Case | HBS Case Collection | February 2014 (Revised June 2014)

Royal Caribbean Cruises Ltd.: Safety, Environment and Health

by John A. Quelch and Margaret L. Rodriguez


In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald had spent 28 years with the Federal Bureau of Investigation. After seven years of upgrading security for the cruise line, Bald stated, "We've come a long way, but what keeps me up at night is what I don't know." As he prepared for his meeting with Fain and Goldstein, Bald considered whether his department's current initiatives would be sufficient to maintain RCL's position at the cutting edge of cruise industry best practice, and whether RCL could and should differentiate itself in marketing from its competitors in the areas of safety, environment and health.

Keywords: marketing; Market segmentation; operations; shipbuilding; travel industry; cruising; cruise lines; Royal Caribbean; Carnival; environmental and social sustainability; environment; safety; Security; health; public health; environmental protection; health care; International; Safety; Environmental Sustainability; Travel Industry; Health Industry; Europe; West Indies; Mexico; United States; United Kingdom;


Quelch, John A., and Margaret L. Rodriguez. "Royal Caribbean Cruises Ltd.: Safety, Environment and Health." Harvard Business School Case 514-069, February 2014. (Revised June 2014.)