Tag Archives: cruise market

Royal Caribbean Inks Shanghai Rolex Masters Sponsorship

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Royal Caribbean Inks Shanghai Rolex Masters Sponsorship

Royal Caribbean International has solidified its commitment to the Chinese market by renewing its partnership with the Shanghai Rolex Masters tennis tournament.

The cruise line will continue as the Official Cruise Line Partner for the 2026 and 2027 editions of the event, marking a strategic extension of its high-profile sports marketing initiative in the region.

The renewed multi-year deal sees Royal Caribbean retaining its title sponsorship of the “Royal Caribbean Masters Practice Court” at the Qizhong Forest Sports City Arena and maintaining its exclusive branded skybox, offering guests premium viewing and interactive experiences.

This collaboration aims to fuse the world of elite sports with the brand’s signature “Live. Love. Cruise.” vacation lifestyle.

Benjamin Bouldin, Vice President and Managing Director, Greater China at Royal Caribbean International, stated that the partnership aligns with the brand’s mission to create deep connections with consumers’ passions.

“As an international brand also rooted in Shanghai, we are honored to renew our partnership with this iconic tennis event,” Bouldin said. “We believe exceptional experiences are not just about ‘arriving,’ but about resonating deeply with what people love”.

Michael Luévano, Tournament Director of the Shanghai Rolex Masters, welcomed the continued alliance, noting Royal Caribbean’s success in integrating its vacation concept into the event last year and creating memorable fan interactions.

Royal Caribbean: More New to Brand Guests

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Independence of the Seas in Southampton Photo credit Spacejunkie2 (Flickr)

“In the second quarter, the per cent of guests were either new to the brand or new to cruise surpassed 2019 levels by a wide margin, and we have seen post-cruise repeat booking rates nearly double 2019 levels,” said Jason Liberty, CEO of Royal Caribbean Group, speaking on the company’s second-quarter earnings call.

“While we have made positive strides in narrowing the gap to land-based vacations over the last several months, cruising remains an exceptional value proposition, allowing us to outperform broader leisure travel as we seek to further close the gap to land-based vacations, drive better revenue and welcome even more happy customers,” he said.

Liberty said that the company had double the web traffic now compared to 2019.

“In addition, our travel partners are now fully back up and running and delivering more bookings than they did in 2019,” he continued. “Our improved commercial capabilities have allowed us to capture this quality demand and expand our share of the guest wallet.”

Part of the new brand strategy has been the company’s investment in the short cruise market, with refurbished ships and Perfect Day at CocoCay. That strategy takes the next step in 2024 with the new Utopia of the Seas, which will be positioned year-round in the short cruise market.

“Utopia will be the first Oasis-class ship that will be entirely focused on short cruises in the Caribbean, supporting our strategy of competing with land-based vacation alternatives and driving new-to-cruise customers into our vacation ecosystem as we seek to close the value gap,” Liberty said.

“Demand and pricing for Utopia have far exceeded our expectations.”

New Royal Caribbean Ship Leaves on Sea Trials

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The wonder of the Seas Royals 5th Oasis Class cruise ship.

Royal Caribbean International’s new Wonder of the Seas has departed on sea trials from Chantiers de l’Atlantique where she is under construction.

The Oasis-class ship will now spend a few days at sea, testing systems and performance with teams from the shipyard, vendors, class society and other stakeholders aboard. 

Originally set to debut this year, the Wonder will now enter the cruise market in 2022 and become the biggest cruise ship in the world, and the fifth Oasis-class ship in service after the Oasis, Allure, Harmony and Symphony of the Seas.

The ship is being deployed to China and will be the first Oasis-class ship to sail in Asia. She could arrive in the market as soon as spring 2022 should those plans hold.