Royal Caribbean Cruise Lines 2009 Annual Report Download - page 19

Technological Capabilities
Innovation in information technology continues to be an integral part of our business strategy. In 2008 and 2009, we introduced
the Solstice-class and Oasis-class ships by delivering three state of the art ships from these classes, Celebrity Solstice, Celebrity
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quinox and Oasis of the Seas. Each of these ships leverages a fully converged network that joins telephone, television and internet,
helping to drive revenue and guest satisfaction. Oasis of the Seas is a first in class ship, delivering high definition television in each
stateroom as well as phone service to our guests over a single converged data network. The ship boasts a pervasive bow to stern
wireless network used to run our crew phones, internet access from anywhere and nine different operational systems, including
wireless point-of-sale, show ticketing, and electronic mustering hand-helds. Technology innovation is present everywhere on the ship
with enhanced digital signage systems with intuitive location and directions capabilities, real-time restaurant availability displays to
help our guests decide among a multitude of dining options, and a state-of-the art child tracking system that can locate a child
anywhere onboard.
In addition to improving the shipboard experience, we also leverage technology to enhance our guests’ ability to plan their
vacation before coming onboard. This includes booking show tickets and signing up for electronic waivers on Oasis of the Seas,
receiving guest bag tags and enhanced electronic documents, and booking spa & beverage packages in advance. We also deployed
major system enhancements to support innovative new programs, including Choice Air, “My Time Dining” and “Celebrity Select
Dining”.
Travel Agency Support and Direct Business
Travel agencies generate the majority of bookings for our ships. We are committed to further developing and strengthening this
very important distribution channel. Our sales teams focus on the unique qualities of each brand and provide support to the travel
agency community. The trade support & service department, with branded call center operations, further supports the travel agency
community in delivering the cruise vacation experience. Cruisingpower.com continues to be an industry-leading website exclusive to
the travel agency community. Over the past two years, the website launched a number of new online tools designed to increase travel
agent productivity with the focus on consistently increasing travel agent adoption of these tools. This includes VIP CruisePass, a
desktop alert designed to give travel agents alerts to special offers, weather updates, itinerary changes and latest news. EMarketing
provides travel agents with a personalized link that directs customers to a video magazine or cruise planner interactive experience.
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is an online quoting tool that enables travel agents to send quotes to their customers with real-time pricing and web-based
functionality. My Marketing Center provides travel agents with easy-to-use and customizable marketing materials for distribution to
their customer base. In addition, Royal Caribbean International continues to enhance its online training certification program,
“University of Wow,” where travel agents can now achieve up to an expert-plus graduate level certification as well as access ‘extra
credit’ modules to build their knowledge. Celebrity Cruises continues to promote “Five Star Academy,” an online travel agent partner
learning suite featuring five sequential modules. The modules cover from brand basics to accommodations, amenities, and
destinations.
We completed several key enhancements to simplify the online booking process via our new CruiseMatch trade booking tool
based on feedback from our travel agent partners, which now includes Azamara Club Cruises and Pullmantur. The second phase of
this investment was launched in 2009 to offer additional functionality such as enabling travel agents to make bookings in an existing
group block, as well as provide group insurance.
In 2008, we launched a program directed to help the broad travel agent community overcome the poor economic environment.
The program, Agent Support Action Plan (ASAP), included a one percent commission supplement on any cruise bookings made
between January 1 and February 28, 2009 for sailings from January 2009 through March 2010, increased co-op funding for qualifying
agencies undertaking significant marketing plans, relaxed requirements to qualify for tour conductor credits to help agents earn more
money while encouraging group bookings, and an individual agent booking incentive through which agents can earn a complimentary
cruise. In 2009, we extended our support of the travel agent community with ASAP Plus which allows agencies to maintain their
2009 commission tier levels for 2010 regardless of their 2009 revenue levels subject to certain conditions.
We have customer service representatives that are trained to assist travel agents in providing a higher level of service, and
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, the first service tool of its kind in the industry, assists agencies with productivity and enhances customer service. We
currently operate reservation call centers to support our travel agent community in the United States, Canada, France, Spain and the
United Kingdom which allow us to provide flexible and extended hours of operations.
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