CELEBRITY Cruises wants to be a company that constantly innovates throughout its fleet, Chief Marketing & Product Officer Michael Scheiner said. The cruise line does not want to be a brand that neglects its older ships, or simply brings them in line with newer vessels, Scheiner revealed this week on...
CELEBRITY Cruises wants to be a company that constantly innovates throughout its fleet, Chief Marketing & Product Officer Michael Scheiner said.
The cruise line does not want to be a brand that neglects its older ships, or simply brings them in line with newer vessels, Scheiner revealed this week on board the new Celebrity Xcel (CW yesterday).
Instead, it wants to ensure all of its fleet receives an equal amount of attention from its product and innovation teams.
“A lot of companies talk about innovation, but they don’t actually invest in it, and our company truly does,” he declared.
“If you look at the Solstice-class, which are about to go into dry dock, there’s brand new concepts coming on those ships that don’t exist anywhere else.
“We’re taking an older class of ships and putting brand new things on it.”
Adding to this thought was Royal Caribbean Group Chair & Chief Executive Officer Jason Liberty, who said part of the need to innovate individually on each ship is born out of the different shapes and sizes of each vessel in the fleet.
“You also have to have the space to be able to [innovate],” he explained.
“In some cases, you don’t want to put out a compromised version of what works well…what we won’t do is roll stuff back to where it is being marginalised.”
Another factor governing innovation is where each ship sails, with Liberty explaining that guests want something different on board when they’re on vessels with port-heavy schedules, in regions like Asia and Europe. MS
Pictured: Liberty and Scheiner share a panel on board Xcel.
