Royal Caribbean promoted its MICE offering at IMEX America 2023

In this context, Travel2latam had the opportunity to speak with Freddy Muller, Global Director of Sales and Charter Operations for Meetings, Incentives and Events at Royal Caribbean.

How would you describe the current situation of the MICE sector within the cruise industry?

In the last 6 to 8 months it is a market that is growing every week, in fact, we are finding out that the number of budgets has increased by 15%, the interest, and the opportunities that come to us through different means have almost doubled compared to compared to last year, which means that the growth is exponential and in different sectors we are seeing more business, such as technology companies, but also insurance, financial and automobile companies.

In addition, we continue to work a lot with the incentive houses that support us and of course the travel agencies.

What is the ideal type of event for the MICE area on a cruise ship?

In fact, we have the flexibility to make groups of eight booths to make an entire bench exclusively for a corporation or for large events. The ideal size depends on the size of the boat and we have different theaters, including the ice rink, that can receive between 400 or 700 up to 1400 people; but we can also do events outside, such as in the pool and in different areas, for up to 2,000 or 3,000 passengers. This totally depends on the size of the groups, any ship can have between 15 and 25 different restaurants and there is always a place that can be exclusively for that group for one or two nights during the duration of the cruise tour.

Is it usual for you to hire the entire boat for an event?

Yes, we have different charters with different settings for different corporations when they want to announce a new product or also incentives. We have two ships, one next to the other, that leave Miami and arrive at one of our private islands where we can have the two ships next to each other and an event can be held exclusively on that island.

What percentage could identify the MICE area within the cruise business?

It is a market that continues to grow and the company is giving the importance that these groups deserve, because they are guests who spend more on board. They are more defined groups and it really is a business that the company can count on.

From a planning point of view, how far in advance do you typically plan a cruise?

It's interesting because before it was between 18 or 20 months, and now we are realizing that we are approximately 8 to 12 months, but we have 28 ships, we cross the entire world, so we offer options, and the good thing is that most of people return every year. So one year they may be in the Caribbean for four nights, then seven nights, they go to Europe, the Mediterranean and visit different places.

The Royal Caribbean fleet continues to grow exponentially…

Yes, we have a cruise ship the Icon, which we are expecting to arrive in just two months. There's a second version of the series called Stars of the Seas, but before that comes out, Utopia of the Seas is coming out, that ship is built specifically for the three- and four-night market, and we're amplifying the dining experience, and expanding the different experiences on board that ship.

You are growing in the MICE area too…

One thing that separates us from other companies is the size of the group and the experience we have. We have one of the largest departments in the cruise industry but also compared to different hotels. We handle everything, from the beginning until the passenger returns. We have our own excursion department, marketing department and also everything that is sales and operations is handled structurally.

In Latin America and the Caribbean, which are the strongest markets?

I think there is a lot of effort in the Mexican market that is growing a lot and it really helps that we have an office there, but we have always had good support from that market. Then Brazil continues to grow and we are also having a lot of support from Costa Rica.

From the point of view of events with a large number of attendees, what are the ones you are planning to have?

Utopia has eight neighborhoods where events of different group sizes can be held and there are people who have the opportunity to do something exclusive being a closed group, but also sharing with the other attendees on the ship. They have the possibility of having groups of 800 passengers and the same theaters that we use for shows are used for meetings, comfort and the pro is that we have all the technology that is already included in the ships, which generates much more savings .

What is the projection for 2024?

 In 2024 we are sure that it will continue to grow, we will be launching two new ships and working on the objective of attracting people who have never considered cruises before, that is, the goal of the 24th is to get new passengers on board our cruises. Right now we are working with different projects with different experiences that have confidence in us and are betting on Royal Caribbean to continue advancing and generating great growth.