TUI Group and its longstanding partner Royal Caribbean Cruises are planning to expand their luxury, expedition and premium cruise segment and to attract new target audiences for luxury cruise products. The expansion of the Hapag-Lloyd Cruises brand will be at the core of this strategy. The former TUI Group subsidiary will be integrated into the TUI Cruises joint venture, a successful structure having been established by TUI and Royal Caribbean since 2008.
TUI and Royal Caribbean have signed an agreement to significantly enlarge their TUI Cruises joint venture to accelerate growth of luxury brand Hapag-Lloyd Cruises.
Under the joint venture profit-sharing agreement TUI will report 50 percent of Hapag-Lloyd Cruises’ earnings. With the transaction, TUI and Royal Caribbean Cruises Ltd. have agreed to further expand their partnership by using the proven joint venture structure of TUI Cruises also for the luxury and expedition cruise segment.
TUI Group’s plans for the expansion of the Cruises segment will be expedited by the transaction. As a result of limited global shipbuilding capacity, TUI Cruises’ Mein Schiff fleet are not scheduled for the next three new build deliveries until 2023, 2024 and 2026.
The integration of Hapag-Lloyd Cruises in the joint venture will allow TUI to participate in global cruise industry growth at a low level of capital expenditure.
The merger of TUI Cruises and Hapag-Lloyd Cruises under the umbrella of the joint venture will create a leading European cruise company with a current combined fleet of twelve ships. TUI Cruises and Hapag-Lloyd Cruises will continue to operate their successful product concepts in the future. TUI Cruises will continue to cater to the premium German-speaking segment and Hapag-Lloyd Cruises will continue to have an exclusive presence in the luxury and expedition ship segment.
Hapag-Lloyd Cruises is part of the TUI Group’s cruise businesses and is the leading provider of luxury and expedition cruises in German-speaking markets. Its fleet currently consists of two luxury ships within the five star plus category and three expedition cruise ships. A further expedition cruise ship has been ordered and will be added to Hapag-Lloyd Cruises’ fleet in 2021 to replace MS Bremen. According to the contract signed last week in Hamburg Hapag-Lloyd Cruises is valued at 1.2 billion euros.