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Cruise companies increase focus on pricing discipline | Travel Weekly

Cruise lines have long been loath to depart from the traditional business model of sailing at 100% occupancy. But recently they have started to test moves away from that paradigm.

In the latest attempt by cruise lines to break the cycle of last-minute discounting to fill ships, Royal Caribbean Cruises Ltd. Chairman Richard Fain said that starting in March, the company had stopped cutting prices on close-in sailing dates for all of its brands, including Celebrity and Royal Caribbean International.

Last-minute pricing discipline has become increasingly important because cruise lines admit that late discounting undermines their marketing assertions that only by booking early will passengers get the best fares.

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Cruise companies increase focus on pricing discipline: Travel Weekly.