Royal Caribbean International SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 3251

SWOT Analysis of Royal Caribbean International with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Caribbean International

Parent Company

Royal Caribbean Cruises Ltd.


Cruise & Shipping Industry



Tagline/ Slogan

Get Out There


Targets all income groups despite a niche industry



People looking for Luxury vacation

Target Group

Tourists with all types of income levels


Enjoy the luxury at affordable rates

SWOT Analysis


1. Strong market position covering substantial world market
2. High brand recognition
3. Increasing revenue streams
4. Highly satisfied customers

5.Newer ships are faster and more efficient

6. Good advertising and marketing make it a top of the mind brand


1. Dependency on costly fuel means limited margins
2.Differentiation is limited compared to competitors hence brand loyalty is restricted


1. Growth potential from the developing economies
2. Increasing popularity of cruise vacations
3. Most of the past cruisers plan to cruise again within the next 3 years. This shows high retention rate


1. Security concerns due to shipwrecks may hurt demand

2. Pricey recreational activity so few people prefer it 
3. Slowdown in the developed economies



1. Carnival Corporation

2. Norwegian Cruise Line Holdings Ltd.

The table above concludes the Royal Caribbean International SWOT analysis along with its marketing and brand parameters.


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