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Royal Caribbean is one of the largest cruise companies and is constantly innovating in its cruise ships as well as the customer experience, from its website, app and its dining and entertainment onboard
Royal Caribbean is one of the largest cruise companies and is constantly innovating in its cruise ships as well as the customer experience, from its website, app and its dining and entertainment onboard
Ship design and engineering /Eco-friendly
Royal Caribbeans advanced ship design and eco friendly technologies reflect principles of Industry 4.0 which shows digitalisation and automation, and sustainability in manufacturing and operations (Lasi et al., 2014) . The Icon-Class ships, such as Icon of the Seas, integrate liquid natural gas (LNG) propulsion, smart energy systems, and AI powered operational controls to reduce emissions and enhance fuel efficiency (Baird Maritime, 2024) . These innovations utilise IoT-enabled sensors, real-time data analytics, and predictive maintenance systems, enabling smarter, safer, and greener ships which is the main principle of Industry 4.0 (Morrar et al., 2017) . Digital twins are also employed in ship design and testing allowing Royal Caribbean to simulate performance and environmental impact before construction begins (StartUs Insights, 2024) . By adopting Industry 4.0 technologies Royal Caribbean not only improves operational efficiency but also advances the cruise industry’s move toward sustainability and connected systems
Health and Safety
Royal Caribbean has implemented enhanced health and safety protocols to ensure passenger well-being. These measures include advanced air filtration systems, hospital-grade sanitation, and AI-powered contact tracing (Baloch et al., 2022) . The E-muster safety drill replaces traditional gatherings with a digital briefing via the mobile app, reducing crowding( Royal Caribbean Blog, 2021) . Ships are equipped with state-of-the-art medical facilities, and real-time health monitoring helps detect potential outbreaks (Kaplan and Mikes, 2012) . These protocols align with risk management theory, which emphasises proactive measures to mitigate potential hazards s (International Journal of Travel Medicine and Global Health, n.d.) . By prioritising safety, Royal Caribbean enhances passenger confidence and operational resilience.
Onboarded Entertainment Culinary and private destinations
Royal Caribbean’s onboard entertainment, culinary innovation, and exclusive destinations are strongly aligned with digital business theory, which is leveraged using digital tools to enhance value, customer engagement and competitive advantage (Bharadwaj et al., 2013) . The cruise line integrates digital technologies such as mobile apps for show reservations, interactive dining menus, and virtual queuing to improve guest experiences and streamline operations (Robinson et al., 2020) . Culinary offerings are personalised using data analytics, reflecting customer-centric digital strategies (Verhoef et al., 2021) . Meanwhile, Perfect Day at CocoCay a tech-enabled private island features app based planning and real-time activity tracking, showcasing the fusion of physical and digital experiences (jones 2021) These innovations illustrate how Royal Caribbean uses digital business principles to deliver immersive tech enhanced experiences increasing efficiency and differentiate its brand in a competitive market.
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