Royal Caribbean Boosts Bookings with AI & Digital Upgrades

Royal Caribbean Group has enhanced its digital and artificial intelligence (AI) capabilities, driving increased bookings, according to CEO Jason Liberty during the company’s year-end and Q4 earnings call.

“In 2024, we expanded our capabilities across distribution channels to create a digital experience that connects the dots across all aspects of the consumer journey,” Liberty said.

These advancements have streamlined the trip planning and booking process, cutting the time required to book a cruise by half.

Over 300 digital enhancements were launched this year across multiple channels, aimed at improving the guest experience, reducing friction points, and increasing onboard spending.

“We also infused AI into the guest journey to provide a better, more efficient experience and more personalized service. For example, our new in-app chat saw a 35 percent increase in guest adoption that led to a 20 percent reduction in the customer service line onboard,” Liberty explained.

Additionally, the company’s Loyalty Status Match program enables guests to earn loyalty status across all three brands, strengthening long-term customer relationships.

Royal Caribbean continues to expand its use of AI and generative AI, leveraging technology to enhance the guest experience and optimize pricing strategies.

“(This includes) AI, GenAI and others, whether being used to enhance the guest experience or to just get a better read on what we can be recommending to our guests—whether it’s on pricing or whether it’s on the guest experience,” Liberty said.

Looking ahead, the company plans to redefine vacation experiences through private destination expansions, the introduction of Celebrity River Cruises, and further advancements in AI-driven innovations.