Princess Cruises has unveiled a new brand positioning guide called “The Princess Difference” designed to help travel partners explain why customers should choose the line over competitors.

Vice President of UK & Europe, Tony Roberts, said: “We are giving agents the tools to be able to share with customers when they come into their shops or call them up, and say they want to go on a cruise and which line do they recommend?

“Princess is the world’s number one premium international cruise line, and we will use this new brand positioning to help us cement that.”

‘The Princess Difference’ is centred around five key pillars:

Destination Leaders – focusing on Princess’ ‘off-the-beaten-track’ excursions to over 380 destinations across seven continents, and number one in Alaska.

Local Discoveries – giving guests real, authentic experiences that immerse them in the destination, and in local customs and culture.

Joyful Rejuvenation – allowing guests to truly relax in Princess’ world-renowned Lotus Spa, the adults-only Sanctuary, sleep in a luxury bed and ‘Come Back New’.

Welcoming Experience – friendly and attentive crew make guests feel ‘hosted’ as opposed to being just a visitor, and go above and beyond for every guest.

Personalised Service – Princess’ innovative wearable Ocean Medallion technology gives guests a seamless, friction-free and personal experience.

Roberts said ‘The Princess Difference’ would be “woven into everything we do with the trade”, from travel agent training, sales collateral and ship visits, etc.

“Once you have experienced a Princess Cruise, it’s not hard to explain, but if you haven’t, then this will help highlight the things we and our guests feel are the most important about the Princess experience.

“We’re not talking about the hardware of our ships, this is all about how Princess makes you feel,” said Roberts.