In Malaga, on June 29, the mood had all the trappings of a Hollywood-style launch.
Fireworks, performances on every deck, hundreds of journalists from around the world, influencers…
Royal Caribbean spared no expense and all eyes were on the Legend of the Seas, the third ship of the Icon class.
But behind the spectacle, the message is far more strategic. “Europe is a very important market for us,” declared Jason Liberty, Chief Executive Officer of Royal Caribbean Group.
“The Legend of the Seas’ arrival in the Mediterranean is not simply a new fleet deployment. It signifies the world’s second-largest cruise company’s intent to deepen its presence in a European market where demand continues to grow.”, he added.
Fireworks, performances on every deck, hundreds of journalists from around the world, influencers…
Royal Caribbean spared no expense and all eyes were on the Legend of the Seas, the third ship of the Icon class.
But behind the spectacle, the message is far more strategic. “Europe is a very important market for us,” declared Jason Liberty, Chief Executive Officer of Royal Caribbean Group.
“The Legend of the Seas’ arrival in the Mediterranean is not simply a new fleet deployment. It signifies the world’s second-largest cruise company’s intent to deepen its presence in a European market where demand continues to grow.”, he added.
Une inauguration européenne
For Michael Bayley, President of Royal Caribbean International, this decision reflects an obvious truth, since until now, ships of this new generation had been reserved for the North American market.
Indeed, the calendar speaks for itself. After a first nearly fully booked summer season this year, the Legend of the Seas will, in 2027, operate a full Mediterranean season from April to late October.
Royal Caribbean also plans to gradually expand its European offering, with a second Icon-class ship also positioned in the Mediterranean. “The second ship will have more embarkation ports, notably Lisbon, with itineraries including Morocco, the Canary Islands and a large part of the Western Mediterranean,” the president, Michael Bayley, confirmed at a press conference.
“France clearly features among the targeted markets, however our product is not intended for a single nationality. We are seeking international guests. Wherever you are in the world, you can probably board a Royal Caribbean ship within five hours’ flight,” added Gianni Rotondo, head of the EMEA markets.
This global strategy remains one of the group’s main strengths, now present in North America, Europe, Asia, Australia, and South America.
Indeed, the calendar speaks for itself. After a first nearly fully booked summer season this year, the Legend of the Seas will, in 2027, operate a full Mediterranean season from April to late October.
Royal Caribbean also plans to gradually expand its European offering, with a second Icon-class ship also positioned in the Mediterranean. “The second ship will have more embarkation ports, notably Lisbon, with itineraries including Morocco, the Canary Islands and a large part of the Western Mediterranean,” the president, Michael Bayley, confirmed at a press conference.
“France clearly features among the targeted markets, however our product is not intended for a single nationality. We are seeking international guests. Wherever you are in the world, you can probably board a Royal Caribbean ship within five hours’ flight,” added Gianni Rotondo, head of the EMEA markets.
This global strategy remains one of the group’s main strengths, now present in North America, Europe, Asia, Australia, and South America.
L’Icon comme vitrine du modèle Royal Caribbean
The Legend of the Seas naturally impresses with its size. Among the largest cruise ships in the world, its capacity can reach nearly 7,600 passengers.
But Royal Caribbean stresses another point: size is not a goal in itself.
“It’s a ship capable of delivering an excellent vacation experience, both extraordinary and intimate in the quality of its offerings, for a solo traveler, a couple, a family or a multigenerational family.” insists Jason Liberty.
To achieve this, the company started from a clean slate.
The Icon class does not merely reuse the codes of Oasis or Quantum.
It introduces an entirely new organization around eight themed neighborhoods, designed for different customer profiles… even though the emphasis here is clearly on families.
“80% of Icon-class cabins can accommodate three or four people, compared with only 30 to 35% on other classes of the company.” recalls Gianni Rotondo.
Surfside, a district entirely dedicated to young families, the new Ultimate Family Townhouse on three levels, and the proliferation of shared living spaces illustrate this orientation.
Teenagers themselves also influenced the ship’s design. Studies by Royal Caribbean show that they are now seeking more social spaces than clubs reserved for their age group.
But Royal Caribbean stresses another point: size is not a goal in itself.
“It’s a ship capable of delivering an excellent vacation experience, both extraordinary and intimate in the quality of its offerings, for a solo traveler, a couple, a family or a multigenerational family.” insists Jason Liberty.
To achieve this, the company started from a clean slate.
The Icon class does not merely reuse the codes of Oasis or Quantum.
It introduces an entirely new organization around eight themed neighborhoods, designed for different customer profiles… even though the emphasis here is clearly on families.
“80% of Icon-class cabins can accommodate three or four people, compared with only 30 to 35% on other classes of the company.” recalls Gianni Rotondo.
Surfside, a district entirely dedicated to young families, the new Ultimate Family Townhouse on three levels, and the proliferation of shared living spaces illustrate this orientation.
Teenagers themselves also influenced the ship’s design. Studies by Royal Caribbean show that they are now seeking more social spaces than clubs reserved for their age group.
L’expérience comme moteur économique
According to Royal Caribbean, up to 20 to 30% of guests now choose to stay onboard during certain port calls. This trend has led the company to rethink its ships, designed as genuine destinations in their own right.
The Legend of the Seas offers 28 food and beverage options, including about ten complimentary, more than 40 culinary and entertainment experiences, seven swimming pools, the largest water park ever built at sea with Category 6, Crown’s Edge or the Aqua Dome, now one of the ship’s architectural signatures.
Social networks now directly influence design. “They changed everything.” acknowledges Michael Bayley.
Jason Liberty adds: “We deliberately create places where guests will want to take photos and share them.”
The Pearl, an immense sphere at the heart of the ship, perfectly illustrates this logic.
For Jason Liberty, the real challenge today “is no longer to promote cruising, but to persuade those who think it isn’t for them.” According to the group, a guest who discovers cruising is five times more likely to sail again.
The Legend of the Seas offers 28 food and beverage options, including about ten complimentary, more than 40 culinary and entertainment experiences, seven swimming pools, the largest water park ever built at sea with Category 6, Crown’s Edge or the Aqua Dome, now one of the ship’s architectural signatures.
Social networks now directly influence design. “They changed everything.” acknowledges Michael Bayley.
Jason Liberty adds: “We deliberately create places where guests will want to take photos and share them.”
The Pearl, an immense sphere at the heart of the ship, perfectly illustrates this logic.
For Jason Liberty, the real challenge today “is no longer to promote cruising, but to persuade those who think it isn’t for them.” According to the group, a guest who discovers cruising is five times more likely to sail again.
Royal Caribbean prépare déjà l’avenir, entre technologie et développement durable
If the spectacular draws the eyes, the most significant investments are often invisible.
The Legend of the Seas carries thousands of sensors capable of continuously analyzing the ship’s operations. “We consider artificial intelligence a superpower,” states Jason Liberty.
AI now enables a vessel to optimize energy consumption, air conditioning, predictive maintenance or even supply management.
“We have reduced food waste by more than half thanks to AI, and when we realize savings, we reinvest them into product improvement,” explains Jason Liberty.
In terms of product improvements, the leader emphasizes environmental impact, a topic that can still deter some potential customers.
Propelled by LNG, the Legend of the Seas also incorporates heat recovery systems, shore power connections and technologies designed to prepare for the eventual use of synthetic fuels. “Our ultimate mission is to offer the best vacation experiences in a responsible way,” he adds.
These innovations enable Royal Caribbean to prepare the future Discovery Class, develop new Royal Beach Clubs, continue expanding Perfect Day and even prepare its entry into the river cruise market.
The Legend of the Seas carries thousands of sensors capable of continuously analyzing the ship’s operations. “We consider artificial intelligence a superpower,” states Jason Liberty.
AI now enables a vessel to optimize energy consumption, air conditioning, predictive maintenance or even supply management.
“We have reduced food waste by more than half thanks to AI, and when we realize savings, we reinvest them into product improvement,” explains Jason Liberty.
In terms of product improvements, the leader emphasizes environmental impact, a topic that can still deter some potential customers.
Propelled by LNG, the Legend of the Seas also incorporates heat recovery systems, shore power connections and technologies designed to prepare for the eventual use of synthetic fuels. “Our ultimate mission is to offer the best vacation experiences in a responsible way,” he adds.
These innovations enable Royal Caribbean to prepare the future Discovery Class, develop new Royal Beach Clubs, continue expanding Perfect Day and even prepare its entry into the river cruise market.
