Royal Caribbean Cruises has a new name.
The cruise giant has rebranded itself as the Royal Caribbean Group, the company said this week.
“The name is simpler, fresher and more modern. It’s also more descriptive—Royal Caribbean Group sounds like a parent company name, reflective of our growth and evolution since we last updated our identity more than 20 years ago,” said Royal Caribbean Group chairman and CEO Richard Fain.
The move comes amid the most trying time in history for the cruise industry, amid the COVID-19 pandemic.
All of Royal Caribbean’s flagship brands, including Royal Caribbean International, Celebrity Cruises, Silversea, Azamara, TUI Cruises and Hapag-Lloyd Cruises, are now members of the new Royal Caribbean Group.
The company also modified its logo, with a “sharpened,” more symmetrical look.