Royal Caribbean is celebrating the launch of its newest cruise ship with a naming ceremony in Miami today, and this new ship is a big deal.
Icon of the Seas’ naming ceremony today cements her position as the newest, biggest cruise ship in the world.
After a three-day media cruise, she will take part in a traditional christening, a ceremony attended by key figures and celebrities.
Every detail of the ship just proves what a huge milestone icon of the seas represents.
From record sales to choosing an icon to name her, to all-new neighborhoods, Royal Caribbean has a lot to be proud of.
Not only is Icon of the Seas a brand-new ship—and the current largest in the world—she also is the first in a completely new class of Royal Caribbean ships.
Icon entered the scene unapologetically
Icon of the Seas is no small feat, and Royal Caribbean is incredibly proud.
“We built the biggest, baddest ship on the planet,” Jason Liberty, Royal Caribbean Group CEO said. “that in itself is a crown jewel for marketing.”
At a briefing session on Icon of the Seas, he shared that he remembers days when the group had to really work with television stations just to get content.
But now, news stations are “lined up around the corner begging [to be able to] come onto the ship and host.”
Once news broke about the size and innovation of Icon of the Seas, the response was instantaneous.
The huge ship has pushed the boundaries of cruise ships, from her cutting-edge design to pure size, with a total of eight neighborhoods.
A ship that has been seven years in the making, Icon of the Seas is a whole new class of ship that seeks to reach new demographics.
Michael Bayley, Royal Caribbean International President and CEO, said that the high demand for the ship proves that the new features and spaces are just right for the customer market.
“The demand we’ve seen for Icon has just been unbelievable,” Bayley said.
In addition to the multitude of news stories and chatter of digital conversation about Icon of the Seas, sales for the ship have been off-the-charts.
Icon of the Seas’ bookings so far have performed better than any other cruise ship launch.
Bookings for the maiden voyage embarking on January 27th sold out in under 24 hours.
On January 10th, Icon entered her home port in Miami, Florida for the first time in an unapologetic celebration.
Michael Bayley said that the music blasting from the side of the ship came from $100,000 worth of speakers.
“We really woke up Miami,” he said, and that’s not an understatement.
A total of 17 formal complaints were filed with the county by Miami residents who were woken up by the noise of Icon of the Seas entering the harbor.
From its first appearance, it became clear that Icon of the Seas would be an incredible hit.
Choosing the right icon for Icon
Icon of the Seas has been hosting a media preview cruise for the past three days, but today she will have her christening in Miami, Florida.
This exclusive naming ceremony is part of a longtime maritime tradition and will be attended by Icon Lionel Messi, one of the most famous soccer players of all time.
In a position similar to the ship’s godmother, Messi will serve as the icon and representative of Icon of the Seas.
Messi will name and bestow safekeeping onto the new ship, her crew, and the millions of families who will create memories onboard.
Like Icon of the Seas, Lionel Messi has built a career changing the status quo through his unmatched skills. He is one of the most well-known soccer players today, having made a name for himself as a top goal scorer with FC Barcelona.
Many call Messi one of the best soccer players of all time.
Jason Liberty, Royal Caribbean Group CEO, said he first thought it was a prank when he got the call that they might be able to get the athlete onboard. “but it actually got quite serious.”
Messi has been very tuned into the process, focused on the brand and partnerships with the team.
Jason Liberty said that Messi is more than just an incredible athlete: “he’s an incredible human being.”
He also represents the ship’s focus on family.
“Not only is he going out and being the best soccer player in the world, but above that is family.”
Both the brand and the ship are about family, liberty emphasized.
Messi not only represents the ship’s excellence and fame but also the backbone of it all: family.
Icon is all about making young families happy
Icon of the Seas includes a new neighborhood dedicated to families with children under six.
Surfside neighborhood replaces what was the Boardwalk on Oasis Class ships and has a vibrant design with an arcade, kids splash zone, aft pool, carousel, and both complimentary and specialty venues.
Royal Caribbean International President and CEO Michael Bayley explained that the cruise line intentionally wanted to include young families in this design.
Because children under six don’t have to go to school, young families can (and do) travel all year round with Royal Caribbean.
When Royal Caribbean saw that a high number of young families travel on their cruise ships, they realized that they weren’t doing enough to serve that demographic.
So in the building of Icon, the cruise line put a lot of energy into intentionally creating Surfside.
“It makes a lot of commercial business sense, but more importantly, it makes our young families really happy,” Bayley said.
How do you keep pushing the boundaries on new ships?
Icon is the most innovative cruise ship in the world, so how can the cruise line keep pushing the boundaries on new ships?
Royal Caribbean has a history of over five decades working to improve and innovate every day.
Jason Liberty, Royal Caribbean Group CEO, believes that it “comes down to a really strong culture of dreaming, innovating, and doing the right thing.”
Across the 65 ships in the fleet, he says that senior leadership spends time in every inch of the ships, always looking for how to improve.
He used the Oasis Class ships as an example: “each version got a little bit better each time.”
As Royal Caribbean builds upon each ship, the line studies previous ships to consider what can be improved for a better cruising experience each time.
Even as the leadership team walks around Icon of the Seas, they are thinking about what to change and how to improve the next icon class ship.
“Our main mission is to deliver the best vacations in the world in a responsible way,” Liberty said.
