Royal Caribbean Cruises was founded in 1969 to provide cruises to wealthy Floridians. It has since grown to include several cruise line brands and subsidiaries. In recent years, Royal Caribbean has focused on strengthening its brands, revitalizing older ships, cutting costs, and adding new onboard revenue generators and customer loyalty programs to drive continued growth while managing threats from competition and rising fuel prices.

2. HISTORY
Founded: 1969 by Arne Wilhelmsen and Edwin Stephan
Purpose: To provide cruises to the wealthy men and women living in
Florida
Members of RCCL (Royal Caribbean Cruise Line):
o Fully-owned subsidiaries:
 Azamara Club Cruises
 CDF Croisieres de France
 Celebrity Cruises
 Pullmantur Cruises
 Royal Caribbean International
o Joint-ventures with TUI:
 TUI Cruises (50% share)
o Former Subsidiaries:
 Island Cruises (50% share)
o Other Companies:
 Air Pullmantur

3. D
E
V
E
L
O
P
M
E
N
T
The 70s: 1971 – Cruise line capacity doubled
1974 – Song of Norway lengthened
The 80s: 1980 – Nordic Prince stretched
1982 – Widespread global recognition
1986 – Lease of Labadee
The 90s: 1990 – Computer booking and Coco Cay Private Island
1991 – Naming format for ships
1998 – Transition into a more “strictly modern line”
2000 & later: 2001 – More environmentally friendly cruise line
2006 – Pullmantur Air
2010 – A host of new features
2013 – First-at-sea innovations

4. GROWTH (RC INT’L)
1988 –
Corporate
Growth and
purchase of
Coco Cay
1993 – New
York Stock
Exchange and
new
corporate
headquarters
in Miami
1997 –
Became
Royal
Caribbean
International
2006 –
Pullmantur
Cruise line
Future –
Five new
fleets

5. STRENGTHS
Strong brand positioning
Excellence in value
Superior service
Customer loyalty
Innovative and creative
Consistent increase in revenues

6. WEAKNESSES
Increasing expenses
Low efficiency
Old system of accounting
Aging workforce
Slow growth
0%
50%
100%
SLOW GROWTH
2010 2011

7. OPPORTUNITIES
Foreign work force – lower cost
Favorable demographic trend
Flexible schedules
Improved cruise passenger
traffic

8. THREATS
Weather conditions
Severe competition
High fuel prices
Political situations
Security concerns

9. MISSION STATEMENT
Anchored In Excellence
We always provide service with a friendly greeting and a smile.
We anticipate the needs of our customers.
We make all effort to exceed our customers' expectations.
We take ownership of any problem that is brought to our attention.
We engage in conduct that enhances our corporate reputation
and employee morale.
We are committed to act in the highest ethical manner
and respect the rights and dignity of others.
We are loyal to Royal Caribbean and Celebrity Cruises,
and strive for continuous improvement in everything we do.

10. Our Vision
Our vision is to empower and enable our
Employees
to deliver the best vacation experience to our
Guests,
thereby generating superior returns to our
Stakeholders
and enhancing the wellbeing of our
Communities.

11. DIVERSE BRANDS
Latin Cruising Experience Focused on Spain and Latin America
Deliver the WOW to the Global Cruiser
Modern Luxury Focused on North America, United Kingdom and
Australia
Destination Immersion for the Up-Market
French Cruising Experience
Premium German Cruise Experience

12. CORPORATE STRATEGY
Strengthen/Exploit Strong Branding
Shifted Sourcing out of Southern Europe & Lower
Yield Itineraries
Revitalized 13 Ships, 7 Remaining
Sold and Transferred Assets
Maintain Focus on Costs
New Onboard Revenue Generators

13. BUSINESS
STRATEGY
Family
friendly
Accessible
Product and
Service
differentiation
Innovation
The Royal
AdvantageSM
Cruisetours

14.  Upgrades
 Onboard discounts
 Loyalty Call Center
 Benefits begin immediately

15. PARTNERSHIPS
SAFETY &
SECURITY Required “muster” drills by
guests and crew
Regular inspections
Surpass regulatory requirements

16. Environmental
Reduce, Reuse, Recycle - Reduce the generation of waste material, reuse and recycle wherever
possible, and properly dispose of remaining wastes.
Practice Pollution Prevention - Nothing may be thrown overboard. Nothing.
Go Above and Beyond Compliance (ABC) - means doing more than is required by regulations.
Continuous Improvement - Change is the only constant; innovation is encouraged and
rewarded.
Social Media

17. Analysis of Royal Caribbean
Differentiation from other cruise lines
Renovation of older ships
Measures to cut costs
Marketing
Price
Why do customers return?

18. RECOMMENDATIONS
Continue marketing of new and improved ships
Market new services offered
Expand and offer more choices for on land
excursions