Cruising to Success After a Global Customer Segmentation

Royal Caribbean

Cruising to Success After a Global Customer Segmentation

Challenge

Royal Caribbean, a longtime favorite of avid cruisers, had a wealth of data about its existing customers. However, to grow its ability to reach and effectively engage with new customers, the company needed a deeper understanding of the mindsets and behaviors that inform how people choose their vacations. Royal Caribbean engaged Material to develop and execute segmentation research to illuminate the different consumer segments that make up the vacation universe and identify the mindsets, emotional levers and demographic attributes that best fit with Royal Caribbean and cruising.

Approach

Designed a comprehensive global segmentation for the vacation market covering North America, Europe, China and Australia
Leveraged mixed methodologies including an in-depth qualitative exploration, quantitative analyses, market sizing and a drivers analysis – a technique that provides insights into the factors that are most important in driving consumer choice
After the segmentation yielded three new priority vacation segment targets, we partnered with the brand to develop a global activation plan to engage, message to and convert vacationers into Royal Caribbean cruisers

Outcomes

Material is proud to have helped Royal Caribbean identify and connect with first time cruisers, increasing sales and business performance worldwide. Our partnership uncovered insights that not only informed Royal Caribbean’s understanding of their audiences, but also empowered them to take action on a global scale.

In addition to fueling global marketing and messaging strategy for new audiences, Material’s segmentation-powered insights have informed numerous other aspects of the business. These include product development and innovation – in the areas of ship design, layout and stateroom improvements and guest experiences both onboard and ashore – and updates to website UX and other brand touchpoints.

From insight to activation, we’re thrilled that our work has helped Royal Caribbean sail to success with a new group of customers onboard.

Royal Caribbean