With a growing fleet presence and 22 destinations across Asia, Royal Caribbean is broadening its regional offering. In this exclusive TTN interview, Ben Bouldin, President of Greater China & Managing Director of Asia at Royal Caribbean, discusses the company’s strategy, evolving consumer preferences and opportunities to attract a new generation of cruise travellers.
In your new role, what are your main goals and targets in
the first five years?
I’m incredibly excited to have recently taken on this
expanded role as President of Greater China
& Managing Director of Asia at such an important moment for Royal Caribbean
and for the cruise industry in the region. Having spent the past two years
leading our Greater China business, I’ve seen Asia’s cruise market moving
towards more experience-driven travel, with guests looking for holidays that
combine discovery, entertainment and quality family time.
My focus in the coming years is to build on the strong
foundation we have created, continuing to strengthen Royal Caribbean’s presence
across Asia Pacific, including China, Singapore and Southeast Asia.
A key priority will be working even closer with our travel
trade partners and industry stakeholders, who remain instrumental in helping us
reach new audiences. Together, we can unlock the region’s potential and
introduce more travelers to the unique experiences that a Royal Caribbean
holiday offers. We will also focus on making cruise holidays more accessible to
more guests by showcasing the vast choice, innovation and value that our ships
and destinations offer. These include itineraries visiting some of Asia’s most
sought-after destinations, including Tokyo, Singapore, Hong Kong, Phuket,
Malaysia and Halong Bay, aboard Spectrum, Quantum, Navigator and Voyager of the
Seas.
Finally, we will strive to continue delivering the ultimate
family vacation experience by understanding the unique needs of each market
while maintaining the global standards that make Royal Caribbean a trusted
brand. Whether it’s a family from China, Singapore, Southeast Asia or
international travelers, our ambition is to create experiences that feel both
world-class and personally meaningful.
Bookings for Asia 2027-28 opened in May this year, with Royal Caribbean’s Spectrum of the Seas offering China and Singapore 2027–28 sailings, and Quantum of the Seas sailing from Singapore to Malaysia, Thailand, Vietnam, Hong Kong and Japan between October 2027 and March 2028. What’s new on these ships and itineraries? And which ones are selling best so far?
The 2027–28 Asia season is one of our most comprehensive
deployments to date, giving guests a wider choice of experiences and
destination combinations.
Spectrum of the Seas, which was
recently recognized with the Asia Best Cruise Ship award at Asia Cruise Forum
Jeju, remains our flagship for the China market and one of the most
technologically advanced ships in Asia. Highlights include enhanced family
accommodation options such as Ultimate Family Suite, SeaPlex, the largest
indoor activity space at sea in the region; new thrills like Sky Pad and
Sichuan Red, our newest Asian specialty dining experience.
The 2027-2028 deployment is designed around greater
flexibility, deeper destination immersion and a broader range of travel
occasions. Across the season, the ship will operate 56 sailings ranging from 3-
to 11-nights, visiting 22 destinations throughout Asia.
A key enhancement is the introduction of open-jaw
itineraries, with Yokohama serving as either an embarkation or disembarkation
port. This gives guests more freedom to extend their holiday with pre- or
post-cruise stays, creating seamless multi-destination travel experiences.
The programme also capitalises on Asia's most sought-after
seasonal experiences, including spring cherry blossom and autumn foliage
sailings, alongside new themed departures tailored to evolving guest interests
and travel preferences.
In Hong Kong, the popular Turn Up the Weekend sailings will
return in November 2026. These short, music-inspired getaways are designed for
guests seeking a vibrant social escape and complement a wider mix of themed,
holiday and destination-focused cruises. Together, they provide greater choice
across short breaks, family holidays and longer immersive journeys.
Overall, the new itineraries reflect a strategic shift from
simply increasing capacity to delivering more meaningful, personalised and
destination-rich ways to explore Asia.
For the 2027-2028 Singapore season, guests can choose from a
combination of short escapes to Penang and Phuket, as well as longer voyages
that explore multiple destinations across the region. This mix provides greater
flexibility for travellers looking for either a quick regional getaway or a
more in-depth Asian adventure.
Aboard Quantum of the Seas, guests can experience Royal
Caribbean's signature blend of innovation and entertainment while visiting
destinations across Malaysia, Thailand, Vietnam, Hong Kong and Japan. The
longer itineraries are particularly appealing to travellers seeking to explore
several countries in a single holiday, without the need to coordinate multiple
flights, hotels and transfers.
In terms of booking trends, direct comparisons between
markets remain challenging, as demand patterns and booking behaviours vary
significantly across source markets.
We continue to see interest from Middle Eastern guests, who
value the opportunity to explore several destinations across Asia in one
seamless holiday. Longer itineraries, family-friendly experiences, and access
to popular destinations such as Japan, Thailand, Singapore and Malaysia are
particularly appealing to this market
You’re covering a record 22 destinations in Asia now. How do
you choose the destinations and what are some of the biggest selling points of
the destinations to be visited by Spectrum and Quantum that agents should tell
their clients about?
Destination selection is guided by guest demand, seasonal appeal, regional connectivity and the potential to create more immersive journeys. The key selling point is not simply the number of ports, but the breadth and depth of the itinerary. Asia offers a unique combination of world-class cities, rich cultural heritage, exceptional cuisine and dramatic seasonal scenery, all within relatively short sailing distances. This allows guests to experience multiple cultures, destinations and travel styles within a single vacation.
For Spectrum of the
Seas, the key selling points can be summarized in four aspects:
- Destination
diversity: The itinerary covers 22 destinations across Asia, including major
gateways and popular ports such as Yokohama, Nagasaki, Fukuoka, Busan and Jeju.
This gives guests access to a broad mix of urban culture, regional cuisine,
heritage attractions, coastal scenery and natural landscapes within a single
vacation.
- Longer, deeper
itineraries: Sailings range from 3- to 11-nights. Shorter cruises offer an
accessible regional escape, while longer itineraries allow guests to visit
multiple destinations and countries without repeatedly changing hotels or
arranging complex cross-border transportation.
- Seasonal appeal:
Selected departures coincide with spring blossom and autumn foliage seasons in
Japan and South Korea, combining highly sought-after scenery with multi-port
exploration.
- Open-jaw flexibility: As mentioned previously, selected longer cruises use Yokohama as an embarkation or disembarkation port, creating a more flexible cruise-and-land itinerary rather than requiring guests to return to the original departure port.
Together, these itineraries are designed to give guests more choice, deeper destination immersion and greater flexibility in how they explore Asia through a single vacation experience.
Shall we also mention Navigator of the Seas? She will arrive in Singapore in October 2026 and operate till 2027.
For the first time ever, Royal Caribbean’s Navigator of the Seas will
call Singapore home with the ultimate combination of short getaways
and longer holidays in store. Between October 2026 and October 2027,
holidaymakers of all ages are in for a lineup of 3- to 12-night
adventures, visiting Southeast and East Asia’s most-loved
destinations and awe-inspiring landscapes. Navigator brings to life
experiences for everyone across signature favourites and new ways for
holidaymakers to make memories. There are thrills and ways to chill for all
ages, including an awe-inspiring Caribbean pool deck; two daring
waterslides, The Blaster and Riptide; the first blow dry bar at
sea, To Dry For; and more. Plus, there’s a lineup of ways to
dine, drink and be entertained that will make its way to Asia for the first
time, including original productions at the Royal Theater and
spectacular ice skating shows at Studio B.
May and October 2027 trips have been designed to coincide with the famous spring blossom and autumn foliage seasons across China, Japan and South Korea. Are these selling out most quickly?
Seasonal sailings timed around Japan's spring blossom and autumn foliage periods are expected to be among the most popular departures in the programme, giving guests the opportunity to experience Asia at its most vibrant and visually spectacular. These itineraries are driven by travellers seeking to combine multiple destinations and seasonal highlights within a single holiday. Rather than travelling independently between destinations, guests can enjoy a seamless journey that showcases the region's most celebrated natural scenery, complemented by favourable weather, scenic cruising and distinctive local culinary experiences.
This aligns with travellers looking for more immersive and meaningful holidays, where the journey itself is as important as the destinations visited. Through a combination of seasonal sailings, longer multi-destination itineraries and open-jaw voyages via Yokohama, guests have greater freedom to explore at their own pace and extend their travels on land before or after their cruise.
The result is a richer and more rewarding way to discover Asia, combining iconic seasonal experiences with the convenience of visiting multiple destinations in one seamless journey.
How are sales going outside of Asia; which international markets are Asia sailings proving most popular with?
We’re seeing encouraging demand for our Asia sailings from both within the region and further afield, reflecting the growing appeal of Asia as a cruise destination. This is particularly relevant for multi-generational families, for whom a cruise offers a convenient way to travel together while giving different generations the flexibility to enjoy a wide range of experiences onboard and ashore. Singapore plays an important role as a key gateway for fly-cruise travel. Its strong international connectivity makes it an accessible homeport for travellers across Asia and beyond, while Royal Caribbean’s year-round deployment of Navigator of the Seas will give guests even more opportunities to explore Southeast Asia by cruise. We also welcome a strong number of international guests travelling from markets further afield, including the US, Europe and the Middle East. For these travellers, a cruise exploring Asia offers a convenient and seamless way to experience multiple destinations in one vacation, without the need to arrange separate intra-region flights and hotels.
Which kind of travellers are Spectrum and Quantum best suited to?
We have seen that
the China market values more experience-driven opportunities and international
travel. This can be linked to two main drivers:
- An expanding
experience economy: Chinese consumers are moving beyond conventional
sightseeing toward more immersive, personalized and shareable vacations. They
increasingly value entertainment, destination exploration, family time, while
the ship itself is becoming an important part of the destination.
- A younger guest profile: The average age across Royal Caribbean’s is approximately 41.
How do you cater to the needs of both Chinese cruisers and cruisers from international markets such as the Middle East, which has some key cultural differences, on the same itineraries?
At Royal Caribbean we strive to operate globally while tailoring the guest experience locally.
Spectrum of the Seas was purpose-built for Asia while retaining Royal Caribbean’s global DNA. With 33 international dining options, more than 30 entertainment experiences and international crew allow Chinese, Middle Eastern and other international guests to personalise their experience on the same sailing.
We adapt language
support, dining, entertainment and guest communications to ensure all cultures
are represented. We also work to accommodate a range of dietary preferences and
cultural needs wherever possible. The aim is for every guest to enjoy the same
Royal Caribbean experience while feeling understood and well served.
- For Chinese guests, this includes key things like
Mandarin-speaking crew, guest services support and popular Chinese dining
options and regional flavours. We also tailor entertainment and activities to
better resonate with local cultural preferences and ensure booking processes
are familiar to Chinese consumers.
- For guests from the Middle East and other international markets, we focus on ensuring they can enjoy their holiday comfortably without compromising their cultural or lifestyle preferences. This includes Halal dining options, a wide selection of international cuisine and flexible dining arrangements.
The onboard experience is designed so that guests have the choice of enjoying both authentic, local, experiences, as well as familiar options, with full flexibility on the level of cultural immersion they want. The result is a holiday that feels inclusive rather than segmented, where different nationalities and cultures can travel together easily on the same sailing.
What is Royal Caribbean doing to cater to the region's unique cultural preferences, booking habits and lifestyle needs?
In China, we are focused on connecting Royal Caribbean with
the interests, lifestyles and everyday passions of consumers, creating
authentic touchpoints that extend beyond travel and provide more meaningful
reasons to engage with the brand.
For families, we have launched Qiaohu's 20th Anniversary
themed sailings alongside the new Breakfast with Qiaohu experience onboard,
creating memorable moments for younger guests and their parents. Our renewed
partnership with Neobio across 12 venues in Shanghai, Jiangsu and Zhejiang
further extends these family experiences ashore, helping us engage with
families both on and off the ship.
We are also creating experiences that appeal to younger
travellers and those seeking social, experience-led getaways. This summer's
Taste the World: Beer Festival offers guests a more interactive and
discovery-driven onboard atmosphere, while our participation in the Shanghai
International Cruise Festival and the return of Turn Up the Weekend leverage
music, entertainment and short-break travel to attract younger audiences and
first-time cruisers.
Together, these initiatives reflect our strategy of meeting
consumers where they are, integrating Royal Caribbean into the moments,
interests and occasions that matter most to them, and strengthening
consideration for cruise holidays in a highly competitive travel market.