Amid a deep go on foot slump, cruise capacity will enlarge 28% in three years. Can megaships help keep the vocation afloat?
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Solstice readies for its maiden voyage
By Christopher Palmeri
The newest ship in the Royal Caribbean Cruises (RCL) fleet will fleet out from Ft. Lauderdale on its maiden voyage on Nov. 23. The $750 very great number Celebrity Solstice has onboard features to wow uniform jaded cruise hounds—a half-acre lawn with real grass for picnics or putting, a two-story spa, and a wine-tasting cellar. Want to gaze at the sea in your bathrobe? By stacking besides decks overhead the hull, 85% of its 1,425 rooms require private balconies, one-third more than other ships.
Royal Caribbean couldn’privately have picked a rougher time to set pass by water, but. The travel industry is in its worst fall through since the September 11 terrorist attacks seven years ago. To inveigle customers, cruise lines are slashing prices, eliminating fuel surcharges, and redirecting ships from exotic locations to ports that don’cheek by jowl require expensive demeanor travel. “Our bookings held up well until mid-September,” says Richard D. Fain, Royal Caribbean’s longtime chairman and chief executive officer. “Then mid-September came with a crash.”
Slumping ask isn’t the only point to be solved. With customers galore a few years gone, the toil ordered an squadron of bigger, fancier vessels. Because they take with respect to a like reason long to construct, the new ships are now due hitting the water. Royal Caribbean will connect six ships by 2012 at a cost of $6 billion. Rival Carnival Cruise Lines (CUK) estimates the industry will launch 38 ships in North America and Europe over the nearest three years, adding 28% to capacity.
The travel downturn is already taking a toll. Majestic America Line and its historic Delta Queen paddlewheeler will toot their horns for the last time this year. Norwegian Cruise Line—50% owned by private equity firm Apollo Global Management—is complaining about cost overruns on a giant ship being built for it in France. Many in the industry view this as a course notwithstanding Norwegian to get out of its covenant. Norwegian declined to be active comments. And after 40 years on the seas, the Queen Elizabeth 2, owned by Carnival’s Cunard Line, is being apart to befit a hotel in Dubai.
Royal Caribbean is being hit by the falloff, too, notwithstanding that huge vessels like the Solstice should help. After netting $603.4 million in 2007, the Miami company will earn $580 a thousand thousand this year on sales of $6.5 billion, predicts analyst Robert LeFleur of Susquehanna Financial Group. The cruise line has been using specials—book a cruise for one, and the next to the first passenger is half-price—to fill many of its ships. But it hasn’t discounted the Solstice. A seven-day Caribbean cruise with a balcony costs $1,300 a person, according to the travel Web site cruisedirect.com, about 30% more than comparable packages.
Megaships can be more profitable because they permit cruise lines spread fixed costs transversely a larger base of customers and boast additional ways to tailor’s smoothing iron revenues from onboard restaurants and shops. “Even in today’s climate, these ships are likewise economical they will produce a very in a sound condition cash flow,” CEO Fain insists. Still, Royal Caribbean’s stock recompense has plunged by more than two-thirds in the past year, to under 12, its lowest destroy ago late 2001.
Solstice is every essay to reach out to the 80% of Americans who have never taken a cruise, distinctly middle-aged women. Royal Caribbean hired a market research firm called Synectics, which in 2006 took five boomer women without ceasing a four-month pilgrimage of cruise ships, boutique hotels, and furniture stores. The focus group also visited the Solstice’s shipyard in Germany. Among the design features they suggested: more storage space above and below the bed, double doors that opened up to the adjoining cabin, and footrests in the showers as being shaving legs.
Royal Caribbean hopes to make a bigger splash in December 2009 with the launch of what will be the world’s biggest ship, the 2,700-cabin Oasis of the Seas. Longer than some aircraft carrier, the $1.5 billion vessel will feature seven “neighborhoods” including a Central Park with outdoor coffee-houseésession, as well as a boardwalk with a tattoo parlor and fortune teller. Says Peter Thomson, chief operating officer of travel agent Cruise Holidays: “That’s a lot of excitement to betray.”
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Luxury Travel, Bargain Prices
If there’sitting any silver lining in the global economic slump it’s that taking a vacation has rarely been cheaper. As Los Angeles Times reporters Peter Pae and Jane Engle noted on Nov. 10, the sharp drop in demand is forcing airlines, hotels, and cruise lines to slash their rates. Delta Air Lines (DAL) has been offering $244 round-trip fares from Los Angeles to Hawaii. Some three-day Caribbean cruises be possible to be had because of less than $100. One hotel in Las Vegas recently offered rooms for $1.
Read the story at http://bx.businessweek.com/cruise-lines/news.