Royal Caribbean has announced a bold move aimed at strengthening its position as a leader in the premium cruise segment. This August, the company will launch Star of the Seas, the second ship in its revolutionary Icon series, with Diana Ross serving as godmother.
The new ship, which will sail from Florida to the Caribbean, reflects Royal Caribbean’s continued strategy of turning cruises into “floating amusement parks,” featuring 20 decks, seven pools, and a 15-story infinity pool. This investment signals strong confidence in the recovery of demand for luxury vacations.
The launch comes at a time when competition in the cruise industry is intensifying. MSC Cruises is boosting its presence in the Caribbean and the Mediterranean, while Norwegian is focusing on technological innovation. Royal Caribbean is choosing to stick with its “gigantism” strategy—mega-ships offering experiences that can’t be found anywhere else.
The choice of Diana Ross as godmother is no coincidence. The company uses celebrities to enhance its brand appeal among a wealthier, older target audience seeking not only entertainment but also luxury and quality.
Udi Schnabel, CEO of Sanorama, the Israeli representative, reports high interest from Israeli families—an indication that the local market is returning to pre-COVID levels.
To mark the launch, Royal Caribbean is offering several short cruises of 3 and 4 nights in August 2025 from Orlando to the Bahamas, starting at $1,060 per person. A 4-night cruise starts at $1,176, and a 7-night cruise from Orlando to the Bahamas and the Caribbean, including a stop at Royal Caribbean’s private island CocoCay, starts at $1,439 per person.