Step aboard the newest ship in Royal Caribbean Cruises’ (RCL) fleet and you’ll find muted earth tone carpets, glass elevator doors, dark woods. Remove the gangways—and the need for a passport—and this area on Quantum of the Seas could be easily be a tony residential tower in Frankfurt or Manhattan. “We decided early on that it would have a different look … we created a more sophisticated design,” says Richard Fain, Royal Caribbean’s chairman and chief executive officer. The subdued design is just one element the cruise line has deployed on the new ship, which carries 4,180 passengers and 1,500 crew members. Quantum of the Seas is, in many respects, the first cruise ship designed for people who hate cruising. After a two-year period marked by intense media focus on cruise fires, fatal groundings, and virus outbreaks, the cruise industry is keen to mount a full-scale assault on the stereotypes that keep millions of people from considering a vacation at sea.