Royal Caribbean International is embarking on an exciting new project with the development of its Discovery class cruise ships. CEO Michael Bayley and Kara Wallace, the brand’s chief marketing officer, have given insights into the early stages of this project. While Bayley hinted at the need for ships that can reach ports inaccessible to larger vessels, Wallace emphasized that the focus is on creating a unique guest experience rather than just size.
Size Considerations
The discussion around the size of the Discovery class ships is particularly intriguing. With older vessels reaching their 30th birthdays and limitations on bridge heights in ports like Tampa and Baltimore, there are clear challenges to navigate. The need to cater to smaller ports and offer new experiences raises questions about the optimal size for these new ships. However, Wallace stressed that the primary focus is on creating an unparalleled guest experience, with size being determined by the desired experiences rather than the other way around.
Royal Caribbean International has a history of pushing boundaries and setting high standards with its products, such as Perfect Day at Coco Cay and the Icon of the Seas. The company’s approach to product development involves setting ambitious goals and then working tirelessly to exceed them. With the Discovery class, the brand is looking to create a sense of exploration and discovery, potentially reaching destinations that may be off-limits to its larger ships.
In the brainstorming phase of the Discovery class development, the Royal team is focused on understanding what guests are looking for and how they can deliver those experiences through their product. This customer-centric approach is essential for creating ships that not only meet but exceed expectations. By asking questions like “what if” and “what’s missing,” the team is exploring new possibilities and aiming to fulfill unmet needs in the cruising industry.
Challenges and Opportunities
The challenges posed by limitations in port access and the need to innovate in a competitive market present exciting opportunities for Royal Caribbean International. The Discovery class has the potential to open up new destinations and offer unique experiences that set it apart from other cruise lines. As the project evolves, it will be interesting to see how Royal Caribbean transforms the concept of discovery into a reality on the high seas.
Overall, the future of Royal Caribbean International’s Discovery class cruise ships is filled with promise and potential. By focusing on creating unforgettable guest experiences, exploring new destinations, and pushing the boundaries of innovation, the brand is poised to set new standards in the cruising industry. As the project continues to develop, one thing is clear – the Discovery class is set to revolutionize the way we think about cruising.