Royal Caribbean Is Making a Billion-Dollar Push for New Cruisers
Photo Credit: This rendering shows an elevated view of Perfect Day at CocoCay, the updated version of Royal Caribbean International's private island in the Bahamas. The island will include a helium balloon that will float 450 feet above the ground. Royal Caribbean International
Skift Take
Cruise industry players talk constantly about attracting first-timers. Royal Caribbean International is putting some serious cash behind that talk with its new investments into private destinations and ship upgrades.
Royal Caribbean International is making a major play for millennials and new cruisers with ship upgrades, new and reimagined private destinations, and deployment changes that will bring large updated vessels to short sailings.
While some of the news had been revealed previously — pieces of information were out about a ship revitalization program, for example — the cruise line revealed more details Wednesday night about its plans to create and upgrade private destinations around the world and overhaul 10 ships.
"Our belief is that you have to have a product and a brand that is exciting, innovative, and delivers quality across this multi-generational market," said Royal Caribbean International President and CEO Michael Bayley. "And to do that, you've got to perpetually reinvent, innovate, and create new and exciting experiences that people enjoy."
Perfect Day Collection
One all-new announcement: the Perfect Day Island Collection, which will ultimately include several private
