Celebrity Cruises is building an AI model that analyzes the behavior of guests on board and provides insights to agents to “assist in demand generation.”
Speaking at the Celebrity Xcel launch in Miami, the line’s executives said they are leveraging AI in many areas, equipping trading partners with insights to drive “action for success” to the forefront of their agendas.
Royal Caribbean Group CEO Jason Liberty said the group is currently overhauling its Orbitz system to focus on customers rather than inventory, adding: “We’re on a journey to replace our reservation system. We’re pretty far along on this journey, and this will be a big new key thing for our travel partners.”
Liberty said AI is also being used to remove friction from the cruise experience and “increase affinity and loyalty to Royal Caribbean Group’s brands,” which means more guests “remain within the company’s ecosystem” and increase the company’s share of the overall leisure market.
Related:
Celebrities reveal details of ‘broadest entertainment offering’ at Xcel
What you can expect from the new Celebrity Excel
Celebrity Excel to host presidential cruise in 2026
The group currently manages 5,000 different price points per day and plans to use AI to streamline the process.
“We want to be able to offer a more curated offering that makes it easier for agents to create something more relevant to consumers,” Liberty explained.
Other areas where AI is being deployed include waste management and emissions reduction, with food waste already being halved.
Liberty added: “People are worried about what kind of disruptive impact AI will have, but we’ve spent my entire career investing in the ability to automate and curate better. Technology is advancing, but it’s only allowed us to do more, faster. For the group, it’s freeing up our great employees to do more high-value activities.”
To book a cruise with Celebrity Cruises, call UAE +971 4 331 4299, KSA 800 897 1419, email. book@rccl.ae or visit www.celebritycruise.ae
