Independence to return in 2009
One of the world’s three largest cruise ships, Independence of the Seas, is to make a return to the UK next year.
The Royal Caribbean International is giving the Freedom-class vessel its debut in the UK with sailings from Southampton in May, following its formal launch in the port next month.
UK and Ireland managing director Jo Rzymowska revealed that sales to date for summer 2008 sailings had put the 3,600-passenger ship in the top three best sellers across the combined 32-strong Royal Caribbean/Celebrity Cruises/Azamara Cruises fleet.
She described yields as being on track, supporting the company’s strategy of seeking higher prices for cruises on the brand new ship – sister vessel to Freedom of the Seas and Liberty of the Seas.
“We believe we have been successful in getting across to the trade why customers should pay a premium to travel on Independence,†she said. “We were clear we didn’t want to sell too cheap.â€
The success of Independence comes on the back of Voyager-class ship Navigator of the Seas exceeding financial expectations during its season of ex-UK sailings last summer, added Rzymowska.
Asked whether Independence of the Seas would be coming back to run cruises from the UK in 2009, she said that was “likelyâ€. The company has since confirmed that the ship will sail again from Southampton in summer 2009.
She declined to disclose deployment plans for 2009-10 in advance of programme details being released in two weeks time.
But Rzymowska said she was a few weeks away from naming a new sales director to head a UK and Ireland sales force which is being expanded with eight new staff and a dedicated team created for Celebrity and Azamara.
She said she was particularly looking to communicate the differentiation between the brands, with Celebrity pitched as a premium cruise offering.
And she emphasised the need for agents to play their part in ensuring that customers are directed onto the brand that best suits their requirements, helped by ongoing Cruising for Excellence training programmes.
“Co-operative marketing is not just about placing an ad in the Mail of Sunday – it’s about targeting the right people,†she said.
by Phil Davies
Phil Davies
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