Underscoring its growing commitment to the China market, Royal Caribbean International will deploy a second Voyager-class vessel to the destination in June 2013.
The line will send its 3,114-passenger Mariner of the Seas to replace the 1,800-passenger Legend of the Seas, officials said at a media briefing in Beijing May 24.
The Legend of the Seas, which has operated from Singapore and Shanghai for the past three years, will reposition to Europe.
The larger ship will join the 3,114-passenger Voyager of the Seas, which launched service for the first time in China last week.
Royal Caribbean said the move is designed to attract the fast-growing Chinese cruise vacation population as well as non-Chinese passengers who wish to visit the country and sail in Asia.
"We've made it clear we see Asia in general, and China in particular, as a strategic objective," said Richard Fain, chairman and CEO of Royal Caribbean Cruises Ltd., parent of the line. "We have been so pleased by the market's response to bringing Voyager of the Seas to Asia that it made strategic sense to send a second ship of equal size."
Line President and CEO Adam Goldstein said, "Mariner of the Seas recently received a host of Royal Advantage enhancements, and I'm confident [Chinese cruisers] will be amazed by the Oasis-class innovations available for everyone of all ages on this ship."
The Mariner of the Seas will adopt the same product customizations made for Voyager of the Seas' entry into the market, such as entertainment offerings, language services and menus featuring authentic Chinese dishes, Royal said.
Both executives described the line's growing presence in China to analysts during Royal Caribbean's first-quarter earnings call.
"It's going to cost us money, but it will pay off relatively quickly as we grow the volume to cover overhead," Fain told Wall Street analysts during the call.
He noted that the cruise line has opened three offices in China to facilitate bookings from the China source market.
"In the long term, we will get strong enough returns to justify that investment," Fain said.
Goldstein told analysts that the Voyager of the Seas has "galvanized the market" in China.
"We're pleased at the market's response to Voyager," said Goldstein, who added that while Europe cruises are a challenge this year, there's been "no falloff" in bookings for Asia cruises.
The Mariner of the Seas will offer several cruises ranging from three to 12 nights from June through December 2013. Specific itineraries were not revealed.
The Mariner of the Seas and the Voyager of the Seas both are summer-season deployments in China, the line said. The Voyager next winter will reposition to Australia, as will the Mariner in January 2014.
Royal Caribbean is not alone in its efforts to succeed in the China market. Costa Crociere late last year established a stand-alone company in Shanghai that vastly expands its distribution channels.
The new company, Costa Cruises Shipping Service, a wholly owned foreign enterprise, will sell Costa Cruises' products through Chinese travel agents, general sales agents and directly to Chinese consumers.
Costa, a Carnival Corp. brand, also deployed a larger ship to China this year; it replaced the 1,300-passenger Costa Classica with the 2,400-passenger Costa Victoria in Shanghai.