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Optimisation of the Royal Caribbean's Booking System

IN PARTNERSHIP WITH ROYAL CARIBBEAN

Industry

Hotel & Tourism

Services

Voice of Consumer
Qualitative Usability Research
Digital Strategy and Transformation

Research Methodology

Ethnographic Observation & Interview
Expert Interview
Ideation Workshop

©Brandnographer

Brandnographer leveraged service design to help the Royal Caribbean redesign their aged booking system, in order to provide a positive user experience and enhance customer satisfaction.

The Challenge

As the Chinese travelers become more discerned, service design will have to be more responsive, offering better products that cater to their tastes and make it easier for them to make purchases. Royal Caribbean’s booking system was outdated and many voiced complaints regarding the old system. Therefore, Royal Caribbean was losing customers to competitors and their booking system ultimately hindered their ability to build and grow brand equity on the Chinese market.

Brandnographer was tasked to help Royal Caribbean replace their old booking system with an entirely new one, as well as facilitate training for new employees once the system parameters were put in place.

Our Solution

To address the risks of implementing an entirely new booking system, Brandnographer helped validate the usability of the new system through user testing with the help of prospective customers.

The usability tests focused on the booking agent as a user and replicated the booking process at every touchpoint of the user journey, from customer inquiries to available vacancies.

Results

To address the risks of implementing an entirely new booking system, Brandnographer helped validate the usability of the new system through user testing with the help of prospective customers.

The usability tests focused on the booking agent as a user and replicated the booking process at every touchpoint of the user journey, from customer inquiries to available vacancies.

Impacts

↓66%

New system booking time

↑5%+

Number of RCL passengers

↑6%

Sales performance

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