Royal Caribbean adopts ‘upfront’ pricing

Royal Caribbean adopts ‘upfront’ pricing

Royal Caribbean International is adopting a ‘what you see is what you get’ approach to its prices in an attempt to create earlier bookings. The cruise line said that early booking discounts would no longer apply and prices will increase according to demand. “The new ‘what you see is what you get’ campaign from Royal Caribbean International marks a step-change in the promotion of cruising,” said Mark Walter, head of field sales, Royal Caribbean International. “All the prices and campaign elements are aimed towards making it easy for first-timer cruisers who will be comparing a holiday at sea with traditional land resorts options. We’ve scraped the traditional cruise jargon and focused on the incredible value that a cruise represents.” In addition, agents will receive marketing packs and have the chance to win one of seven daily prizes when confirming a booking between 1 January and 28 February. Prizes include designer sunglasses, digital photo albums, video recorder sunglasses, portable digital TVs and a HD 3D TV.

Gary Marshall
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Gary Marshall
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