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Royal Caribbean cruise sales ‘up 40%’
Saturday, 09 Mar, 2009
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Keen pricing, added value offers and high profile advertising have helped boost 2009 cruise bookings for Royal Caribbean International and premium sister brand Celebrity Cruises in the UK and Ireland.
Bookings levels were up by 40% year-on-year during the January-February ‘Wave’ peak booking period, disclosed associate vice-president and general manager Jo Rzymowska.
The majority of the increase was accounted for by the Royal Caribbean International brand which has Independence of the Seas, one of a trio of massive cruise ships, operating for a second summer from Southampton in 2009.
News of the bookings rise follows Carnival UK reporting an increase of between 25%-30% since Christmas across its various brands (see previous TravelMole story).
Rzymowska attributed the continuing popularity of cruising in a tough economic climate to a combination of good prices and offers such as increased on board credit, free regional coach transfers and free port car parking.
At the same time Royal Caribbean has become an established cruise brand in the consumers’ eyes, meaning that the company is being requested by name at travel agencies, she added.
Growth in bookings through multiple agencies had made up a “significantly large chunk” of the increased business, said Rzymowska.
She was speaking as the two brands start putting summer 2010 cruise programmes on sale (see separate story).
Rzymowska said there was increased demand for cruises “closer to home” and fully packaged fly-cruises in the Mediterranean as customers look for the financial security rather than risking putting different travel components together with cruise-only deals.
“There is a desire to book the whole package, even down to asking which airline they are flying with,” she said.
There has been no noticeable shift towards late booking or any increased trend in cancellations due to the recession.
But Rzymowska admitted that despite the rise in sale volumes, yield was being affected due to price promotions.
“We calculated the right approach for the Wave period but we’re by no means thinking his is going to be any easy ride for the rest of 2009 and into 2010,” she said.
*See linked story.
by Phil Davies
Phil Davies
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