Deluxe - KUNGSHOLM V (2020+) of SWEDISH AMERICAN LINE

There is the idea of a new KUNGSHOLM, initiated by SWEDISH AMERICAN LINE. The bygone KUNGSHOLM IV was a design icon, really hard missed by shiplovers and those who are design afficionados. And those who just love to see the ship, with its beautiful lines in harmony designed by Claes Feder, the KUNGSHOLM IV.

by Earl of Cruise

When loosing the HAMBURG to the breakers I did start developing a new HAMBURG, but what it would be today.

The very same was done by Johnny Sid - he started developing a new KUNGSHOLM and revived the SVENSKA AMERKA LINIEN as SWEDISH AMERICAN LINE. Theo Anderson created for SWEDISH AMERICAN LINE a design what a new, a KUNGSHOLM V, could be.

Potential new KUNGSHOLM V, rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

Potential new KUNGSHOLM V, rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

Potential new KUNGSHOLM V, rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

SAL is Swedish so it should be Swedish. Swedish flag, Swedish port of registry and home port. Swedish officers and Swedish and Scandinavian crew. Stockholm could be an ideal port of registry, ambassador role. And! the new KUNGSHOLM should be christened either by Queen Silvia, or the Crown Princess Victoria.

To my liking it is too much caught by the QM2 design and other contemporary vessels. So I did some alternations on my own, based on the Theo Anderson design.

There have been some iconic elements on KUNGSHOLM IV, which should be recalled. Further the accomodations should be wider and the outer balcony edges will be for the general optic in line with the exterior of the hull - with a hull of e,g, 30m beam, the accomodation decks should be too. Further the Duplex Suites of QM2 at the aft end of the superstructure should not be done. It would create much more revenue, if there would be a bar, restaurant, salon or what ever that will increase the onboard experience and at least the revenue. The pool should be enlarged and moved down to the main deck. The lower a pool with its tons of water is, the better for stability!

Potential new KUNGSHOLM V, Changes made by Earl of Cruise based upon the rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

A direct comparison, SVENSKA AMERIKA LINIEN´s KUNGSHOLM IV - own collection, copy from my broshure

There has to be a good variety of zones on board, including retail, entertainment, health & well being, dining, education, etc.

SVENSKA AMERIKA LINE was and is still known for its unrivaled luxury, top service and food quality. The KUNGSHOLM IV sailed on cruises with 438 guests max. and 420 Crew min. This level is a benchmerk for the new KUNGSHOLM. I would call 400 passengers, no: voyagers (as passengers and guests is outdated!) and 460 crew the right ratio for the luxury.

But the luxury should not go overboard on formal dress code. People, even in the luxury business, want relaxing, casual, informal elegance. They are on holiday they won't want to dress up in their work suits or tuxedos as if going to a conference or awards.

In any case the customer has to be FIRST. It must be a world class customer service that is on a par with CLARIDGES, DORCHESTER, RAFFLES, PENINSULA, MANDARIN ORIENTAL, OETKER COLLECTION, etc. And in some sort there has to be a cooperation with one of these luxury hospitality providers.

The set up of the hotel, food&beverage and crewing should be done by SWEDISH AMERICAN LINE as a contractor is not providing the companies ideals, but its own, and on behalf of the crew is looking on the cheaper side ...

There has to be a good variety of accommodations for multi generational groups, suites, duplex apartments, single suites, etc. It is absolutely vital to maximise the balconies. Here some innovation is needed as well.

Potential new KUNGSHOLM V, Changes made by Earl of Cruise based upon the rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE 

The onboard amenities need to be not just for cold weather, but able to be flexible for hot climes also. So "things" are needed, like a lido deck, spacious outside deck spaces, pools, etc. but innovate.

Innovation is critical to differentiate the SWEDISH AMERIKA LINE product from competitors. SWEDISH AMERICAN LINE is known for ultra luxury, so it is the best to focus on being top-five-star-deluxe and keeping with the SWEDISH AMERICAN LINE ethos and tradition.

A free superfast broadband, wi fi and 4G / 5G connectivity is a must in the luxury hospitality!

I have choosen to reduce the lifeboats to 8 in total, 4 on each side, each with a capacity 250 person - 1,000 person could enter a lifeboat on starboard or portside. The first lifeboat I did change into a HUNTON powerboat/pleasure tender. The two tenders will carry 300 person each.
In the stern a garage can be installed housing further HUNTON tenders and even a sailing yacht.

All voyagers will be accomodated in real suites - min. two rooms seperated by a wall and a door. Each suite will have a balcony, which deserves to be named so, and not not a chicken ladder as often named balcony. Each voyager accomodation deck will have a min hight of 2,60m.

The public rooms must be spacious and grand, but also cosy enough.

The interior design of the public rooms must be contemporary Swedish/Scandinavian design and not any fusion of what a US designer may think is Scandinavian. The onboard experience, the cuisine, the lifestyle has to be Swedish and lots of Swedish artwork. Pinz Carl Philip f.e. is creating marvelous designed items, why not using his company for e.g. the tableware ...

Further I added the moring deck in the bow with an anchor hidden like it is done by super yachts. And I added a sponson of the EUGENIO C. / OCEANIC type at the the stern. This will reduce the drawing back of the water floating along to form the wake.
The masts will recall again those of KUNGSHOLM IV.
For the aft of the superstructure I have choosen a more golden section, and I removed the QE2/QM2 inspired windows.

Further I did add underneath the boats a first promenade deck, where the second will be the main deck. With that on both decks of min. 3.50m hight rooms of min. 7m hight can be arranged. The promenade will be a walk around promenade with large windows.

An indoor pool, with bar and fitness center will be midship and get big doors which will be used as a marina.

Underneath the first promenade will the crew accomodated in quarters that will be of a higher standard than actually be seen on other luxury vessels.
The vessel is thought to have 225m length. The width should be max. 30m, as with that beam SOLAS says that the firecompartments can have a max length of 48m. This the designers is enabling to create rooms of 30x48m or 1,440sqm ... luxury means means grand, and space, space and once more space, added by superior service, done by qualified and engaged crew members.

The deapth should be 7 to a max. of 8m to have a seaworthy vessels, that is behaving in rough seas. A lower deapth make the vessel/s swiming like a cork on the waves ...

For the propulsions I think it has to be state of the art, with the lowest impact on nature as possible. LNG fuel gasturbines - a set in each funnel, for the ventilation, will power generators in the machine room (Safe-Port-Home arrangement!) down in the hull. Further an addition of batteries - hybrid technology. This is a neccessaty for sailing in sensitive areas.

Stabilzers are a must, here I am thinking of those which are used for high end custom build super yachts.

Potential new KUNGSHOLM V, Changes and rough sketched deck plan made by Earl of Cruise based upon the rendering by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

An additional set of dual fuel engines have to be installed too. These are connected with generators. Instead of Azipods I would choose the classic propeller-shaft solution, but with pitch propellers and a Costa/Becker rudder for better manouverability. This will be better than any stern thrusters.
On the forecastle I changed the original design into a wavepiercer "in the middle", but that will not be that edgy thing constructed on QM2. The bow itself will be a sleek one, like it was on the old liners.
Only the front of the superstructure should be built in steel, the rest should be made of KOCKUMS COMPOSITE MATERIAL. It is SOLAS proved. It is light weight. It is causing minimal maintenance costs.
The hull of the new vessel should not be coated in the classic way, but covered with UV and salt water resistent PVC films. These can be easily changed and cause lower maintence costs, as they are protecting the steel better than any coating.
The logo I did turn upside down, with two crowns as the base. The look is more stable than the original logo, and the original logo is used by another company.

Potential new KUNGSHOLM V, earlier renderings by Theo Anderson - courtsey Theo Anderson / SWEDISH AMERICAN LINE

What sort of cruises are offered as revived SAL?. What will the new SWEDISH AMERICAN LINE be known for? Signatures voyages? World Cruise? Geographic specialities? The team has to focus on overall experience and offer - what makes new SWEDISH AMERICAN LINE special and unique? Signature rooms or experiences? Swedish design? Swedish cuisine? Swedish artwork?
Think Global, Act Local, so SWEDISH AMERICAN LINE has to maximise the local supply chains in build of ship and day-to-day supplies.

Learning from ITB trends, news and PR publishings, as well real luxury related news publishings, there is a trend towards the real luxury travel, not that with chi-chi for the wanns-be´s. Especially experienced voyagers want to have real luxury for their next vacation. For the cruise industry a challenge, as there are not that many real luxury offers in the market, as the most are only so called luxury. Further we have a mere of more than 25 million High Net Worth Individuals (HNWI) - those who have more than US $ 1 million to spend for pleasure and Ultra High Net Worth Individuals (UHNWI) - those have more to spend than the "normal" HNWI. And the number is growing - catered by no cruise company!
Further there is a trend towards vintage inspired design.
This trend to retro, or vintage inspiration is normal for uncertain times, as we are living in - Therefore in uncertain times people become more nostalgic, so there are opportunities for new experiences in cruising.
People are still travelling and especially on the seven seas - it has become a lifestyle. 
Big opportunities show up for the cruise industry with endless possibility for new offers and experiences to be provided from budget level to ultra luxury. Mass market huge ships to more intimate smaller mainline ships but also explorer vessels. River cruises also growing. Hotel industry for example has numerous offers and experiences available with huge variety and the same diversity is possible in the cruise industry.
With the increasing dominance of the major cruise conglomerates, the public are getting more interested in independents with a different and more intimate offer. Less block of flats and more classic style but still contemporary in outlook. They are also tiring of the formality of some cruise lines so wanting a more relaxed and informal experience. Accommodations also changing with more multigenerational groups and singles. Adults only ships are becoming regarded as "floating care homes" and a younger demographic is emerging - not only the millenials.
So you can have great opportunity for variety and new experiences. Ship sizes, ship styles, luxury standards, demographic, shore experiences, formal / informal, themes, boutique or grand hotel, etc.

One to watch will be VIRGIN VOYAGES which is likely to be a game changer for the mass market cruise offer. Also emerging independent operators like the proposed revival of SWEDISH AMERICAN LINE could provide a more high end and intimate experience with a focus on style and beautiful lines of their ships. If operators are willing to specify beautiful ship and different offers and experiences then it can be done. You don't have to build blocks of flats as cruise ships. There are different ways of doing things. You just have to try.
As David Bowie said, "Tomorrow belongs to those who can hear it coming". 
Sailing on sea is quite like living in a temporary bubble. The moment I dross the gangplank to board a ship I am in another world. A world of being carefree and carelessness, you, as I am, are served by the crew.
In UK we have had 1,9 million cruisers in 2016 and topped by Germany with 2,02 million cruisers, only for the seven seas. Another strong rising market is Australia, while Asia is to become a new boom market in the near future. The megalodons are positioning themselves with special Asian vessels to cater that new market.

For the luxury cruises we see a number of new luxury or want to be luxurious ships put in the market or ready to sail in the near future. The demand for luxury is especially on the seas very strong. The real luxury is more than only the feeling of, but the real touch - gold should be gold and not plastic.
The cruise customers are turning to be younger, we see more families with their kids doing a cruise, and we see more single cabin offers for those who wish to sail by themselves. Too there are more and more adult only cruise offers.
We see more and more ships sailing on the on the seas, mostly catering the masses. Most are fishing at the lower end of the food chain, seek and gain revenue from them. It is a new breed of "sea-travellers", totally different from the days when travelling was an art, performed and the only able to, of the rich. I am okay with the fact that there is a cruise option for nearly everyone, but it not any longer what is has been. A matter of style and well behaving. Today the most cruisers are an overdemanding, noisy and boundaries overstepping bunch, that think after spending a dime, they own the ship, the crew and the people in the ports of embarkation.

Critics, as me, say the market is a shark basin, owned by some megalodons who run the mega cruisers and cut the sheep.

Stepping into this market as newcomer you have to be different from the masses, unique, it can´t be at any costs a mee-too product, aiming at masses. A newcomer has only a chance with some very specitic USP´s (Unique Selling Propositions). Similar to USP´s that VIRGIN is implementing for its new cruise business venture - VIRGIN VOYAGES. It is a mass market oriented product, yes! But it will be like a thunderstorm in the mass market - less guest density on board, a radical new ship design and a new interpretation of what their guests are: voyagers. No longer guests or passengers.

1)	a totally different ship design, with not even the slightest reminder to a mega cruiser
2)	catering a new clientele, that which was left behind, when cruises were "democratised"
3)	while the mega ships have more and more less crew per passenger, the newcomer has to have more crew to cater its guests at best
4)	the space per passenger on board has to be higher than that of the mass oriented "so called luxury" offers
5)	the interior must be eye pleasing , calm, standard setting
6)	the exterior design has be a new interpretation of classic lines
7)	the technology has to be state of of the art and future oriented, as of TIER III (OVH), global warming aspects and producing a lesser carbon footprint than any other vessel
8)	the price policy can´t be with any bargaining

It would be ideal if such a new vessel will recall a design icon from a bygone area, but realised contemporary. Otherwise it is a floating museum. With such a move the new company, with its new ship, will be a trend setter.

There are changes and new moves in the market, The expedition market is fast growing. Especially in the luxurious end, as it is THE cruise for the sophisticated traveller. And with that there are new destinations.

And the more the cruise has become "democratized" and floating barracks are crossing the oceans, the more wishes are coming for a contemporary classic designed vessel. A ship, that looks like a ship, and a beautiful one ...

HISTORY - KUNGSHOLM IV (1966-1975) of SVENSKA AMERIKA LINIEN - I

HISTORY - KUNGSHOLM IV (1966-1975) of SVENSKA AMERIKA LINIEN - II
HISTORY - KUNGSHOLM IV (1966-1975) of SVENSKA AMERIKA LINIEN - III

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