Royal Caribbean boss outlines new-to-cruise growth strategy

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Royal Caribbean Group Chief Executive Jason Liberty addressed travel trade and media, including several delegates from the Middle East, a growing source market for the company, on a four-night preview sailing of Legend of the Seas, discussing key topics including new-to-cruise growth and rising fuel costs following the Iran war.

“Europe is an incredibly important market for us,” Liberty said. “It’s an important source market — but it’s also a travel playground with incredible culture.

“There’s a real thirst from our guests to sail here, and so to be able to bring an Icon Class ship to Europe has created a phenomenal amount of interest and demand.”

Royal Caribbean International President Michael Bayley added that while 2028 itineraries were yet to be released, Legend of the Seas was selling well in Europe and hinted that the vessel could remain in the region. “We hope to have good news for you on that very soon,” Bayley said.

When asked how the company makes deployment decisions, Liberty explained the group looks for destinations that “come to life” and markets that can support high levels of long-term investment.

Royal Caribbean’s Legend of the Seas

Addressing whether the line would deploy more ships outside of its core US and European markets, Bayley emphasised the brand’s global reach, noting most global travellers can reach a company vessel within five hours. He added that entering new regions was one of the most effective ways to grow the line’s “new-to-cruise” passenger base, drawing parallels to the brand’s entry into China a decade ago.

Liberty also noted consumer marketing had become increasingly personalised to drive fresh demand, which was successfully attracting first-time cruisers.

The group reported two major booking surges following the pandemic: one driven by consumers seeking short weekend getaways – such as Caribbean sailings to Perfect Day at CocoCay – and another from first-to-brand customers attracted by the line’s decision to maintain its full product quality during the shutdown.

Liberty said that while inflation and rising fuel costs required greater central efficiencies and scale opportunities, the line would protect the passenger experience at all costs. “We could save money by sourcing more centrally, but we like to source goods locally to enrich communities,” he said. “But what we won’t ever do is touch customer experience.”

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According to Liberty, consumer perceptions of cruising have shifted dramatically over the last decade, pushing the line’s Net Promoter Score into the mid-70s generally, and into the 80s for the Icon Class.

“This is unicorn territory and that is now generating a huge amount of advocacy,” Liberty said. “We are finding people will try cruising for a celebration, experience it and then come back.”

Bayley added that social media had “changed everything” for the business, allowing the line to target specific interests and lifestyles while generating “fear of missing out” (FOMO) moments through onboard features like the Pearl.

The group is also utilising artificial intelligence across the business to manage onboard energy and resource efficiency, which Liberty described as the cruise line’s “superpower”.

For more information or to partner with Royal Caribbean Arabia, call UAE +971 4 331 4299, KSA 800 897 1419, or email book@rccl.ae. For more information, visit royalcaribbean.ae