Forbestraveler.com
December 1, 2006
World's Newest Ships

If a cruise ship doesn’t have a bowling alley or a full-sized professional boxing ring, what’s the point?

As competition between cruise lines stiffens and passengers become savvier, cruise lines have been falling all over each other to offer cool gimmicks and unique amenities to attract more business.

“While there’s much more to cruising than the physical features of a ship, it’s clear the features are a driver of differentiation in the public’s mind,” says Royal Caribbean International President Adam M. Goldstein, pointing out that the line’s recently debuted Freedom of the Seas is not only the largest cruise ship in the world, but one outfitted with novelties like a surfing machine.

Truth is, the newest mega ships are a homogenous lot. They all carry thousands of passengers in Vegas-y style interiors filled with multiple restaurants and entertainment outlets, plus huge spas and children’s facilities. Things like giant movie screens on deck, sushi bars and giant gyms have become standard. Not only are ships similar across the industry, but to take advantage of economies of scale, cruise lines build ships in classes. Typically three to six virtually identical vessels are built from one set of blue prints, thus the term “sister ships.” Only soft furnishings and names of public rooms vary.

It’s this sea of sameness that drives the lines to split hairs and try mightily to stand apart from the crowd.

In the spirit of upping the ante and screaming Look at me!, creative cruise line gimmickry includes a high-tech Grand Prix driving simulator on Costa Cruises new CostaConcordia, with virtual speeds of 200 miles per hour.

It’s all about delivering the big “wow factor,” says Holland America President and CEO Stein Kruse, adding that their demographic has responded well to amenities on the new Noordam like a Barnes & Noble-style internet cafe and slick demonstration kitchen.

Riding the coattails of the continuing spa craze, CostaConcordia has not only a gigantic spa that’s billed as the largest at sea, but a group of special cabins and suites that have direct access to the spa area along with special perks like free treatments.

If all things new and exciting drive the average cruiser, is there any room for brand loyalty?

With well over 10 million people cruising per year on a global basis, there's a wide range of cruise customers,” says Goldstein, adding “A small percentage of cruisers are fixated on the latest new ship, while most are more focused on brand, ship features, destination, cruise length, timing of vacation, price and other factors.”

A tall order. In an attempt to keep things fresh, lines keep reinventing the wheel one widget at a time as each new ship floats off the assembly line. In 2007, seven brand new mega ships were launched, the smallest at 85, 000 tons and the largest nearly twice that size at 160,000 tons.

So when is a ship considered over the hill and bound for the scrap yard?

“We’re looking for a ship to be a vital part of our brand for 20+ years,” says Goldstein, though the focus clearly remains on what’s new. Of Royal Caribbean’s 20 vessels, half are less than six years old and three more new builds are in the pipeline. It’s a similar story at the other major lines.

At the end of the day, though, youth and trendy accessories can only get you so far.

“Onboard service and experiences are at least as important if not more important than the physical ship,” says Kruse, adding “excellent, gracious service is something Holland America Line is known for as a brand. It comes with our newest ship and with our oldest ship.”

Slideshow:

Noordam (Holland America Line)
85,000 tons, 1,918 passengers double occupancy
Caribbean/Alaska
Gold stars go to the ship’s Starbucks-meets-Barnes & Noble Internet café and its demonstration kitchen, complete with flat panel TVs and expert chefs.

For more information, visit www.HollandAmerica.com.


Freedom of the Seas (Royal Caribbean)
160,000 tons, 3,634 passengers double occupancy
Caribbean

As the biggest cruise ship on earth, this audacious floating city boasts a sprawling water park “sprayground,” full-sized Everlast boxing ring, surfing simulator with 20-mile-an- hour waves, and a pair of over-sized hot tubs cantilevered 20 feet out over the side of the ship.

For more information, visit www.RoyalCaribbean.com.


Crown Princess (Princess Cruises)
113,000 tons, 3,080 passengers double occupancy
Caribbean

A private sundeck with a $15 cover charged is called The Sanctuary. The quiet space has lounge chairs, trees, and private cabanas; get a massage, have a snack, sip a cocktail, or just nod off for a few hours away from the throngs.

For more information, visit www.PrincessCruises.com.


Pride of Hawaii (NCL America)
92,100 tons, 2,400 passengers double occupancy
Hawaii

NCL’s third Hawaii-based ship has 10 different open-seating restaurants, including French, Asian and Italian venues; computerized screens around the ship let diners know waiting times and availability. Also of note: Courtyard Villas suites that share a private pool, hot tub and sundeck.

For more information, visit www.NCL.com.


Costa Concordia (Costa Cruises)
112,000 tons, 3,000 passengers double occupancy
Europe

This mega ship’s hook is its giant spa and adjacent spa cabins and suites, and also its high-tech Grand Prix driving simulator. Passengers can "virtually" compete at virtual speeds of virtually 200 miles per hour.

For more information, visit www.CostaCruises.com.


MSC Musica (MSC Cruises)
89,600 tons, 2,550 passengers double occupancy
Europe

MSC’s biggest ship to date, the Musica makes a splash with the standard must haves: from a three-deck theater to an 8,000-square-foot casino, 13,000-square-foot spa center, tennis court, golf simulator and miniature golf course.

For more information, visit www.MSCCruises.com.


Norwegian Pearl (Norwegian Cruise Line)
92,100 tons, 2,384 passengers double occupancy
Caribbean/Alaska

The ship scores big points for its full-size, four-lane, ten-pin onboard bowling alley --- the first sea --- plus the Courtyard Villa suites that share a private pool, sun deck area and workout room.

For more information, visit www.NCL.com.