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How Royal Caribbean Navigates Stormy Seas: A Customer Value Analysis

While the COVID-19 pandemic adversely affected all areas in society, the cruise industry was one of the business sectors impacted the most. Following a year and a half of total lockdown, Royal Caribbean International (RCI) is sailing again and is poised to be the market leader by implementing a customer value strategy. This case study evaluates Royal Caribbean’s marketing strategy, market and competitive situation and customer value practices, and offers thought-provoking end-of-case questions for marketing/business scholars and practitioners. A customer value assessment is conducted based on the Service-Quality-Image-Price (SQIP) framework. RCI successfully executes a customer value strategy and outperforms key rivals. From their attention to detail to their superb customer service, innovative technology and unique shipboard experiences, Royal Caribbean is dedicated to providing the best travel experiences to all guests. The information and insights offered are applicable to service marketers, particularly those in the travel, tourism and hospitality sectors.