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A threefold business strategy was in place. It consisted of 1) design better cruise experiences, 2) reduce costs and 3) grow revenues. It improved guest experiences through luxurious ships with rock-climbing walls and ice-skating rinks, the Silverwhere seating arrangement program, Internet cafes and the introduction of a debark card for reduced debarkation times. While Royal Caribbean was not the low-cost leader that larger competitor Carnival was, it offered a premium cruise experience at mass-market price and leveraged the individual character of its two brands ? Royal Caribbean and Celebrity...
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