Royal Caribbean Marketing Project
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
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
Cited: Bauer, L. (2009, February 17). [Press Release from Royal Caribbean International]. Royal Caribbean Announces Enhanced Program for Suite Guests Carey (2009). The Consumerist. Royal Caribbean caught infiltrating review sites with viral marketing team Greenwood, Gemma, Cruise market resilient: Royal Caribbean, October, 21, 2008, Retrieved March, 20, 2009, from: http://www.arabianbusiness.com/535052-cruise-market-resilient- Ward, Terry. (2007). Land Ahoy. www.forbestraveler.com http://sev.prnewswire.com/#