Royal Caribbean's China president targets rise in international sourcing 

Royal Caribbean’s China president has expressed his desire to increase the level of international sourcing on the line’s sailings in the region to achieve the “optimum mix” of passengers.

 

Ben Bouldin said Royal Caribbean is “enjoying good international sourcing” from Australia, Southeast Asia and the Middle East, as well as from France and Germany, but he would like to see an uplift in the number of guests from other global source markets.

 

“This year we’ll do about 10% [in] international sourcing and I want to grow that consistently,” he told Travel Weekly’s Lucy Huxley during a sailing on Spectrum of the Seas from Shanghai attended by 10 UK travel agents who won the line’s ’Fortune Awaits’ competition.

 

“I want to grow our international sourcing, not just from the UK market but from all markets.”

 

Bouldin said China is “very supportive of more inbound tourism” with many incentives and marketing opportunities in place aimed at enabling growth.

 

He added: “We are really keen to ensure we get that optimum mix [of international passengers] because Royal Caribbean is an international cruise line, and when we have that mix, the ship really comes alive.

 

“We have a strong Chinese contingent on every cruise, but the Chinese guests of today are so socially aware, amenable and internationally friendly.”

 

Bouldin described Shanghai as “a great city to visit” and labelled a Royal Caribbean cruise a “brilliant comfort blanket” for people who are visiting places they “might feel a bit nervous about flying straight to and finding their own way”, such as Shanghai and South Korea.

 

Royal Caribbean will look to make the Fortune Awaits competition an annual incentive providing this year’s inaugural trip provides clear results, added Bouldin.

 

“If the agents really grasp the value here and make a difference, then for sure we’ll do it again,” he said.

 

“I want agents to go back [to the UK] with a recognition that Royal Caribbean does these kinds of competitions, events and trips like no one else; I want them to come away recognising Spectrum of the Seas is a truly great ship and a great vacation option for anyone.”

 

The trip began in Shanghai, where the 10 agents – along with Huxley and Bouldin – sampled Chinese cuisine, enjoyed a guided city tour and attended the men’s final of the Shanghai Masters tennis tournament.

 

It then continued with a four-night cruise on the 4,246-passenger vessel, which included a full day exploring the Japanese island of Okinawa and some downtime to make the most of the ship’s facilities.

 

The cruise line launched the competition in partnership with Travel Weekly in July.