Princess Cruises Rings in New Year's Day with Star Princess Alaska-Themed Float in the Rose Parade®
Rhea-AI Summary
Princess Cruises (NYSE:CCL) celebrated New Year's Day at the 137th Rose Parade with a 55-foot, Alaska-themed float titled "Together in the Magic of Alaska." The float, built by Artistic Entertainment Services, used more than 300,000 flowers and natural materials and depicted the new Star Princess sailing through Alaskan scenery. Princess highlighted Star Princess features including The Dome and a sphere-shaped Piazza and noted the ship's inaugural Alaska season: weekly 7-day Inside Passage cruises from Seattle, May 3–Sept 19, 2026.
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Key Figures
Market Reality Check
Peers on Argus
CCL was down 0.91% pre-release. Key cruise peers showed similar modest softness: CUK -0.91%, VIK -1.05%, RCL -1.10%, while travel peer TCOM gained 0.42%. This points to mixed sector action rather than a strong coordinated move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 23 | Rose Parade float | Positive | -1.3% | Christening of Star Princess Rose Parade float with media-focused celebration. |
| Dec 22 | Ship enhancement | Positive | +3.5% | Crown Princess returns from drydock with new venues and upgrades. |
| Dec 19 | Wave promotion | Positive | +9.8% | Large Wave promo with fare discounts, upgrades, and Alaska incentives. |
| Dec 19 | Earnings/dividend | Positive | +9.8% | Record 2025 results, leverage improvement, and dividend reinstatement. |
| Dec 17 | World cruise launch | Positive | -0.6% | Announcement of 2028 120-day Cape to Cape world cruise on Seabourn Quest. |
Recent positive brand and product announcements mostly coincided with gains, though some marketing-focused items saw modest next-day declines.
Over the last weeks of 2025, Carnival used brand and product news to support a strengthened fundamental backdrop. On Dec 19, record $26.6B revenue, $3.1B adjusted net income, and dividend reinstatement coincided with a 9.81% gain. Promotional campaigns and new itineraries, including Holland America’s > 500‑cruise offer and Seabourn’s 2028 world cruise, also drew positive or modestly negative reactions. Earlier Rose Parade float coverage on Dec 23 saw a -1.3% move, providing a direct marketing precedent for today’s Star Princess float news.
Market Pulse Summary
This announcement highlights Princess Cruises’ Rose Parade float as a branding showcase for the new Star Princess and its 2026 Alaska season, featuring a 177,800-ton ship carrying 4,300 guests across 180 departures and 19 destinations. Recent history shows Carnival pairing such marketing with substantive moves like record $26.6B revenue and dividend reinstatement. Investors may watch future bookings, pricing for Alaska itineraries, and upcoming communications on the corporate unification process for more material updates.
AI-generated analysis. Not financial advice.
Dazzling millions of viewers and thousands of bystanders as Star Princess "cruised" down the 5½‑mile parade route on Colorado Blvd., the finely detailed ship shimmered with silverleaf protea, coconut, blue statice, and lunaria—florals that beautifully evoked the icy glow of
Drawing inspiration from the natural beauty of
Designed and built by Artistic Entertainment Services, the float also featured spectacular animation that brought
"What better way to welcome the new year than on the world-famous Rose Parade stage, celebrating the breathtaking beauty of
Marie Lee continued by saying "This year's 'The Magic in Teamwork' theme perfectly reflects who we are: an extraordinary team dedicated to delivering unforgettable travel experiences that inspire joy, connection, and moments worth retelling."
To honor "The Magic in Teamwork" theme, and to pay tribute to the 25,000 crew members and teammates worldwide who deliver incredible cruise vacations, four Princess teammates rode on the float, two from Princess' shoreside offices and two crew members.
Additionally, 12 performers danced their way down Colorado Blvd. to a reimagined version of "The Love Boat" theme song in a nostalgic nod to Princess' ocean-going, co-starring role on the beloved television show credited with introducing millions of viewers to the concept of a cruise vacation.
Princess Cruises "Together in the Magic of Alaska" Float Florals
- Glaciers rendered in crushed white chrysanthemums, rice, and iridescent everlasting; accented with cool blue tones,
Alaska was brought to life through immersive floral artistry. - Surrounded by whales, layered blues and whites - iris, hydrangea, dendrobium orchids, ocean mums, and gypsophila - created the movement and depth of Alaskan waterways. Wildlife included moose and bears crafted from natural fibers such as palm fiber, cornsilk, grasses, and seeds for realistic texture, while a majestic eagle stood as a symbolic centerpiece honoring Princess Cruises' spirit of discovery.
- Towering 21-foot trees of pine and spruce formed an authentic forest backdrop, combining live greenery with structured forms. Additional ferns, grasses, and accent florals provide softness, texture, and seamless color transitions throughout the design.
- The design featured authentic Alaskan florals, including blue tweedia, delphinium, larkspur, yarrow, asters, campanula, and astilbe to complete the landscape, drawing inspiration from the state's wildflower meadows, tundra, and coastal beauty for a lush and unforgettable representation of
Alaska .
Princess showcased its second Sphere Class ship – a 177,800-ton vessel designed to host 4,300 guests. Highlights of the float include The Dome, a next-generation relaxation and entertainment space perched atop the ship, and the striking sphere-shaped Piazza, the architectural centerpiece featuring dramatic curves, floor-to-ceiling windows, and sweeping ocean vistas.
As the #1 cruise line in
Additional information about Princess Cruises is available through a professional travel advisor, by calling 1-800-PRINCESS (1-800-774-6237), or by visiting the company's website at princess.com.
About the Pasadena Tournament of Roses®:
The Pasadena Tournament of Roses is a volunteer organization that annually hosts the Rose Parade®, the Rose Bowl Game® and a variety of associated events. The Tournament's 935 volunteer members act as ambassadors of the organization within the community and serve on one of 31 committees that ensure the success of the parade and game. Collectively, they contribute upwards of 80,000 hours of manpower each year. The 137th Rose Parade presented by Honda and themed "The Magic in Teamwork," took place Thursday, Jan. 1, 2026, followed by the College Football Playoff Quarterfinal at the Rose Bowl Game presented by Prudential. For additional information on the Tournament of Roses please visit the official website at www.tournamentofroses.com.
About Princess Cruises:
Princess Cruises is The Love Boat, the world's most iconic cruise brand that delivers dream vacations to millions of guests every year in the most sought-after destinations on the largest ships that offer elite service personalization and simplicity customary of small, yacht-class ships. Well-appointed staterooms, world class dining, grand performances, award-winning casinos and entertainment, luxurious spas, imaginative experiences and boundless activities blend with exclusive Princess MedallionClass service to create meaningful connections and unforgettable moments in the most incredible settings in the world - the
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SOURCE Princess Cruises
FAQ
What did Princess Cruises (CCL) showcase at the 137th Rose Parade on Jan 1, 2026?
When does Star Princess (CCL) begin its inaugural Alaska season in 2026?
How large is Star Princess and how many guests can it carry for CCL?
How extensive is Princess Cruises' 2026 Alaska program mentioned in the announcement?
Which design firm built the Princess float and what floral elements were highlighted?
