The Royal Treatment

By Theresa Norton Masek

Do the newer ships “cannibalize” the older ones? Freed says no.

“Newer ships get a lot more of the media attention, but not everybody wants to cruise on the largest ships in the world,” she says. “Some are more comfortable on a 2,000- or 3,000-passenger ship. If you look at where ships are deployed, we make sure that doesn’t happen. We don’t put smaller ships out of Fort Lauderdale [Fla.] in the seven-day market. We put those ships in Galveston [Texas] or New Orleans, so we are more diverse in our product.”

Royal Caribbean is spreading the news to travel agents through a special Royal Advantage brochure, webinars and a University of WOW! course that nets incentives for agents who take it, Freed says.

One of the popular features being expanded is the DreamWorks Experience, which debuted on Allure of the Seas. The program includes DreamWorks characters in a parade down the Royal Promenade and interactive character breakfasts in the dining rooms. Animated characters that come to life are from popular family films such as “Shrek,” “Madagascar” and the “Kung Fu Panda” movies. Among the characters appearing are Shrek, Fiona and Puss in Boots of “Shrek”; Alex, Marty and the penguins of “Madagascar”; and Po of “Kung Fu Panda” and its newly released sequel. Reservations are required for the character breakfast, which is complimentary.

The DreamWorks experience, which also includes the airing of 3-D movies, now is available on Allure, Oasis, Freedom and Liberty of the Seas.

For now, Royal Caribbean will keep the DreamWorks Experience on those four ships. “I think we want to stick with those four right now, on the ships that cater a great deal to the family market,” says Freed. “We’ll see if we get more yields on the ships because we have this feature.”

Allure and Oasis of the Seas operate Caribbean cruises from Fort Lauderdale, while Freedom of the Seas alternates Eastern and Western Caribbean seven-night round-trips from Port Canaveral, Fla. Liberty of the Seas is operating out of Barcelona this summer, offering seven-night Mediterranean cruises, and will return to Fort Lauderdale in November for four- and five-night Western Caribbean voyages. Liberty and Freedom of the Seas, which underwent the Royal Advantage upgrade in January and March, respectively, now also feature the Royal Babies and Tots nursery, whichh was introduced on Oasis and included on Allure. Radiance and Splendour of the Seas also will get the nursery when they complete dry-dock renovations this month and in October, respectively.

Designed for infants and toddlers from 6 months to 3 years old, the nursery care program has trained professionals that baby-sit or supervise playgroups and activities developed exclusively for Royal Caribbean with partners Fisher Price and Crayola. “This feature has been a home run on Oasis and Allure,” Freed says.

The nannies and counselors are trained in CPR and have college degrees at least, Freed says. The nursery is used when parents want to enjoy dinner or spend a day exploring a Caribbean port of call. “Parents have really responded, trust me,” Freed says. “They don’t want to schlep a baby in St. Thomas, pushing a stroller through the crowds on the streets.”

Other new features on Liberty and Freedom include 3-D movie screens in the Platinum and Arcadia theaters; outdoor LED video walls measuring approximately 18.5 feet, overlooking the main pool area; and a Vintages wine lounge, which has an automated serving system that allows guests to self-pour tastes of some 48 wine selections.

The Cupcake Cupboard, which was introduced on Oasis of the Seas, also is now open for business on Liberty and Freedom of the Seas’ Royal Promenade, taking the place of A Clean Shave. The 1940s-style shop offers for sale an assortment of fresh gourmet cupcakes for about $2.50, as well as hands-on decorating classes, priced at $15 for kids and $22 for adults.

“The Cupcake Cupboard is not a huge revenue generator, but it’s a great guest experience,” Freed says. “It’s a cute little cupcake shop.”

Technology enhancements include interactive televisions, electronic waivers for sports activities and electronic mustering. Electronic mustering means guests don’t have to go to staterooms to get life jackets and put them on—the dangling belts from the jackets can be a tripping hazard. The Sea Pass cards electronically keep track of travelers’ whereabouts, Freed explains.

Undergoing more extensive dry-dock work are Splendour, built in 1996, and Radiance of the Seas, built in 2001. At press time, Radiance was expected to complete its three-week renovation on June 10.

Radiance of the Seas will get new specialty restaurants—the Samba Grill Brazilian Steakhouse, Mexican-themed Rita’s Cantina, and the Italian Giovanni’s Table, as well as the Park Café deli-style restaurant and the Chef’s Table dining experience. “These are wildly popular features on Oasis-class ships, so we’re taking the best of the best and putting them on other ships,” Freed says.

At the Samba Grill, guests choose from 13 meats and seafoods from the churrasco grill, which are carved tableside by gaucho servers. The cover charge is $25.

Giovanni’s Table serves Tuscan specialties, including focaccia and fresh pesto, porcini mushroom soup, gnocchi and traditional lasagna. The supplementary charge is $10 for lunch and $15 for dinner.

Rita’s Cantina features pico de gallo salsa; nachos; guacamole; fajitas; and a variety of beef, chicken and seafood dishes. A fee of $7.95 applies.

Park Café offers made-to-order salads, panini and sandwiches, as well as pastries and coffee, in indoor and outdoor seating areas. It is complimentary.

Chef’s Table has an intimate gourmet dinner for just 14 guests, priced at $75 per person. The featured chef presents each course, which is paired with wines. Before the meal, guests can mingle with the chef at a cocktail party.

Other enhancements to Radiance will include a new Diamond Lounge for Crown & Anchor Society loyalty program members, a Concierge Lounge, the aforementioned Royal Babies and Tots Nursery, interactive flat-panel televisions in all staterooms and Wi-Fi throughout the ship.

Regarding the latter, Freed says the company has installed “newer technology, the latest and greatest, which will make a stronger, better experience for the guest.”

Splendour of the Seas is expected to emerge from dry-dock on Nov. 25. It will receive two new specialty restaurants—the Samba Grill and Chef’s Table—as well as the casual Park Café. It also will get the nursery, Diamond and Concierge lounges, flat-panel televisions and Wi-Fi throughout the ship.

In addition, more than 100 balcony staterooms will be added, and select staterooms and public areas will be enhanced. The Windjammer Marketplace is due to be refreshed.

The Royal Advantage program is all about taking the best of the best and expanding it to more ships in the fleet. Freed says, “It’s not about revenue generation, it’s more about the guest experience, and that’s always been the view from Royal Caribbean. Hopefully we get a return on investment, because that’s what we’re in business for. But if guests stay loyal to us, they refer friends and family, and all the business funnels back to the travel agent. It’s a win-win for everybody.”