A naval battle between Britain and the US will take place off the south coast next year – but instead of cannon balls or torpedoes, the ammunition will be bumper cars, skydiving machines and celebrity chefs and the victory will be counted in dollars, pounds… and passengers.
Two huge new cruise ships – carrying nearly 8,000 passengers between them – are going up against each other to fight for a share of the 1.7million Britons who take a holiday at sea each year.
Proudly adorned with the Union Jack on its hull will be P&O Cruises’ patriotically named Britannia. Its rival is the latest ‘fun’ ship on the block, Anthem of the Seas, owned by Royal Caribbean.
To give an idea of the size of the ships – both based in P&O’s home port of Southampton – the two placed bow-to-stern would be almost three times as long as the main Canary Wharf tower is high.
But, while similar in dimensions, Britannia and Anthem will be distinctly different in their appeal.
P&O, which – although part of the giant US Carnival group – trades very much on its 177 years of British history, is going for the ‘sophisticated wow’ factor with home-grown celebrity chefs designing the menus and making guest appearances on board.
The PR coup has been to persuade Saturday Kitchen star James Martin to join its culinary line-up alongside P&O favourites Marco Pierre White, Atul Kochhar and wine expert Olly Smith. The fifth ‘food hero’ will be French patissier Eric Lanlard. Along with other chefs, they will take turns at running a cookery school for up to 24 passengers at a time.
Britannia will also boast a £1million art collection, spa, theatres, 13 restaurants and the same number of bars. The most striking feature announced so far is a three-storey chandelier sculpture.
Compare that to the brash American invader: Anthem is bursting with breath-taking innovations, including the first skydiving experience at sea, where passengers ‘fly’ on a cushion of air, a pod modelled on the London Eye that transports guests 90m (300ft) above the waves, dodgem cars and ‘virtual balconies’ – huge TVs showing exterior views – for inside cabins.
Britannia will start sailing next March. Anthem, sister ship of Quantum of the Seas being launched this year, will arrive just a month later.
And, like all ships involved in a battle, they have back-up. Britannia will be aided by the also regally named Royal Princess, launched by the Duchess of Cambridge last year but serving its first season in Southampton for P&O’s sister company Princess Cruises.
Royal Caribbean, meanwhile, is playing its ace card by bringing the world’s biggest cruise ship, Allure of the Seas, to Barcelona to tempt Brits who are happy to fly out for a Mediterranean voyage.
Britannia and Anthem represent two contrasting views of cruising – P&O the traditional values of good restaurants, entertainments and facilities; Royal Caribbean the forward-looking appeal to a younger generation who would never have dreamed of cruising a few years ago.
P&O Cruises marketing director Christopher Edgington said: ‘We pride ourselves on delivering authentic, lingering happy memories which stem from exemplary service, attention to detail, and shared experiences both on shore and on the ship with family and friends. Every detail on Britannia, from linens to art, from the wines from around the globe to the provenance of our ingredients, is chosen with care.’
Royal Caribbean is taking a different approach. Its managing director in Britain and Ireland, Stuart Leven, told Metro: ‘We are constantly pushing the boundaries and creating unrivalled holiday experiences on board the world’s most advanced and activity packed ships. With Quantum and Anthem of the Seas, we’re confident we’re taking things to a whole new level in terms of ground-breaking features. With every new ship we aim to create holidays that appeal to kids and parents alike.’
Independent cruise expert Tony Peisley said: ‘Each brand has its own market and P&O’s core passengers remain more conservative – although not as stick in the mud as they used to be. As regards Britannia, I think they will be on a winner with the cookery school and general focus on foodies.
‘Royal Caribbean builds the most innovative ships in the industry – though not everything they do comes off and sometimes it’s hard to predict what will really work. I feel Anthem’s ripcord flying and its version of the London Eye will be winners but, in some ways, I think the virtual balconies might have the biggest impact of all.’
So will Britannia rule the waves or will the American Anthem win the day?
After the rough commercial seas following the Costa Concordia capsize two years ago, the cruise industry will be hoping that the tailwind of a recovering economy and a wave of good publicity will carry both ships to victory in the battle of Southampton.
Source: metro.co.uk; Dave Monk