Royal Caribbean has struck a deal with European low-cost carrier Norwegian Air Shuttle to fly about 8,000 Royal Caribbean guests to a number of destinations in the Mediterranean during the upcoming summer season.

As part of the deal, Norwegian Air Shuttle will transport cruise passengers from Copenhagen, Stockholm and Oslo to Malaga, Barcelona, Palma, Rome and Venice.

"We are very happy with the contract with RCCL. Cruise passengers have high requirements for comfort, which we can satisfy with our many new planes," Norwegian Air Shuttle sales director Lars Sande said.

No other American cruise line has been targeting the European cruise market as aggressively as Royal Caribbean and it sounds like its efforts are paying off with sales spiking upwards.  Royal Caribbean says the increase in its ships in Europe and the Mediterranean has resulted in boosting its sales for the United Kingdom and Ireland segment of the business.

How much higher are sales? Royal Caribbean says early bookings from its "wave" booking window show Royal Caribbean European sales are up more than 50% from the same time in 2010.

Royal Caribbean Vice President and Managing Director for UK and Ireland Dominic Paul said, "Our decision to continue to invest in the marketplace shows all signs of paying off. This summer we will have 11 ships based close to the UK around Europe, offering a huge variety of great value holidays, and this is driving a significant increase in sales. Our new “What you see is what you get” campaign is resonating well with both consumers and trade partners, and we are delighted with the support we’re receiving from the trade. We remain cautiously confident that the positive start to the year will set us in good stead for the remainder of 2011."

In the United Kingdom, Royal Caribbean is trying to make pricing a cruise easier for its customers. Royal Caribbean will now adopt a "what you see is what you get" approach to pricing its cruises in an attempt to foster earlier bookings.

Mark Walter, Head of field sales for Royal Caribbean, thinks this move is a step in the right direction, "he new ‘what you see is what you get’ campaign from Royal Caribbean International marks a step-change in the promotion of cruising.  All the prices and campaign elements are aimed towards making it easy for first-timer cruisers who will be comparing a holiday at sea with traditional land resorts options. We’ve scraped the traditional cruise jargon and focused on the incredible value that a cruise represents."

Royal Caribbean is planning on sending in the summer of 2011 as many cruise ships to Europe as ever before. Eleven ships will be in operation in the Mediterranean and Northern Europe, the company said in Frankfurt, Germany.

That's three more ships than in the current summer season 2010. Also announced, the Brilliance of the Seas in the winter season 2011/12  will be reinstated in the Persian Gulf. The first tour to/from Dubai begins in November 2011 and that two months earlier than in the coming winter season.

The port authority in Malaga, Spain reported in the months of June, July and August this year, a total of 44,030 passengers disembarked in the port, representing an increase of 9,169 percent over the same period last year.  Additionally, a total of 45,717 people embarked on a cruise ship from the port, a 11,105 percent increase over the same period of 2009.

Cruise companies like Royal Caribbean have been responsible for the increase in traffic to the city.

If there's one cruise company that has placed the most resources in the idea that European cruise demand is what will drive profits, it's been Royal Caribbean.  Over the past couple of years, Royal Caribbean has been moving more and more of their ships to Europe to meet the perceived demand for cruise ships as well as the strong Euro.  Yesterday, cruise stock prices fell on the New York Stock Exchange on concerns about demand in Europe and on a drop in the broader stock market.

Royal Caribbean stock dropped 4.9 percent to $26.74 after trading on Wednesday and competitor cruise line stocks followed as well. The reason for the drop in price was a day earlier, Europe's biggest travel company, TUI Travel, said strong booking patterns seen in early May were not sustained during the early summer period.

"TUI Travel (Plc's) cautionary comments coupled (with) recent comments from European-based consumer staple companies of slowing demand cannot be dismissed and will bear ongoing close monitoring," Wells Fargo analyst Timothy Conder said in a research note Wednesday.

All isn't lost quite yet, as Wells Fargo Analyst Timothy Conder also said that booking and pricing trends for European-based cruises remained "encouraging."

Royal Caribbean sponsored a study of "Study on the Royal Caribbean Cruise Market in Spain" and announced the results, which were prepared by the market research institute IPSOS Marketing.  The goal of the study was to analyze the current situation of the cruise market in Spain.  

The study indicates that 75.4% of people who have taken a cruise are quite or very satisfied with their cruising experience.  In addition, the study listed profiles of most cruise passengers, with families and couples with children topping the list of potential cruisers, with an average age of 35-50 years old.  The study also revealed that 25% of the population plans on taking a cruise in the future.

Royal Caribbean CEO in Spain, Belén Wangüemert, commented, "The growing number of families on cruise ships is a phenomenon that, in the case of Royal Caribbean, is mainly due to the fun and excitement of the program for children and young people, Ocean Adventure, as well as the agreement we have recently signed with Dreamworks".

It appears cruising is becoming very popular in Spain as 33.5% of respondents of respondents that have taken a cruise before do not want to do something else on their vacation. This surprising data "supports the high levels of loyalty and satisfaction between cruisers' admits Wangüemert Bethlehem.  "Once a person chooses this type holiday, the chances are high that you return to make another cruise."

The study also revealed that the 70% of Spanish people prefer Mediterranean cruises, followed by Northern Europe (8.1%) and the Caribbean (6.4%) . While there was a large majority preferring where they cruise, respondents were less clear when they like to cruise with 56% of them choosing the summer, 23.9% prefer the autumn and only 17.8% and 2.3% prefer the spring and winter, respectively.

Interestingly, 42% say they have not completed a cruise yet because of price "Obviously this is a false belief and we have to explain everything that is obtained at a reasonable price. The price-quality ratio is excellent cruise, "says Wangüemert.

Royal Caribbean Vice President Michael Bayley visited the new Royal Caribbean headquarters in Italy, the second largest in the world, that had opened in 2010 to announce that Royal Caribbean will handle 60% more passengers in 2011.  Next year will see 2.5 million passengers, airports will grow by 35% to a total of 671 calls at 17 ports.

With Royal Caribbean's addition of 3 Voyager class ships to Italy, about 3,300 passengers will now sail in and out of Italy. Navigator of the Seas docks at Civitavecchia, Voyager of the Seas for the first time in Venice and Mariner of the Seas for the first time will dock in Genoa.

Royal Caribbean is planning on its ships visiting a number of Italian ports, including Civitavecchia, Venice, Livorno, Naples, Messina, Ravenna, Bari, Cagliari, Palermo, La Spezia, Sorrento Salerno, Portofino, Genoa, Portoferraio, Santa Margherita and Trieste.

Royal Caribbean has moved a lot of its ships to Europe, primarily from the Caribbean, and in a recent Royal Caribbean blog post, there was an interesting tidbit about what changes Royal Caribbean made to it's Voyager class Adventure of the Seas ship to be more accommodating for the European clientèle.

Adventure of the Seas had spent nine years in Puerto Rico, serving the south Caribbean since 2001 but was moved to Europe and the Mediterranean to help with greater demand in the area.  Because the ship was going from the Caribbean, where its customers spoke primarily English, to the Mediterranean, where a greater variety of languages were spoken, changes were necessary.  The biggest changes included ensuring Adventure of the Seas had "the appropriate language skills".

Other changes were made as well, such as changing the entertainment so it was less about language and more about the visual story being presented.  This ensured a greater percentage of guests onboard the ship could enjoy the entertainment.  To accomodate guests even further, dining times were adjust to allow for the greater demand for later dinner seatings.

CruiseLineFans posted an article that is looking at the effects of cruising on Europe and the overall trend that cruise lines are experiencing to move their ships to Europe to meet the growing demand there.  In the article, there's a mention about Royal Caribbean's strategy of increasing their presence in Europe and competing against not only their traditional counterparts (NCL, Carnival) but also stalwarts of European cruising such as P&O, Thomson and others. 

Royal Caribbean International will have eleven ships in Europe in 2011, with the latest addition being Mariner of the Seas, having left Los Angeles for Rome. Mariner will sail from March to November 2011, while the Liberty of the Seas will be based in Barcelona and the Independence of the Seas now will sail year-round from Southampton, England.

Royal Caribbean will also base a ship in Palma, the traditional base for tour operator ships (such as TUI/Thomson, with whom they halve a half interest in TUI Cruises) and also to take on Aida Cruises.