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AIDAbella - a 'Made in Germany' product for the Chinese market

AIDAbella will be based in Shanghai from spring 2017

AIDA Cruises will deploy the first German ship from China year-round when AIDAbella is positioned in Shanghai. Starting in spring 2017, this will provide a 'Made in Germany' premium offering in the market.

'With our lifestyle-oriented and innovative product, we will be providing powerful momentum to the emerging Chinese vacation market and captivating completely new guest groups,' AIDA president Felix Eichhorn said.

While AIDA's on-board services have been geared to German-speakers, with AIDAbella the company will be addressing the needs of Chinese travelers.

The product essence will remain, however Eichhorn said AIDA is taking a close look at what connects the Asian traveler with Germany and which cultural differences are relevant.

Since AIDA is part of the Costa Group, which includes veteran China operator Costa Cruises, the Costa Asia team will be supporting the brand, particularly in the areas of sales and human resources.

The 2008-built AIDAbella will be readied for its China deployment when it goes into drydock in early 2017.

One of the ship's most striking features is the Theatrium, the heart of AIDAbella, where shows are staged. The bars and shops carry premium German and international brands. In the seven on-board restaurants, Asian cuisine be offered with high-end German dining.

Further details will be announced in the near future.

The designation of the AIDA ship for China closely follows the news that Carnival Corp. sister brand Carnival Cruise Line will send Carnival Miracle there in 2017 and Carnival Splendor in 2018.

 

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