Royal Caribbean Cruises Ltd. (RCL) reported customer deposits reached $6.33 billion as of March 31, 2025, an increase from $5.5 billion a year prior, highlighting strong cruising demand as the company enhances its loyalty program strategy. Nearly 40% of bookings in 2024 came from loyalty members, who spent 25% more per trip, indicating solid engagement and retention.
To further strengthen its customer base, RCL plans to enhance its guest experience, including the upcoming Royal Beach Club in Nassau. Other cruise lines, such as Carnival Corporation (CCL) and Norwegian Cruise Line Holdings Ltd. (NCLH), are also refining their loyalty strategies to boost guest retention and spending.
Over the past three months, RCL shares have surged 86.3%, significantly outperforming the industry average growth of 43%. The company has a forward price-to-sales ratio of 4.82X, substantially higher than the industry average of 2.5X.
