Going Global

Taking Royal Caribbean Cruises Ltd. Around the World

Since 2008, Royal Caribbean Cruises Ltd. has been focused on becoming a truly global cruise line company. The goal was clear: to generate 50 percent of passenger revenue from non-U.S. customers by 2012.

To do this, a number of International Representative offices were transitioned to corporate-owned offices (Australia, Brazil and Mexico), while already established corporate offices in some markets added call centers and employees. Royal Caribbean Cruises Ltd. also embarked into unchartered territory, opening an office in Shanghai, China, in 2009.

“We are delighted to say that in less than four years, the international business has grown by more than 100 percent,” said Michael Bayley, EVP, International. “Since all our international offices are multi-branded, that’s been a big plus for Celebrity Cruises and Azamara Club Cruises as well as Royal Caribbean International.”

Until December 2010, the international team worked out of the offices in Addlestone, Surrey, in the United Kingdom. But after quickly running out of room there, the team moved a new International Headquarters office in Weybridge, just before the end of 2010. The offices, called ‘The Heights’ –were custom fit for RCL Cruises Ltd. – the official, international corporate entity of Royal Caribbean Cruises Ltd.

“In late January, we formally opened a new international office in Mexico City with a grand event, including dinner and entertainment, at the Colegio De Las Vizcaines for more than 300 trade, media, business partners, politicians and tourism official guests,” said Bayley.

Royal Caribbean Cruises Ltd. has operated in Mexico for nearly 20 years under the IR model. Now, the new company-operated office is situated in a major business district in Mexico City, and has approximately 40 employees in sales, marketing and commercial operations.

Coming soon is a corporate office in Paris, France, scheduled to open in mid July. Again, transitioning from an IR operation, the new office will be on Boulevard Hausmann, not far from the famous Champs Elysees. Newly appointed Managing Director Frederic Martinez will lead the team of approximately 40 employees – just in time for the largest deployment of ships to Europe in 2012.

“Following the rapid growth and development of the international organization, it became appropriate to make some internal changes,” said Bayley. Broader responsibilities were given to five of the core market leaders, who will now have directional oversight for other international markets as well as be responsible for strategic planning and overall direction of markets in their group. They are:

• Dr. Ricardo Amaral, who will assume broader responsibility for all Latin American markets, including Mexico and LACAR IR, in addition to continuing as managing director of Brazil.
• Dr. Zinan Liu, who will assume broader responsibility for all Asian markets including Singapore and APAC IR, in addition to continuing as managing director of China.
• Dominic Paul, who will assume broader responsibility for Northern European markets, including the Nordic and German offices, in addition to continuing as managing director and vice president of UK & Ireland.
• Gavin Smith, managing director for Australia & New Zealand, will continue to drive Royal Caribbean Cruises Ltd.’s growth in the Australian and New Zealand markets.

Finally, a new Market Services group within International is being created. Led by Barbara Shrut, the group will consolidate most of the International support activities into one team.