Seuss proving a coup for Carnival

With the addition of Dr. Seuss characters and the makeover of Camp Carnival into Camp Ocean on some of its ships, Carnival Cruise Line has more appeal than ever to the family cruise segment. 

The changes, announced a year ago, bring an instantly recognizable name to Carnival's kids offerings.

"For Dr. Seuss, as soon as you mention Cat in the Hat, they already know who it is," said Ana Klacinski, youth director on the Carnival Freedom.

It's a step up for Carnival, which competes at sea with characters from Nickelodeon (Norwegian Cruise Line), DreamWorks (Royal Caribbean International) and, of course, Disney on Disney Cruise Line.

Now Carnival offers a kids parade through the Freedom once each cruise, led by characters from "The Cat in the Hat," as well as a Green Eggs and Ham breakfast featuring Sam I Am.

At the same time, Carnival has significantly improved the kids facilities on the Freedom and other ships. Seuss is now playing on 10 of Carnival's 24 ships, and Camp Ocean has been installed on the Freedom, Breeze, Magic and Triumph.

The big change is to give each age group its own themed space to play in, from Penguins (ages 2 to 5) to Stingrays (6 to 8) to Sharks (9 to 11). Klacinski said kids are excited to see the play space has lost its day-care vibe.

"They have a name, but not only that, they have their own space that they don't have to share with anybody," she said. "And they love it." 

The Freedom also received a Dr. Seuss Bookville area adjacent to Camp Ocean. It provides space for unscheduled time that children and parents can play together and an introduction to Seuss books guests may not know.

Part of the magic of the Seuss parade is its mystery, Klacinski said. It begins with an announcement that Seuss characters are onboard and an invitation to gather in a lounge 15 minutes before the parade. No one knows quite what for. When the time is ripe, a chant begins: "Dr. Seuss is on the loose!"

One by one, the characters are introduced and then the parade begins, through the ship, with kids banging noisemakers and keeping the chant going until arrival at the ship's main theater, where they're invited on stage for a group reading of "The Cat in the Hat" while parents watch.

"It's like a good, family-friendly event and comedy show at the same time," Klacinski said.

The Green Eggs and Ham breakfast, held later in the cruise, attracted about 50 kids and parents on the cruise I was on. Food, including mint-green scrambled eggs, is served by wait staff attired as Thing One and Thing Two from "The Cat in the Hat," and Sam I Am appears to greet and hug kids.

Chuck Soukop, a passenger from Punta Gorda, Fla., said he was delighted with the upgrades to Freedom's kids programming. "It's nice to have something for the kids to do that isn't as expensive as Disney [Cruise Line]," he said.

Oasis of the Seas vs. Quantum of the Seas: a Cruise Ship Comparison

Oasis of the Seas vs. Quantum of the Seas: a Cruise Ship Comparison

Since its debut in 2009, Oasis of the Seas has continued to turn the cruise world upside down. With first-in-cruising innovations like a zip line, a carousel, a levitating bar and real, live trees, it commands respect -- even from those who argue its massive size doesn't appeal. In addition to being the largest ship at sea, it's arguably the most well-known. So where does that leave Royal Caribbean's newest ship, Quantum of the Seas, and how can it possibly step out of the shadow of its behemoth fleetmate? Below we've compiled a list of offerings on both ships to show you exactly what you'll find onboard. Although these two vessels share some of the same venues and amenities, there's a lot that sets them apart, and each provides an experience all its own. Read on to figure out which of these ground breaking ships is the right fit for you. To the right: Quantum of the Seas (top) and Oasis of the Seas. Photo appears courtesy of RCI. Oasis of the Seas Quantum of the Seas Both Photos American Icon will be featured on both ships Size Tonnage: 225,282 Passengers: 5,400 Decks: 18 Tonnage: 167,800 Passengers: 4,180 Decks: 16 N/A Cabins If you'd rather wake up to trees than ocean views, try a balcony cabin that overlooks Oasis' Central Park or Boardwalk "neighborhood." Quantum's cabins are, on average, nine percent larger than those on Oasis. Solo cruisers don't have to worry about dreaded single supplements, either. Twenty-eight studio cabins(12 with balconies) are available for anyone cruising alone. Meanwhile, "virtual balcony"interior cabins offer real-time ocean views via floor-to-ceiling LED screens, and family connected suites combine three cabin types to accommodate larger groups. Royal Caribbean ships offer several similar stateroom categories across the fleet, but Oasis and Quantum have a couple notable stateroom standouts. Restaurants Following its recent dry dock, Oasis received Mexican restaurant Sabor, as well as the Boardwalk Dog House, which originally debuted on sister ship Allure of the Seas. Oasis also offers for-fee options at Giovanni's Table, featuring Italian fare, and upscale 150 Central Park, which boasts a rotating six-course menu. If you're looking for a quick bite, the Cafe @ Two70 offers gratis picnic-type fare with 270-degree views. Another quick option is the SeaPlex Dog House, the first food truck at sea, featuring free gourmet hotdogs and sausages. An interesting extra-charge offering includes Devinly Decadence, where all meals are fewer than 500 calories. Both ships will offer Royal Caribbean's new"Dynamic Dining" concept, which does away with traditional dining and, instead, allows passengers to choose from a number of eateries at their leisure, some of which are free and some of which incur extra charges. Dynamic Dining will roll out on Oasis in spring 2015. You'll also find Sorrento's Pizzeria on both ships, as well as the Windjammer Cafe buffet; Izumi, which offers Japanese cuisine; Johnny Rockets for burgers and shakes; Wonderland, molecular gastronomy featuring dishes like disappearing noodles, and wasabi and apple crisps prepared with liquid nitrogen; American Icon Grill for comfort food; Coastal Kitchen, which showcases California-Mediterranean fare for suite passengers only; The Grande, a fancy affair, which focuses on dishes served aboard the ocean liners of yore; Silk, Royal Caribbean's pan-Asian restaurant; and Chops Grille, the line's steakhouse. Bars The Rising Tide Bar, which debuted on Oasis of the Seas, is set on hydraulics and travels between the Royal Promenade and Central Park. In its Bionic Bar, Quantum will feature robotic bartenders. Passengers order drinks via tablets and can then watch as the robots (more like mechanical arms, really) prepare them. Vintages, a swanky wine bar where passengers can try new or favorite beverages, is featured on both ships. Activities & Entertainment For breathtaking entertainment that combines aerial and aquatic feats with the ship's wake as the backdrop, you won't want to miss performances at the AquaTheatre on the ship's Boardwalk, where you'll also find a carousel. Look up in the sky, and you'll see fellow passengers whizzing by on the sports deck's zip Try any number of at-sea firsts on Quantum, including a visit to North Star. Best for those without a fear of heights, the glass pod, positioned on a mechanical arm, will raise passengers 300 feet above sea level for 360-degree views. Meanwhile, SeaPlex ttriples as a venue for basketball, roller skating and bumper cars. Adrenaline junkies will appreciate trapeze classes and a RipCord by iFly skydiving simulator. A handful of RCI ships offer Broadway productions as part of their theatre entertainment. Oasis, where cruisers can catch performances of CATS, and Quantum, featuring Mamma Mia!, are no exception. Both ships also feature rock climbing walls and the line's signature FlowRider surf simulators. Itineraries Based in Fort Lauderdale at Port Everglades, Oasis sails Western Caribbean itineraries. Homeporting in Bayonne's Cape Liberty through spring 2015, Quantum sails Southern Caribbean voyages. It will then permanently relocate to Shanghai for Asia sailings. Until Quantum relocates to Asia, both ships sail a mix of Bahamas, Eastern Caribbean and Europe itineraries from the U.S. East Coast. Family Oasis' Adventure Ocean is housed in one giant expanse on the same deck. In addition to exclusive areas separated by age group, there's a science lab, a workshop and even a theater, where participants rehearse before performing for their parents at the end of each sailing. Quantum's Adventure Ocean spans two decks, and it features a science lab as well as a cool teen space will provide a similar experience to that found on Oasis. Both ships showcase Royal Caribbean's stellar kids offerings, each boasting extensive Adventure Ocean facilities. The line also has a partnership with DreamWorks, and cruisers can enjoy parades and meet-and-greets that feature Shrek, Fiona and other characters. These two vessels also include the H2O Zone, where young cruisers will find splash pools and colourful sculptures that spray water.

10 Reasons why Quantum of the Seas is the Cruise Ship for You

10 Reasons why Quantum of the Seas is the Cruise Ship for You

When Quantum of the Seas hits the cruise market in November, it will be Royal Caribbean's first new ship since Allure of the Seas made a splashy debut in 2010. Allure was the second in the line's wildly popular and innovative Oasis Class, but it has been heralded as much for being the biggest cruise ship in the world as it has for its cool first-in-cruise features like its neighborhood concept and enormous Aqua Theater high-diving show. With Quantum, the cruise line is going somewhat smaller but no less glitzy; the new ship features so many innovations that would appeal to virtually anyone, its hard to imagine it won't be a huge hit for the company that keeps raising the bar for activities at sea. Not convinced? Here are 10 reasons Quantum of the Seas is the ship for you. 1. You can try skydiving at sea. People probably thought Royal Caribbean was nuts when it added the FlowRider surfing simulator to its ships. Turns out, it was a stroke of genius, and people flock to it to give it a try or watch as others do. (The spectacular wipeouts are the stuff of legend.) So this time, when RCI announced it was adding a RipCord by iFly skydiving simulator to Quantum, it just made sense.  For free, each passenger will get a chance to spend a full minute experiencing the sensation of a skydiving freefall. And adrenaline junkies who get hooked on the experience can book additional private skydiving time (for a yet-to-be-determined fee). 2. You can play at the SeaPlex. OK, so maybe we were a little skeptical when we first heard about its bumper cars, floating DJ booth and roller skating. But we've seen the light, and this space is going to be just plain fun. Designed to entertain with a huge variety of activities, including Xbox gaming and full-court indoor basketball, we can see this spot as the place to be on sea daysor when the weather is lousy. 3. You'll have no problem staying fit. A new generation of cruisers has cruise lines paying attention to fitness activities, an area that was traditionally more of an afterthought on older ships. New ships these days generally have excellent fitness centers and a variety of classes designed for those who want to try something new or just keep up with the routines they do at home. RCI has upped the ante, bringing in former NFL player Dhani Jones, who also made a name for himself trying new sports and traveling the world in his cable TV series "Dhani Tackles the Globe." Jones has served as an adviser, providing input for the ship's fitness facility and activities.  On Quantum of the Seas, passengers can try out hot fitness classes like FlyWheel and FlyBar; on shore at the cruise line's private islands of Labadee and Coco Cay, passengers can take beach bootcamp classes. While the classes require a fee, passengers still can stay in shape onboard for free at the fitness center, which will be stocked with TechnoGym equipment. 4. You'll find so many dining options. Royal Caribbean certainly isn't the first to offer flexible dining options, but its "Dynamic Dining" concept might feature the most diversity among "free" choices. About half the restaurants on Quantum of the Seas are included in the cost of the cruise, and the variety is exceptional, with American comfort, Asian and contemporary sit-down dining options to go with casual bites like a hot dog cart and pizza. In the age of for-fee restaurants, passengers on Quantum of the Seas have plenty of included options for food; they don't need to spend another dime. Still, if they want to try something different, the ship can accommodate. Alternative for-fee restaurants run the gamut from traditional steakhouse (Chops Grille) to molecular gastronomy experience (Wonderland). Royal Caribbean also joined forces with celeb chefs Michael Schwartz, Jamie Oliver (aka the Naked Chef) and Devin Alexander, whose Devinly Decadence offers nothing but healthy-yet-delicious food choices. (We loved the healthy hamburger RCI featured during its Dynamic Dining reveal event.) 5. Families can stay together. Clearly, RCI was thinking about family cruisers when it came up with activities for Quantum of the Seas. And yes, there are kids clubs, the DreamWorks Experience, a large pool deck and a massive movie screen. But we love the idea of interconnected cabins that will accommodate grandma and grandpa, mom and dad, and the kids. Multigenerational cruisers on Quantum of the Seas can book three interconnected cabins, each with its own living space and bathrooms, to provide together (or quiet) time. Cabins are connected via a vestibule and can sleep between eight and 10 people. Total square feet is a comfy 575, and when the balconies are combined, you get a whopping 216 square feet of outdoor space. Even those travelling with a smaller brood will like the Family Junior Suites, which each include a half bath in addition to a full bath with bathtub, a must for anyone travelling with toddlers. 6. It's whimsical. So much about Quantum of the Seas is designed to appeal to the inner child. Interior cabins have floor-to-ceiling HD TVs that broadcast real-time ocean views. (Royal Caribbean calls these virtual balconies.)  A giant glass-enclosed gondola attached to a mechanical arm atop the ship rises 303 feet above sea level, providing breathtaking views at sea and in port, a feature called the North Star.  Robots serve up drinks in the Bionic Bar, and a multimillion-dollar space, called Two70, incorporates technology, music and entertainment into what the cruise line promises will be like nothing we've seen before. Even the 2,980-piece art collection, which includes a 30-foot magenta bear on the top deck and a giant electronic helix in the atrium, screams fun. It's true: Some of the features might border on gimmicky.  But isn't a cruise vacation about letting loose and having a great time? There's no way you'll take yourself too seriously when you're walking between the legs of a giant bear to enter a bumper car arena. 7. You can stay in touch with loved ones at home. With its partnership with communications company O3B, Royal Caribbean says Internet speeds onboard Quantum of the Seas will match speeds on land, something unheard of on cruise ships. That means passengers who purchase Internet packages -- pricing and packages haven't been determined yet -- can access email, share photos via social media or make video calls to shore. Royal Caribbean says the improved Internet speeds will drive down the costs, as well, which is a trend we hope catches on. 8. You can stay in touch with loved ones on the ship. With Quantum of the Seas, Royal Caribbean has introduced two new apps that can be used to enhance the booking and cruise experience. The first, Cruise Planner, is designed to be used before you set sail to book things like excursions, dining and spa treatments. The second, Royal IQ, includes a component that will allow passengers to keep in touch with one another via their cellphones with texting and calling. This is especially helpful for families or groups traveling together, when coordinating schedules can be tricky. Royal Caribbean has yet to announce the cost of using Royal IQ to communicate on the ship, but the fee for similar apps on other cruise lines is nominal. (Norwegian Cruise Line's iConcierge, for example, carries a flat fee of $7.95 per person.) 9. Forget the loved ones: Cruise solo. Until fairly recently, cruise lines haven't been particularly interested in catering tosingle travelers and instead focus on more lucrative couples or families.  Those who cruise by themselves often are forced to pay nearly double the per-person rate non-solos pay. (Cruise lines call this fee the "single supplement.) NCL's newest ships in particular have bucked that trend, adding funky solo cabins and solo lounges for those cruising alone.  Quantum of the Seas has 28 solo cabins, which are fairly large (119 square feet) compared with other solo cabins. We love the inclusion of a standard-size bathroom and roomy balcony (12 have this feature), which is not typical when it comes to single-cabin options. 10. It will get you warmed up for Anthem of the Seas. The lament heard most often at Cruise Critic is that Quantum of the Seas seems great, but it's only in the U.S. for a short time before it heads to Shanghai, which will be the its permanent homeport. Quantum of the Seas will sail from Bayonne, New Jersey, to the Eastern Caribbean from November 2014 to April 2015 before making its grand voyage to Shanghai, where Royal Caribbean will market the ship toward Asian passengers. That means U.S. passengers have a scant six months to try out the ship. Still, identical twin Anthem of the Seas, which debuts in spring 2015, makes Bayonne its homeport starting in November 2015, sailing Bahamas cruises and Caribbean cruises. So if you don't get a chance to sail Quantum of the Seas, Anthem of the Seas will provide virtually the same experience a year later.

Family Cruising Basics

The basics of family cruising on a budgetBy: John L. Beath

Different cruise lines offer everything from water slides and pool parties to talent shows and culinary classes. // © 2014 Thinkstock

Cruising with the family might be the best vacation value short of pitching a tent in your backyard. A family cruise includes all meals, most onboard activities and stops at different ports for the family to enjoy as they see fit.

According to Cruise Line International Association, the fastest-growing segment of the market is the 25 to 40 age group. Young families in this demographic — as well as families with older kids — have the opportunity to spend less and get more on a cruise, if they know how.

For starters, families on a budget should decide which cruise line best fits their family, budget and style of vacation. Disney Cruise Lines, for instance, offers the most kid-friendly activities, but at a steeper price. On a Disney cruise, however, there is always something going on, including parties, character autograph sessions, musicals, movies, games, princess parties, animation lessons and more.

Carnival Cruise Lines, on the other hand, often offers an affordable cruise for families on a budget. And most of the Carnival ships now offer waterslides, rope courses, miniature golf and Camp Carnival, where kids ages 2 to 11 years old can spend most of the day with other kids in an activity-based program. Kids 12 to 14 can join Club C and play video games, participate in talent shows, have pool parties and more. Teens 15 to 17 go to Club O2 and enjoy their own nightclub-like room where activity leaders keep them entertained. Club O2 sometimes offers special excursions as well.

Royal Caribbean Cruises contracted with DreamWorks to offer Hollywood-style cruises that kids love. Children and adults alike enjoy 3-D movies, parades and character meals. Barbie also joined Royal Caribbean last year — at a cost of $199 per child, the kids can participate in the Barbie Premium Experience aimed at cruisers 4 to 11 years old. Royal Caribbean Cruises also offers special dining for children ages 3 to 11. After young ones finish eating, staff members escort them to the kids club while parents enjoy a romantic dinner at a more relaxed pace.

Holland America Line (HAL) offers Club HAL for kids ages 3 to 17, providing karaoke, pajama parties, swim parties, scavenger hunts, video game tournaments, pizza making and talent shows. Club HAL activities are supervised by full-time staff, all of whom hold degrees in education, childhood development, recreation, leisure studies or other related fields. Families with teenagers might want to consider HAL for its great teen program. The Loft — or The Oasis, depending on the ship — is an entire deck accessible via a secret passageway that is devoted to teens. It features a nightclub venue, a juice bar and a swimming pool. Some teens can choose to participate in digital workshops, culinary classes or other educational programs too.

Norwegian Cruise Line partnered with Nickelodeon and offers a wide variety of activities for kids of all ages. Younger ones will enjoy Dora’s Dance Party, meet and greets with Nickelodeon characters or a themed arts and crafts party. Kids as young as 6 months to 12 years old can sign up for Splash Academy, but at least one parent or adult must accompany kids ages 6 months to 3 years. Teens up to 17 enjoy Entourage, where they play sports, take part in theater and fashion workshops or have pool parties. With “Free Style” cruising, families can do what they want, when they want, including dining. This freedom makes for a more relaxed schedule without the hassles of strict timelines.

MSC Cruise Line’s Divina offers a robust complimentary childrens program. Kids ages 3 to 12 years old can experience Kids Club all day long, with MSC staff supervising. It also offers High-Seas Hangouts for teens 13 to 17 years old. The Teen Club offers dance classes, a virtual world arcade, sports, games and tournaments. At night, teens can play trivia, enjoy live music and dance. Teens can also get a pre-paid “Teen Card” for small onboard purchases.

Stateroom Options
Some of the cruise lines offer a “kids sail free” program and charge only for room taxes and gratuities. Others offer specialized cabins with drop-down bunks or sofa-beds to accommodate up to five family members. These rooms book fast because they provide the best value for a family and should be booked as far in advance as possible. Booking these rooms works best with younger kids — families with older kids capable of being on their own should consider two rooms. Some cabins also have connecting doors, and balcony rooms also have the ability to open the outside partition between cabins to create a single bigger balcony shared by the family.

“I suggest one outside room and one inside room across the hall,” said West Coast Travel’s Jim Manning.

Most cruise lines now offer family-style suites, with one or two bedrooms and a central living area that can be used as an additional sleeping space with fold-out couches. These rooms cost more but can provide the ideal space for families who want to stay together but have some privacy as well.

When to book the family cruise also plays an important role in saving big dollars for the family. Deals during wave season might include shipboard credits, discounted airfares, free shore excursions and room upgrades.

Other ways to stretch a family vacation budget include cruising during shoulder seasons. For instance, in the Caribbean, peak season begins in late November and runs through June. Booking before or after peak season will help families save. Shoulder season in Alaska would be the first one or two cruises of the season and the last one or two at the end of the season.

“You should also consider ‘repositioning cruises’ for your best price,” said Manning.

Repositioning cruises are often priced lower because they occur during the shoulder season and they don’t start and end at the same port. These cruises may increase the airfare costs for a family, but could also work in a family’s favor, depending on where a cruise begins or ends. Repositioning cruises sometimes work well for reunions because family members come from different cities.

Planning a family reunion onboard a cruise ship can solve many problems, including where to go, who does the cooking, who cleans up the mess and how much it will cost. Since cruise ships offer so many room categories with different price points, everyone who comes to the family reunion can choose the room and shore excursions for his or her budget, while enjoying the same high-quality experience.

All brands on deck

All brands on deck

By Tom Stieghorst

In 2011, Carnival Cruise Lines concocted Fun Ship 2.0, a package of branded experiences meant to rejuvenate its older ships and provide a consistent fleetwide product.

The anchor was a 40-something celebrity chef with spiky blond hair and a brash, everyman demeanor.

Two years later, Carnival has served more than 1 million hamburgers at Guy's Burger Joint, and Food Network star Guy Fieri has been exposed to millions of Carnival guests.

"It just goes to show you how successful you can be aligning yourself with a celebrity that fits your brand," said Carnival Cruise Lines CEO Gerry Cahill.

Fieri is just one of dozens of brand names now sailing the seven seas, as cruise lines increasingly forge partnerships with recognized commodities that reinforce their market message.

A familiar brand is a bridge that first-time cruisers can safely cross to try cruising if they're uncertain about what it is. Agents can use what they know about clients to find the brand that excites them, then leverage the emotion the client associates with that brand to drive home a sale.

Scott Koepf, vice president for marketing at Avoya Travel, said, "The key is to know your customer and then present the brand that actually resonates with what that customer's interests are."

The roll call of brands at sea includes kids' favorites like Nickelodeon, DreamWorks and Hasbro, entertainment ranging from Dancing With the Stars to Blue Man Group and celebrity chefs from Todd English to Geoffrey Zakarian and a host of others.

Mass-market lines with the biggest budgets tend to have the broadest stable of well-known names, though upscale lines also partner with upscale brands. Oceania Cruises, for example, has partnerships with Lalique crystal, Wine Spectator magazine and the designer Ralph Lauren.

At every price point, cruise lines affiliate with names that mean something special to a target passenger base and help define a unique selling proposition in the market.
For Carnival these days, that boils down to two buzzwords: unpretentious and fun.

Fieri fit the bill on both counts. While some celebrity chefs strive to impress with refined meals and elegant presentation, Fieri's signature show is called "Diners, Drive-Ins and Dives."

His personality is down-to-earth but outgoing and a bit outrageous. There's nothing on the menu at Guy's Burger Joint that is hard to pronounce, said Lania Rittenhouse, vice president of product development at Carnival.

"We did some research, and Guy Fieri scored very, very high in terms of who our guests like to watch and who they related to," Rittenhouse said. "He was just a rock star, and everyone loved him. There was this chatter he created."

Carnival is in the process of installing a Guy's Burger Joint on 16 of its 24 ships. It was important that the burgers be free of charge, Rittenhouse said. "We want to deliver the best burger at sea, and not only that, but have it the best value, so we have it complimentary."

In entertainment, Carnival has partnered with comedian George Lopez to manage and supply talent to a branded comedy club. Lopez is known for his plainspoken take on Hispanic family life.

A deal with Hasbro brings branded toys and games into the mix. Carnival plans a Twister game on the Carnival Sunshine, which will debut in May.
"Our guests love game shows," Rittenhouse said. "They're the kind of people who like to be in the audience or on the stage. They participate, they're very vocal, and they love challenges.

"When we took a look at who was out there to see who was all-American and who had a lot of brands people grew up with ... Hasbro has that cachet," she said.

No secondary brands

At Royal Caribbean International, the brand watchwords might be top-shelf and innovative.

"We don't want to be affiliated with secondary brands," said Vicki Freed, Royal Caribbean's senior vice president for sales, trade support and service. "We want to be the best brand in the category."

Examples include fashion names Coach and Guess, ice cream purveyor Ben & Jerry's, children's characters created by DreamWorks Studios and vintage diner concept Johnny Rockets.

In the coffee category, Royal made a deal with Starbucks to serve its name brand on the Oasis and Allure of the Seas, and a second Starbucks brand, Seattle's Best, on other vessels.

"The coffee is more expensive than having our own little Royal Coffee Emporium," Freed said. "But that first-time cruiser, when they come aboard and they see brands they're familiar with, they go 'oooh.'"

Royal's newest brand partnership is with Mattel, which makes America's favorite doll, Barbie. To appeal to young girls and their parents, Royal is incorporating a Barbie movie night and Barbie story time into its Ocean Adventure youth club.
A $349 Barbie Premium Experience is also offered on a dozen Royal ships and should be fleetwide by May. It includes lots of Barbie merchandise, a fashion show, a Barbie-themed cabin and other extras. Freed said the price is more to offset costs than to make money.

"We're not looking to make significant dollars off of this," she said.

Perhaps no line has been as active in signing brand partnerships as Norwegian Cruise Line, where the desired market profile can be summed up as edgy and contemporary.

Sailing with Blue Man Group

One of the first brand names to define the latest iteration of Norwegian is Blue Man Group, a trio of humanoid actor-musicians who wear bald caps and uniform blue makeup.

"Everyone loves Blue Man Group," said Norwegian CEO Kevin Sheehan. "But it is a little different when you think about the traditional cruise entertainment with the old-fashioned Broadway shows, where [the cast] is running around dancing and singing like they've been doing for 40 years on the ships.
"When I say to anyone in New York or anywhere, we have Blue Man Group, they always say 'Oh my God! You have Blue Man Group on the ships?' It's like an $80 or $90 show in Vegas, and they can watch that for free as part of their cruise fare."

Other familiar names on Norwegian ships include Nickelodeon children's characters, Second City comedy, Iron Chef Geoffrey Zakarian and the "Howl at the Moon" dueling piano show.

The company's latest branding frontier is the Norwegian Breakaway, a New York-centric ship debuting in May. It has formed a number of partnerships with New York institutions large and small to help recruit first-time cruisers from the area where it will homeport.

A high profile example is the Radio City Music Hall Rockettes, who will serve as godmothers to the ship. Breakaway will also have Sabrett hot dog stands and a pastry shop based on the reality show "Cake Boss."

One factor driving the growth of branded partnerships has been the large number of new franchises created by cable TV.

"Cake Boss" first aired on the TLC channel in 2009. It follows baker Buddy Valestro and his family as they operate Carlo's Bakery in Hoboken, N.J. In its first season, 2.3 million people, on average, watched each episode.

Andrew Coggins, a business professor at New York's Pace University who follows the cruise industry, observed, "What TV brings is widespread brand awareness; it reaches a wide market."

Other examples include the Hub, a digital and satellite TV vehicle for Hasbro products created with Discovery Channel. And, of course, Disney Channel, which has synergies with Disney Cruise Line -- a line that was itself created from one of the most recognizable consumer brands.
Another hit show that has crossed over to cruising is ABC-TV's "Dancing With the Stars," which pairs accomplished dancers with celebrities in a season-long competition.

Performers from the show will headline six Holland America Line theme cruises in 2013 and 2014, and dance lessons and shows developed in collaboration with the program will be featured on all 15 Holland ships.

The price tag for brand partnerships is rarely disclosed, and the Holland-ABC deal is no exception. All Holland Executive Vice President Rick Meadows would say is, "It's an investment, but it's worth it."

Deals not made, partnerships dropped

Some intriguing tandems never make it to the alter because of financial cold feet. The luxury suite section of Norwegian Epic is branded "The Haven," but it could have carried the St. Regis name. Likewise, the legendary Peter Luger Steak House in Brooklyn was considered as a partner for the Epic's steak restaurant, but no agreement was reached.

"We kind of edged away from a lot of those," Sheehan said. "To do the deals, you had to give them economics."

Cruise lines can recoup some of the upfront expense by charging for branded experiences onboard. On Royal Caribbean, it costs $4.95 to get into Johnny Rockets, although the food itself is free. A Ben & Jerry's cone runs from $2.50 to $4.75, even though there is free ice cream elsewhere on Royal ships.
Royal Caribbean's Freed said that most branded products are not big contributors to onboard revenue, and some of the most expensive deals Royal has signed cost the passenger nothing.

"DreamWorks is a completely complimentary experience," she said. "We took a brand that we pay a lot of money for, we do the complimentary character breakfasts, we don't charge for those, we do the parades, an ice show with DreamWorks characters. There's even an Aqua Theater show."

Some brand partnerships aren't meant to last. The Cirque du Soleil deal with Celebrity Cruises has fizzled, and Cunard did not put a Todd English restaurant on its most recent ship. The chef's draw with foodies isn't what it once was, Cunard Vice President Stan Birge said.

An early effort at Costa Cruises to ride a brand was its 1999 partnership with Zeffirino, a renowned restaurant in Genoa. It didn't work because of the line's multinational clientele.

"What may be big in Italy probably in the U.S. is going to be unknown, and vice versa," said Ruben Perez, Costa's general manager for North America.

As cruise lines increasingly source passengers from outside their traditional waters, they either have to tailor their brands to regional markets or have partners that have global traction.

Royal Caribbean thinks it has found such a brand in DreamWorks, Royal President Adam Goldstein told an audience at the recent Cruise Shipping Miami convention in Miami Beach.

"I think its very compelling to first timers that such entertainment appears on our ships, not only in the United States but, for example, in China where, if anything, the characters are more popular than they are here," Goldstein said.

For travel agents, brands can be a chance to demonstrate value both to customers and to cruise lines.

Andrea Botto Joyce, a Cruises Inc. agent in Wallkill in New York's Hudson River valley, said she uses Royal Caribbean's new Barbie tie-in to market to families with small children.

"I think people tend to spoil their children on vacation and want them to get a dream experience, so I think this package would interest many people who have little girls between the ages of 4 and 11," she said.

But Joyce said many clients don't know about Barbie yet, and might find out only after it is too late.

"It shows how important a travel agent is to someone, because they could go on the Oasis and see the [Barbie fashion] show happening, and they would like to have had their child be part of it."

Koepf, of Avoya Travel, said agents likewise are invaluable to cruise lines that have invested in brands but need agents to match the right customers with the right brands.

He said agents shouldn't lead with the brands, because not every one appeals to every client.

"If Norwegian has Nickelodeon, but I don't have kids, then I'm not interested. I don't care," he said.

Once you find a client's hot button, however, a brand that speaks to that interest can be a final argument that wins the sale for an agent.

"It's a huge benefit for them to close by saying, 'Well if you like blues, you like jazz, guess what this ship has? If you like Broadway musicals, guess what this ship has?" Koepf said. "Those are all very strong closers, basically." 

Royal Caribbean to offer 'skydiving' at sea

By Phil Davies 

Two cruise industry “firsts” have been claimed by Royal Caribbean International as details of its new Quantum class of ships were revealed.

The RipCord by iFly is described as the first skydiving experience at sea, allowing people to enjoy the “sheer thrill and exhilaration” of skydiving in a safe, controlled, and simulated environment.

This is coupled with North Star, a jewel-shaped glass capsule, which transports passengers more than 300ft above the ocean and over the sides of the ship to deliver 360-degree views.

The line is claiming the largest indoor sports and entertainment complex at sea - featuring bumper cars and roller skating - and the company’s largest cabins include “virtual balconies” for inside accommodation, giving real-time views of the ocean and destinations.

Three connected cabins designed for multi-generational families form a special layout that provides separate bedrooms and bathrooms.

New studio cabins for solo passengers, some with balconies, will feature on the new category of 4,180-passenger ship together with three levels of junior suites and larger loft suites.

Other new features include Two70°, a multi-level entertainment room with 270-degree panoramic sea views through floor-to-ceiling glass walls spanning almost three decks at the stern of the ship.

Sporting and entertainment venue SeaPlex is described as the largest indoor active space at sea, featuring a circus school with flying trapeze and a full-size basketball court. Bumper cars and roller skating will be offered at night together with a dancefloor with a ‘floating’ DJ booth hovering above.

Live music, DJs, theme night parties and billiards will feature in the two-storey Music Hall, with a design inspired by the spirit of rock and roll, according to the company.

An adults-only Solarium, along with an outdoor pool, a new indoor pool with retractable roof and a H2O Zone kids’ aqua park, will be featured on the top deck.

Royal Caribbean family experiences and venues such as a rock climbing wall, FlowRider surf simulator, Adventure Ocean children’s programme, Royal Babies and Tots Nursery and DreamWorks entertainment will be included on the Quantum class vessels.

Additional details about dining, entertainment and other “unexpected features” and amenities on Quantum of the Seas will be unveiled in the coming months, the line said.

Quantum of the Seas is due to enter service in autumn 2014 on seven and 14-night Caribbean cruises from its home port of Cape Liberty. Itineraries for sister ship Anthem of the Seas from spring 2015 have yet to be unveiled. Bookings for Quantum of the Seas open on June 4.

Royal Caribbean Cruises chairman and chief executive Richard Fain said: “This new generation of ships gave us an opportunity to make another leap in vessel design. Innovation has always been part of our DNA and we have taken advantage of all that creativity to design Quantum cruising.

“The unique features on Quantum will boggle our guests’ minds, but the real strength of the design is how our people have integrated all these diverse components to create a comfortable and exciting experience.”

Royal Caribbean International president and chief executive Adam Goldstein added: “We are excited to be introducing major advancements in ship design and offerings on Quantum of the Seas and Anthem of the Seas.

“The innovative spirit of our brand is alive and well, and with Quantum class we will deliver more unexpected activities in the most extraordinary spaces. Our guests should prepare to be wowed.”

The details were unveiled by US stage, television and film star, Kristin Chenoweth – godmother of Quantum of the Seas – in New York City.