Royal Caribbean Cruise Lines 2009 Annual Report Download - page 18

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International Passengers
Passenger ticket revenues generated by sales originating in countries outside of the United States were approximately 46%,
40%, and 37% of total passenger ticket revenues in 2009, 2008 and 2007, respectively. International passengers have grown from
approximately 573,000 in 2005 to approximately 1.5 million in 2009.
We sell and market our global brands, Royal Caribbean International, Celebrity Cruises and Azamara Club Cruises, to
passengers outside of North America through our offices in the United Kingdom, Germany, Norway, Italy, Spain, Singapore, China,
Brazil, and Australia. We believe that having a local presence in these markets provides us with the ability to react faster to local
market conditions as well as providing us with the ability to better understand our customer base in each respective market. We
further extend our reach with a network of 47 independent international representatives located throughout the world. Historically,
our focus has been to primarily source passengers for our global brands from North America. Over the last several years, we have and
continue to expand our focus to sell and market our cruise brands to countries outside of North America through fleet innovation and
by responding to the cultural characteristics of our global passengers.
We continue to look for opportunities of acquiring or developing brands custom-tailored to specific markets. TUI Cruises, our
j
oint venture with TUI AG, a European tourism and shipping company, is a new cruise brand targeted at the cruise market in
Germany. TUI Cruises complements two of our existing brands custom-tailored to specific markets, Pullmantur, which is targeted at
passengers primarily in Spain, Portugal and Latin America and CDF Croisiรจres de France, which is targeted at passengers primarily in
France.
Health, Safety, Security and Environmental Policies
We are committed to protecting the health, safety and security of our passengers, employees and others working on our behalf.
We are also committed to protecting the marine environment in which our vessels sail and the communities in which we operate by
minimizing adverse environmental consequences and using resources efficiently. Our rapid and corporate wide approach to
contagious disease challenges, such as those associated with the H1N1 virus, allow us to minimize the impact of any outbreaks on our
ships and effectively use our medical and public health expertise to meet the health care needs of our guests and crew. We established
a unified department to oversee global security, maritime safety, medical and public health areas, and environmental stewardship. The
organization is comprised of technical experts in each area focused on improving our systems for prevention and response.
Revenue Management
We believe we have some of the most advanced revenue management capabilities in the industry, which enables us to make
more advantageous decisions about pricing, inventory management and marketing actions even during periods of volatility and
contracted booking windows. We are continuously working to improve our systems and tools through increased forecasting
capabilities, ongoing improvements to our understanding of price/demand relationships, and greater automation of the decision
processes. We also continue our strategy of adapting to our ever changing guest mix by developing new onboard products in an effort
to maximize onboard revenue from our existing customers. We believe these revenue management capabilities allow us to make more
advantageous decisions to enhance revenue, especially during these uncertain economic times.
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