Case Study: Royal Caribbean boosts passenger satisfaction, loyalty, and advocacy with Qualtrics

Royal Caribbean - Customer Case Study

Royal Caribbean Cruises Ltd. is a global cruise vacation company operating brands such as Royal Caribbean International, Celebrity Cruises, Pullmantur, Azamara and CDF Croisieres de France, with 40 ships in service and land‑tour offerings worldwide. Facing the need to better understand passenger experiences and expectations across marketing and onboard/offboard touchpoints, the company used ad testing, concept testing and satisfaction research to drive improvements.

Since adopting Qualtrics XM in 2009, Royal Caribbean centralized passenger feedback and analytics to inform marketing and experience decisions. The platform enabled targeted testing and satisfaction measurement, leading to measurable boosts in satisfaction, loyalty and advocacy—helping the company earn Cruiseline of the Year recognition every year since implementation.

Royal Caribbean

Kristina Murray

Insights Manager