Radisson Seven Seas Cruises has officially become Regent Seven Seas
Cruises and will be repositioned in the marketplace under the theme
of “The Regent Experience.”
Carlson Companies executives announced the much-anticipated
rebranding strategy in March before a gathering of travel agents
and press at the Asia Society on Park Avenue. Chairman and CEO
Marilyn Carlson Nelson explained that the rebranding will take
place over 18 months, and the new Regent Seven Seas logo will start
appearing on the company’s vessels in mid-April. All ships will
carry the new logo by the end of May.
Carlson purchased Regent International Hotels, known for its
Asian-inspired style of hospitality in 1997. Regent currently has
eight properties in operation with another nine under construction
and scheduled to open within the next two years. Aligning the
cruise product with the Regent name will continue to raise the bar
of luxury cruising, said Nelson.
“Our goal is to create a new and more personalized kind of
service,” she told the audience, “one that anticipates needs. We
must create an even better luxury offering by combining the two
[hotels and ships], offering the best of both worlds.”
The rebranding, Nelson stressed, represents more than a change
of image and advertising.
“Our intent is to go far beyond renaming the ships,” she said.
“This is a sign of Carlson’s commitment to the growing, glowing
Radisson Seven Seas Cruises has long been an innovator in the
luxury cruise market.
“We were the first with all-suite ships and the first with
all-balcony ships,” said Nelson.
The line also forged exclusive partnerships with the Le Cordon
Bleu cooking school of Paris and Carita spa products, bringing
these to the luxury cruise segment.
Now, Regent promises to once again redefine the meaning of
“The Regent Seven Seas meaning of luxury is choice and exclusive
access,” said Nelson. “If our guests want a private visit to the
Hermitage in St. Petersburg or to explore the Hindu temples of
Bali, we’ll organize it. Choice, access, intimacy our sophisticated
guests tell us this is how today’s generation defines luxury.”
Jay Witzel, president and CEO of Carlson Hotels Worldwide and
Carlson Cruises Worldwide, joined Nelson at the presentation and
outlined some of the rebranding’s more tangible changes. A
multi-million-dollar upgrade of stateroom amenities (very similar
to Holland America Line’s Signature of Excellence) includes new
down comforters and Egyptian cotton percale Anichini-brand linens,
soft bathrobes and towels and a new Regent luxury line of bath
Staterooms will be fitted with flat-screen TVs, DVD players, new
clocks and iPod music systems with Bose speakers. Regent is also in
the process of introducing Wi-Fi and cell-phone service fleet
The shipboard improvements will make their debut when the Seven
Seas Mariner sails from San Francisco on April 18. The Regent
inaugural season of Seven Seas Voyager begins on July 1, setting
sail to Scandinavia and Russia, and will continue through the
vessel’s final Mediterranean cruise of the season in October.
Regent also plans to expand its Circle of Interests enrichment
program. Ten sailings in 2006 offer this option, which blends
shipboard and shore-side activities linked by a common theme, such
as photography, history, food and wine, archeology, literature or
“The Circle of Interests brings together people of like-minded
interests,” Nelson said. “It’s as much about inner personalized
journeys as it is about ships and itineraries.”
A new Regent Travel Concierge program will give passengers
expanded opportunities to customize their cruise experience.
Special “a la carte” tour and hotel arrangements can be pre-booked
through a dedicated toll-free number, or guests may select from a
prepackaged selection of Concierge Collection land adventures.
Guests will be able to pre-book shore excursions and make dinner
reservations in advance of sailing as well, giving them new
flexibility in planning their cruise experience. As an added bonus,
guests who are confirmed in suite categories with butler service
can submit special requests ahead of time via e-mail.
Nelson noted that while some companies are building
3,000-passenger ships and even the vessels of luxury operators are
getting bigger, Regent Seven Seas ships “are sailing in the
The line, she said, is committed to its mid-size product and
experience and will continue to offer a unique alternative to