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Crystal Morgan
                        Princess Cruises
              Director, Market Planning
Canada & New England Cruise Symposium
                        June 8 – 10, 2010
Princess Cruises Market Planning
Mission:
 To create commercially attractive, competitive
 and innovative deployments and itineraries
 that optimize revenues, minimize costs and
 support the company’s financial goals and
 brand position.
Princess Cruises Market Planning
 Itinerar Planning CommitteeM
                     Marine
                    Operations
         Sales &
                                   Hotel
        Customer
                                 Operations
        Relations



                                         Shore
     Yield          Optimized
                                      Operations &
  Management         Itinerary
                                       Logistics
% of Passenger Bed Days
                             2011

Canada & New
                           Exotics
 England, 4%
                            28%               Alaska
    Mexico &                                   13%
    Coastals
      3%
                                     Europe
 Panama        Caribbean              21%
  Canal          24%
   7%
6-Year Growth in Trade     134%
                         increase
                           since
                           2005
Causes of port congestion
Deployment patterns
   Fall deployments, expanding into
   summer
   Length of voyages
       7 day with weekend
       departures
       10-day or longer open-jaw
   Need for a consistent product in
   marketplace
   Homeport options
Causes of port congestion
Availability of Berths
   Ship size
   Berth vs anchor
   Competition
Princess Fleet
SHIP CLASS                          LOA     GRT      DRAFT   PASSENGER
                                                             (lower berth)
Caribbean Class                     290 m 113,600    8.5 m   3,100
(Ruby, Emerald, Crown, Caribbean)

Diamond Class                       288 m 115,900    8.6 m   2,600
(Sapphire, Diamond)
Grand Class                         290 m 109,000 8.5 m      2,600
(Golden, Star, Grand)
Coral Class                         294 m 91,600     8.3 m   1,974
(Island, Coral)
Sun Class                           261 m   77,500   8.1 m   2,000
(Sea, Dawn, Sea)
Pacific Class                       180 m   30,300   5.6 m   710
(Royal, Tahitian, Pacific)
Solutions?
  Cross brand cooperation
  Berth expansion
  Alternative ports
Port Congestion Crystal Morgan

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Port Congestion Crystal Morgan

  • 1. Crystal Morgan Princess Cruises Director, Market Planning Canada & New England Cruise Symposium June 8 – 10, 2010
  • 2. Princess Cruises Market Planning Mission: To create commercially attractive, competitive and innovative deployments and itineraries that optimize revenues, minimize costs and support the company’s financial goals and brand position.
  • 3. Princess Cruises Market Planning Itinerar Planning CommitteeM Marine Operations Sales & Hotel Customer Operations Relations Shore Yield Optimized Operations & Management Itinerary Logistics
  • 4. % of Passenger Bed Days 2011 Canada & New Exotics England, 4% 28% Alaska Mexico & 13% Coastals 3% Europe Panama Caribbean 21% Canal 24% 7%
  • 5. 6-Year Growth in Trade 134% increase since 2005
  • 6. Causes of port congestion Deployment patterns Fall deployments, expanding into summer Length of voyages 7 day with weekend departures 10-day or longer open-jaw Need for a consistent product in marketplace Homeport options
  • 7. Causes of port congestion Availability of Berths Ship size Berth vs anchor Competition
  • 8. Princess Fleet SHIP CLASS LOA GRT DRAFT PASSENGER (lower berth) Caribbean Class 290 m 113,600 8.5 m 3,100 (Ruby, Emerald, Crown, Caribbean) Diamond Class 288 m 115,900 8.6 m 2,600 (Sapphire, Diamond) Grand Class 290 m 109,000 8.5 m 2,600 (Golden, Star, Grand) Coral Class 294 m 91,600 8.3 m 1,974 (Island, Coral) Sun Class 261 m 77,500 8.1 m 2,000 (Sea, Dawn, Sea) Pacific Class 180 m 30,300 5.6 m 710 (Royal, Tahitian, Pacific)
  • 9. Solutions? Cross brand cooperation Berth expansion Alternative ports