Icon of the Seas: A Winning Combination for Royal Caribbean

Unless you have been living under a rock, you surely have heard about and seen footage of Royal Caribbean International’s (RCI) Icon of the Seas arriving in its homeport of Miami on Jan. 10. On Jan. 20 and 23, media members, VIPs, and nearly five thousand advisors sailed on Icon’s two pre-inaugural voyages from Miami, with the ship officially named by its own “Icon” – fútbol sensation Lionel Messi – on Jan. 23.

Travel Market Report was onboard the naming ceremony sailing to experience everything Icon has to offer. Here are our thoughts and impressions.

Icon of the Seas by numbers
Icon is the world’s largest cruise ship, coming in at 250,800 gross registered tons, 1,198 feet long (that’s the length of three and a third American football fields), with the capacity for 5,610 guests based on double occupancy and 7,600 when all berths are full. 

Onboard are 40+ restaurants, bars, and lounges, seven pools, nine whirlpools, and a 17,000+ square-foot waterpark, the world’s largest at sea. Icon’s public areas are housed in eight “neighborhoods,” each with its own atmosphere, dining venues, and things to do.

From design to delivery, it took seven years to bring Icon of the Seas alive. Every onboard element – from design concepts to shows and experiences – was extensively tested by focus groups before making the cut.

Thrills and chills
Described by Vicki Freed, Royal Caribbean’s senior vice president of sales, trade support and service, as “quality and energy combined,” Icon is adorned with a bright color palette to reflect youthful fun, and outfitted with the biggest thrills and chills.

The quality comes from years of experience with tried and true Royal Caribbean guest experiences, while the energy is supplied by live performances, including a new dueling pianos show, rock concerts, daredevil high-diving performances, and dazzling ice-skating shows.

Up on deck, energy comes in the form of the Thrill Island neighborhood, home to the Category 6 Waterpark with monster waterslides, and the new Crown’s Edge, a skywalk platform suspended 154 feet above the ocean.

Two new neighborhoods provide the chill factor onboard Icon. The Hideaway (18+ but complimentary to enter) on Deck 15 aft has a Vegas-style resort pool vibe and is outfitted with lounging spaces, a bar, and an infinity-edged pool suspended 135 feet above the ocean.

Located midship is the three-level Chill Island, home to four pools (including the first swim-up bar) and plenty of colorful loungers and whimsical sunbeds.  

Accommodations built for families
Eighty percent of Icon’s accommodations are designed for families, with all but two of the 28 cabin categories accommodating up to four guests, with many suites sleeping four, five, and six. New onboard are ocean- and neighborhood-facing cabins with infinite balconies, no doubt inspired by sister brand Celebrity Cruises’ Edge class ships. The two-bedroom, three-story Ultimate Family Townhouse tops the chart at 2,523 square feet (including three balconies) and sleeps eight.

A winning trifecta
Throughout the sailing, three keywords were frequently used by Royal Caribbean executives to describe Icon: , and .

Traditional fan favorites have not been messed with, including the popular Schooner Bar, the peaceful Central Park, the Royal Promenade and its lively parades, and popular eateries such as Sorrento’s and Windjammer Cafe.

According to Jason Liberty, Royal Caribbean Group president and CEO, Icon was “designed for who our customers are today and who they are tomorrow.” To that end, Royal Caribbean has taken successful concepts from previous ships and improved them, resulting in what we see onboard Icon today.

A prime example of this evolution is the new Surfside neighborhood, designed specifically for families of young children to spend time together. While parents can continue to drop off their children at the Adventure Ocean program, Surfside now gives them a space to enjoy spending time 

Capping the top of the ship forward on Decks 14 and 15 is the glass AquaDome, home to energetic high-diving shows and The Overlook, a beautiful glass-enclosed oasis with seating and loungers, accompanied by the Rye & Bean bar serving coffee and coffee-infused cocktails. 

A new dining experience – The Empire Supper Club – is another revolutionary concept available only to 38 guests, offering an eight-course dinner, each course paired with a specialty cocktail and live music.

The new three-level Suite neighborhood offers suite guests an exclusive Coastal Kitchen restaurant with views into the AquaDome, a private sun deck, a pool, a whirlpool, and an outdoor Mediterranean dining venue.

Our sailing took us to Perfect Day at CocoCay, where the adults-only Hideaway Beach was unveiled. Tucked away in a quiet corner of the property, the secluded complex has a large free-form infinity pool, four bars, a beach, a pizzeria, and a take-out window serving food items not found anywhere else on the island. A day pass is required for entry, and guests can rent poolside cabanas and beachfront Hideout cabanas that come with a dipping pool.

Who is the right client for Icon of the Seas?
With the Surfside neighborhood, waterparks, and a plethora of spaces offering nonstop action, Royal Caribbean has made it abundantly clear that its top target market is families – from single-nuclear to multi-generational.

Icon is also suitable for couples and groups looking for an active vacation, a bustling nightlife, and a variety of culinary experiences.

The only demographic that Royal overlooked (and we think is a missed opportunity) is the solo traveler. While they are welcome and there are self-led solo get-togethers scheduled during the cruise, there aren’t any single occupancy accommodations onboard Icon, which means a guest has to pay the 200% single supplement to occupy a stateroom by themselves.

Considering the ship offers so many wonderful experiences, solo travelers would love the Icon. Furthermore, some heads of multi-generational families are widows/widowers and may not want to share a stateroom with their family members. Perhaps, Royal Caribbean will consider building solo staterooms on future Icon-class ships.

Is Icon too big?
Finally, let’s address the elephant in the room. Upon seeing the ship’s stats, your clients may wonder whether Icon of the Seas is too big or if it is right for them. If they are experienced cruisers and big-ship lovers, Icon is a no-brainer. But for the uninitiated first-timer, Icon will be overwhelming, especially when it comes to orientation and way-finding. Good news: the ship’s deck plan is on the mobile app, which helps locate venues and directions for how to get there.

There is a lot of walking to get to places on this ship. Our suggestion is to find out what your client’s key interests are, and book accommodation in or near those neighborhoods. For clients with mobility issues, recommend they rent a motorized scooter.

As for crowds, Royal has streamlined several processes to ensure smooth sailing. Embarkation is a cinch, with guests completing everything online at home and only requiring security photos taken at the pier before boarding. Our embarkation process took about five minutes.

Smart elevators move guests efficiently – press the button and it will tell you which elevator door to wait at.

As with any ship, peak dining times and popular shows will draw the highest crowd, but can be circumvented by making advanced reservations. Expect sailings over the holidays and school vacations to be full, and it won’t be uncommon for some of these to have 2,500+ children onboard. 

One thing is certain – for those of you whose clients say they don’t want to cruise because they’ll be bored with nothing to do, Icon of the Seas will help you throw that objection right out the window.