Royal Caribbean Cruises Ltd. and Ensure Guest Satisfaction

Topics: Royal Caribbean Cruises Ltd., Port-au-Prince, Royal Caribbean International Pages: 3 (497 words) Published: June 1, 2013
Title Slide
Week Five Case Analysis: Labadee Decision
Slide Two
Title - Date: January 2010
Key Words
* Haiti
* Royal Caribbean Cruise Line
* Labadee, Haiti
* A Port of Call

Script - In January 2010, the island nation of Haiti was devastated by an earthquake.

Royal Caribbean International, a major cruise line, owns a private beach in Haiti which is typically a port of call on several of their Caribbean cruise itineraries. The private port, known as Labadee, is about 80 miles away from Port au Prince. The beach was unaffected by the quake.

Slide Three
Title – Objectives
Key Words
* Ensure Guest Satisfaction
* Protect the Brand
* Maximize Profitability

Script - In the days following the earthquake the company wrestled with several issues as they determined whether to continue to stop in Labadee or temporarily abandon the port of call.

Their objectives would be to 1) Ensure guest satisfaction; 2) protect the brand; 2) maximize profitability.

Slide Four
Title - Consequences
Key Words
* How will the guests react?
* How will Labadee be impacted?
* How will the media respond?

Script – The following are some consequences they considered as they tried to determine whether the cruise line continues to make a stop in Haiti in the midst of this crisis?

* Will cruise passengers be interested in relaxing on a beach when hundreds of thousands are homeless and hungry just 80 miles away? Could this impact new reservations or cause people to cancel? Based on research and consulting with others, you believe there will be minimal impact.

* Because the community near the beach depends financially on the cruise line for income, would suspending the stop in Haiti make the country worse off? Based on...
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