P&O Go From Small to Large!

After welcoming the smallest ship in their fleet - Adonia, last month - P&O Cruises have revealed plans to build their LARGEST-ever ship, a whopping 141,000-tonner (artist's impression, above) for service in 2015. It is quite a contrast after the small-scale of their boutique newcomer but it promises to being in a whole raft of innovation and new features. Here is today's full press release:

P&O Cruises today announced that it will expand its fleet with a 141,000-tonne cruise ship, built by Italian shipbuilder Fincantieri, scheduled to enter service in March 2015.

The as-yet-unnamed 3,611-passenger vessel will be the largest in the P&O fleet, as well as the largest cruise ship built specifically for the British market. To be built at Fincantieri’s Monfalcone yard, the all-in cost is approximately €155,000 per lower berth. Ushering in an exciting era for P&O, the ship will offer a stylish and innovative new design and an unprecedented number of passenger facilities, along with many of the brand’s classic and iconic features. Specifications and new product innovations will be announced at a later date.

Carnival Corporation & plc’s chairman and CEO Mickey Arison said: “P&O Cruises is Britain’s number one cruise operator, and is synonymous with high quality holidays that celebrate its rich British heritage. The UK continues to be a key growth market and innovative vessels such as this new ship – targeted specifically to British clientele – underscore our commitment to leading the expansion of this important cruise region.

"With a progression of highly successful new ships introduced over the last 15 years, P&O is uniquely experienced in designing vessels to meet the specific needs and aspirations of British passengers. This newly ordered ship will underline its position as Britain’s favourite cruise line.”

P&O Managing Director Carol Marlow added: “This next-generation ship will deliver the ultimate P&O Cruises experience, with ‘sophisticated wows’ and new features to attract thousands of newcomers to our brand, and equally to resonate with existing P&O Cruises passengers by giving them the ‘P&O-ness’ they recognise and love. She will offer ‘the best of the best,’ combining the favourite classic features of Oriana and Aurora, the choice and variety of Azura and Ventura, and a host of new ideas and concepts which together will deliver to our passengers the holiday of a lifetime, every time they travel with us.”

Re-Branding Is All The Rage

Following hard on the heels of the recent 'relaunch' of Azamara Cruises as Azamara Club Cruises, Princess Cruises have decided they need to spruce themselves up for the UK market.

For many years, Princess have been seen as the 'American' arm of P&O, and yet that is a gross over-simplification of the relationship between the two sister companies, who both became part of the giant Carnival conglomerate in 2002. There has always been an element of cross-over from P&O to Princess, and vice versa, since the 'Love Boat' cruise line started sending ships over to Europe more than 10 years ago. Their style appealed to passengers on both sides of the Atlantic, and the differences between the two fleets provided plenty of contrast.

More recently, P&O vessels have started to look more like their Princess counterparts - less traditional, more glamorous and all with a common starting point from the shipyard.

However, there obviously remains a 'difference' both from the Italian roots of the Princess line (many of their original vessels having been merged in from the Med-based Sitmar Line) and their predominantly American clientele, so it is a little surprising to hear the 'US' version needs to re-brand itself for British consumption.

You would think UK cruisers would be sophisticated enough to know the difference, and to understand the attractions, of cruising with Princess rather than the P&O option, but it seems that is not the case.

Among other things, Princess intends to present a 'fresh look' that has an 'emphasis on high standards' and will provide a ‘rejuvenating and relaxing retreat’ at sea.

Hmm. Call me old-fashioned, but I would pretty much say those should be the cornerstones of every cruise line today. Most ships are relatively new (or heavily refurbished); most cruises offer high quality in terms of food, service and entertainment (especially when compared with similar-priced land alternatives); and ALL cruises should ultimately be a relaxing experience (unless you try to take in every onboard activity and every excursion at every port of call!).

Princess already have excellent ships, with a genuine variety in their fleet and some superb service enhancements (like their Movies Under The Stars facility - see above). They offer great dining options and some far-reaching itineraries, as well as a distinctive Italo-American gloss that sets them apart from main rivals Holland America and Celebrity.

So I'm left wondering if this 're-brand' is primarily a marketing exercise aimed at making Princess better known to those who have yet to sample a cruise rather than anything substantial in terms of their product delivery.

Then again, perhaps I need to take a Princess cruise sometime soon to find out! Here's their press release in full:

13 April 2010 – In a bid to grow its business in the UK, Princess Cruises is re-launching the brand with the introduction of its new 2011/12 brochures. Based on extensive customer research, the brand will increase the emphasis on the high standards of its food and service and the relaxing and rejuvenating ambiance onboard. The new brochures, starting with the Mediterranean & Scandinavia 2011 edition, which is due out next week, will highlight the new positioning with a completely fresh look. The growing success of Princess in the UK has taken it to the number four position in the UK market, with a very loyal following. The research reveals that despite its positioning in the market, Princess is not as widely known as other UK brands. The new brand positioning for Princess will create more stand-out from other cruise lines, and increase its presence in the UK through a drive of marketing and sales initiatives.

Trustworthiness, excellent food and high standards onboard were the top priorities for British cruisers choosing a cruise line. Princess’s new look for the brand in the UK will highlight the exceptional dedication of its crew to maintaining the highest standards and the excellent quality of its cuisine, with all food freshly prepared from scratch every day. The new brochures have a calmer and more relaxed feel, illustrating the brand’s promise of providing a ‘rejuvenating and relaxing retreat,’ which research proved to be appealing to consumers.

“I am very excited about the beautiful new brand our marketing team has created. The new look illustrates Princess as the consummate host and the perfect retreat from which to explore the world,” said Pieter van der Schee, Princess Cruises’ head of brand marketing. “We have ambitious plans to grow the number of Princess passengers from the UK to our many destinations around the world and our increased activity and new identity for the brand are important in our quest.”

Princess Cruises’ new look in the UK can first be seen in the Mediterranean & Scandinavia 2011 brochure, out next week. The new design will then be rolled out to all other brochures and marketing literature and will be supported with increased direct marketing activity and more joint marketing with agent partners.

Is Costa Taking Italian Connection Too Far?

OK, it's fairly evident Costa Cruises are keen to maintain their Italian 'heritage,' despite being owned by the giant Carnival Corporation. But is there any real need to take the names of their next two ships ever more firmly into Italian territory?

To my mind (and eye), the names of Costa Favolosa (2011) and Costa Fascinosa (2012) are just plain awkward and clunky - unless they are intended purely for the Italian market.

Following hard on the heels of Luminosa (May this year) and Deliziosa (January 2010), it is definiutely a trend of Romanesque proportions, and I'm not so sure it is a trend which will sit comfortably with their English-speaking clientele.

Or am I just being Italian-ist?