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Preview: The 2023 Cruise Industry

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With the COVID-19 pandemic now in the past, Cruise Industry News looked into the trends and the highlights that are set to headline the cruise industry in 2023.

New Ships

According to Cruise Industry News’ Orderbook data, lots of new builds are set to hit the market in 2023.

The vessels will expand the fleet of 20 operators, including major brands such as Carnival and MSC Cruises, as well as niche cruise lines including American Cruise Line and Swan Hellenic.

Virgin will be the brand adding the most ships, with the Resilient Lady and the Brilliant Lady scheduled to enter service during the year.

Start-Ups

More start-ups are entering the market in 2023 while other new brands are also expanding their fleet.

New brands launching services include Compagnie Française de Croisières and Exploris, as well as Explora Journeys and Adora Cruises.

After debuting in 2022, other start-up operators – including Ambassador and Emerald – are set to add ships to their fleets over the next 12 months.

Additional brands that could debut in 2023 include Foresee Cruises, who acquired the former Sea Princess for a local operation in China.

New Crystal Cruises

Crystal Cruises is making a return in 2023, under new management and ownership.

The brand, along with two former ships, the Serenity and the Symphony, was bought by the A&K Group after the collapse of the luxury cruise line in early 2022.

With details still to be confirmed, the new luxury cruise line plans to launch operations early in the year.

First China-Built Large Ship

The first large cruise ship built in China is going to enter service in late 2023. Currently, in the final stages of construction in Shanghai, the still-unnamed vessel is set to offer year-round cruising in Asia for Adora Cruises.

With a design similar to the one used by Carnival’s Vista-Class ships, the 135,000-ton ship will have a capacity for 5,000 guests, as well as custom-designed features and public areas.

A joint venture between China State Shipbuilding Corporation and Carnival Corporation, the brand also has a sister ship currently under construction at the same shipyard.

Explora Journeys

The MSC Group is debuting a new cruise line in 2023 with Explora Journeys. As part of its expansion, the new brand will offer a luxury experience, with a fleet of purpose-built ships.

Scheduled to enter service in July, the Explora I is the first of the new mid-sized vessels.

The 922-guest ship will debut in Northern Europe, before offering itineraries in North America, the Caribbean, South America and the West Coast.

Japan Reopening

One of the most important markets in Asia, Japan is set to welcome international cruising back in early 2023.

Cruise Lines returning to the country include Princess Cruises, Holland America Line and Silversea, which are set to offer full seasons in the region starting in March.

Secondhand Market

With several ships looking for new operators, the secondhand market is set to continue warm in 2023.

Vessels like Fred. Olsen’s Braemar, the Astoria, the Pacific Venus and the Birka Stockholm are currently on the market. Meanwhile, Carnival Corporation said it would sell three more ships, including two Costa ships, on this year-end and fourth-quarter earnings call in December.

Other ships potently looking for new owners include the Seajets fleet, which currently includes five ships and remains laid up in Greece, and the former AIDAvita, which remains laid up in Estonia.

Vessels formerly operated by Genting, such as the Explorer Dream, are also present in limbo.

Expedition Market

The expedition market will welcome five new vessels in 2023 as vessels are set to enter service for various brands, including Swan Hellenic, Scenic and Oceanwide according to the orderbook.

Seabourn is also continuing its expansion into the niche with the addition of the Seabourn Pursuit, its second purpose-built exploration ship.

Concluding SunStone’s Infinity class of ships, the Ocean Albatros is also scheduled to debut during the year.

Disney Expansion

Disney Cruise Line is growing its operations in 2023. With the new Disney Wish sailing its first full year, the brand is set to add a new homeport in North America and also debut in Australia and New Zealand.

Starting in November, the brand is set to expand to Port Everglades, offering four- and five-night cruises onboard the Disney Dream.

A few days before that, however, Disney is also arriving in Australia and New Zealand for the first time, with the Disney Wonder offering a local program that includes itineraries sailing from Sydney, Melbourne, Brisbane and Auckland.

In 2023, Disney is also expected to reveal its plans for the former Global Dream, which was acquired by the brand last November.

Carnival Corporation Cruise Brands Ramp Up Ad Spending

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Carnival Corporation is ramping up advertising spending across its portfolio of brands, according to President and CEO Josh Weinstein, speaking on the company’s year-end and fourth-quarter earnings call.

He said it was a move to support future demand.

“I’ve actively been working with each brand on their strategies and road maps,” Weinstein said. “As a result, I’ve authorized our brands to take a significant step up in advertising activities, including a nearly 20 per cent increase in our investment this past quarter over 2019, to elevate awareness and consideration and to drive demand for both the near and the longer term. This should be particularly impactful with those new-to-cruise, where we draw about one-third of our guests, as we position to take share from land-based alternatives.”

For example, Weinstein said that Princess Cruises would source more heavily in North America than in prior years due to source market disruptions elsewhere.

And the results have been good, Weinstein noted, with record Black Friday and Cyber Monday sales results at a number of brands.

“We think that advertising has a good amount to do with that, to really reach first-timers, generate awareness, generate consideration, and do so in a meaningful way. We’ve got great brands, and we’ve got tremendous brands, but we need to do a better job getting the voice out. And this is a good way to do it. And it helps not just us, it helps our trade partners, it helps the bookings across the board.”

World’s Largest Cruise Company Turns to Air Bubbles to Help Reduce Emissions

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The world’s largest cruise shipping company has announced plans to install air lubrication technology on at least 20% of its fleet.

Carnival Corporation says the Air Lubrication Systems (ALS), which are already in use aboard four ships, will be added to five more ships this year with plans to install the technology on at least 10 more ships across a majority of its brands through 2027.

The hull drag-reducing technology is expected to reduce fuel consumption and carbon emissions by about 5% per ship, according to the company.

ALS technology, which first saw service within the Carnival Corporation fleet in 2016 with the introduction of AIDAprima, generates a cushion of air bubbles to lubricate the flat bottom of a ship’s hull, reducing friction between the ship and surrounding water, resulting in savings in energy and fuel consumption across a wide speed range.

Carnival Corporation is currently installing the Silverstream® System ALS on five more ships, including two ships in 2022 for its Princess Cruises and P&O Cruises (UK) brands. In addition, the company is planning at least 10 more installations for existing and newbuild ships across more than half of its cruise line brands, and it expects continued expansion of the ALS program. The expansion plans build on the success of four systems currently operating on ships from its AIDA Cruises and Princess Cruises brands.

“The installation of air lubrication technology is another example of our ongoing efforts to drive energy efficiency and reduce fuel consumption and emissions throughout our fleet,” said Bill Burke, chief maritime officer for Carnival Corporation. “We look forward to expanding the ALS program and furthering our long-term sustainability strategy to continually invest in a broad range of energy reduction initiatives, which has included over $350 million invested in energy efficiency improvements since 2016.”

Carnival Corporation has committed to reducing carbon emission intensity by 20% from its 2019 baseline by 2030 and has set an aspiration to achieve net carbon-neutral ship operations by 2050.