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Royal Caribbean’s website and mobile app are central to its digital strategy offering customers a streamlined experience before, during and after their cruise. The website is visually engaging, easy to navigate and optimised for mobile, enabling users to browse itineraries, view ship details, and book cruises efficiently. Integration with AI driven recommendation systems allows for personalised cruise suggestions based on past behaviour and preferences (Verhoef et al., 2021) . The mobile app enhances the onboard experience by providing real-time information, daily schedules, dining reservations, and activity bookings. Features like the eMuster drill, mobile check-in, and keyless stateroom entry using the app increase convenience and reduce contact points, reflecting successful digital service transformation (Chaffey and Chadwick, 2019) . However, there are areas for improvement. Some users report lagging performance and connectivity issues when using the app at sea, which can hinder the user experience. The app can also be less intuitive for first time cruisers with certain features difficult to locate or understand. The website occasionally lacks real time updates on availability or pricing, which can affect booking accuracy and customer trust. From a digital business perspective these platforms align well with customer experience management theory focusing on delivering seamless, personalised, and integrated journeys (Lemon and Verhoef, 2016) .To improve, Royal Caribbean could enhance the offline functionality of its app, simplify the interface for new users, and improve real time syncing across platforms. By addressing these gaps Royal Caribbean can further strengthen its digital ecosystem and provide a frictionless experience that meets modern traveler expectations
Royal Caribbean’s website and mobile app are central to its digital strategy offering customers a streamlined experience before, during and after their cruise. The website is visually engaging, easy to navigate and optimised for mobile, enabling users to browse itineraries, view ship details, and book cruises efficiently. Integration with AI driven recommendation systems allows for personalised cruise suggestions based on past behaviour and preferences (Verhoef et al., 2021) . The mobile app enhances the onboard experience by providing real-time information, daily schedules, dining reservations, and activity bookings. Features like the eMuster drill, mobile check-in, and keyless stateroom entry using the app increase convenience and reduce contact points, reflecting successful digital service transformation (Chaffey and Chadwick, 2019) . However, there are areas for improvement. Some users report lagging performance and connectivity issues when using the app at sea, which can hinder the user experience. The app can also be less intuitive for first time cruisers with certain features difficult to locate or understand. The website occasionally lacks real time updates on availability or pricing, which can affect booking accuracy and customer trust. From a digital business perspective these platforms align well with customer experience management theory focusing on delivering seamless, personalised, and integrated journeys (Lemon and Verhoef, 2016) .To improve, Royal Caribbean could enhance the offline functionality of its app, simplify the interface for new users, and improve real time syncing across platforms. By addressing these gaps Royal Caribbean can further strengthen its digital ecosystem and provide a frictionless experience that meets modern traveler expectations
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