While some cruise lines have been trimming fares to compete in the Caribbean market, Royal Caribbean Group is heading in the opposite direction — booking more guests at higher prices than ever. During a July 2026 earnings call with investors, executives explained why they feel no pressure to follow competitors into discount territory.
CEO Jason Liberty credited what he called "differentiated assets" — namely the company's newest ships and private destination portfolio — for keeping demand strong without price cuts. The Icon Class vessels, including the recently launched Legend of the Seas, have drawn particularly strong consumer interest. Liberty said ongoing investment in new hardware and onboard experiences gives travelers a reason to choose Royal Caribbean regardless of price.
Private destinations are playing an equally big role. Royal Caribbean International President and CEO Michael Bayley noted that the newly opened Royal Beach Club Paradise Island has already become the company's highest-rated experience in the Bahamas, and that nearly 4 million passengers are expected to visit Perfect Day at CocoCay this year alone.
Technology and loyalty are also driving repeat business. Executives revealed that more than 90% of guests now use the Royal Caribbean mobile app — five times more monthly active users than in 2019 — and that more than half of onboard revenue is now purchased before passengers even step aboard. Liberty described the line's Net Promoter Scores, sitting in the mid-70s, as "unicorn territory."
Looking ahead, booking trends for 2027 are already running ahead of historical levels, suggesting little relief for travelers hoping for a price drop anytime soon. This story was originally reported by Royal Caribbean Blog.
