Cruises trying to set themselves apart

Jason · July 22, 2004

Cruises try to curtail cookie-cutter characters

By Matt Hannafin / Boston Herald Correspondent

Thursday, July 22, 2004

In June, analysts at investment firm Bear Stearns confirmed something many people already knew: A lot of cruises are starting to look alike, with differences being in degree rather than substance.

The culprits? A too-strict adherence to tried-and-true formula on the one hand, and mass trendiness on the other. Thus practically every new ship comes with alternative restaurants, New Age spas and specialty coffee bars.

Some lines have tried to distinguish themselves by advertising something inherent in their character -- Royal Caribbean its sporty vibe, for instance -- but others are going out-of-house in search of identity, forming branding alliances with big-name entertainment and educational institutions.

Celebrity Cruises, for example, recently inked a deal with fantasy circus troupe Cirque du Soleil to provide original onboard entertainment.

First step in Celebrity's Cirquification involves transforming large observation lounges on two vessels into "The Bar at the Edge of the Earth," where surreal characters interact with guests rather than simply perform on a stage. A Cirque du Soleil masquerade ball and performance will also be presented once per cruise, and other ideas are still being explored.

Performers will all be hand-picked by Cirque du Soleil and trained at the troupe's headquarters in Montreal.

The 1,950-passenger Constellation will be the first ship to feature Cirque on its seven-night Southern Caribbean cruises, departing round-trip from San Juan starting in December. Sister-ship Summit will follow in early 2005.

Disney Cruise Line, of course, has a leg up on everybody in the branded entertainment department, presenting shows that draw on Disney's vast catalog of favorites. The "Disney Dreams" musical takes the audience from "Peter Pan" to "The Lion King," while "Hercules, A Muse-ical Comedy" is part story, part song and part stand-up comedy, with enough sly pop-culture references to keep adults awake.

Heading higher on the cultural totem pole, Cunard's Queen Mary 2 benefits from the services of London's Royal Academy of Dramatic Arts, whose students and graduates perform short plays and offer a variety of readings, workshops and acting classes. Other classes feature instructors and lecturers from Oxford University, Architectural Digest and Gourmet magazines, and elsewhere, speaking on topics including literature, marine science, ocean liner history, music, modern art and cooking.