Talk about a royal mess.
In early 2007, Royal Caribbean developed a marketing strategy that used online bulletin boards to spread the cruise line’s gospel, so to speak. The company created a program, dubbed “Royal Champions,” that enlisted rabid Royal Caribbean fans who happened to be frequent posters on Internet cruise bulletin boards like Cruise Critic.
Did its program cross the line?
I spoke to Harrison Liu, manager brand communications for Royal Caribbean International, about the Royal Champion program. “Royal Champions are enthusiastic online supporters of Royal Caribbean who remain independent and share their opinions as they see fit,” said Harrison. He is quick to point out that the Royal Champion program is separate from the Crown & Anchor Society program – the line’s loyalty program for customers.
Harrison said that the selection criteria, responsibilities and benefits of Royal Champions are confidential in order to ensure the maximum level of objectivity among the group. He added that invitation to become a Royal Champion does not take into account of how many cruises one has taken, nor with which ship they sailed.
Paid cheerleaders
But a recent blog post on marketing site Customer Insight Group revealed more insight into the program than Royal Caribbean disclosed in the interview.
The post cites how the cruise line worked with Nielsen Buzz Metrics to “identify enthusiastic online supporters of Royal Caribbean.” By utilizing a “complex formula of data mining” the cruise line identified fifty posters a Royal Champions gig. The article details how the fifty individuals were chosen for the “quality and quantity” of their posts with a number having over 10,000 message board posts about Royal Caribbean. The majority of posts were found on Cruise Critic. After individuals were chosen for the program, their posts were “carefully monitored during events and on a regular basis to ensure that posts remain positive and frequent.”
The post also states that Royal Champions were rewarded with all-expense paid pre-inaugural sailings along with invites to events and cocktail parties hosted by Royal Caribbean executives.
Friend or faux?
The Customer Insight Group blog post made its way to the Cruise Critic boards where it has irked many of the line’s most loyal customers.
For the uninitiated, message boards feature comments posted by individuals using made-up online names used to preserve their anonymity. Since Royal Champions are not identified when they post many feel the lack of transparency and the fact that free cruises are given as an incentive to post is wrong.
“Very clever program with nice perks,” writes poster CanTex. “We need to be cautious about the objectivity of postings by the Champions.”
“The Royal Champion program has influenced me, it has made me start to look at other cruise lines,” says poster alexkrn46.
“Cruise Critic has so many travel agents, Royal Champions, and cheerleaders it’s hard to get a really neutral opinion or review of cruising. When people express their feelings and it isn’t all warm and fuzzy to Royal Caribbean they get attacked as jealous or whiny or worse,” writes cruisePRN.
On the other hand, the majority of posters on the Royal Caribbean board say they don’t mind the Royal Champion program. A number of Royal Champions have come out in the open like Cruiserccl, who at the ripe age of 14, professes that program hasn’t changed his posting habits.
I contacted Laura Sterling, Cruise Critic’s community manager about the Royal Champion program. She did not reply to my e-mails. However, she did write a general post to all board readers regarding the Royal Champion program where she says the program is for “influencing others who are not customers to sail on Royal Caribbean.” She adds, “It’s the new trend on the Web, and it will be here to stay. It’s the reason our site is so popular. The consumer voice sells product.”
To be sure, there are some shades of gray in between what consumer voice is heard. In the Customer Insight Group blog post a Royal Caribbean executive says that posts from Royal Champions are “carefully monitored during events and on a regular basis to ensure that posts remain positive and frequent.” The executive noted that due to the “ample word of mouth and exert sufficient influence” the investment in the Royal Champion program has been “worthwhile.”
That leaves a number of questions. Can you believe what is posted? Is the poster a genuine fan or someone who is being coerced to post only plentiful positive news? Lastly, does a forum cease becoming neutral territory for users when it allows an outside corporation to use members for marketing purposes?
Viral can get vicious
Sadly, exuberance of a cruise line can come at a moral price when a mob of fans disagrees with a reader’s post. This brings us to the infamous case of Brenda Moran, the passenger that was banned from Royal Caribbean for life due to abundant negative cruise reviews about her voyages on Cruise Critic.
I spoke to Moran about the Royal Champion program and she says several members from the group have been her harshest critics over the years. A few even sent nasty e-mails, and she believes some even went further with phone calls to her home, though she doesn’t have proof of that. She firmly believes it was the Royal Champion group that fought so hard to get her banned from the cruise line.
After writing Moran’s story last May, I, too, was not immune to hundreds of negative blog comments and e-mails about my reporting of her story. The sheer number of negative commentary on this story made me wonder if it was indeed coordinated. There were a number of posts that were similar in content and style to e-mails that I received. Upon checking IP addresses (a number that is assigned to a computer by an Internet service provider to be its permanent address on the Internet) I was able to match a number of nasty blog posts on ExpertCruiser to e-mails sent to me by two members that identified themselves as Royal Champions.
I was unaware of the Royal Champion program until another Cruise Critic poster, critical of the program, e-mailed me. I contacted Royal Caribbean about it last summer – it had no comment. I have to wonder why Royal Caribbean is taking such a big risk using online forums. After all, it has some of the most beautiful, innovative cruise ships in the industry and has an amazing fan base that posts good things, regardless.
Like them or not, online cruise message boards are now part of the pool of intelligence gathering and rumor swapping used (and manipulated) by travel agents, cruise line employees, rabid cruise fans, investors, media and the curious to track the performance of a cruise line.
You’ve been warned.
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Great article and very enlightening. Thank you very much!
I knew there was a clandestine program of some type, but had no idea it was so well coordinated and organized. It is amazing, and it explains a few contacts I have received concerning some reviews on my little blog. One while on board ship last year. Does it cross the line? Probably not, but it is close.
Of course Cruise Critic and Royal Caribbean have long had a relationship beyond this campaign. I lean towards another online cruise site, CruiseMates, but newbie cruisers can learn a lot on both websites. One needs to be aware though.
Thanks again. Great reporting!
I’m curious – what remuneration (“perks”) do Royal Champions recieve?
I have a few friends that are Royal Champions. Some received invites to a pre-inaugural sailing for the Liberty of the Seas (they still had to pay for flights, transportation, to the port, etc). Others received invites to the Oasis of the Seas unveiling event in New York City. Others haven’t received anything at all.
Mindy – From the article: The post also states that Royal Champions were rewarded with all-expense paid pre-inaugural sailings along with invites to events and cocktail parties hosted by Royal Caribbean executives.
It is certainly OK to have and express a vociferous opinion for or against any cruise line. It is not OK to personally attack an opinioned poster except with facts that refute a position.
However, compensated posters should be banned. How different is that than having employees of a cruise line put anonymous entries criticizing a competitor or providing misleading information about their own cruises?
I would say Cruise Critic is generally becoming an reliable source.
Did you mean “unreliable”?
I can’t say this campaign is surprising.
Hey – I cruised on Royal Caribbean. I got EXACTLY what I paid for – nothing else. I posted a truthful critique of our cruise – right down to the holding people hostage at excursions and driving the bus through ‘quaint’ native Mexican craft stations that still have the Made in Malaysia stickers on them.
Look, I’ve been on my last cruise. Cruise Critic might be about cruises, but it is not very critical. Why every one of the regular posters just loves cruising and loves the little towel animals and loves tipping their kindly and smiling cabin stewards and enjoys the crappy buffet food and overcharging for liquor and soft drinks that to an old criuse hand knows USED to be free. But those mid-West yuppie house wives and retired country club types just love cruising on Royal Caribbean and getting all their extra perks, like $100 cabin credit, for $20k a year on the business. Yippee! I listed all my future cruises in my signature because I love cruising. The most expensive way to travel.
Cruise Critic should do the “right” thing and force these people to identify they are a member of RCL’s program, in every post they make. C.C. has STRICT rules for tour operators and such, this seems like a natural extension of those rules.
But then again, Expedia ultimately owns Cruise Critic.
I made my last post on Cruise Critic last summer because of the severe criticism anyone receives upon making any remotely critical comment – except in the areas of smoking and what to wear in the dining room. Royal Caribbean, by far, seems to have the most posts, and now I think I see why. Too bad the site isn’t like journalism sites that identify potential conflicts of interest. CC’s administrator doesn’t seem to see the need for all that silliness.
Laughing at this article. I am a Royal Champion and this article is so far from the truth that it borders on ridiculous. Nice to see that Coxswain is posting here under a different name. Where is CrusePRN and Alexkrn46? The three main trouble makers on the Cruise Critic board.
As far as the Royal Champions getting Brend Moran banned????? Give me a break. She got her onself banned from the cruise line. Nice try to once again screw with the facts Anita. No wonder your emails were ignored by Laura Sterling. She knows a hatchett job when she reads one too. How sad. Yellow journalism at it’s best right here on Tripso by Anita.
Getting paid (perks, parties etc) specifically for positive comments will mean that Cruise Critic (and other sites) will lose credibility.
It is one thing to be a cheerleader. It is another to be a paid PR person. That is deceptive and shame on Royal Caribbean for trying to cheat its way into good ratings.
Makes me wonder how bad is RCCL if they can’t earn good remarks honestly?
Steve, I am really curious about this.. What in this article is far from the truth? I read a lot of Cruise Critic posts, but lately all posts about this topic are being deleted. I am seriously curious and interested.
Some say that the champions are “paid”, which in my opinion implies some payroll, or cash payout. But I also read that some Champions have been given free inagural 2-3 day cruises. Yes, they had to pay their way to the port, but the cruise was free. In my books, that is being paid. Whether or not everyone has received this benefit is the genius of it. It doesn’t matter. If a Champion thinks that they CAN get a free cruise at some point in time, they might be a little biased in their reviews because if it. No?
It is notable that a Royal Champion shows up here, denies everything, and then trashes some other Cruise Critic members as troublemakers (which only supports the contentions in the article) and insults the author of the story. Seems to validate much of what was written in the article.
Yes, cc is removing posts on Royal Champions with amazing haste. If the purpose of the shills is to get newcomers to the line, they would NOT be hanging on the RCCL threads, but on the other line’s threads. Cruise critic still contains all kinds of valuable information, but I will forever ignore any post which even faintly sounds like cheerleading. My opinion of RCCL (are they doing this on the X thread, as well?) and cruise critic has been lowered, especially that of cruise critic. They do their members an injustice by using covert “employees” to push a line. Shame on cruise critic.
I stopped visiting Cruise Critic sometime last year, when it began to feel like one horrific jr. high school clique. Half the people on there are travel agents who market their own agenda while pretending to be regular cruisers, and the other half are nut-job cruise enthusiasts who display their past and future cruises like a badge of honor. I could see the validity of a board where you could swap info, get some good tips, etc, but please tell me why someone would feel the need (or have the time) to post 10,000 times about ANYTHING? And if you post something that doesn’t jive with the opinions of fellow board members, you are either deleted or lynched. Cruise Critic is nothing more a social networking site for cruise freaks, and not a reliable source for valid cruise info.
At first I was confused at reading the articles, but I don’t think I am all that confused now. Maybe surprised…. hmm, not that either. Disappointed…. perhaps!
I sure hope that there isn’t any TRUTH at all regarding these so called Royal Champions and their perks or that RCCL and Cruise Critic didn’t have anything to do with this…… and that the perks given to royal champions – is all FALSE.
However, our world operates in such a competitive….almost to the extent of an edgy-knife throat slashing nature, (hope not literal) but does something like this really surprise us? REALLY. Maybe it’s not what we are reading, or maybe it’s juset that simple and it is… perhaps….perhaps!
I do agree with the fact that some readers/posters are siginificantly influenced by some of what they read regarding which cruise line industry or particular ship they should book. It’s always in the review and research. It’s what any normal person should do before deciding which cruise line we are going to give our hard working money to for a well-deserved vacation. SO, I can understand that emphasis or basis regarding if the limelight of this incident is “moral” or ethical.
Regarding cruise critic: It’s a little disturbing to know or to think back ( so many times while browsing) I could tell that some posts were definately “banging ” a little more for the simple buck when it came to RCCL posts. At first, I thought it was a group of employees or travel agents….. maybe it was a handful of Royal Champions after all. Who knows.
Although, I think that Cruise Critic can be very resourceful and has a good purpose…. AND can be a reliable source for cruise facts. What better way than to go to the source and find out from experience and reviews. That’s what lead me there before booking trips then after sharing my proud experiences and reviews.
To which, is the basis primarily the whole article and how far did it go with the champions and if there is validity of perks or RCCL/ Cruise critic’s involvement.
Nonetheless, all the major cruise lines are splendid and will always have some positive/negative things that is only preferrential to the individual cruiser.
and if you are wondering: Why does someone always have to pile on a little extra onto their plate and leave the last person with none?
Don’t worry about it….. let them sort it all out and it will be dealt with, if necessary and you will end up finding so much more to fancy those taste bunds.
Go on and plan your cruises and have a time of your life. After all, its the ships and their staff…that help assist with giving you and your family a TIME OF YOUR LIFE!
They are all magnificent: Carnival, RCCL, Princess, Norwegian…. etc!!!
Kudos to you all.
And to the previous post, you can call me a CRUISE FREAK, but I would caution the way you use the expression. Something tells me you enjoy the idea of cruising too?
Best wishes,
Good luck and happy cruising!
Actually, NO, Cruise Freak, I do not enjoy the idea of cruising, so there is no need for you to caution my use of the expression. I prefer to decide my own vacation itinerary. I like to wear whatever I want to dinner, not pay 5 bucks for a can of soda, and not get into brawls with people over a lounge chair at the pool. I prefer staying in rooms where you can’t touch all four walls simultaneously, and call me kooky but I don’t enjoy people going through my bags or telling me what i can and cannot bring. I also have an aversion to being quarantined in my room if my allergies are acting up, for fear of spreading some mad cow disease all over this floating vacation prison. I’m also not impressed with ‘towel origami’, and if I want to eat a crappy buffet there’s a China Garden right around the corner from my house.
Well, I am sure there are OTHERS that think the China Garden is a fine establishment. Let them be rice freaks! lol
Carnival does the same thing at its Carnival Connections website. Most of the posters there are either Carnival employees or travel agents. They glorify cruising and treat all complaints and customers that are less than satisfied as villians and liars. Between Carnival and Royal Carribean, I have chosen to either cruise with Disney or just continue with land vacations.
I was a member of the Royal Champions. This blog is not true and is very misleading….obviously written by a very ill-informed person.
We were NEVER paid, and we were NEVER instructed to make positive blogs about Royal Caribbean.
We were THANKED by Royal Caribbean for our history of being supportive of the company. That’s it. Nothing more, nothing less.
The so-call “all expenses paid” free cruise was on a pre-inaugural. Do some research. All cruise lines do pre-inaugurals with their new ships. They are non-revenue cruises and NO ONE pays to go on them. They are marketing cruises just to showcase the new ships.
Come on. We were all Cruise Critic and other blog site members long before this program existed. To say we were planted by the cruise line is just stupid.
By the way….Royal Caribbean isn’t even my favorite cruise line.
I am not a Royal Champion, but I am a member of Cruise Critic. Cruise Critic did not go downhill because of this Royal Champion program. It has become a hateful place due to posters that call themselves Coxswain, MrPete, GMa, Captain Jake, CruisePRN, etc. These people bring chaos and discontent to anyone that speaks a different opinion than theirs.
However, back to the Royal Champions. This is a program that was blown totally out of proportion by some people, including those I already named, and bloggers like this Anita woman. Anita, you need to get your facts straight before you charade as a journalist. You report that the Royal Champions had to have had over 10,000 posts favorable to Royal Caribbean. Wrong. Most RC’s don’t have anywhere near that many posts. You state that the RC’s were given an “all expenses paid” free cruise. Misleading. Like Gina said, it was a pre-inaugural and no one on board pays. Plus, you have to pay your own way to and fromt he ship.
But rest assured. The program has been trash heaped due to people like you who refuse to listen to those who were actuall in the program. Even I, a non Royal Champion, was able to figure it out.