Royal Caribbean Cruise Lines 2013 Annual Report Download - page 19
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PART I
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which continue to be the principal industry distri-
bution channel, while enhancing our consumer
outreach programs.
Safety, Environment and Health Policies
We are committed to protecting the safety, environ-
ment and health of our guests, employees and others
working on our behalf. We are also committed to pro-
tecting the marine environment and communities in
which we operate. As part of this commitment, our
Safety, Environment and Health Department oversees
our maritime safety, global security, environmental
stewardship and medical/public health activities. Our
dedication to these areas is guided by a Maritime
Advisory Board of experts and overseen by the Safety,
Environment and Health Committee of our Board of
Directors. We publicly share our safety, environment
and health performance through our annual Steward-
ship Report and through our report under the Global
Reporting Initiative, each of which can be accessed on
our brand websites. Our brand websites also provide
information about our Environmental Performance
Goals and our voluntary reporting of onboard security
incidents. The foregoing information contained on our
websites is not a part of any of these reports and is
not incorporated by reference herein or in any other
report or document we file with the Securities and
Exchange Commission.
Human Capital
We believe that our employees, both shipboard and
shoreside, are a critical success factor for our busi-
ness. We strive to identify, hire, develop, motivate,
and retain the best employees, with backgrounds and
perspectives as diverse as our guest base. Attracting,
engaging, and retaining key employees has been and
will remain critical to our success.
We continue our focus on providing our employees
with a competitive compensation structure, develop-
ment and other personal and professional growth
opportunities in order to strengthen and support our
human capital. We also seek to select, develop and
retain leaders to advance the enterprise now and in
the future. To that end, we pay special attention to
identifying high performing potential leaders and
developing deep bench strength so these leaders can
assume leadership roles throughout the organization.
We strive to maintain a work environment that rein-
forces collaboration, motivation and innovation, and
believe that maintaining our vibrant and distinctive
culture is critical to the growth of our business.
Consumer Engagement
We place a strong focus on identifying the needs of
our guests and creating product features that our
customers value. We are focused on targeting high-
value guests by better understanding consumer data
and insights and creating communication strategies
that best resonate with our target audiences.
We interact with customers across all touch points
and seek to identify underlying needs for which guests
are willing to pay a premium. We rely on various
programs prior to, during and after a cruise vacation
aimed at increasing our ticket prices, onboard revenues
and occupancy. We have strategically invested in a
number of projects onboard our ships, including the
implementation of new onboard revenue initiatives
that we believe drive profitability and improve the
guest experience.
Global Awareness and Market Penetration
We increase brand awareness and market penetration
of our cruise brands in various ways, including through
the use of communication strategies and marketing
campaigns designed to emphasize the unique qualities
of each brand and to broaden the awareness of the
brand, especially among the brand target customer
groups. Our marketing strategies include the use of
traditional media, social media, brand websites and
travel agencies. Our brands engage past and poten-
tial guests by collaborating with travel partners and
through call centers, international offices and interna-
tional representatives. In addition, Royal Caribbean
International, Celebrity Cruises and Azamara Club
Cruises target repeat guests with exclusive benefits
offered through their respective loyalty programs.
We also increase brand awareness across all of our
brands through travel agencies who generate the
majority of our bookings. We are committed to further
developing and strengthening this very important
distribution channel by continuing to focus the travel
agents on the unique qualities of each of our brands.
We sell and market our global brands, Royal Caribbean
International, Celebrity Cruises and Azamara Club
Cruises, to guests outside of North America through
our offices in the United Kingdom, France, Germany,
Norway, Italy, Spain, Singapore, China, Brazil, Australia
and Mexico. We believe that having a local presence
in these markets provides us with the ability to react
more quickly to local market conditions and better
understand our consumer base in each market. We
further extend our geographic reach with a network of