Cruise Companies Pursue Different Brand Growth Strategies

Carnival Horizon and Mein Schiff 6

The multi-brand cruise companies will continue to grow their largest and most popular brands, but individual brand growth may surprise, according to the 2019 Cruise Industry News Annual Report.

While Carnival Cruise Line brand will continue to be the dominant brand for Carnival Corporation over the next decade, carrying twice as many passengers as the second-largest brand, Costa Crociere will see the most capacity growth over the same time period, driven partially by its short cruises in China.

AIDA will be third in terms of capacity growth, followed by Princess Cruises.

Altogether the Carnival brands will grow their passenger capacity from an estimated 12 million (double occupancy) in 2019 to some 16 million in 2027, barring any ship withdrawals and deployment changes.

At Royal Caribbean Cruises, the Royal Caribbean brand will also continue to dominate and could be the single largest brand in the world by 2027, growing by an estimated 1.2 million passengers, twice the projected capacity growth for the Carnival brand over the same time period. TUI Cruises, which is 50 per cent owned by Royal Caribbean, will also see significant growth. However, Celebrity, which will see less growth over the same time period, will remain the second-largest brand at Royal Caribbean. The total capacity for the Royal Caribbean brands is forecast to grow to about 9 million.

MSC Cruises will move up to become the third-largest cruise company with the most capacity growth of any brand, from an estimated 2.4 million in 2019 to nearly 5 million by 2027.

Norwegian Cruise Line Holdings moves to fourth place, however, the Norwegian Cruise Line brand will see the second largest passenger capacity increase. Total capacity for the three Norwegian brands is estimated at 3.7 million in the nine-year forecast.

Genting will also see significant relative growth and remains the fifth largest cruise operator.

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TUI Cruises Featuring Tattoo Parlor Aboard the Mein Schiff 2

Tattoo Studio Aboard Mein Schiff 2

TUI Cruises is featuring tattoo artist Chris Krafft and colleagues from B. Liberty Tattoo in Hamburg aboard Mein Schiff 2 throughout May.

TUI said that maritime symbols, such as anchors and compasses were popular, but also are so-called cover-ups, where old tattoos are replaced with new ones.

“Tattooing aboard a cruise ship is a very special challenge,” commented Krafft in a prepared statement. “If it rocks, a steady hand is a must. And in case of doubt, I take a break. A tattoo is a memory for life.”

After a test phase on Mein Schiff 2, TUI will decide whether to introduce the tattoo parlour across the fleet.

“The likelihood is high,” said Sven Irmer, product development manager. “The parlour is fully booked every day; the response has been overwhelming.”

The cost of a tattoo is calculated according to the effort and starts at 100 euros.

Meyer Turku Delivers New Mein Schiff 2

Mein Schiff 2

TUI Cruises has taken delivery of the new Mein Schiff 2.

“For us, it has been a thrill working with TUI Cruises on the design and construction of this ship. The passengers will surely notice and hopefully like the differences to the previous ships. We have redesigned many of the areas of the ship, e.g. the Schau Bar and the restaurant area in front of the aft diamond structure,” said Meyer Turku CEO Jan Meyer.

With the Mein Schiff 2 Meyer Turku and TUI Cruises have continued taking into account the feedback from the passengers of TUI Cruise’s previous ships and further improved and refreshed the design of the ship, according to a statement.

This time the ship sailed to Kiel for the delivery ceremonies, due to ice conditions in the Turku archipelago.

“The commissioning of our new Mein Schiff 2 marks the successful end of our first expansion phase. Our sixth newbuild by Meyer Turku not only impresses with its design, but its inner values are also equally convincing: With the use of modern technologies we are setting standards for environmental protection,” added TUI Cruises CEO Wybcke Meier.

“The essence of our business is to listen to the feedback from the passengers and then use our own expertise in design and engineering to make the next ship even better, safer and more passenger-friendly,” Meyer added.

With an extensive ramp-up program including investments of over 200 million euros, continuous recruitments and training for employees, Meyer Turku will double its production in the coming five years.