(9:23 a.m. EST) — Royal Caribbean Cruises Ltd. chairman and CEO Richard Fain told analysts the company’s three brands — Azamara Club Cruises, Celebrity Cruises and Royal Caribbean International — will no longer discount cruise prices within 30 days of sailing, Seatrade Cruise News reported. The policy applies to all sailings, with three- and four-night sailings the sole exceptions.
Previously, the company’s “no discount” policy applied variably to cruises from 10 days prior to sailing to farther out depending on itinerary and time of year.
The no discount policy, which was introduced last March, is designed to ensure cruise prices do not drop dramatically right before a sailing, leaving already booked passengers angry and frustrated that they paid more. Furthermore, last-minute discount undermine the company’s brand image and ultimately lower its year-end yield.