Building a new ship is arguably an endeavor that no cruise company has ever taken lightly. And as the dollar continues its dismal slide against the euro, the business of shipbuilding has gotten formidably more expensive. So it's not surprising that cruise executives aim to get as much for their money as humanly possible. They want ships that exceed their own expectations, but also those of their guests.

In the luxury market, with discerning customers expecting nothing but the very best, there is much at stake to ensure that these well-heeled travelers are afforded experiences that far exceed their affluent everyday life_style_s. This fact is not lost on Mark Conroy, president of Regent Seven Seas Cruises, an industry veteran who throughout his career has played roles in the launches of Norwegian Cruise Line's Sunward II and Norway, Royal Viking Line's Royal Viking Sun, seven Renaissance ships and five Regent ships. "From where I sit the contemporary and premium lines are getting bigger and better," Conroy says. "Lines keep raising the bar, which means we have to, too."

To ensure that no stone is left unturned, Regent went to its most important resource -- its guests -- to ascertain what exactly might be on their new-ship wish list. On a March 14 itinerary roundtrip from Fort Lauderdale aboard Mariner of the Seas, the line hosted a Town Hall "Build Your Own" ship meeting in vessel's main showroom for its past passengers. "Guests want to know that the changes that will be made will enhance the product," says Conroy, who opened the Town Hall meeting with a slide production that showcased a proposal from Italy's Fincantieri shipyard for a 66,000-ton ship, which is 16,000 tons larger than the all-suite, all-balcony Mariner of the Seas. (Other shipyards in talks with the line include Finland's Aker Yards and Italy's T Marriotti.)

The proposed ship would use the hull design of Oceania vessels currently under order at the Fincantieri yard. Both Regent Seven Seas and Oceania were recently purchased by New York-_base_d investment Group Apollo Management LP, and are operating under Prestige Cruise Holdings, an Apollo corporation led by former Oceania President Frank Del Rio.

"We'll take that hull and look at the current superstructure of our ships and create a new, exciting Regent ship," Conroy says, adding that the new ship will be -- at roughly 800 feet -- longer than any existing Regent vessel, and will have a capacity for 800 -- more than 100 more than Mariner holds. The ship will feature more and larger suites with multi-bedrooms, standard accommodations at 406 square feet, two additional alternative dining rooms (up from two on Mariner) and even larger spa and fitness areas and possibly some single accommodations. With a price tag of approximately $450 million "we have to make it bigger because the ship is going to cost more [than previous Regent ships]," Conroy says.

After listening intently to Conroy's presentation last week, guests offered input as well as such concerns as higher cruise fares on the new vessel. "Although we'll have to charge more, with a complement of 750 to 850 guests that will help amortize those costs," Conroy said, adding that the features and the benefits will far outweigh any challenges on pricing. "We have to find ways to deliver the best possible product we can at a price you're willing to pay," he told guests, including taking a page from Oceania's book by offering the best deals far out from sailing date to afford better savings opportunities.

All things considered, the guests onboard Mariner got right down to the nitty-gritty details of what they'd like to see improved on the proposed new ship. Many in the audience requested more grab bars, both vertical in horizontal in the bathrooms, showers and tubs, and more and more strategically placed outlets and larger safes in suites. Other guests had specific ideas on new public rooms they'd like to see constructed on the new vessel. "On longer cruises it would be a great idea to have a dedicated space for hobbyists," one woman suggested. "A dedicated area like that could be extremely flexible -- and it would be much appreciated. It doesn't have to be that big but it should be there." Another guest said she'd like see a public room dedicated solely to cooking classes.

One woman commented that Mariner's pool ladders make it difficult to get in and out of the pool. "Even if you're healthy, pulling yourself up that ladder isn't the easiest thing to do," she said, adding that a retractable roof over the pool would be desirable -- and idea that Regent officials say is something that is under consideration.

One couple, on their fifth cruise with Regent, said they witnessed "a decline in communication" with crew, noting that it took seven hours for the air conditioning to be repaired in their suite. Conroy encouraged the couple, as well as all guests in the audience, to speak up vociferously about any complaints or problems. "If we don't know about we can fix it," he said. "Never hesitate to tell us if we aren't doing what we promise to do." He also made sure to obtain their suite number to ensure that onboard staff figured out the communications breakdown.

Others in the audience pointedly complimented the line, its staff and crew. "We've sailed with Regent 10 times and we've never had a problem with communication," said a man from Texas. "We just love it," he added, to a profusion of clapping and whistling from the audience.

In the end, Conroy says he was pleased with the tenor of meeting, which was scheduled to be followed by a series of onboard focus groups. "It went well with some very good general feedback," he says. "I think we learned a lot about some small items that are important to our guests -- but the real learning will be the follow-up meetings. It allowed us to drill down and get into more details."

In Conroy's view, looking outward to the guest is a process that brings depth and substance to the line. "We get so involved in the cruise business and operations," he says. "You see things from your own perspective. Guests ask a lot of questions that wouldn't necessarily come to mind." It's those details, he adds, that make a luxury product impeccable. For more information on Regent Seven Seas, visit www.theregentexperience.com.

Claudette Covey is a veteran travel journalist who has covered cruises extensively. You can reach her at ccovey@hvc.rr.com.