Royal Caribbean Cruise Line is one of the best known and well-loved cruise brands, deploying over twenty ships throughout the world. The company was interested in testing concepts to improve the guest experience and chose Integrated Insight due to extensive experience in the cruise sphere, including product design and business performance.
Qualitative research was conducted among past RCCL cruisers as well as other lines, and also among cruise ‘intenders’ or those with an interest, but still contemplating their first cruise. Results provided clear direction on product investment to maximize appeal and differentiation in the highly competitive cruise segment, as well as effectiveness of proposed marketing messages. Subsequently, discrete choice pricing research was conducted to deliver optimal revenue.
Concept Testing, Customer Experience & Employee Engagement, Pricing Strategy, Revenue and Profit Optimization, Strategy Design