Sergio Arévalo has over 15 years of experience in various sectors, including retail, and for nearly 10 years directly in the tourism industry. He joined Royal Caribbean in 2018 and has led sales and marketing services management teams in Spain, Mexico, Colombia, and the United States. He is currently the Sales Director for Spain and Portugal at Royal Caribbean International.
She has been leading sales for the Spanish market at Royal Caribbean International for over seven years. How has the Spanish market evolved during this time?
The market is evolving very positively. A few years ago, cruising was a niche or exclusive activity, but now more and more people are not only trying our vacations but also returning, experiencing the variety and excellent value we offer. This also means that our customers are becoming increasingly demanding, highly valuing aspects such as the top-notch entertainment and activities we offer, the onboard cuisine and services, and the service provided by our crew. There are also more and more people who, after experiencing the Mediterranean, want to embark on Caribbean cruises and discover new experiences, such as our private island, Perfect Day at CocoCay, or the opening of the first Royal Beach Club on Paradise Island in Nassau, Bahamas, and later, Perfect Day Mexico, which will contribute to offering the most exciting vacations at sea. Overall, we see a market that values quality and wants to enjoy the best vacations, and it is our goal to be able to provide them.
How important is this market for a company the size of Royal Caribbean International?
Spain is an important market because it's growing, and our vacations are ideal for Spanish guests, who are increasingly looking for multigenerational family vacations. As I mentioned, more and more people are considering cruising as a great alternative for enjoying their holidays. Furthermore, Spain is strategic because many international customers choose our ships to discover and enjoy Europe. It's also the homeport of the Oasis Class, one of our most renowned ships.
Has the company's strategy in recent years been to place one of the world's largest cruise ships in Barcelona each year? Will you continue with this strategy? Tell us about what's new for this year and the coming years.
Barcelona is indeed a strategic hub in the Mediterranean, but our ships call at various points throughout the country, such as Vigo, Bilbao, and A Coruña, destinations highly sought after by our guests. Regarding upcoming developments, I'd like to highlight Allure of the Seas, the ship arriving in Spain in April with a new and improved offering for guests, following a comprehensive refurbishment thanks to a $100 million investment. We're also offering our Eurovision-themed cruises for the second year running, and in the second half of the year, we'll be introducing the second ship in the Icon class, Star of the Seas, as well as the opening of Royal Caribbean's first Royal Beach Club, Paradise Island in Nassau, Bahamas.
How has your commitment to building relationships with your agent network by creating Club Royal fared?
Travel agents are a key partner for us, and that's why we have a very close relationship with them. A prime example of this is Club Royal, our loyalty program for agents through which we offer various training opportunities and incentives. We've just launched, for instance, My Royal Genie, an innovative digital tool that allows travel agents to create their own personalized digital catalogs, integrating videos and multimedia elements, to showcase the extraordinary experiences available on Royal Caribbean vacations to their clients. And our intention is to continue working closely with them because, as I said, they are very important, and we greatly appreciate their work.
How does the Spanish customer differ from the rest of Royal Caribbean's customers? Who is the typical Spanish Royal Caribbean passenger?
There are similarities in their desire for a dream vacation, with top-notch cuisine, world-class entertainment, and the chance to create unforgettable family memories. In Spain, we're seeing increasing interest from younger travelers. For Royal Caribbean, the average age has reached 41 for the first time, and for Spanish travelers, this average drops to 38. Cruises may have previously been associated with an older demographic, a more relaxed way of traveling the world, perhaps as a couple, but our Royal Caribbean cruises are attracting families with children or grandchildren. And in many cases, we've found that younger generations are the ones influencing the decision, suggesting to their parents or relatives that they sail together.
Group Chairman Jason Liberty presented the 2024 results, which showed significant growth in passenger numbers and overall figures
. It's true that the cruise industry is currently booming, but
what does he think is the key to Royal Caribbean's success, which seems poised to continue filling ship after ship?
He believes the key lies in working very hard to meet our customers' needs and offer them the best vacations in the world. But there's also a context that's helping: the desire to travel with loved ones and enjoy themselves has rebounded exponentially, and there's a growing trend toward prioritizing experiences over other types of purchases. Furthermore, the increase in multigenerational travel and the interest of younger generations are also contributing to this positive moment for the sector.
Follow cruise news at Cruisesnews.es
