Royal Caribbean wants to be your hometown cruise line.
The cruise giant registered a new trademark with the United States Patent and Trademark Office for the phrase "America's Cruise Line".
The new registration was created on March 27, 2021, and contains a description that seems to indicate it is related to computer software.
Computer software for use with travel, namely, for searching databases of entertainment information, and organizing, planning and scheduling of entertainment activities, containing information about casinos, restaurants, bars and hotels, for making reservations and bookings for restaurants, transportation and entertainment events and activities, for viewing available entertainment activities and planning and scheduling of entertainment activities, for viewing and tracking details of travel charges and purchases, containing maps and location information and providing directions thereto, to authenticate users of online chat rooms for social networking; Downloadable software for use with travel, namely, software for obtaining boarding passes, for searching databases of entertainment information, and organizing, planning and scheduling of entertainment activities, containing information about casinos, restaurants, bars and hotels, for making reservations and bookings for restaurants, transportation, spa, excursions, and entertainment events and activities, for viewing available entertainment activities and planning and scheduling of activities, for viewing and tracking details of travel charges and purchases, containing maps and location information and providing directions thereto, and to authenticate users of online chat rooms, for social networking
If the description does not provide a great deal of insight into what the intended use of this trademark is, you should not be surprised.
Update: In a twist, it appears Carnival recently used this phrase and perhaps Royal Caribbean jumped at the opportunity to coin the term.
Last week, Carnival Cruise Line CEO Christine Duffy said in a video, "I've always said Carnival Cruise Line is America's cruise line."
Other companies that have famously referred to themselves as America's favorite include:
- "America's Team" - Dallas Cowboys
- “America's Airline to the World” - Pan American Airlines
- "America's Hometown" - Plymouth, Massachusetts
- "America Runs on Dunkin" - Dunkin Donuts
Quite often Royal Caribbean trademarks words and phrases with little to no detail on how it may or may not be used.
In fact, it is common for a trademark to be filed but never actually reach the consumer for many reasons.
Ship names, new products, and concepts related to cruising are just some of the use cases for a new trademark.
In April 2020, Royal Caribbean registered a name for its own brand of face mask, as well as "make ship happen" slogan. Thus far, none of these have been used.
However, they did trademark other names that ended up being used, such as the tracelet and emuster.
