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3What corporate strategies is Royal Caribbeanexecuting in an effort to improve the customer and travel trade experience, reduce costs, and increase revenues? Royal Caribbean used a three-legged corporate strategy “Aimed at (1) enhancing the customer and travel trade experience, (2) reducing costs (management) saw current
pricing insufficient vis-à-vis Carnival to cover RCCL’s extra costs), and (3) increasing revenues. The core proposition was that RCCL customers paid a higher price and, in return, got a better cruising and vacation experience.” (Page 5).The first part of Royal Caribbean’sStrategy was enhancing the guest experience. RCCL introduced innovations that significantly helped them improve on the guest experience. The first innovation was the Silverwhere program. This was a great innovation because it allocated dinner seating of the cruise ship guest. In the cruises I have been on my family and I are usually sat with another family or two. What I have noticed is that each time this happens we are usually sat with people who speak the same language and are around the same age group as well. This makes the dining experience even more enjoyable. The Silverwhere Program utilized several criteria like age, nationality, sex, language group needs, and guest preferences and recommended a set of table groupings as sociable as possible for the guests. This was no easy task because as many as 3200 guests were on board and many of them had different sets of reservations at different places, and many spoke different languages. This program brought together all of this criteria and recommended specific groupings and therefore provides a higher level of service to guests onboard, as well as improving the ability to change a guest’s dining situation swiftly. In this time and age people are attached to their smartphones and laptops especially if it is large part of their job. Royal Caribbean noticed this and added Internet cafes onboard, they saw this as another way they could improve on guest experience. This gave their guests internet access so they could constantly be in touch with the outside world. One of the other convenient things about cruise is how the disembarkation and embarkation process moves very smoothly at is port. This wasn’talways the case though, these
processes could be very long and frustrating for passengers when clearing the ship at port where to even to the extent that it could completely =ruin their reaction to the entire vacation with these being the first and last experiences n the vacation which are notorious for being the most critical in regards of the guests total experience. “RCCL’s introduction of the debark card improved debarkation time by two hours. The debark card captured the information required by the Immigration and Naturalization Service and was printed the night before the debarkation and delivered to each guest room.” (Page 5).