Three years ago, Royal Caribbean embarked on a strategic plan to build the Royal Caribbean brand worldwide. The plan laid out six challenges: continue to expand in worldwide markets; improve onboard product delivery; provide superior service to travel agents; develop passenger sources outside of North America; recruit and train a quality workforce to support Company growth; and more effectively use technology as a competitive tool.
Today, Royal Caribbean has made significant strides in building its brand. The Company has strengthened its position as a leading player in both the "popular" market, three- to seven-night warm-weather itineraries, and the "core seasonal" market, one- to two-week destination-oriented itineraries such as Alaska, Europe and Asia.
