Royal Caribbean stops last minute discounting

Royal Caribbean Cruses Ltd. Chairman Richard Fain said the company put a stop to "last-minute" cruise discounting in North America, starting in March. He called the practice damaging to its brand image. The definition of "last-minute" could mean 10, 20, or 30 days out, depending on the sailing.
“From that point on we will hold our price,” “This may cost us bookings in the short term and our guidance may reflect that, but we believe the long-term advantage for our brands is worth the small short-term cost. Over time, we believe this will lead to happier guests, and better branding."
Fain called prices offered in the days before a sailing, often at significant discount, "disruptive to the system." While those sales make up a just small percentage of RCCL's total business, the repercussions are significant, he said.  “They upset many of our most loyal customers by creating uncertainty about the price they pay, they cause headaches and they undermine our brand image,” Fain said. Fain said that it was too early to tell if the policy had any measurable impact so far, but that it could have a negative short-term impact, because ships will sail with slightly lower occupancy. He acknowledged that it may “take a little while for consumers to understand just how serious we are about this” but that RCCL is committed to the policy.  “We think getting our customers out of this used-car salesman kind of mentality will be good overall for the brand, good for their experience, and therefore lead to longer yields in the long run,” he said.
For more information on making a reservation for a Royal Caribbean Cruise, contact TheCruiseOutlet.com for exclusive rats and amenities at (203) 288-1884 or email info@thecruiseoutlet.com