Royal Caribbean's demographic is shifting to attract younger passengers.
"Millennials and younger generations have gained 11 percentage points share compared to 2019," said Jason Liberty, Royal Caribbean Group's CEO, "And today, almost 1 in 2 guests are millennials or younger...it's a very powerful statement."
This isn't necessarily a new trend, as the 2023 State of the Cruise Industry Report released by the Cruise Lines International Association (CLIA) revealed that passengers between the ages of 20 and 59 are now making up over 50% of passengers onboard cruise ships.
Additionally, 88% of millennials expressed enthusiasm for cruising within the next few years.
The Caribbean remains the company's largest product group. In 2024, sailings to this region make up 55% of their deployment.
Perfect Day at CocoCay, Royal Caribbean's exclusive destination in The Bahamas, is a favorite. With activities designed for those who crave adrenaline rushes or a day of blissful relaxation, the island was created to appeal to a wide array of interests.
Additionally, Royal Caribbean continues to launch new builds across all of its brands, including Celebrity Cruises, Royal Caribbean, and Silversea.
Whether cruisers are looking for a refined, destinated-focused sailing onboard Celebrity Ascent or a jam-packed cruise onboard Icon of the Seas, the company continues to provide exciting products and experiences that redefine what it means to take a cruise vacation.
Royal and Celebrity have plans to grow even more, with Utopia of the Seas scheduled for debut in July 2024, followed by Star of the Seas and Celebrity Xcel in 2025.
They're also working on creative more exclusive experiences for guests, such as the Royal Beach Clubs in Nassau and Cozumel, indicating that it's both the ships and destinations that are appealing to millennial guests.
Those who sail with Royal Caribbean are five times more likely to sail with them again
From top-tier service to delicious dining, one-of-a-kind production shows, and more, the onboard experience onboard Royal Caribbean Group ships is unmatched, regardless of which line appeals to you the most. That, combined with the destinations, created a well-rounded experience.
"There [are] 25,000 guests a day that come into Nassau," said Liberty, "And we're going to take some of those guests [and] bring them over to the [Royal] Beach Club."
Utopia of the Seas, for instance, will visit both Nassau and Perfect Day. "That's really a phenomenal game charger,' said Michael Bayley, Royal Caribbean CEO and President.
"It really is drawing in a huge amount of new to cruise, and it's beautifully positioned in Canaveral right fundamentally in Orlando."
In short, creating exclusive and elevated experiences is attracting a high level of demand from consumers, whether it's a private beach at a popular port or an entire island.
Royal Caribbean's website is seeing record demand
As a result of the COVID-19 pandemic, consumers got used to online shopping.
"In the first quarter, we had 100 million visits to our websites...that's twice what we had pre-COVID," said Liberty.
"We have really upped our game, not just on a marketing basis, but [to make our websites help our customers] dream about what they want to do and help them get to the experience that they're looking for."
The Cruise Planner allows guests to easily browse all available options for their sailing, including drink packages, shore excursions, specialty dining experiences, spa treatments, Wi-Fi packages, and more.
In essence, those who take advantage of the online portal can have their entire cruise planned out before stepping onboard, making the cruise itself as hassle-free as possible.
Liberty went on to talk about the growth of the mobile app, too.
We are removing friction and unlocking travel planning by investing in a modern digital travel platform, making it easier than ever for guests to book their dream vacations while allowing us to expand wallet share," said Liberty.
Our digital experiences delight guests. Our mobile app is consistently adopted by 94% of our guests on board, and we continue to enhance its capabilities."
