BSAct 1hProf. Lacerona
ROYAL CARIBBEAN CRUISES LTD.
TIME CONTEXT: 1968 - present
Royal Caribbean Cruises Ltd. is a global cruise vacation company that operates Royal Caribbean International, Celebrity Cruises, Pullmantur and Azamara Cruises. The company has a combined total of 35 ships in service and seven under construction. It also offers unique land-tour vacations in Alaska, Asia, Australia, Canada, Europe, Latin America and New Zealand.
Since the company was founded in 1968, Royal Caribbean Cruises Ltd. has become a mainstay in the travel world. Based in Miami, Florida, the company is known for setting the standard in cruise vacations with its innovative onboard amenities. They compete principally on the basis of innovation and quality of ships, quality of service, variety of itineraries, choice of destinations and price. They believe that their commitment to build state-of-the-art ships and to invest in the maintenance and revitalization of the fleet to, among other things, incorporate the latest signature innovations, allows them to continue to attract new and loyal repeat guests and expand into growing international markets and provides them with the flexibility to deploy ships among their brand portfolio.
Its commitment to innovation extends to information technology. Evidence of IT can be seen shipboard—for instance, with bow-to-stern wireless networks, interactive digital signage, and real-time restaurant availability tracking on recently launched ships—as well as shore side, where IT is used to help guests plan cruise activities in advance of their trip, and employees rely on the latest technologies to perform daily business operations.
I. STATEMENT OF THE OBJECTIVES
* To discuss the growth and expansion strategies adopted by Royal Caribbean against the backdrop of some major problems and challenges faced by the company. * To design better cruise experience...