31/07/2009

Celebrity Cruises is currently launching its latest cruise ship, Equinox, in Southampton. Surprisingly, it is the Celebrity Eclipse that is in demand by customers. The Eclipse is still under construction and is not expected to set sail until April of 2010.

Robin Shaw, the managing director of Celebrity Cruises in the UK, suggested that the strong sales of the Eclipse are the result of its positioning. The cruise line has marketed the Eclipse as an option to try a different style of cruising. It is expected that Celebrity will compete directly with P & O Cruises which targets more traditional passengers.

Shaw pointed out that it was fairly common to see customers’ book cruises with different cruise lines. She added that it would be important to capture the attention of those customers who typically sail with P& O and Cunard in order to grow their market share in the UK region. Shaw said that Celebrity is offering these customers “a fabulous alternative.”

When the Celebrity Eclipse is finally completed next year, the cruise line will locate the ship in Southampton. It is expected that the Eclipse will sail out of this port until the end of the summer in 2010.

For now, Celebrity will focus on the Equinox which sets sail on her maiden voyage today. Shaw said “Celebrity Cruises has not got as much awareness in the UK as I would like, so this opportunity to showcase Celebrity Equinox a few months before Celebrity Eclipse arrives in the UK has come at a perfect time.”