Emmanuel Joly, Royal Caribbean's group commercial director in Spain, spoke with Cruecero10 about issues and product developments in Spain's cruise market.

Royal Caribbean Spain is based in Barcelona and has positioned the largest ship in the Mediterranean for this season, the Liberty of the Seas. Emmanuel Joly explains the particularities of the cruise giant, which has dramatically grown from one in Spain's market, becoming one of the leading brands in the sector, but there's still a lot of work left.

What advantage does Royal Caribbean have over your competition? Why would you recommend one of your future cruises to passengers?

On Royal Caribbean we have always differentiated by going further than the other cruise lines. Our commitment to constant innovation and want to stay one step ahead of the rest has allowed us to become the shipping industry benchmark of the cruise.

The experiences you can live aboard our ships make us unique. In no other company can climb, ice skate at sea or surf a wave in the Mediterranean Sea infinite.

Royal Caribbean would recommend to any passenger of any age because we are the only shipping company that has a cruise for everyone, regardless of age or type of holiday you want and the company's innovative vessels offer a multitude of facilities and activities with each member of the family gets to live a unique vacation experience. In addition, all those who have never done a cruise and would like to try it, I assure you would come not only satisfied but pleasantly surprised.

We are most proud are the opinions of our Spanish passengers: 9 out of 10 we recommend, and 8.5 in 10 to sail with us again. This is the best guarantee we can offer.

The offer of Mediterranean cruises is enormous. How well are the revenues this year compared to previous ones in the Mediterranean? Are targets are being met or not by now?

So far in 2011 the reserves are evolving more than favorable, so we are satisfied with the development they are having. We are in line with our ambitious goals in Spain. One of the significant data that leads to this prediction, are also anticipated sales, which have experienced significant growth over the previous year.

The incorporation of Valencia as a port of embarkation of the Adventure of the Seas and the arrival of the largest ship in the Mediterranean, the Liberty of the Seas, the port of Barcelona, ​​have contributed to this year's growth curve 2011 and a healthy reserve.

And in the rest of Europe?

It is true that the Mediterranean has been the place where we have very strong lately, but we also see a lot of interest in more remote areas, confirming that the Spanish public not only makes cruises from Spain, but is encouraged to try more advanced products and exotic.

The outlook for the rest of Europe are also positive and our aim is to promote Northern Europe with 7-night cruises through the fjords, Baltic and the midnight sun and cruise from Venice and the Adriatic, the Greek Isles and Holy Land. We have new programming at these destinations for 2012, and we offer all the facilities to be easy access to ports of embarkation, from regular flights to charter their own. We know these destinations work fine in 2012 naturally.

The product "cruise" is the one that continues to grow in the tourism sector in Spain, but travel agencies struggle to survive the general financial crisis. Your company is committed to the sole travel agency sales channel or other types of channels to market their products? What tools / benefits you offer to travel agencies?

Royal Caribbean offers an excellent product based on three pillars: innovation, quality entertainment and service, these values ​​are that we are growing all the travel agencies, and Royal Caribbean is one of the brands preferred by consumers. In a recent study we conducted more than 1,000 agencies, Royal Caribbean is positioned as the recommended brand on the market in Spanish travel agencies. We have no words of thanks to the travel agencies that have been, are and will remain our distribution channel, which has bet heavily on us from the start and that allowed us to be today one of the largest companies in the Spanish market, something it was almost unthinkable not more than 5 years.

Royal Caribbean has no other channel's own travel agency, in its physical or virtual.

The agencies we offer, plus a good product, a commercial and reservations departments considered among the best in the industry, always ready to advise, assist and answer questions. Also a website, only for professionals, agile and modern.

Do you think what is important online communication to reach your customers?

At Royal Caribbean we understand the importance of online communication and with it we get a more direct, close and personal with our customers. Something that we are getting and that allows us to be aware of the concerns of our cruise and meet your needs almost immediately.

There is much talk that the new era of "Communication 2.0", Social Networks, etc ... What does your company in the world 2.0?

We are present on Twitter, and Facebook, tools that allow us to track direct and personal users. These tools not only to detect the needs of our cruise, but also that they create a community where they exchange views. We also have a Youtube channel where we show the different services and activities of our company. And this is only the beginning. We have prepared big surprises in this sense that we will reveal soon!

Key West officials are considering a plan to widen the shipping channel into Key West that would allow larger cruise ships to visit the iconic island.

The city council is considering the plan and wants input from its residents as well as consider the economical and environment impact dredging would have.

By enlarging the channel, ships like Royal Caribbean's Oasis of the Seas could stop at Key West.  Currently Oasis is too big for Key West, but dredging would allow a ship like Oasis to make a stop there.

City Manager Jim Scholl cautions the plan is still in its infancy but it's a step in the right direction, "It's just a presentation and discussion.  The commission will hear about all the aspects of the channel-widening project and what the true impact of that proposal will be for Key West being a port of call for the cruise-ship industry. And really whether or not the commission will want to support the next step."

New Zealand officials are excited for the arrival of Royal Caribbean's Voyager of the Seas in 2012 as it's confirmed that the largest ship to ever cruise the region will be making a stop in Dunedin.

It was speculated that Dunedin would be a stop a few weeks ago and with the itineraries announced for Voyager of the Seas' visit to Australia and New Zealand earlier today, people in the Kiwi nation are excited.

Royal Caribbean indicated that the first visit to Dunedin will be on November 17, and will visit the city five more times after that.

Dunedin Chief Executive of Tourism, Hamish Saxton, thinks the cruise industry is doing well and the fact Voyager of the Seas is now going to visit Dunedin is further endorsement of the burgeoning New Zealand cruise market.

"The frequency of the trips to New Zealand and the inclusion of Dunedin is terrific news.

Cruise arrivals are continuing to grow, particularly after some more challenging years, [and] the growth in cruise ship passengers is tremendous." Dunedin had previously coped well with cruise arrivals totalling more than 5000 passengers, Mr Saxton said.

"This ship going to be a spectacular sight in our spectacular harbour."

There's another winner of a Royal Caribbean cruise thanks to the Georgia lottery.  Acquenella and Donald Gates of Covington, Georgia won the seven night Royal Caribbean cruise while playing the scratch-off game Royal Caribbean Cruise for Cash.

Acquenella bought the winning ticket at a BP food mart in Covington after getting some gas.

“About three more scratches and there was the ship sitting in the corner,” she said. “(Donald) got two pairs of glasses and two magnifying glasses, including one with a "light."

Interestingly enough, Acquenella bought the ticket when she forgot to run an errand so she stopped at the food mart where she bought the ticket.

“It was there waiting for me,” Gates said.

Royal Caribbean announced last month that Voyager of the Seas would be sailing to Australia for the 2012/2013 season and since then, many fans have wanted to know more details about these sailings so Royal Caribbean has released more details about what we can expect.

Voyager of the Seas will kick off its Australian cruise season on November 23, 2012 and will offer 12 cruises out of Sydney and Fremantle, Australia  This first cruise will begin (and eventually end its run in Australia) with a 14-night repositioning cruise between Singapore and Perth, Australia with stops in Thailand and Vietnam.

Itineraries include four 14-night New Zealand itineraries along with shorter cruises to Tasmania and Fiji.  There's also two 18-night voyages between Fremantle and Sydney, taking in southern Australia along with Milford Sound in New Zealand.

Adam Armstrong, Royal Caribbean's commercial manager, is excited for the debut of Voyager of the Seas down under, "Voyager of the Seas will not only be the biggest ship based here but she also introduces unique concepts never before experienced at sea in the region".

In addition to Voyager of the Seas, Rhapsody of the Seas and the recently refurbished Radiance of the Seas will return to Australia as well for their own set of cruises.

Radiance of the Seas will also operate out of Sydney and Fremantle and offer passengers 10-night cruises to Queensland over the holidays of Christmas and Easter.  They will also offer five night "sampler cruises" to Newcastle and Brisbane.

Rhapsody of the Seas will offer 12 cruises to the South Pacific region along with four 11-night voyages to Tropical Queensland.

Royal Caribbean has named Louise James the new head of Royal Caribbean's Public Relations division in the United Kingdom and Ireland.

James' responsibility will be to take charge of the communications division for Royal Caribbean UK, which includes its press office and marketing communications.

Royal Caribbean Associate Vice President & General Manager, Jo Rzymowska, thinks James will be a good fit, "The marketing and communications need for the RCL Cruises Ltd business has evolved significantly in recent years. As well as celebrating new ships, we are investing in increasing our brand awareness within the overall holiday sector. The new PR appointment is a key development to aid this area of our communications strategy and I’m excited to welcome Louise James to the team."

Royal Caribbean joined with Bermuda's Minister of Business Development and Tourism, Patrice Minors, to award $15,000 to three students so they can pursue careers in hospitality as part of the Royal Caribbean Hospitality Endowment Fund.

Michiko Campbell, a student at Johnson and Wales University, won his scholarship for building – and flying – two 6 foot Bermuda style kites at his Miami school this past Easter.

Joliza Vanderpool, a Canadian student, is studying Professional Baking Fundamentals, Modern Pastry Craft and Culinary Techniques.  The final winner, Jallande Greaves, is also a student at Johnson and Wales University and is studying Travel Tourism and Hospitality Management.

Minister Minors was pleased to see three of Bermuda's citizens win the awards, “Nothing gives me greater pleasure than to highlight the success and accomplishments of those Bermudians who are pursuing careers in the hospitality industry. And this annual event provides us the perfect forum to do just that".

The ceremony took place aboard the Celebrity Summit

For guests looking to get a look at what goes on behind closed doors on their Royal Caribbean cruise, there's now an option to take a guided tour from the cruise line.

Royal Caribbean calls it the All Access Tour and is available on all of Royal Caribbean's ships starting with the July 2011 sailings.

Lisa Bauer, Royal Caribbean's Senior Vice President of Hotel Operations, is excited about the new idea, "Our guests have always inquired into what happens behind the scenes and below deck.  We are glad to offer these really special guest tours into areas that are normally not accessible, escorted by staff members who explain the complex workings of running of the world’s largest and most innovative cruise ships.”

The new All Access Tour will include a tour of the ship's bridge, galley, backstage to the main theater, engine control room, and more. .  On cruises of less than seven nights, there will be at least one All Access Tour.  Cruises of seven nights or longer will have two tours at least.  Royal Caribbean confirms more tours can be added based on passenger demand.

The tours are 3.5 hours in duration and cost $150 per passenger.  The All Access Tour can be purchased onboard with the Concierge, Crown & Anchor Society Loyalty Ambassador, or at guest relations.

The new All Access Tour come two years after Princess Cruises and Carnival Cruises began offering behind-the-scenes tours on their cruise ships.

Royal Caribbean in the United Kingdom is offering its passengers an extra layer of luxury service with chauffeur serviceto and from UK ports and London airports.

For those sailing on Royal Caribbean's Independence of the Seas out of Southampton and Jewel of the Seas out of Harwich or those flying from London airports can book a chauffer driven service with partner Tristar Chauffeur Services to and from their address to their port or airport of departure.

Royal Caribbean Associate VIce President and General Manager of United Kingdom of Ireland, Jo Rzymowska,  commented on the new service, "This is a great addition to the list of optional extras we offer our guests.  Having the opportunity to transfer in luxury is the perfect way to make the most of your holiday time and a fantastic treat.”

Peak time transfers cost approximately £65 for first 15 miles and £1.40 per mile thereafter. Off-peak transfers cost approximately £55 for first 15 miles and £1 per mile thereafter. Costs will vary depending on where the guest is being picked up from.

Royal Caribbean General Manager of Nordic and Baltic region, Roar Meidal,  reports that 86 percent more Nordic tourists go on Mediterranean Sea cruises this year, of which 58 per cent more Norwegians

"We are very pleased that the Nordic people finally seem to realize the great benefits of the cruise has to offer as a holiday. We like to think that cruise offers the best of two worlds: on the one hand, an all-inclusive, relaxing holiday in the sun, on the other hand, a cultural experience with stops at ports such as Rome, Sicily, Athens, Santorini, Rhodes, Istanbul and Jerusalem," says Meidal.

Statistics show that Norwegian passengers account for the largest increase, by as much as 58 percent of the total increase.  Swedes are in second place with 23 percent increase, while both the Danes and the Finns can boast of a 10 percent increase. The preferred holiday is a 7-day cruise with some of Royal Caribbean's largest and most innovative ships, such as the Liberty of the Seas.