Royal Caribbean:
Creating Relevant Actionable Plans


To more effectively influence consideration for cruising on Royal Caribbean Cruise Lines by developing a better understanding of how vacations are planned.


Explore and assess the mental process and stated behavior pattern for deciding what type of vacation to take next. Conduct discussions among cruisers on board Royal Caribbean ships, as well as, land based focus groups.


Feedback resulted in the development of a schematic diagram of the decision-making process, with estimates of the average timing for each phase, including identification of consumer benefit expectations. The benefit expectations refined and embellished consumer message development.