By
Rebecca Gibson |
AIDA Cruises’ AIDAbella is to become the first German cruise ship to homeport in Shanghai, China on a year-round basis in spring 2017.
AIDAbella’s deployment is part of Carnival Corporation & plc – AIDA’s parent company – strategy to become the first global organisation to operate four cruise brands in China from 2017.
“AIDA would not be so successful today if we had not constantly ventured into new territory in the 20 years since we commissioned our first new ship,” said Felix Eichhorn, president of AIDA Cruises. “Now we are taking another important step. With AIDAbella, we are exporting our successful concept – Made in Germany – to China, the world’s strongest growing market for cruises. With our lifestyle-oriented and innovative product, we will be providing powerful momentum to the emerging Chinese vacation market and captivating completely new guest groups.”
AIDAbella will undergo a drydock at the start of 2017 to prepare her for Chinese deployment and her onboard services, currently geared towards German-speaking guests, will be tailored to meet the needs of Chinese consumers. The seven onboard restaurants will also offer Asian cuisine.
“The essence of our product, for which AIDA stands, will still be preserved, however we have taken a very close look at what connects the Asian guest with Germany,” said Eichhorn. “What premium products does he or she prefer? What cultural differences, including those relating to consumption habits, do we need to keep in mind? Since we are part of Carnival Corporation’s Costa Group, which includes AIDA Cruises and Costa Cruises, our colleagues at Costa Asia will be supporting us with their know-how, particularly in the area of sales and human resources.”
Guests will also be able to enjoy shows in the Theatrium, visit bars, a casino and various stores offering products from premium German and international brands. Younger guests will have a dedicated area with a pool and separate sundeck at the supervised AIDA Kids Club, while teenagers will have their own area with digital entertainment technology.