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Transcript of Cruise Ship
Evan Morris Leanna Contasti
Hillary Wright Bradley Hurley
Overview of Cruise Industry
The cruise industry is the fastest growing segment of the American Travel Industry.
CLIA (Cruise Lines International Association) reports steady growth for the industry’s total economic contributions; $35.1 billion in 2009 to nearly $44 billion in 2013.
The cruise industry generated more than 363,000 jobs in every U.S. state, paying wages of $18 billion for 2013.
Direct spending by cruise lines, passengers, and crew totaled $20.1 billion.
Information from: CLIA
Market is small, with only a few big name competitors: Disney, Carnival, Crystal, and Princess cruise lines.
“Smart Ships”, futuristic and driven by technology to increase the customer experience.
Royal Caribbean’s Quantum of the Seas, voted worlds most futuristic ship.
Crystal Cruises use of “fast-track check-in” to quicken up the boarding process.
Norwegian uses a special paint to reduce fuel emissions.
“For the 10th consecutive year, Royal Caribbean International was named the Best Overall cruise line in the 2012 Travel Weekly Readers Choice Awards.”-www.royalcaribbean.com
Global cruise brand with 22 ships, more than 270 destinations in 72 countries.
Full year net income around $474 million.
“underdog of the cruise world” –Avidcruiser.com
13 ships and 11 destinations
Full net income of $201 million for 2013
Brand Awareness / Advertisement Social Media
People are more familiar with Royal Caribbean
Attracting new customers may be easier for Royal Caribbean
Brand Awareness/Advertisement Variety
Royal Caribbean- 22 ships 270 destinations
Norwegian Cruise line- 13 ships 11 destinations
Royal Caribbean has more cruise options which customers may perceive as a better Brand quality.
Compared On Three Criteria
According To A customer of Both Cruise Lines, for relatively the same price...
"Royal Caribbean was delicious and stunning"
Norwegian was "one step up from cafeteria food"
JD. Power 2013 Report
Outcome of the Service
Mimic Royal Caribbean
-schedule formal dinner times
-food as an experience
-Ability to solve problem NOW
-Make guest feel like you can relate