Royal Caribbean International

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Infusing a meaningful brand experience, from stem to stern, for every guest

The challenge: Differentiate the onboard experience, from retail, to youth, to communications.

In 2009 Royal Caribbean International launched the largest cruise ship ever built, Oasis of the Seas. Royal Caribbean International asked Stone Mantel to take a hard look at their retailing, onboard communications, youth program, and overall approach to their onboard experience. The results not only informed Oasis of the Seas design but the way the entire fleet of ships create experiences every day, 365 days of the year. 

The process: Stone Mantel dissected passengers’ onboard experience

The foundation of a rich guest experience is making each guest happy – and happiness comes in more than one form. What makes you happy may not make the person in the next cabin happy.

We applied our four-step process, the Mantel Method, to completely understand the challenges and implement effective strategies:

• Discover – We uncovered cultural, demographic, and relevancy issues that impact guest happiness.
• Define – We developed unique experience platforms and concepts for each of the experiences, tested the strategy with key audiences, and created new solutions based on the strategy.
• Demonstrate – We piloted components of the experiences we produced.
• Act – Through training modules, workshops, and fleet-wide conferences, we helped ship leaders change the culture and execute the new solutions.  

The solution: Every ship has been impacted by the differentiated experiences Stone Mantel creates—and the guests love it! 

We’re still teaming with Royal Caribbean, guiding them to apply underlying principles to create onboard experiences. We are proud of the fact that we contribute to the success of the most innovative cruise brand in the world!

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