Assignment task: Digital Transformation Course\
Question:
What Digital Transformation strategy would you recommend the company Royal Caribbean Cruises?
Keep in mind that as of 2018, Royal Caribbean controlled 19.2% of the market by passenger, being the biggest player in the industry. They currently own and operate 26 ships with another 4 ordered.
During the COVID-19 Pandemic, the cruise ship industry suffered tremendously, bringing some other major players close to bankruptcy. If strategized properly, the company could seize a big part of this suffering industry.
People do not contact travel agents anymore, but rather book on either the website of the company or on two-sided platforms such as Expedia or Booking. Royal Caribbean Group therefore has to focus on the functionality of those platforms.