March 07 2006 saw the end of an era - well, not exactly. Carlson Companies, with brand names that include Radisson Hotels and Resorts, Regent International Hotels, Carlson Cruises Worldwide to name a few have made the move to re-brand Radisson Seven Seas Cruises. But much more than just a re-branding, the new Regent Seven Seas Cruises is evolving to a new higher level with its new brand identity.

Over the next 18 months, Regent Seven Seas is planning some interesting overhauls and new initiatives. A number of ship upgrades including suite design, decor, amenities and technology will be initiated. As well, the vision is for the new brand to align itself with Regent Hotels under the brand theme of "The Regent Experience".

Of course, some things will not change. The dedication to providing the finest accommodations at sea with the world's only all-balcony suite vessels will remain. The small to mid-sized ships with award winning cuisine, the elegant ambiance, and pampering and gracious service and intriguing itineraries that Radisson has won awards as one of the "World's Best Cruise Lines" and become famous for, will be carried forward under the new brand.

For Regent Seven Seas, "The Regent Experience" will focus on very personalized experiences. The Regent Concierge program will provide guests with the tools to completely customize their travel plans to their personal interests. This "Experience" allows guests to customize both on-ship and off-ship experiences. Ten "circles" of interest have been identified that the cruiser can choose to enter. These include: food and wine; performing arts; photography; history, archaeology and literature; the environment and marine life; antiques, jewelry and shopping; active exploration and wellness; art design and museums; families and friends, and romance.

During the course of the next year and a half, a multi-million dollar investment will provide upgrades to the soft furnishings in the fleet's private guest accommodations and in the public areas. All staterooms and suites will be upgraded and re-designed. Cruise guests will find down comforters, plush bedding and fine cashmere throws. The bathrooms will have Regent luxury amenities as well as soft bathrobes and towels.

State-of-the-art technology will upgrade every stateroom and suite. Flat screen TVs DVD players, iPod music systems with Bose speakers will be available in the upper category suites. High-speed wireless Internet access and cell phone service will also be available on all ships.

As you can see an era has not really ended, but has evolved - and continues to evolve - in the cruise industry. It will be interesting to see where Regent heads next. Some things need not change. The short form or nick-name RSSC will remain only now it will be Regent Seven Seas Cruises. Their website name can remain as well.