"Case Study: Royal Caribbean", explores how the company uses technology to provide an immersive guest experience in the cruise industry. By implementing technological features, the company aims to improve the customer experience on board in order to attract younger passengers, who currently only represent a very small proportion of its customers. The report shows how Royal Caribbean's cruise ships combine robotics, augmented reality, and radio-frequency identification (RFID) tags to enhance the entertainment offerings for travelers, while providing a unique technological experience.
In recent years, Royal Caribbean has been engaged in a digital transformation to try to respond to the challenges facing the industry, including the low number of young travelers opting for cruise holidays. To do so, the company is experimenting with new technologies on board its cruise fleet aiming to improve the customer experience on board in order to attract younger passengers. The case study shades light into the digital transformation process on which Royal Caribbean embarked on in 2014, with the launch of the Quantum of the Seas; a ship that the company used to experiment with a host of new technologies. The report discusses key features of the 'world's first smart ship' such as the floor-to-ceiling glass windows that are transformed into a ‘digital canvas’,the bionic bar with robotic bartenders and the virtual balcony in windowless cabins.
- Cruise operators have to challenge age-related perceptions surrounding cruising in order to effectively target younger generations and ensure the future growth of the industry.
- Engaging in digital transformation is essential for effectively responding to the challenges facing the cruise industry.
- Royal Caribbean is still in the early stages of its digital transformation, but does seem to be taking it seriously.
- The company’s new technological additions have been very well perceived by passengers.
- In order to explore new technology, the company has created an Innovation Lab in Miami that uses virtual reality and collaborative workspaces to support the ship designing process.
- This report provides the client with a deep understanding of how the cruise industry can use technology to get rid of their stereotypical ‘old-fashioned’ image and tailor the products and services they offer in order to match the tastes and needs of a younger cohorts. In this way, companies can diversify their customer base and ensure the future success of the industry.
- The report is insightful not only for cruise liners, but also for tourism players willing to lure younger travelers.
- What did the technological transformation process involve?
- Why is Royal Caribbean pursuing technological innovation?
- What’s next for Royal Caribbean?
- What is to be learnt from Royal Caribbean’s digital innovation strategy?
- Terminology and Definitions