, and kayaking through the Stockholm archipelago.
Celebrity is a company that puts great store on brand marketing initiatives. Typical is the eXceptional eXtras campaign which ran in the late summer last summer and was continued at the turn of the year – a favourite time for booking holidays and known in the US as the wave period.
These extras include a drinks package, onboard credit, free gratuities and a period of free internet access each day. “We have enjoyed good feedback from our guests and trade partners,” Bayley says. “In the middle of last year we announced a partnership with Xbox for themed spaces and events across our ships. And we have just confirmed a new partnership with one of the world’s leading spa brands, Canyon Ranch. Working with brand leaders in their own sectors is important to Celebrity Cruises – we approach like-minded businesses who are experts in their area.”
Asked about the current outlook, Bayley says: “There has been much made in the travel and leisure industry about a strong start to 2014. Our bookings are performing in line with our expectations and in 2013 we enjoyed strong sales from, particularly, Europe and Asia, including better pricing for these areas. 2014 is looking highly promising.”
This article appeared in the Spring/Summer 2014 edition of International Cruise & Ferry Review. To read other articles, you can subscribe to the magazine in printed or digital formats.