From the Love Boat legacy to a brand identity that appeals to the modern-day traveller, Princess Cruises has evolved while staying true to its core values, focusing on exploration, travel and discovery. We chatted to Princess Cruises executives on board Star Princess’ inaugural Caribbean sailing to find out more.
Star Princess is the newest and second ship in the innovative Sphere Class and part of the 17-ship fleet that takes two million cruisers globally to 345 ports of call on seven continents.
New direction, same iconic service
Princess Cruises President Gus Antorcha said Star Princess embodies a new direction based on extensive passenger research.
“Since our beginning 60 years ago, we’ve built a legacy of connection and joy. Princess has never stood still. We’ve improved with ships that offer brighter, richer experiences and technology that helps us create more personal and memorable experiences for our guests,” he said.
“Star Princess represents the next chapter in that evolution, combining everything our guests have always loved about Princess with a new light and fresh energy.
“You’ll see it in every detail, in new culinary collaborations with celebrated chefs, reimagined entertainment and our exclusive Sanctuary Collection, but it is our heartfelt service that remains our greatest strength.
“It’s not a big departure from where we’ve been historically; this is an evolution of who we are as a brand,” Antorcha said.
Captain to crew to cruiser
Star Princess Captain Gennaro Arma took the unprecedented step of overseeing the 2.5-year construction of the 4,300-guest, 1,600-crew ship from start to finish.
“I’ve been in the shipyard as the project lead for Princess Cruises and assisted with the construction of both Sun Princess and Star Princess, and that’s been an amazing experience – something totally new for me,” Captain Arma said.
“What is very special about this vessel is the 1,595 crew members from 60 countries on board right now.
“Every ship has a soul and once that ship is at sea, a ship becomes so much more than steel, machinery and glass; she becomes a living community, a home powered by the dedication of her crew.
“Seeing them in action every day, working hard with their passion and commitment to provide our guests with unforgettable memories that will last a lifetime is what makes this ship very special,” he said.
The Princess persona evolution
With this latest ship, Princess Cruises homed in on the ‘Voyager’ guest persona – a 50-plus global traveller who is active, down-to-earth and seeks comfort and connection in an elevated, elegant environment.
Princess Cruises Chief Commercial Officer Jim Berra said that whether these guests are from Australia or the US, the carefree spirit they bring on board is the uniting factor.
“They’re very much a global traveller. They want to participate, they want to be connected to other people and cultures, and they definitely want to travel far and wide,” he said.
Berra said while the brand is very proud of its Sphere Class ships, the destination and itinerary trump the vessel for the Voyager guest.
“Our success is not predicated on new ships; it really is about the DNA of the brand and the experience we deliver,” he said.
“If we have the right product and the right service culture, which we do, we can deploy any asset anywhere and make it successful.
“One of our brand strengths is that we can cater to a lot of different customer segments and different occasions, but when you are thinking about where to deploy ships and product innovation, you need to have a North Star.
“The Voyager is really that anchor for us as we’re thinking about how to evolve entertainment and culinary innovation and being in that target market.
“So, we’re working on the guest experience and taking cues from the reception of Star Princess to see how we can infuse those elements into the rest of the fleet,” he said.
Flair to F&B
Key to that is the innovation and quality of onboard entertainment and dining offerings. Princess Cruises Vice President Food & Beverage Sami Kohen shares the significance of presentation and ambience, bringing theatrical flair to create memorable moments.
“When your guest comes on board, you want to impress them; you want them to go away saying ‘wow’. This is our nature. Whatever we do, we have to create something that guests don’t have at home – very simple, because that makes a difference,” he said.
“I believe visually in the art – it’s all about presentation. Food is the same. All our chefs are inspired and motivated and you can see that in the success of new dining concepts, such as The Catch by Rudi seafood restaurant with a Mediterranean touch, and to produce great food and good cocktails.”
What Aussies will take on board
With Star Princess’ inaugural Alaska season on the horizon, Princess Cruises Vice President APAC Matthew Rutherford said the new ship will resonate strongly among Australian cruisers to explore a bucket-list destination on a bucket-list vessel.
“The Sanctuary Collection, a ship-within-a-ship concept, is such a unique selling point, along with the volume of food and beverage options and branded partnerships, really set Princess apart,” he said.
“The fact that the Australian travel trade is really responding to that speaks volumes about the brand partners that we’ve chosen to work with.
“Australians love Princess and with these Sphere Class ships going to Alaska, plus the launch of new itineraries in 2027-28, there will be even more choice.
“With some elements replicated to some degree on older Princess ships, including those in Australia and New Zealand, it will also be a great opportunity to experience some of Star Princess’ innovative features on close-to-home sailings.”
Discovery Princess, the third newest ship in the fleet, will visit Australia this year, reinforcing the brand’s commitment to the region.
“Having a Royal Class ship of that calibre – the newest ship ever to be based in Australia – speaks volumes about our long-term commitment to Australia. From when Pacific Princess first sailed in Australia in December 1975 to having Discovery arrive on 6 December 2025 is pretty extraordinary,” Rutherford added.
“Princess was one of the pioneers of cruising in WA, and we’ve been going there for 20 years, so to be the only premium large cruise line, homeporting Sapphire Princess in Fremantle in 2027 and commissioning a new floating jetty in Broome, also solidifies our commitment to the region.”
Find out more at princess.com
The writer travelled for Karryon as a guest of Princess Cruises.
