Tag Archives: Rebrand

Key Ship Conversions in 2024

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2024 was a strong year for the drydock and secondhand ship market, which led to a number of ships debuting for new operators.

These are some of the key conversion jobs that took place during the year:

Celestyal Discovery
Former: AIDAaura
Capacity: 1,270 guests
Year built: 2003
Previous operator: AIDA Cruises
New operator: Celestyal Cruises
Debut: March 2024

After being sold by Carnival Corporation in late 2023, the former AIDAaura underwent a conversion project before debuting for Celestyal Cruises.

Previously operated by AIDA Cruises, the 2003-built vessel saw a complete transformation for its new market.

Carnival Firenze
Former: Costa Firenze
Capacity: 4,232 guests
Year built: 2020
Previous operator: Costa Cruises
New operator: Carnival Cruise Line
Debut: April 2024

After being transferred to Carnival Cruise Line, the former Costa Firenze underwent a major refit at the Navantia shipyard in Cádiz in early 2024. In addition to receiving Carnival’s branding and livery, the 4,232-guest vessel was updated with Carnival’s public areas, with various spaces converted into the company’s trademark venues, such as the Fahrenheit 555 Steakhouse and the Limelight Lounge.

Margaritaville at Sea Islander
Former: Costa Atlantica
Capacity: 2,100 guests
Year built: 2000
Previous operator: Adora Cruises (never debuted)
New operator: Margaritaville at Sea
Debut: June 2024

After a long refurbishment at the Harland & Wolff shipyard in Northern Ireland, the Margaritaville at Sea Islander debuted for its new operator in June 2024.

Villa Vie Odyssey
Former: Braemar
Capacity: 977 guests
Year built: 1993
Previous operator: Fred. Olsen Cruise Lines
New operator: Villa Vie Residences
Debut: September 2024

The former Braemar of Fred. Olsen Cruise Lines was turned into Villa Vie Residences’ first residential ship in 2024. After a refit at the Harland & Wolff Shipyard in Belfast, the ship emerged as the Odyssey in September, welcoming guests for a continual world cruise.

Aroya
Former: World Dream
Capacity: 3,400 guests
Year built: 2017
Previous operator: Dream Cruises
New operator: Aroya Cruises
Debut: December 2024

The Aroya entered service in December as the first cruise ship dedicated to the national market in Saudi Arabia.. According to Aroya Cruises, several venues onboard the ship were essentially rebuilt during a long conversion that included shipyard visits in the Netherlands and Germany.

Others:

  • Mitsui Ocean Fuji (former Seabourn Odyssey) – now in service for Mitsui Ocean Fuji
  • Celestyal Journey (former Pacific Aria) – now in service for Celestyal Cruises
  • Marella Voyager (former Mein Schiff Herz) – now in service for Marella Cruises
  • Ambition (former AIDAmira) – now in service for Ambassador Cruise Line
  • Resorts World One (former Explorer Dream) – now in service for Resorts World Cruises
  • Carnival Venezia (former Costa Venezia) – now in service for Carnival Cruise Line
  • Exploris One (former Silver Explorer) – now in service for Exploris Expeditions & Cruises

Thomson Cruises to be renamed Marella Cruises

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Thomson Cruises is to be rebranded as Marella Cruises, at the same time that Thomson changes to Tui later this month.

Marella, meaning ‘shining sea’ in Celtic, was selected to give the cruise line ‘stand out in the cruise market’ and to give it its own identity from the company’s European cruise brand, Tui Cruises.

Distribution and cruise director Helen Caron said: “We don’t want British guests to be confused with the group’s cruise business in Europe. Marella Cruises will still have the Tui smile logo, but a new Marella Cruises logo in a blue box, similar to the way we would market Sensatori as part of the world of Tui.  The name was chosen to reflect the spirit of exploration and discovery across the seas.”

Confirming Marella cruises would still offer its fully-integrated fly-cruise programme, from 22 regional UK airports, across its fleet of six ships once Marella Explorer enters service in May 2018, Caron added: “Marella Cruises takes us to a cruise brand from a tour operator brand. We expect the new name to open us up to a whole new market of customers who haven’t considered a Thomson cruise before. It’s very exciting and come at the perfect time as we modernise our fleet and add more and more destinations.”

News of the rebrand came as Tui also announced a new homeport in Asia for winter 2018. The newly named Marella Discovery will sail from Lankawi to 18 new ports of call on 14 new adult-only itineraries, with customers also able to join from Bangkok. Ports of call include Ho Chi Minh City, Cambodia and Kuala Lumpur, and also to Mumbai, Mangalore, Cochin and Colombo.

Caron said: “Asia is an incredibly diverse part of the world and I have no doubt that our customers are going to love their adventures across countries such as Thailand, Malaysia, India and Oman to name a few.”

For the first time in the company’s history, Tui is also going to base two ships in Barbados in winter 2018. Marella Explorer will be joined by Marella Celebration.

More: Tui Group remains on course for 10% earnings growth

Thomas Cook Facebook and Twitter ad takes swipe at rival Tui’s rebrand

Tui starts rebrand of Thomson shop network

Carnival Sunshine officially renamed

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Carnival Sunshine officially renamed

Carnival Sunshine has finally been officially renamed following its major renovation and unofficial rebranding earlier this year.

Back in May, the vessel – formerly known as the Carnival Destiny – underwent a complete overhaul worth $155 million (£96 million), with the creation of new entertainments including a huge waterpark, new dining venues and improved cabins.

Although it has been sailing on Mediterranean itineraries during the summer, the Sunshine arrived in New Orleans this weekend to be officially renamed in a ceremony that included jazz music and godmother Lin Arison; arts patron, philanthropist and widow of the late Carnival Corporation founder Ted Arison.

Cruise Critic reports that she said: “I think one of the most exciting things that happened today, for me, was going around the ship and seeing the transformation.

“I know that it’s going to continue being lucky, which is the most important thing for a ship.”

At the ceremony itself, there was a marching band, as well as an assortment of singers and dancers, with performers hailing from the National YoungArts Foundation, which was established by the Arisons.

When the ship was christened the first time as the Destiny, it was the world’s largest vessel.