Royal Caribbean Kicks Off New Line for French Market

Royal Caribbean Cruises Ltd. (RCCL) is launching a new cruise brand, CDF Croisières de France, which will target and cater to the French market. The new brand will begin sailing with the Bleu de France in May, after the ship has completed extensive renovations and undergone a cultural transformation to adapt French tastes.

The 376-cabin ship was formerly operated as the Europa when it was owned by Hapag Lloyd and currently is Pullmantur’s Holiday Dream. Pullmantur is owned by RCCL. As the flagship of the new brand, Bleu de France will benefit from a €30 million overhaul, significantly altering many of the ship’s public spaces, guest accommodations, entertainment venues and dining options.

The onboard experience of Bleu de France’s guests will be totally French, from cuisine to entertainment to décor, and French will be the language used on the ship. The ship will sail a Mediterranean itinerary, departing from Marseille, France. It will shift to a Caribbean routing, sailing out of La Romana, Dominican Republic, in winter 2008-09.

Cruise industry analyst Robin Farley of UBS Investment Research noted that RCCL’s existing brands account for about 9 percent of the European market, an increase over 3 percent before the Pullmantur purchase.