Royal Caribbean Marketing Project

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  • Topic: Royal Caribbean Cruises Ltd., Celebrity Cruises, Royal Caribbean International
  • Pages : 10 (3670 words )
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  • Published : February 3, 2013
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Royal Caribbean Marketing Project

April 8, 2009

Cruise operator Royal Caribbean International (RCL) is looking to new emerging markets for business to ensure its business stays buoyant during the current economic crisis. They have implemented a strategy of targeting and growing their international business more rapidly than US business. This is partly to spreading the risk although the North American market is still the most mature cruise market there is, especially in the Caribbean. Are they being hurt by the current global financial crisis? Yes, partly because of the uncertainty. The feeling is once this period of uncertainty comes to a close, things will improve. They figure that travel is no longer a luxury; it's a necessity because of the stresses and strains of modern-day living. Many of the cruise operator's emerging markets and some were proving more resilient than others, including the Middle East. In fact, the cruise line's Middle East office has already hit its 2008 target with business increasing 30% year on year (2007-2008) with Qatar leading growth at 300%, followed by Oman (100%) and the UAE, KSA and Bahrain all up 20% (Greenwood). Not only that, but RCL has made the landmark decision to redeploy one of its ships in the Gulf for the first time ever. Brilliance of the Seas will be home ported in Dubai from 2010, initially running a series of seven-night itineraries around the Gulf between January and April of that year. Itineraries could be tweaked to different durations and even include destinations in India from 2011 onwards, depending on customer and trade feedback. The itineraries to attract a wide range of passengers, from Arab Nationals and ex-pats living in the Gulf to cruisers from key source markets including the UK, Germany and Russian. RCI is looking at strong support from these markets, as well as Western European countries, Asia Pacific and South Africa, but it's really difficult to say because they have no experience of sailing from there before. RCL also thinks the North American market will be interested and may attract some people to the region who have never been there before and are wary, rightly or wrongly, of traveling in the Middle East. Knowing Royal Caribbean sails there will provide a certain degree of comfort. Rama Rebbapragada, associate vice president, international sales and marketing for Royal Caribbean Cruises Ltd, said he expected passengers from all over the globe to sail around the Gulf, very much based on the airlift provided by Emirates Airline "We will see people come from as far afield as Australia, Brazil and Korea," he said (Dickenson). Royal Caribbean Arabia managing director Dr. Abdulaziz Al-Oshban added that “Arab Nationals would take seven-night cruises around the Gulf to "get away from it all" and would probably stay on board the ship for the entire duration (Dickenson).” Royal Caribbean Cruises Ltd. is engaged in the cruise vacation activities worldwide, through 35 ships and around 71200 berths. The company serves across 380 locations globally including the UK, Germany, Norway, Italy, Spain, Singapore and China. The company offers pre and post cruise hotel packages including fully escorted premium land packages with cruise vacations. The company has five cruise brands namely Royal Caribbean International, Celebrity Cruises, Pullmantur Cruises, Azamara Cruises, and CDF Croisieres de France. These brands caters the contemporary, budget, luxury, premium and deluxe segment of the cruise industry. Royal Caribbean may be building some of the most dramatic and aesthetically pleasing interiors of any of the cruise lines. RCL's target market has changed significantly in the past five years, with the advent of rock climbing walls, indoor ice skating rinks (with ice shows) , rollerblading areas, and most recently surf riding machines on its ships. RCL also can claim the largest ship in the world, the Freedom of the Seas. Today RCL could probably be...
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