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 Royal Caribbean’s booking system was outdated and many voiced complaints regarding the old system.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
Based on the results, Brandnographer was able to help Royal Caribbean make the right adjustments to their booking system, and helped identify opportunities to adapt the user experience for Chinese travelers.
As a result of Brandnographer’s research, Royal Caribbean was able to improve the usability of their service offering and adopt a booking system suitable for the Chinese market. On average, the time it took to book an experience was reduced by two-thirds and Royal Caribbean experienced faster turnover, higher conversion rates, and a spike of users during peak season.
Impacts
↓66%
New system booking time
↑5%+
Number of RCL passengers
↑6%
Sales performance