According to Royal Caribbean Cruises Ltd (RCCL) chairman & CEO Richard Fain, the three brands of the company - Royal Caribbean International, Azamara Club Cruises and Celebrity Cruises - will no longer discount cruise fares within 30 days of sailing. The policy applies to all cruises, with sole exceptions the 3- and 4-night sailings.
Previously, the "no discount" policy of Royal Caribbean Cruises, applied variably to voyages from 10 days prior to departure to farther out depending on time of year and itinerary. The no discount policy, introduced in March 2015, is designed to ensure cruise fares do not fall dramatically right before a cruise, leaving already booked travelers frustrated and angry that they paid more.
Last-minute discounts also undermine the brand image of the company and ultimately lower the year-end earnings.
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