NEWS SPECIAL REPORT
Royal Caribbean’s Martin MacKinnon and Stuart Byron talk to Lucy Huxley about 2020 plans
Royal has most ‘robust view of UK cruise potential yet’
R
oyal Caribbean has spent the past six months working on a segmentation project,
which it claims will help it “truly crack the challenge of finding more new-to-cruise customers”. Te project has “married”
recent research with UK census and historical sales data to give the line a “more granular level of detail” about its customers, and potential customers. Insights director Stuart Byron
said: “If we are to crack the challenge of finding more new-to-cruise customers, we need a more detailed view. It was a bit broad before, but
If we are to crack
the challenge of finding more new-to-cruise customers, we need a more detailed view
now we have the most robust view of UK cruise potential yet.” Byron said the challenge was now
“bringing the data to life” through promotional strategies on radio, TV and other channels. He said it also helped the sales team “engage beter with the trade”. Sales director Martin MacKinnon
Royal Caribbean switches Club Rewards cards to digital in bid to cut plastic waste
Royal Caribbean is issuing new digital Mastercards for its Club Rewards agent programme in a bid to reduce its impact on the environment. Instead of giving all
10,000 agent members plastic cards, onto which they can load money based on the cruises they sell, from 2020 agents can download a new Club Royal app (right). When they make a booking, money will be credited automatically. Sales director
22 26 SEPTEMBER 2019
Martin MacKinnon said: “Tis fits in perfectly with the sustainable development desires of the business, and those of our travel agent partners. Tey want to be more environmentally conscious. It is in
response to agent’s growing appetite to introduce sustainable initiatives within their own businesses.” He said digital cards
were more convenient as “agents won’t have to get in touch and fill a form in
if they need a new one” and that the initiative was “an industry first”.
said: “With Wave [period] coming up, the sales team will be able to use this info to [provide] relevant tools and marketing plans, and not just swamp them with everything they have. “It will help us spend our
marketing money more effectively and use our sales resource more efficiently, so we get to the right
guest with the right product,” said MacKinnon. “Tis isn’t the mindset that we need
to split the atom. But it is being able to tangibly put some science behind our sales strategy. It’s about taking away the blinkers. Making everything more relevant for each consumer, and then driving more demand.”
Anthem of the Seas is part of ‘brilliant opportunity’ for travel agents in 2020
Royal Caribbean believes next year offers UK agents a brilliant opportunity in Europe with Quantum-class ship Anthem of the Seas sailing out of Southampton and Oasis-class ship Allure of the Seas sailing out of Barcelona. “Anthem coming back to the UK is generating real excitement,” said
sales director Martin MacKinnon. “And Allure, following a $165 million amplification programme, is also really appealing. We’ve got an amazing ship sailing from our doorstep, and if people would rather fly down to Europe, then we’ve got the best, most technically-advanced ship down there.” Royal also has Rhapsody in Venice and Explorer in Rome, completing the line’s European programme. MacKinnon said the Caribbean
was also “flying”, with itineraries to the line’s private island Perfect Day at Coco Cay the most popular. Royal has introduced more three and four-night sailings which call at Coco Cay, instead of all seven-night options.
Stuart Byron (left) and Martin MacKinnon
Allure of the Seas
travelweekly.co.uk
PICTURE: Charles Sturge
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