The group plans to spend big sums on marketing campaigns to achieve goals
The boss of Royal Caribbean Group expects 2023 to be a record-breaking year for the cruise sector globally and plans to spend big sums on marketing campaigns to achieve this.
Royal Caribbean Group president Jason Liberty said he has “no intention” of “rowing back” on marketing spend for the firm’s three brands: Royal Caribbean, Celebrity Cruises and Silversea Cruises.
He added that brands had spent “more on marketing in 2022 that in 2019”.
Liberty said: “We expect to spend [ahead of wave]. Our marketing gets more efficient every year as our brands grow.”
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Asked if the Royal Caribbean Group brands would launch their biggest-ever wave campaigns in 2023, Liberty said: “On a relative basis that’s probably right, but on a per unit basis it gets more efficient.”
Each of the company’s brands were “very thoughtful” about knowing what they were going to spend and what channels they were going to use, Liberty added.
Looking ahead, he said: “I do think that 2023 is going to be a record-breaking year. That’s because there’s more capacity that’s come online and I think our brands are positioned exceptionally well to harness quality demand. Our commentary that we’ve made around pricing and volumes all points to a good year.”
However, he warned: “There are going to be bumps in the road. There might be some changes for the consumer that we’re not seeing but we’re very confident that we can manage that.”