Riviera Confirms Oceania Cruises’ Positioning in the Marketplace

Oceania Cruises’ Riviera, sister ship of Marina delivered in January 2011, was christened in Barcelona on Friday, May 11. At 66,084 tons, she would have been one of the largest in the world two decades ago, but is now just a footnote in an age where cruise ships have exceeded 225,000 tons and carry more than 6,000 passengers. In fact, more than 100 cruise ships exceed the size of these two sisters. But those big ships, with all their children’s attractions (and we all know that some adults are just grown up children), are much more like fun fairs than the cruise ships we used to know.

Riviera and her sister ship, however, are built to a more human scale, retaining their attachment to the sea. They are not, like the big ships, travelling engineering marvels. But they are sophisticated.

As in days of yore, these ships exude quality on board and offer a quality cruising experience, reminscent of the style New Yorkers used to experience in Home Lines’ Oceanic, the first large purpose-built cruise ship, and Holland America Line’s once Transatlantic liner Rotterdam in the 1960s and 70s, and Brits knew with P&O’s traditional Canberra and Oriana after they went cruising, while both sides shared the same experience in Cunard Line’s Caronia. Riviera and Marina are very similar in dimensions if not in tonnage to these well-remembered ships, much as if this style of ship has returned after half a century:

                         Ship                           Built               Gross tons         Dimensions      Lower Berths

                         Caronia                      1949               34,183               715 x 91’              932

                         Rotterdam                1959               38,645               748 x 94’            1,150

                         Oriana                        1960               41,920               804 x 98’            1,350

                         Canberra                    1961               44,807              818 x 103’         1,399

                         Oceanic                      1965               39,241               782 x 97’            1,200

                         Riviera                        2012               66,048              777 x 105’          1,250

Oceania Cruises has furthermore pulled a brilliant coup by positioning their ships as upper premium rather than ultra-luxury. This means that it is easier to exceed passengers’ expectations when the ships’ position in the market is understated.

This formula has won the day for Oceania and the proof of it is in the 2012 issue of the Berlitz Complete Guide to Cruising & Cruise Ships. Not only has Marina, the first of the twins, scored highly, achieving a full five stars and 1701 points out of 2000, but she has eclipsed her own supposedly more upmarket stablemates over at Regent Seven Seas Cruises, the all-inclusive arm of Prestige Cruise Holdings. Ironically, and I’m sure this is not what Prestige intended, the three Regent ships have received only four stars plus and an average of 1633 points out of 2000.

The reviews for both of the new ships have been consistently good, with the only criticism being that unlike the traditional cruise ships named above the new sisters have no walkaround promenade deck. However, the new Oceania sisters measure an impressive 52.8 tons per passenger, offering about a third more space per passenger compared to the average of about 40 on most contemporary ships.

The Riviera will offer a total of twenty Mediterranean cruises before heading for her new home port of Miami in November. Meanwhile, with two new ships now delivered to Oceania, it was reported that the top executives from both Prestige Cruise Holdings and the Italian shipbuilders Fincantieri who built the latest pair, were back on board Riviera negotiating the next newbuilding for Regent Seven Seas. And in the UK market, Oceania last week introduced free flights from London.

For details on any Oceania or Regent cruise please call Gay Scruton at The Cruise People Ltd in London on 020 7723 2450 or e-mail cruise@cruisepeople.co.uk.

The Cruise Examiner for 4th July 2011: How Will Brands Affect Cruising? – Other News: Onboard Spas: If It’s On A Ship, It Must Be A Steiners – Three Carnival Lines Restrict Smoking

THE CRUISE EXAMINER at Cybercruises.com
by Kevin Griffin

How Will Brands Affect Cruising? – Other News: Onboard Spas: If It’s On A Ship, It Must Be A Steiners – Three Carnival Lines Restrict Smoking

Recently, one European cruise line executive was quoted as saying that, compared to European cruising, North American-based cruise lines are becoming “all about brands.” Last week, indeed, Royal Caribbean International surveyed a cross-section of its recent past passengers on the subject of the brands with which it is associated. We also take a further look at a specific brand that supplies spas on board cruise ships.


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