As Silversea celebrates its 30th Anniversary, marking a banner year for the brand, the Silver Ray was christened in the late afternoon on June 12th while docked in Lisbon. In a long-standing tradition, as the ceremony kicked off, we enjoyed a bagpipe performance, a children’s choir, live dance and the Portuguese and American National Anthems and speeches from new President Bert Hernandez and Royal Caribbean’s Group President and CEO Jason Liberty. After two blessings from clergy, the ship’s esteemed Godmother, Dr Maria Josefina Olascoaga, officially named the Silver Ray, followed by the customary Champagne bottle break on the ship’s hull. The Doctor has impressive credentials and is an ocean scientist based at the University of Miami; and also co-leads OceanScope, a unique public, private and academic program that equips Royal Caribbean Group ships with oceanographic instruments to collect the ocean’s vital signs.
Hopefully you read my most recent missive about this delightful new ship, the sixth vessel to be launched in the last few years. This cruise line has been very busy, with five ships being built and one acquisition – the expedition vessel Silver Endeavour. I spent five days on the Ray meeting key executives and spending quality time with the brand’s new President, Bert Hernandez. Plus, I enjoyed all the myriad offerings from Silversea, including fine dining, excellent entertainment, including an impressive Flamenco performance and some time in the Spa, enjoying the unique OTIUM experience where one can have a massage followed by sweet treats and Champagne!
Bert has spent over 20 years with the Royal Caribbean Group and was tapped to replace outgoing (and loved) President Barbara Muckermann almost two months ago. He has a wide range of experience in International markets, revenue management, and operations. As far as I can tell, he seems to “get” the Silversea luxury brand and has great respect for what previous teams have built, especially in the last four years since the full ownership of Silversea by Royal Caribbean. I can assure you that the new builds in recent years have been more than impressive. I have sailed on Silver Muse, Silver Dawn, Silver Moon, Silver Origin in the Galapagos (a must-do) and, more recently, the Silver Nova and now her sister ship, the Silver Ray. Yes, that’s a lot of cruising, but I just have to put up with it – all that Champagne and caviar can wear a girl down – but not me right now! The consensus on this ship is that Bert is the right choice to move the brand forward and ensure success and profitability.
His three key focus points are Destination Delivery and Itineraries, continued Culinary Excellence and Personal Service, where guests can delight in uncompromising comfort. I agree with Bert that luxury is definable and measurable, not ethereal and hard to pin down. In my book, it’s easy to see and love and enjoy luxury, especially when it’s presented in “The Silversea Way.” Bert wants to elevate the brand further and continue focused investment. One area that appears to be high on the list is the destination planning and itinerary department – watch for more land options and itineraries that may be more perfectly planned to ensure that all ports of call live up to the Silversea standard. Their F & B spending will continue to outpace most industry competitors, and culinary is a major point, especially because of the outstanding S.A.L.T. program, which rolled out in July 2021 in Greece (I was on that cruise) and how it has grown and become a phenomenal draw for foodie guests in particular. Standing for Sea And Land Taste, this program is run by the impressive Adam Sachs, who has impeccable credentials and partners with those worldwide who have an equally remarkable love and knowledge for food, wine, and everything culinary-related.
I marvel at this creative offering, which is rich and diverse and offers so many marvellous experiences on five continents, with 210 menus, 150 plus local cocktails, 160 plus regional wines, 85 bespoke excursions, 120+ Lab classes and an amazing 1,600 unique dishes – something that certainly keeps the Chefs and Mixologists very busy!
Other recent news from the Royal Caribbean Group is that the three brands in their portfolio, Celebrity, Royal Caribbean and Silversea, will offer status matching in their loyalty programs – another bonus of being part of a global powerhouse in the cruise business.
In other news from Bert, he assured everyone there is no plan to sell any Silversea ship and that the company will continue robust investment in the fleet and the onboard experience. He plans to get their marketing and commercial engines running better and said, “If we stick to our core values, we will triumph.” In discussions about the Expedition market, which Silversea feels is a great way to introduce a younger demographic to the brand, he indicated that “We want to be the premier expedition brand” and sees an opportunity to blend the Classic and Expedition fleets in various ways.
All in all, it has been an exciting and interesting few days, and I can report that Silversea is in an enviable position in the ultra-luxury and expedition markets with fantastic, spacious ships, a relatively young fleet and the ability to invest further to ensure loyal and new guests alike will have a marvellous cruise vacation.
