Recommendations 

To strengthen its digital transformation, Royal Caribbean should expand the use of AI across all touchpoints from before  cruise booking to after cruise feedback enhancing customer satisfaction and loyalty (Verhoef et al., 2021) . Implementing a unified CRM system powered by big data would allow for seamless integration of customer profiles, preferences, and real time engagement (Chaffey and Chadwick, 2019) . Investing in augmented reality (AR) and virtual reality (VR) can also elevate onboard entertainment and pre cruise planning offering virtual ship tours or immersive destination previews. Additionally, expanding blockchain solutions for secure digital identities and contactless payments could improve trust and safety (Tapscott and Tapscott, 2016) . Finally, Royal Caribbean should strengthen its cybersecurity infrastructure to support the growing reliance on digital platforms, aligning with Industry 4.0’s demand for secure, intelligent systems (Lasi et al., 2014) . These steps would future proof the business and improve operational agility 

Furthermore, research shows even though technology  enhancements can improve customer experience some customers can find this challenging  such as older customers and people with disabilities. 

Some cruise lines have now reinstated people on phone lines to help those who need it with booking and  special requirements. 

Also Royal Caribbean could keep more on top of updating its website and app technology to make sure they are in sync and customers can see the data when needed enhancing the customer experience and making it easier to board its ships.