RCCL’s new Cruise Planner replaces outdated module

By Tom Stieghorst

Going on a cruise used to be as simple as booking a ticket and making a few choices about what to do. Guests often waited until they boarded to book shore excursions and spa treatments.

But the menu of cruise activities has expanded, as have the number of things that can be prearranged from shore.

Today, cruise lines are trying to make it as easy as possible to plan and book onboard activities in advance of departure. The proliferation of options has grown hand-in-hand with the technological capabilities that make selecting cruise activities easy.

The latest example comes from Royal Caribbean Cruises Ltd. (RCCL), which has retooled its planning function so guests can book everything from specialty dining reservations to beverage packages from the comfort of their couch.

RCCL New Cruise Planner

“We been focused on letting our guests hit the ground running on day one, whereas in the past, sometimes day one was spent figuring out what you were going to do,” said Jeff DeKorte, vice president for Web and digital media at RCCL.

RCCL’s new tool, Cruise Planner, replaces an 8-year-old pre-cruise planning module that was increasingly outdated.

The old system had none of the new e-commerce functions, such as shopping carts and wish lists, things that consumers increasingly take for granted when buying things online.

“Every time you bought a new product during the session, you had to enter your credit card again,” DeKorte said. “It was very difficult.”

One of the big improvements in Cruise Planner is the ability to migrate between digital platforms without losing data. So, for example, someone might start researching shore excursions in the morning on their mobile phone, continue at lunch on their desktop PC, and finish after dinner on a tablet while watching TV.

Tablet functionality, which barely existed on the old platform, is now robust, DeKorte said. He hopes that moms that typically do a lot of the cruise planning can now share the load.

“Our vision was to create a product where … the family could lean back on the couch and literally she could hand the tablet to the kids and say, ‘You guys figure out what you want to do, watch the videos, look at the shore excursions, [select] swim with the dolphins and add it to the calendar or the wish list.’

“And then mom can come back later and she can organize,” DeKorte said.

Travel agents can use the tool to the extent that they do pre-cruise planning for clients, either as a service or for a fee.

“It really depends on the agency and the level of service they’re providing to their guests,” DeKorte said. “For those agents who choose not to provide that service to the guests, there’s a much easier tool for them to direct the guest to use.”

As the list of things to prearrange before a cruise grows longer, it threatens to take some of the serendipity out of a cruise vacation. Simply showing up at the ship without a sheet of activities selected in advance seems like a throwback to a simpler time.

But DeKorte said tools like Cruise Planner are meant to provide options, not become a burdensome requirement. “The beautiful thing is for guests who want to take their vacation one day at a time like that, they certainly can,” he said.

At least one other line is also making moves to make pre-cruise planning easier.

Norwegian Cruise Line recently opened its specialty restaurants to reservations 90 days before departure, up from 45 days previously. Guests can also book entertainment options such as Blue Man Group or Cirque Dreams on the Norwegian Epic, Breakaway and Getaway through their MyNCL accounts.

Spa treatments on the Norwegian Epic can now also be booked in advance. Vanessa Picariello, a spokeswoman for Norwegian, said the spa preregistration may be extended to other ships, but that Norwegian still doesn’t have a timetable for when that might happen.

Lines ponder retirement plans for old ships

By Tom Stieghorst

*InsightHow and when to dispose of older ships is one question quietly being studied by the management teams of North American cruise lines.
There is a wide gap in revenue potential between the newest, most modern ships now being delivered and the industry’s oldest vessels, which in some cases date to the early 1990s.
Those ships are typically deployed on short cruise itineraries out of South Florida or southern California, where the guest expectations of the hardware aren’t that high but neither is the cost of the cruise.*TomStieghorst
A decade ago when ships were past their prime, they were sent overseas to sail for brands in the U.K. and southern Europe, but that strategy faltered after the 2008 economic downturn. Until very recently, demand for cruises in some European countries was moribund and new capacity wasn’t needed.

 

The recent decision to deploy Quantum of the Seas to Shanghai, China full time signals that Asia isn’t likely to be a region where older tonnage goes to find new life either.

 

Lines have tried to retrofit some of their newest features onto older ships during drydock. This has been partially successful, and marketing slogans such as Royal Caribbean International’s “Every Ship Is Our Best Ship” have helped to position those ships as improved, if not new.
But the pace of innovation, particularly at lines such as Royal Caribbean, has been gaining speed. And as fleets get bigger, it takes longer and longer to bring a new feature to every ship.
Charters are another solution for older ships. Norwegian Pearl has sailed the Caribbean for much of the winter on charter, Norwegian Cruise Line officials have said. So Norwegian didn’t have to push agents to sell Pearl against the more attractive Norwegian Breakaway or Getaway, which carry double-digit fare premiums to Norwegian’s older ships.

 

But Norwegian has more new builds in the pipeline. Where are its older ships going to go? And if they don’t exit the fleet, will the gap between fares on newer and older ships continue to widen?
Older tonnage can be a good solution for some cruise lines. Windstar Cruises has acquired three ships from Seabourn, a more luxurious line, and is adapting them to Windstar’s casually elegant style. The ships are close to 30 years old, their useful lifespan for accounting purposes. But they are still in pretty good shape.
Windstar guests sailing last week on the Star Pride, the first of the three ships to be converted, didn’t spend much time talking about the age of the ships.
My guess, though, is that the Windstar-Seabourn deal is more a one-off transaction than a model for other lines. It should be very interesting to see what other creative solutions cruise lines come up with for their older tonnage in the years to come.

Royal Caribbean orders fourth Oasis-class ship

By Tom Stieghorst
Royal Caribbean Cruises Ltd. said it will move forward with a fourth in its Oasis-class of ships, the largest in the world at 5,400 passengers and 225,000 gross tons.

RCCL Chairman Richard Fain made the announcement at the STX France shipyard in St. Nazaire while there for the keel laying ceremony of the third Oasis-class ship, which is to be delivered in 2016.

The first two ships in the class, the Oasis of the Seas and the Allure of the Seas, have been in high demand since they debuted in 2009 and 2010, respectively. They both sail Caribbean itineraries from Port Everglades.

The fourth Oasis-class ship is scheduled to be delivered in 2018. RCCL hasn’t announced where either ship will be sailing after delivery.

Each of the ships costs more than $1 billion to build, but RCCL didn’t disclose an exact price for the newly ordered vessel.