NEWS 2024. Harry Kemble and Lucy Huxley report from Miami and London SPECIAL REPORT


Ship will ‘appeal to family market like never before’


R Bert Hernandez


oyal Caribbean’s boss said he feels the family market is currently “underserved” by cruise lines as he revealed how Icon of the Seas would appeal to “all demographics in the


multigenerational space”. The line’s 7,600-passenger ship features an expanded


stateroom called the Ultimate Family Townhouse Suite, which sleeps up to eight people, and dedicated family ‘neighbourhood’ Surfside. Icon will be nine feet longer and two decks taller than


the fifth ship in the Oasis class, Wonder of the Seas, making it the world’s largest cruise vessel. Speaking at a media event to unveil Icon in Miami,


Michael Bayley, the line’s president and chief executive, said: “Young families is a big market, and we think it’s an underserved market. Icon, especially with Surfside, is going to change that.” More than 80% of Icon’s cabins will be able to sleep


more than two people, said Bayley, who noted: “The beauty of Icon is its size and scale, and the combination of the neighbourhoods fit all the demographics in the multigenerational family space. It’s not just for young families – but it certainly includes young families.” Royal’s EMEA vice-president Ben Bouldin described


Icon of the Seas as a cruise ship that would appeal to families “like never before”.


In addition to Surfside, Icon features seven other


neighbourhoods, including Chill Island and Thrill Island, where passengers can experience the “largest water park at sea”, Royal said. Bayley said the new entertainment venue and neighbourhood, named AquaDome, would offer “a whole series of experiences”. The space contains restaurants, a lounge, shops, a bar and the AquaTheater. Icon will also have an infinity pool suspended 130ft


above the ocean and the line’s first swim-up bar, called Swim and Tonic, in Chill Island. There will be 15 restaurants, bars and lounges including a new jazz venue. Royal Caribbean Group president and chief executive


Jason Liberty said: “We really tried to focus on making sure these neighbourhoods had their own life and experiences and are tailored to different generations.”


‘Shorter sailings are attracting new-to-cruise customers’ efficient than Wonder’


cleaner to remove debris when the ship is docked in port, making the ship “3% to 4% more energy efficient”, added Anshul Tuteja, associate vice-president of fleet optimisation at Royal Caribbean Group. Every cabin will have an “eco-mode”


function, which ensures energy sources automatically power down when passengers go ashore. Tuteja said fuel was currently


Royal’s “biggest expense”, adding that switching to cleaner fuel types was “the right thing to do”.


Royal Caribbean’s boss expects Icon of the Seas to attract a lot of new-to-cruise passengers. Michael Bayley said the growing


first-time market was the line’s “sweet spot” and pointed out that more than one million passengers who had never cruised before sailed on a Royal ship in 2019. He explained how offering


shorter sailings on the line’s latest ships, which call into Royal’s private island destination Perfect Day at CocoCay in the Bahamas, appealed to new-to-cruise passengers. Icon of the Seas is scheduled to


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Day and great ships has done wonders for new-to-cruise [passengers],” he said. “One of the things that has


helped a lot is the shore product.” Vicki Freed, Royal Caribbean


Michael Bayley


call into Perfect Day during every sailing in its debut Caribbean season in 2024. “That combination of Perfect


International’s senior vice- president of sales, trade support and service, outlined how the line was switching Oasis-class vessels to shorter sailings to attract first-time cruisers. “From next October, Allure


of the Seas will be on three to four-day cruises out of Port Canaveral,” she said.


3 NOVEMBER 2022 11


Royal Loft Suite


PICTURES: Sarah Lucy Brown


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