Royal Caribbean CEO Says Last-Minute Discounts Are Not Coming Back
Skift Take
The cruise industry has struggled for years to shake its habit of discounting to fill ships. Royal Caribbean is sending a message that it is willing to lose a little revenue in the short term to achieve long-term gains.
Roughly a year after Royal Caribbean Cruises started to shy away from using last-minute sales to fill ships, CEO Richard Fain said the price-strict policy is sticking around.
In fact, Fain said during a call with analysts Tuesday, the world's second-largest cruise ship company has expanded its "price integrity" program.
The Miami-based company will introduce no new discounts within the 30 days before a sailing for all cruises in the United States, Canada, United Kingdom, and Ireland markets. The only sailings that will be discounted within a month of departure are three- to four-night trips, which are traditionally booked late.
Previously, the company was avoiding discounts within the last 10 to 40 days of cruises, depending on the length of the itinerary. Royal Caribbean solidified the policy in December.
"We did decide that having
