Royal Caribbean International’s private island collection will be targeted at new-to-cruise and millennial passengers.
Royal unveiled plans earlier this month to launch a series of exclusive island destinations as part of its Perfect Day Island Collection.
Stop-offs, such as CocoCay in the Bahamas, the first island announced by Royal Caribbean, will offer passengers the chance to enjoy various activities for a day.
Speaking on board Symphony of the Seas’ pre-inaugural sailing this week, the line’s president and chief executive Michael Bayley said: “New-to-cruise and millennials take shorter breaks so Perfect Day is directed at them. I think that is going to be exceptionally attractive.”
Royal Caribbean ships departing from New York, Maryland and Florida will all call at CocoCay.
Bayley also said the line’s advertising strategy had been changed to entice more new-to-cruise customers.
Seventy percent of advertising budget was now invested on digital platforms, rather than “traditional” ones, Bayley said.
He also highlighted Royal’s track record of attracting new Chinese passengers to cruise.
Last year 90% of the 800,000 Chinese passengers who sailed with Royal Caribbean had never cruised before, according to Bayley.
Buy Bayley conceded Royal “can do better” when dealing with solo passengers.
“We are mindful of them when we are designing our new ships,” he added.