Royal Caribbean plans to homeport an Icon-class ship in Europe as Mediterranean demand rises.
- Michael Bayley, CEO of Royal Caribbean, is committed to showcasing these ships in the UK.
- The second and third Icon-class ships are scheduled for debut in 2025 and 2026.
- Ben Bouldin highlights the strategic significance of the European market.
- Agents are encouraged to leverage the increased interest in cruising.
Royal Caribbean International is set to bring one of its Icon-class ships to European ports as part of a broader strategy to capitalise on the burgeoning demand for Mediterranean cruises. The line’s president and CEO, Michael Bayley, confirmed the plans during an interview with Travel Weekly, emphasising a strong commitment to showcasing these state-of-the-art vessels in the United Kingdom, providing firsthand experiences to agents and cruise enthusiasts alike.
The cruise line’s ambitious schedule sees the second ship in the Icon class, the Star of the Seas, entering service by August 2025. This addition will be quickly followed by a third ship, currently unnamed but informally dubbed Icon III, less than a year later. Despite initial plans to introduce the Icon of the Seas to Southampton, unforeseen pandemic-related delays redirected its initial voyage to the United States.
Vice-President for Europe, the Middle East, and Africa at Royal Caribbean, Ben Bouldin, underscored the phenomenal opportunities posed by hosting an Icon-class ship in Europe. He pointed to the region as home to some of the most robust itineraries, particularly highlighting the Barcelona-Barcelona seven-night journey as a major draw for American tourists, who consider these destinations bucket-list essentials. Bouldin’s remarks suggest a keen awareness of the economic and customer satisfaction metrics driving this strategic shift.
The decision to position Icon-class ships within Europe largely hinges on market dynamics and economic feasibility. Bouldin hinted at Icon III potentially leading this deployment, reinforcing the notion that the move is not only a show of confidence in European itineraries but also a practical business decision rooted in financial analysis.
Agents are being advised to utilise the increased consumer interest in cruises by promoting the Icon of the Seas as emblematic of the kind of luxury and expansive holiday experiences that customers can expect. This strategic advisement aligns with Royal Caribbean’s efforts to solidify its presence and quintessential attractiveness within the European cruise market.
Positioning the Icon-class ships in Europe embodies Royal Caribbean’s strategic response to the growing demand for Mediterranean cruising.
