Radisson Seven Seas Navigator Case Study

763 Words 4 Pages
Luxury Innovator

As the 2000s began, Radisson Seven Seas Cruises accelerated its growth. Even before the launch of the Seven Seas Navigator, V.Ships and Radisson agreed to build a 720 passenger 46,000 gross ton ship in France. Launched in 2001 as the ms Seven Seas Mariner, she introduced new luxuries including being the first all-suite ship to feature private balconies for each of its staterooms. The partners had an option for a sister ship to be built in France, but also commenced negotiations in Italy that resulted in another order in 2000. Built at the Mariotti shipyard, this 42,363 gross ton ship, completed in 2003, would be the 700-passenger ms Seven Seas Voyager.

With each new ship, Radisson successfully raised the standards of luxury. Yet, to keep up with the continuing evolution of the luxury market they were constantly refining their offering. An extensive two-stage refurbishment was undertaken to enhance the Radisson Diamond and service upgrades included the introduction of butler service in the suites. However, to the regret of her
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The Carlson family, which had remained active in the brand, had begun to consider its long-term position. They were credited as being one of the forces behind the idea of creating a more inclusive pricing model that in time would become one of the signature elements of the brand. They also recognized that the cruise operations had outgrown the Radisson brand image. Carlson considered dropping the Radisson name, or a possible merger with Crystal Cruises, before deciding in 2006 to rebrand the cruise operation as Regent Seven Seas Cruises. The ships were now linked with the luxury Regent Hotels, a brand Carlson had operated since 1997. Reflecting the new branding a further round of upgrades were undertaken on the ships and more innovative programs were created including the first elements of the travel concierge to help customers customize their

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