Agents Applaud Royal Princess Classic Cruise Experience
by Fran Golden /Princess Cruises is playing to its strengths with the new 3,560-passenger Royal Princess — the line’s largest ship to date. And that’s a very good thing, said travel agents who attended festivities for the ship’s launch in Southampton, U.K., last month.
The Royal Princess is Princess Cruises’ first new ship in five years. It offers a classic cruise experience without too much flash, agents said approvingly.
Key features include an expanded three-deck atrium and the Piazza, a classy central hub for eating, drinking and entertainment that includes a seafood bar, champagne bar and the largest gelato shop at sea.
Private cabanas have been added at the adults-only lounge areas — the Sanctuary and the Retreat Pool — while the spa has been moved to prime real estate on Deck 5 near the reception area.
The Royal Princess also features a low-key thrill attraction: the SeaWalk and the SeaView Bar. These top deck spaces, featuring glass-bottomed floors, cantilever slightly off the ship. Whether walking or sitting on a bar stool, you can see the sea 128 feet below.
Travel Market Report asked agents on hand for the launch for their impressions of the ship, which is sailing in the Mediterranean this summer, and how they plan to sell it.
What do you like most about the Royal Princess?
“They stayed very true to what they are with this ship. With a lot of the new ships that come in, the lines want to go in a new direction. Because of the strength of Princess' Captain's Circle [frequent cruiser program], I think that would be a risk for Princess to change that. They stayed pretty much within the framework of the older ships, and they did a very good job at it.” – Bill Smith, vice president of cruise sales, Virtuoso
“So many of the lines have pushed innovation so much that it makes it difficult to position their older ships from their new ships. But I'm on this brand new Royal Princess and it's clearly a Princess ship. That's something I think they do better than anyone else in the industry.” – Mathew Eichhorst , president, Expedia CruiseShipCenters
“The ship is very classy. It has that Princess feel to it. I'm very impressed.” – David Crooks, senior vice president, product & operations, World Travel Holdings
“She's more contemporary looking, but it's still the Princess style. You know you're on a Princess ship. They are very good about keeping the consistency of the experience. I love the colors. I love the design.” – Blaine Lambert, COO of Cruise Experts, Vancouver
“It's taking Princess to the next level. It's familiar, yet it's new.” – Denis Lim, president, Cruise Experts, Vancouver, British Columbia
“I think this ship is overdue. Five years without a ship with so many new ship builds, they needed this new noise. We're excited about it.” – Matthew Eichhorst
Passengers must pay extra for a number of things, including sushi at the seafood bar and new casual dining options. Do you expect customer pushback on that?
“That's always a challenge, but I think the difference is, and what agents have to do, is consider the price point. Don't say, ‘yes, well on Crystal it would be all-inclusive.’ I think Princess's objective is to keep the price point attractive and make it easier for a client that way. Consider who the audience is, consider the price point and sell it that way.” – Bill Smith
“The price point is low for balconies. So it's more affordable to people to get on. Because you are spending less upfront, there's more room in the budget for extras and you kind of expect it.” – Blaine Lambert
“What really makes Princess a classy product is that onboard revenue hasn't been the driving force. But the industry does need additional revenue streams. Princess has done it while protecting the product, while with some other lines it feels a bit more invasive.” – Matthew Eichhorst
“Our clients are used to it now. If they are paying $599 for a cruise they know that the rest of the things are extra.” – Denis Lim
Is there anything on the ship that made you say, ‘Wow?’
“What made me go wow is the size. It's big. But also they've kept within their footprint of the previous ships. They want the guests to be able to go from the other ships onto this ship and still find continuity. That to me is wow.” – Bill Smith
“They continue to evolve the Piazza. It's an even larger space to do more things. They've really done a good job with that. It's quite grand.” – Matthew Eichhorst
“I tried the SeaWalk. I went out and jumped on the glass. It's secure. I think it's actually quite clever.” – Matthew Eichhorst
“When I pulled up I was like wow, it's huge. But on the ship you don't feel that. They've always done a good job in breaking up the areas and creating intimate spaces.” – David Crooks
Is there anything you'd change?
“Not change, but usually the spa is up on the top deck. To have it right off the main area gives it more visibility. I'm not sure how that will work. But I think it's a bold move to get it closer to the public spaces. It surprised me.” – Matthew Eichhorst
“At first I was not high on having the spa down here because I'm used to leaving the gym and walking into the spa. I get why they did it for space. It’s a tremendous amount of space, which is nice.” – David Crooks
How will you sell Royal Princess and to whom?
“It's more traditional cruising, pre-Oasis, pre-Norwegian Breakaway, pre-Epic. So, for those looking for a traditional relaxed atmosphere it’s not as frenetic as some of the new ships out there.” – David Crooks
“Our customers want a premium product that is very consistent. I would probably target the 55 to 65 age range. The kids program is great, but they are catering to couples more than families.” – Matthew Eichhorst
“Princess already appeals to a wide range of people. But with the way they have configured the venues – and even having Kate [Middleton, the Duchess of Cambridge who attended the ship’s debut in Southampton, England] as godmother – this is going to appeal to younger people that want a little more excitement. That's one of the things I am going to go back to my team and share with them.” – Blaine Lambert
How would you compare Princess to other lines in how they deal with agents?
“They have made changes and are embracing travel agents even more now, making it even easier for agents to work with them. The business is getting tougher and tougher. They are one of the few lines that get it – that they have to work better with the trade, the agencies, for our mutual success.” – Blaine Lambert