Royal Caribbean Leans into Family Travel with Icon of the Seas
经过多里·萨尔茨曼(Dori Saltzman)/当海洋图标于2024年1月发布时,它将代表皇家加勒比海对家庭巡游的最广泛承诺。超过80%的房间能够容纳三个或以上的人,整个社区都致力于6岁及以下的孩子,以及一个年龄段的孩子都会喜欢的水上乐园,皇家加勒比海地区已经全力以赴这邮轮在家庭度假中。
即使是海洋图标上的配色方案也与目标受众说话。整个颜色都充满活力,每个空间都带有颜色,您期望在孩子的俱乐部或在Surfside Kids的社区中看到的东西,但不一定是整个船。
“当我看到海洋的偶像时,我认为它尖叫着家人,特别是在地区尖叫的孩子,”旅行领袖网络分支机构机构Travelmation总裁兼创始人亚当·达克沃思(Adam Duckworth)说。“作为两岁半的父母,我看着那艘船,我说我的孩子将在这艘船上绝对有一个野外活动。”
“We’ve fine-tuned our thinking as it relates to who our customer is,” Michael Bayley, president and CEO of Royal Caribbean International, told a small group of trade journalists at an Icon of the Seas reveal event in Miami this past Tuesday. “We’re really focused on family and as you move into Icon, our focus on family is probably at the highest level it’s ever been.”
According to insights picked up over years of doing business, young families with children under 6 vacation all year-round, Bayley said. They don’t have an issue with taking their kids out of pre-K and there’s no time of year that’s better than any other for them.
“我们知道,在整整一年中,我们每周都有很大一部分与皇家加勒比海航行的年轻家庭。它偏向加勒比海的大型巡游,并偏向与开车内部市场相关的产品,但该市场非常强大。”他说。
年轻的家庭还占皇家加勒比海船上的首次巡洋舰的百分之一大。
“Young families is a big market and we think it’s an under-served market,” “he added.
According to Duckworth, the importance of families can’t be overstated.
“For us, specifically being a Disney affinity agency with a large conglomerate of families, the family market is so important to us. I don’t ever want to use the term everything, because I think that’s an absolute but it’s very important to our travel advisors every single day.”
Icon of the Seas was built to cater to that market, which is nowhere more evident that with the Surfside neighborhood.
In Surfside, families will find Baby Bay, a wading pool/splash area for the smallest toddlers (swim diapers permitted!), along with Splashaway Bay, for 4-to-6 year olds. There will be pint-sized slides, sprayers and a dumping bucket, all intended to keep kids busy for hours, while the parents can watch from their own pool or the nearby eateries and bar. Are all situated to be within eyesight of the kids’ play areas.
“作为父母,我们不仅要知道我们的孩子是安全的,而且他们将拥有巡游中最好的时光。当她不想整天停下来时,我知道她不想在海洋图标上停下来,特别是整天在苏尔菲斯(Surfside)上停下来。”
Targeting Vacation Types
But Royal Caribbean isn’t only targeting young families with Icon of the Seas.
“We’ve realized our family market is vast,” Bayley said, adding that from a marketing perspective everyone is in a family and there are many types of families.
为了吸引更多的家庭子集,皇家加勒比海地区研究了度假者的类型,例如度假胜地的家庭或喜欢参观主题公园的家庭,然后在海洋图标上建立了一个社区以满足他们的需求。
“美丽的图标是它的规模,规模和the totality of the combination of the neighborhoods and the experiences that we offer fit all of our demographics within what we call the multi-generational family space,” Bayley said.
By having a neighborhood, Chill Island, dedicated to relaxing by or in the water – with three separate pool choices, including a swim-up pool and bar, travel advisors can offer their resort family clients a similar experience on Icon.
Thrill Island对想要主题公园冒险的客户(尤其是水上乐园的体验)的顾问也做了同样的事情。
像迈阿密海滩酒店氛围一样的家庭客户的顾问可以将他们指向躲藏道,其位置高,悬挂无边泳池,提供永无止境的海景。而且,他们仍然会在每次航行的Cococay Perfect Day上度过一天的海滩一天。
“It makes it easier for us to be able to promote this ship to a land-preferred client because there are so many elements of land actually on this ship, which brings the land to the ship,” Duckworth told TMR.
“It takes a lot to excite me as a travel advisor,” he added. “I’ve never seen anything like Icon of the Seas… I cannot wait for, not only myself, but our travel agents and my whole family to experience this ship.”