On first ship in five years, Princess Cruises builds on trends

On first ship in five years, Princess Cruises builds on trends

By Tom Stieghorst
RoyalPrincess-Construction-TSMONFALCONE, Italy — The $760 million Royal Princess, nearing completion here, is a pivotal vessel for Princess Cruises that will give it an entrant into the megaship class of vessels now being delivered to the industry.

Five years in the making, the Royal Princess will be 25% larger than the last ship Princess launched, the Ruby Princess in 2008.

Since then, ships like the Norwegian Epic and Allure of the Seas have raised expectations for what passengers can find on the most modern ships in the cruise fleet.

Like those ships, Royal Princess will have space for more features, bigger venues and greater variety in onboard experience.

Some of the features are Princess versions of ideas that have been seen elsewhere.

The “over the edge of the ship” concept, embodied in the Allure’s cantilevered hot tubs, shows up on the Royal Princess as a transparent SeaWalk over the ocean. Its newly expanded buffet area keeps pace with a similarly innovative example on the Solstice-class ships of Celebrity Cruises.

Other features let Princess leap ahead of the pack. These include a huge, dedicated pastry kitchen for the buffet restaurant.

“This is not a gimmick,” said Jonathan Wilson, vice president for hotel operations at Princess. “It’s not just one of a kind to Princess, it’s one of a kind anywhere [at sea],” he said.

Princess executives led an at-sea tour of the partly outfitted ship this week, detailing many of the new features passengers can expect onboard and outlining some of the strategies behind them.

Even from a distance, Royal Princess will have an unusual profile, shaped by the SeaWalk, a promenade that extends 28 feet over the side of the ship and offers a “Fear Factor”-style view through a see-through glass floor to the ocean 16 decks below.

On the tour, Stuart Hawkins, Princess’ vice president of newbuild, said shipbuilder Fincantieri engineered the first-of-a-kind platform with remarkable fidelity to a rendering the cruise line presented.

“We were surprised that they could make it as free-standing as they did,” he said.

The Royal Princess’ top decks feature several other innovations, although none had been completed in time for the tour.

A dancing-waters fountain with nearly 100 fountain jets is the centerpiece of the pool deck. It will be illuminated at night and will be a lounge-chair area during the day. Hawkins said sensors will monitor wind speed and conditions to determine how high the water jets will shoot, so that excess spray doesn’t carry beyond the fountain area.

Looming over the pool area is an enormous steel frame for the Movies Under the Stars outdoor video screen, which at 35 feet by 21 feet will be 30% bigger than the screens on previous Princess ships.
RoyalPrincess-SeaWalk-Floor-TS
Adjacent to the pool deck will be the buffet dining room, Horizon Court, which will seat nearly 1,500. That is substantially larger than on other Princess vessels, and officials said they think it will solve the chronic crowding that plagues such restaurants.

“Buffets on cruise ships tend to be an Achilles’ heel because of the heavy traffic,” said Rai Caluori, Princess’ executive vice president of fleet operations and head of the newbuild team.

In another innovation, Princess has eliminated beverage stations in Horizon Court and will hire additional wait staff to serve drinks.

Adjacent to Horizon Court will be the 1,200-square-foot pastry kitchen, the Horizon Bistro, which will offer a more casual atmosphere.

“Action stations” in Horizon Court, including hibachi grills, rotisseries and a sandwich bar, cut down on the cafeteria-like queues found in older ships.

“We wanted to avoid a canteen-style, cafeteria-style ambience and make it more of a premium experience,” Wilson said.

In the evening, Horizon Court will transform into one of two alternate dining venues: Crab Shack or Fondues.

A sports well has been created above Horizon Bistro, with a basketball court, batting cages and an indoor laser shooting range. The gym has been doubled in size and moved from Deck 5, adjacent to the spa, to Deck 17 to provide light and ocean views. That also puts it over a public area instead of over cabins, so it can open earlier in the morning, Caluori said.

The expanded spa will have 18 treatment rooms. One eye-popping option will be a pair of Lotus Spa cabana rentals in the adults-only Sanctuary area on Deck 17, which will offer up to four people a daylong session of treatments and pampering for $3,000 per group.

The Sanctuary will have a total of six cabanas, the first time they have been offered on a Princess ship.

The corridors of the Royal Princess will be decorated with cruise photos taken by past passengers. A contest solicited 57,000 photos from which Caluori and his team picked 1,000 of the best submissions to be displayed with a plaque noting the photographer’s name, plus when and where the photo was taken.

“We hope all of the winners will book a cruise to take a photograph of their photograph,” Caluori joked.

Princess-SeaWalk-renderOf the 1,780 cabins on the Royal Princess, 81% will have balconies. Nearly half of those will be suites, mini-suites or deluxe cabins with room for a sofa in addition to the balcony.

Three main dining areas

The ship will continue the Princess tradition of having three main dining venues, with lots of nooks and banquettes. “We’ve never wanted to be the cruise line with one massive, open, noisy dining room,” Wilson said.

But the feature room, a Frank Lloyd Wright-inspired restaurant called Concerto, will sport a different look from the other two, and will include an enhanced version of the chef’s table concept.

The circular Chef’s Table Lumiere, private dining area, positioned in the middle of the ship’s traditional dining room, will be encircled by a fiber optic-illuminated curtain.

The 12-seat dining area will feature a table with a 6-foot Murano glass sculpture rising through it. When diners arrive, the floor-to-ceiling curtain will move on an automatic track, closing around them and illuminating vertically at the same time, Caluori said.

There are less showy chef’s tables in the ship’s other two main dining rooms. On previous Princess ships, they were only available on some nights of a cruise, but on the Royal Princess they will be used every night, Caluori said.

The current cover charge for the chef’s table is $90 per person, which includes wine and other features. “We may leave it, we may move it up a bit,” Caluori said of the price. “We haven’t decided.”

Several dining areas have been moved adjacent to complementary bar areas. The steakhouse, called Crown Grill, will be next to the Wheelhouse Bar, a lounge designed to male tastes.

RoyalPrincess-SeaWalk-Ocean-TSSabatini’s, an Italian specialty restaurant, will be situated adjacent to Vines, a wine bar that will include what Princess claims will be the largest selection of super-Tuscan wines at sea. They will be displayed in a wine tower decorated with vertical strands of crystal.

There will also be tastings of so-called super-Tuscan wines — a high-powered version of Italy’s friendly Chiantis — with more than 20 choices available.
“Wine is a focus, but it’s not superficial,” Wilson said. “There’s a lot of thought that’s gone into it.”

The midship area where passengers board will be called the Piazza, a three-story space that will be filled with eating, shopping and entertainment options.

A new gelato shop, free fresh pizza and the Bellini Bar, named for a peach-flavored Italian cocktail, will be some of the attractions.

The goal, Caluori said, is to provide enough to keep a passenger in that part of the ship for a whole evening.

If not, the ship features a main theater seating 1,000 and a second lounge/stage area with room for 320.

Princess Live will be another option. Set up like a TV production studio, the 200-seat space will offer live entertainment between 8 a.m. and midnight.

The entertainment will require little or no staging or setup time, so that there will be no more than 15 minutes between shows.

“We don’t want to have people waiting to see something set up,” said Caluori, who noted that the acts might include a quiz show, a guest lecturer, an interview with the captain or a solo entertainer of some sort.

The shows will also be part of the programming for a new, in-cabin TV service that will offer on-demand access to hundreds of movies. Viewers will be able to pause the movie so they can, for example, go to eat and resume watching after dinner, Caluori said.

Princess has been looking for awhile to upgrade its scheduled movie system to make it more appealing. Caluori said focus groups revealed that the average time passengers viewed a scheduled movie on existing ships is 11 minutes.

Princess Cruises increases base rate commission

Princess Cruises increases base rate commission

By Lee Hayhurst

Princess Cruises increases base rate commissionPrincess Cruises has insisted its move to pay a basic upfront 10% commission on all bookings is not an admission that the move to a headline rate of 5% in 2011 was a mistake.

The Complete Cruise Solution brand has split from its fellow members of the Carnival UK trade arm by deciding to increase its basic agency payment for bookings for 2014 cruises.

Agents were told of the move this week, with UK director Paul Ludlow saying it came as a result of feedback from the trade.

He told Travel Weekly that despite Princess moving to the headline rate of 5% in 2011, along with P&O Cruises and Cunard, it was never actually that low due to other earning options.

Agents were able to earn an extra 3% on the cruise element when booking air through Princess (a so-called ‘air kicker’) and could also earn more by taking out a group deal.

However, these were both paid after sailing on a quarterly basis and Ludlow said agents told Princess they wanted a simpler arrangement so they know what their earnings will be.

“We were never at 5%,” said Ludlow. “We were always more than 5%, but we chose not to pay those commissions at the time of the booking.

“From the point of view of the sales consultant, they saw 5%, and we had feedback that agents liked the extra earning opportunities, but there was a degree of complexity and they wanted it simplified.

“For 2013 Princess is doing very well and we have our new ship Royal Princess coming into Southampton in a few months’ time.

“We are not making these changes for 2013, this is for 2014 onwards. So this is not a knee-jerk reaction because 5% has not worked. This is based on agent feedback.”

Under the previous groups programme, agents could earn up to 6.25% extra commission on the cruise element once they had made 16 bookings on a particular sailing.

This came in the form of a free tour-conductor place on the cruise or the equivalent monetary value – an average of the cruise value of the other 16 bookings.

Under the new arrangement, from March 14 both the air kicker and group programme trade incentive will be removed in favour of the 10% upfront payment.

Ludlow said the change should make selling Princess Cruises more attractive for all agents, even those who were good at exploiting the additional earning in the group programme.

“We are improving commission. From a travel agents’ perspective, they could earn more money at the time of bookings. For all agents this will be attractive,” he said.

Asked whether the move to 10% would risk reviving big discounting – something the move to 5% was meant to stamp out – Ludlow replied: “The changes that we are making aren’t about reneging on our 5%, it’s about simplifying the offering in the market.”

Ludlow said there were no plans for P&O and Cunard to follow Princess Cruises’ commission restructuring.

“P&O and Cunard have never had the complexity of the airline kicker and the group commission, so as they haven’t had that feedback regarding simplification, I don’t think there’s any need to make that change,” he said.

Ludlow said he had contacted a number of travel agents about the decision, and that feedback had been “very positive”.

CCS moots upfront commission payments for cruise sales

CCS moots upfront commission payments for cruise sales

By Melanie Hall

CCS moots upfront commission payments for cruise salesCarnival UK has revealed it is considering bringing forward commission payments to the time of booking rather than when the final balance is paid.

Giles Hawke (pictured), Carnival sales and customer services director, said the company was looking at revising its systems to implement the move.

However, he added: “I wouldn’t want to set any time scale.”

Hawke was speaking at a cruise round-table debate hosted by Travel Weekly and Carnival UK. Senior agency and tour operator figures at the event welcomed the potential move.

Chris Roe, sales and distribution director at Virgin Holidays, said receiving the commission upfront would make a “100% difference” to his business.

Miles Morgan, founder of Miles Morgan Travel, said: “It’s a step in the right direction from CCS for a change.”

The suggestion followed a discussion about agents being forced to pass customer payments straight to the cruise lines, which hits agencies’ cashflow.

Last year, Complete Cruise Solution, the trade arm for P&O Cruises, Cunard and Princess Cruises, contacted all larger agents whose customers are not yet paying its cruise lines directly to insist a plan is put in place to make the transition to direct payments, to remove any financial risk from its trade business.

“We have seen the collapse of Gill’s and Cruise Control,” said Roe.

“I can see why CCS is doing it, but it is tarring every agent and tour operator with the same brush.”

Hawke said that the company had a ‘bad-debt’ fund worth millions of pounds in case retailers went bust, 
but CCS had made a decision that it 
was not going to carry that financial 
risk any more. “No banks would give you cash for nothing,” said Hawke.

But Seamus Conlon, managing director of Cruise.co.uk, said: “The average agent has to pay staff. I’m increasing cashflow to create your deposits, which you then bank for a year. CCS is screwing up everyone’s income.”

CCS cut base commission to 5% in 2011, sparking cuts by other cruise lines.