Families have long been Royal Caribbean's core market but Icon elevates that with venues like the Surfside neighborhood for young children, the largest water park at sea — it can handle 1,500 kids in an hour — and more. Plus, the ship charts Perfect Day at CocoCay.
'Very competitive with Disney'
'We focus a lot on Orlando with theme parks and water parks. Look at the yields they're getting, look at the experience. How do we capture more of that piece of the business?' said Vicki Freed, SVP sales, trade support & service, describing the mission.
One of the six waterslides aboard Icon of the Seas
'We're very competitive with a brand like Disney,' she continued, adding that while Disney offers a 'great product,' its 'sweet spot' is 3- to 9-year-olds. 'When you look at our teen program, FlowRider, the rock climbing wall, we feel we extend to the teen market as well,' Freed said.
'People graduate from Mickey Mouse and we want to be the next step in that graduation. Or we want to be a side step — you tried Disney this year, maybe try Royal Caribbean next.'
Targeting 'mouse' agencies
To that end, the line has been courting 'mouse' agencies, those Disney specialists like Travelmation and others.
'They're very comfortable selling expensive, high-value products,' Freed said. 'When you sell Disney, it's not an inexpensive vacation. We trail below their price point but our goal is to be above or at least equal to them. Those travel partners really understand how to sell value versus price.'
They're 'not a large but a very mighty group, a very productive group of travel professionals. Selling a Disney vacation is not easy. You really have to be knowledgeable and competent ... You have to admire people who sell Disney.'
Many invited on Icon
And, judging from several of the 'mouse' agencies among the nearly 5,000 travel advisors aboard two Icon of the Seas preview sailings, they came away admiring the ship and the brand.
From left, Michael Bayley, Jason Liberty and Vicki Freed at a 'Common Ground' session with travel partners
Speaking at a 'Common Ground' trade session, Jesse Foutz of Marvelous Mouse Travels asked if he could stay on the ship.
'It can be arranged if you change your name to Marvelous Royal Caribbean,' Group CEO Jason Liberty quipped.
Foutz continued, to applause: 'I can't think of a stronger partner than Royal Caribbean. It has revolutioned my business as a travel agent.'
Entertainment
Of course, Disney is an entertainment powerhouse and in that regard, too, Icon of the Seas ups Royal Caribbean's game with Broadway's 'The Wizard of Oz' in the Royal Theater, a show with a 16-piece orchestra including strings, puppetry and aerial stunts; the AquaDome, housing the brand's AquaTheater, an engineering marvel showcasing world champion high-divers and aerialists; and the circular ice rink where Olympians perform.
Donna Malik called an AquaTheater performance 'absolutely incredible, surpassing any show I've seen on a Disney ship'
Disney specialist Donna Malik of Destination Magic called 'The Wizard of Oz' 'spectacular, a hit,' and caught an ice show and AquaDome performance, which she deemed 'incredible, surpassing any show I've seen on a Disney ship. The lights, high-energy music and performers were outstanding, and the inclusion of Star Wars and Pirates of the Caribbean music would undoubtedly delight any Disney fans.'
80% family accommodations
Malik was assigned to a Surfside stateroom adjacent to the kiddie 'hood.
Altogether, 80% of Icon's rooms are capable of accommodating families. That's way up from the 25% to 30% on an Oasis-class ship, according to RCI President/CEO Michael Bayley.
Part of the Ultimate Family Townhouse with its picket fence, seen from the Surfside neighborhood
Ultimate Family Townhouse sold out for 2024
Bayley said Surfside's one-of-a-kind, three-story Ultimate Family Townhouse is sold out for 2024.
'And you better hurry for 2025,' he told travel partners.
According to Freed, the townhouse commands an average rate of $125,000 for a week. Danny Genug of Harr Travel, Royal Caribbean's No. 1 seller of Star- and Sky-class suites, has booked the Ultimate Family Townhouse for six 2024 dates and is holding options for the New Year's cruise at $157,000.
Aboard the Icon trade previews, a steady stream of travel partners toured the townhouse with its slide, trampoline, picket fence, mailbox and direct access to Surfside.
There, Destination Magic's Malik told Seatrade Cruise News she has a client in mind for that — he's someone who likes to book the best.
Thumbs up to Icon for younger and older children
Assessing when she would recommend Disney versus a Royal Caribbean cruise, particularly on Icon of the Seas, Malik initially felt Disney was more geared toward younger children, whereas most Royal Caribbean sailings would better suit families with older children or those with a broader age range.
'However, during our sea day, I observed an increase in activities in Surfside, which I found commendable ... I've changed my opinion and now give it a big thumbs up,' she said.
Face-painting by the carousel, one of many activities for youngsters in Surfside
Malik elaborated that many Destination Magic clients automatically associate Disney with family-friendly cruises.
'While Disney is indeed an excellent choice, it's clearly not the only family-friendly cruise line ... Some clients are drawn to Disney cruises solely for the characters, especially if their kids are avid Disney movie fans and they seek a different experience beyond the theme parks,' she explained. However, for clients who've already cruised with Disney, she'd confidently suggest they consider all that Icon of the Seas offers.
Malik would also recommend Icon to families seeking an all-inclusive Caribbean vacation. 'I can't think of any all-inclusive resort that matches the exciting activities, entertainment and dining options I experienced,' she said.
Caveats
Malik has some accessibility concerns about Icon. In adults' areas, steps could be a challenge for those with walking issues.
And she noticed a lack of quiet places to relax, except for Central Park.
Central Park — a quiet oasis on board a high-energy ship
'Thrill Island, Chill Island and even The Hideaway [an area with an infinity pool] all featured loud, high-energy music mixes that sometimes played simultaneously. While it created a fun party vibe, these were the only spots where guests could lounge in the sun or by a pool,' she said. 'My daughter and I had to shout to converse, which could be a significant issue for many guests. While I appreciate the high energy, a week of it could be overwhelming for almost anyone.'
Also, pop hits played in the spa instead of relaxing Zen music. 'For my guests looking to take advantage of the ship's spa, Disney wins on that count, hands down,' Malik said.
A few misses, 'but hits galore'
She summed up: A few misses for Icon, 'but hits galore. The entertainment, the kids' pool area, the options, the food ... If I were a family here for a week, I still wouldn't be able to see and do everything ... Even Disney's royal suites/concierge suites don't have as much for kids as Icon's Ultimate Family Townhouse.'
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