● Celebrity Cruises created a perception-changing social channel, alongside an image-led perceptual challenge to shatter misconceptions and inspire re-appraisal

● The ‘Apex Resort’ social experiment amassed 2 million impressions* during its initial phase

● Post-challenge: 59% of individuals changed their minds; viewing cruising more positively

● Now two thirds (78%) of Millennials say they are open to booking a cruise holiday

● The project aimed to showcase the ship as a resort at sea and as an alternative to land based resort

Celebrity Cruises, the award winning cruise line, embarked on a ground-breaking endeavour to challenge misconceptions of cruising with a new study showing 77% of people were found to have preconceived ideas of what a cruise holiday would be.

The statistics revealed that 41% perceive cruises as expensive, while over a third (36%) believed they are exclusively reserved for older adults. Additionally, 22% associated cruises with cheesy entertainment, limited time in any destination, and overcrowding.

However, the forward-thinking holiday brand undertook a ‘perceptual challenge’ to show that cruise holidays have drastically evolved in recent years. Participants of the study were shown images of one of Celebrity’s award-winning new ships, showcasing its innovative design and plethora of onboard experiences, without telling the participants it was in fact a cruise ship.

The results were groundbreaking. Over half (59%) of potential holidaymakers had their minds changed on cruising once the images they had been shown were revealed to be from a ship, with over three quarters (78% and 74%) of collective Millennials and Gen Z saying they are now completely open to booking a cruise holiday.

To officially celebrate the arrival of Celebrity Apex into Southampton in May 2024, Celebrity launched a perspective-shifting ‘Visual Teaser’ across Instagram - under the guise of a new land-based resort dubbed ‘The Apex Resort’ (https://www.instagram.com/theapexresort) in a bold challenge to shatter cruising preconceptions.

This campaign gave potential guests a sneak preview of the new ‘resort’, without preconceived notions or assumptions about cruising. The content teased a pioneering and ground-breaking resort that promised an unparalleled experience that redefined the resort concept. Through the four-week campaign, Celebrity took its followers on a journey of discovery which showcased Celebrity Apex as an alternative to an all-inclusive land based resort. With high profile influencers and seasoned holidaymakers enthralled, comments such as ‘Dreamy’ and ‘Super Stylish’ regularly appeared in the brands social media feed.

In a twist, Celebrity Cruises unveiled today (5th July) the true identity behind the Apex Resort, revealing that it was in fact Celebrity Apex, an iconic ship that will sail from Southampton for a full season of Summer sailings in 2024. The Apex Resort page will continue to update with further content that continues to showcase the incredible offerings offered and even more.

The brand worked alongside influencers as well as Chef and TV presenter Monica Galetti to tease the arrival of this pioneering new ‘Resort at Sea’. Monica is also set to be onboard Celebrity Apex later this year, showcasing all the ship has to offer.

Unsurprisingly, amongst the participants, pricing and affordability were shown to be the most important factors across all age groups when choosing a holiday destination and many of those surveyed associated cruises with being expensive (41%). However, when compared to equivalent land-based five-star resort, a 13-night trip onboard Celebrity Apex offers excellent value for money with savings of up to 52%*. Celebrity Cruises' sailings surpass their land-based counterparts with their all-inclusive resort offerings, featuring design-led accommodation, globally inspired cuisine, mind-blowing entertainment all whilst also giving guests the opportunities to experience multiple destinations and immerse themselves in local culture – all within one trip.

Celebrity Apex, the second ship in the revolutionary Edge Series, is a Forbes Travel Guide Four-star rated resort at sea. The recognition is particularly prestigious as Celebrity is the only cruise line to receive Forbes stars, as the ships join an elite and exclusive group of only 14 land-based properties with over 1,000 rooms in the world to ever receive the coveted recognition.

Jo Rzymowska, Vice President & Managing Director, EMEA for Celebrity Cruises, said:

"Our aim of teasing Celebrity Apex as a land based resort was to challenge the perception of cruise holidays and showcase all this innovative ship has to offer. By presenting it as a resort experience we showed that Celebrity Apex combines the best of both worlds: the intimacy of a beautiful resort with the boundless possibilities and breath-taking destinations from a resort at sea. From May 2024, holidaymakers can envision countless unforgettable moments as they embark on worldwide journeys seamlessly integrated into an unparalleled resort-style cruising experience.”

Every element of Celebrity Apex’s look and feel has been carefully curated with re-imagined, upgraded spaces and a host of luxurious amenities. Apex features transformational accommodation onboard that blur the boundaries between indoor and outdoor living including the two-storey Edge Villas with outdoor plunge pools; and 1900-square-feet Iconic Suites with private sundecks.

The Magic Carpet®, an engineering feat, considered one of the most unique design innovations ever for a cruise ship, offers guests uninterrupted vistas while sipping cocktails or having dinner. It’s no surprise Gen Z are now eager to climb onboard the new ship, with nearly a quarter (22%) surveyed saying that Instagrammable opportunities would factor into their holiday choice. Nearly 4-in-5 (79%) expressed a strong desire to experience the ‘Apex Resort’, with participants commenting how ‘Young’, ‘Modern’, ‘Fresh’ and ‘Instagrammable’ the ship looked.

With 60% of travellers also stating that a range of destination options would most likely inspire them to take a cruise, Celebrity Apex will invite travellers to embark on a remarkable journey to a wide range of destinations from Southampton in 2024.

Celebrity Apex will take travellers to the peak of Europe on a 12-night Norwegian Fjords and Arctic Circle cruise. Guests will revel in the jaw-dropping scenery of the region’s capital, Tromso, as well as Norway’s northernmost city, Honnigsvag, offering breathtaking natural beauty, where travellers can enjoy hiking its lakes and forests under the midnight sun and watching humpback whales lobtail and leap in its cold waters.

Not only that, Celebrity’s itineraries in 2024 from Southampton also include a new addition for the line, offering guests the chance to immerse themselves in the stunning island of Ibiza, boasting an eclectic landscape of traditional and modern culture, a vibrant culinary scene and mesmerising beaches in the azure waters of the Mediterranean Sea.

To discover more about Celebrity Apex on Instagram @celebritycruisesukt and the Celebrity Cruises website: www.celebritycruises.com/gb/cruise-ships/celebrity-apex

NOTES TO EDITORS

Survey of 2,029 UK adults run by Mortar research between the 22nd-26th June 2023.

*Saving of 52% compared to Ikos Aria 5* Resort and Hotel calculated by: £12,923.77 for 13-night all inclusive plus at the Ikos Aria hotel in Superior Double Room Sea View from 3rd August 2024 in comparison to £6,174 for 13-nights Spain, Portugal & Mediterranean Celebrity Apex sailing staying in Concierge Class from 3rd August 2024

Media Contact:

Celebrity Cruises UK&I press office / E. celebritycruises@goodrelations.co.uk

Customer contact number: 0800 441 4054

Editor’s Note: Media can stay up-to-date on all Celebrity Cruises news at Www.celebritycruisespresscenter.com

About Celebrity Cruises:

Celebrity Cruises’ iconic “X®” is the mark of a fleet of 16 resorts at sea taking guests to the world’s best places on the world’s best places. Celebrity revolutionised the industry with its cool, contemporary design and accommodation; dining, spa, and entertainment experiences for modern tastes; and culturally rich and diverse destination experiences, all complemented by warm, personalised service. Driven by wanderlust and a passion for opening the world, Celebrity journeys to all seven continents, visiting nearly 300 destinations in more than 70 countries. Celebrity Cruises is one of five cruise brands owned by global cruise company Royal Caribbean Group® (NYSE: RCL).

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