Royal Caribbean International highlighted its pivot towards the Fully Independent Traveler (FIT) segment, as well as the digital tools powering this shift in the Chinese market, at the 2026 ITB Shanghai International Travel Trade Expo.
At the heart of the expo exhibition was an “Ocean Living Room” pavilion, designed to showcase the company’s global fleet. The space also featured LED screens displaying global itineraries and interactive elements to deepen engagement with travel trade partners.
The exhibition also served as a networking hub, featuring negotiation areas and VIP rooms to facilitate discussions with potential partners.
The company said that looking ahead, it aims to leverage its global resources and local market insights to further implement its FIT strategy, using its digital tools to build a more efficient and sustainable cruise industry ecosystem in China.
Royal Caribbean’s commitment to the Chinese market remains strong, with its Spectrum of the Seas deployed year-round from Shanghai and Hong Kong for the 2026-2027 season.
Concurrently, the brand is actively promoting its global fleet and itineraries to attract Chinese travelers to overseas sailings.
While the increased focus on FIT was identified as a key growth driver for 2026, Benjamin Bouldin, president of Royal Caribbean International, Greater China, added that empowering trade partners remains a central strategy, with Royal providing support to frontline agents through digital tools and incentive policies.
The primary digital engine for this strategy is the “Royal Partner+” mini program, launched on March 10, 2026. The tool integrates five core functions:
- One-click itinerary and cabin searches
- 30-second precise quotations
- Automatic generation of official confirmation letters
- A library of over 300 marketing materials, and
- Data analytics capabilities.
Since its launch, the platform has attracted over 200 travel agency partners and more than 5,000 registered users across 34 cities in China, with the proportion of FIT bookings reportedly more than doubling year-on-year.
According to Royal, initiatives like the Royal Partner+ digital platform are central to executing the growth strategy efficiently.
