Royal Caribbean Cruise Lines Essay

935 Words Aug 6th, 2013 4 Pages
Inside Royal Caribbean Cruise Lines

Page 1 Royal Caribbean is a $4 billion company that began in 1969 in Norway. It’s the second largest cruise line on the market behind Carnival that makes up 27% of the world’s cruise market. Edwin Stephan and Arne Wilhemsen merged their ideas together to present cruises to the Caribbean for wealthy people living in Florida. Three Norwegian shipping companies established Royal Caribbean Cruise Line: Anders Wilhemsen and company, I.M. Skauge and company, and later Gotaas Larsen. The current chairman and CEO is Richard D Fain, and the President and CEO is Adam M. Goldstein. The cruise line is based in Miami, Florida and owned by Royal Caribbean Cruises, Ltd.
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The objective was to target a consumer mindset rather than demographics alone. According to Royal’s official website, the campaign has successfully raised brand preference by 68 % and increased web traffic by 400 %. The excitement during your vacation can be found both onboard and at the ports. One unique onboard activity is the 40 foot FlowRider. It’s a wave simulator that can be found on the Freedom of the Seas where guests can surf on deck. Another unique onboard activity is zip lining on the Allure of the Seas and the Oasis of the Seas. All of the ships also provide rock climbing. Royal also has its own private destination in Haiti called Labadee. This location is exclusive only to Royal Caribbean guests. It’s located on the north coast of Haiti, surrounded by mountain slopes and beaches. It also features a water park just for kids. Another exclusive location for only Royal Caribbean guests is Coco Cay, Bahamas. There are tons of activities and tours available in this private destination. Royal Caribbean targets every age group. They also want their services to accommodate everyone as well. They tend to target mainly families, parents, and kids by providing a unique vacationing experience. They also tend to target couples between the ages of 25-54 looking for a romantic getaway. They do not focus on one specific demographic. According to Royal Caribbean’s
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