Regent Seven Seas Expands Signature Initiative

Regent Seven Seas Cruises announced additional upgrades as part its multi-million-dollar, fleet-wide Seven Seas Signature initiative.

“This is an ongoing plan to elevate our ultra-luxury brand and long-term value proposition,” said Mark Conroy, president of Regent Seven Seas Cruises. “More updates and enhancements will be announced in 2012.”

The first phase of the Seven Seas Signature program, completed last year, featured a $100 million enhancement of all three vessels. Almost every area of the ships was refurbished, with public rooms being substantially redesigned by the architectural firm of Yran & Storbraaten of Oslo, Norway.

In October, the company announced the second phase, which was that guests will receive a free, luxury hotel package in connection with every cruise, beginning in April 2011. Coffee Connection was added to all ships for refreshing drinks and pastries. Exclusive Suite Slumber Beds were added to all suites in addition to L’Occitane bath amenities; Hermès amenities are featured in Penthouse suites and higher.

The third phase of the Seven Seas Signature program includes the renovation of select public rooms and suites and equipping Penthouse and higher-category suites with iPads. Beginning with the 2012 summer season, guests in concierge-level suites and higher will enjoy a range of benefits from priority online shore excursion and restaurant reservations to upgrades and complimentary amenities. Enhancing the culinary experience, menus in the Compass Rose and La Veranda restaurants will be expanded with a greater emphasis on specialties from the regions visited.

Conroy said that 2010 was an excellent year for the Regent Seven Seas, which typically runs at 90 percent occupancy on a year-round basis. He said all but 14 cruises in 2010 sold out. Sales are running equally well for 2011.

Regent Seven Seas has also launched a number of innovative initiatives in recent years. One of the most significant was including free and unlimited shore excursions in the price of the cruise, something that has sent participation in shore excursions from 15 to 20 percent of passengers to 90 percent. The shore excursions include sea kayaking in Alaska, the Hermitage in St. Petersburg and the Grand Canal in Venice. Conroy said this helped the line come out of the recession. The cruise line does charge for high-end shore excursions but even these prices are significantly lower than similar tours in the market, Conroy said.

Conroy said 97 percent of passengers say they want to go on another Regent Cruise and 20 percent of repeat passengers actually book their next Regent Cruise while still on their current cruise (and Regent credits that booking to the agent who booked the initial cruise).

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