Cruise numbers may be booming in Australia but the industry’s cut-price mentality is beginning to bite with research from Royal Caribbean showing customers don’t give a damn who they sail with – all they care about is price in a sector awash with capacity and discounting.
Royal Caribbean Commercial Director Sean Treacy told Mumbrella the research showed that “people who are new to cruising can’t tell one brand from another.
“They are merely comparing one big white ship with another and they find it difficult to tell the difference between the likes of us, Princess Cruises and most surprising, P&O.”
Mr Treacy said the research was a “wake-up call” and that Royal Caribbean, which now has four ships in the Australian market, will be ramping up its brand marketing to increase awareness.
It will also, finally, be broadening the scope of its advertising beyond print and search, embracing local television for the first time as part of a campaign with the tagline: “It’s Royal Caribbean Time”.