Did you know that Royal Caribbean Cruise Line came within hours of being bought by its rival, Carnival?
Know what made them decide to cut ships in half? Or why the Swedish Air Force was ready to shoot down a thrill ride planned on the Oasis of the Seas?
Cliffhangers like these are just a few of the revelations in a new behind-the-scenes look at the world’s second-largest cruise company. Delivering the WOW reveals the incredible work that goes on to transform seemingly impossible ideas into reality and create floating cities that can intrigue thousands every week. And it’s written by the man who was in the middle of its success, Richard Fain, who served as chairman and CEO of Royal Caribbean Group from 1988 to 2022 and still sits as chairman.
Not only is it a fascinating adventure story, but his lessons learned from personal experiences– including working undercover as a waiter– are case studies in decision-making and team building.
Fain was at the helm of the transformation from a small Norwegian company with three ships that held just over 700 passengers each into a global cruise giant with multiple brands that pioneered the era of megaships.
Royal Caribbean wasn’t always the line that thinks big, he admits. But that changed with the Sovereign of the Seas, designed in the 1980s as the biggest cruise ship afloat. Since then, the ships have only gotten larger and more filled with innovations. The goal is to make people want to get on board often and come back saying “Wow, can you believe that?” Fain says.
And that leads to the central philosophy behind the title of the book: Brainstorming to create an acronym that would capture the core values they wanted people to embrace, someone suggested Deliver the WOW. “We all gasped. It so perfectly captured what made our vacations so special, Fain recalls.
“WOWs are more than spontaneous reflexes. They are rallying cries, and they have the power to mobilize a workforce to achieve the unthinkable. They may be hard to earn, but they are worth their weight in gold. They’re our company’s reason for being,” Fain says. The line builds teams with goals that include “no incrementalism”, continuous improvement and “good enough isn’t good enough” that are more than mission statements.
“I didn’t yet appreciate any of this when I first started working at one of Royal Caribbean’s shareholding companies in 1975. Back then, I thought that doing my job with enthusiasm and imagination was enough. I never appreciated the importance of culture and could not have imagined its power as a catalyst for transformational growth,” he adds.
There were more than a few sleepless nights. Deciding to think big in 1987 meant launching not just another 700-guest ship, but one that carried 2,600 passengers, unheard of at the time.
But the bold move worked and Royal Caribbean became known for bigger ships with more to experience on board. That included coming up with WOW factors on every new ship. Think ice rinks and Magic Carpets or Pearls and Aquadomes.
Technology has played a huge role in creating what are really floating cities. Royal Caribbean created a dedicated high-tech design center in Miami large enough to create full-scale models of ship venues and uses computers and virtual reality to finalize designs. What used to take months of meetings and drawings to decide on a design can now be finalized in 30 minutes by putting on virtual reality goggles and having designers walk through the ship together. Fain says it enables them to shape vastly different experiences–from the 7,600-guest Icon of the Seas to the intimate 100-guest Celebrity Flora that all have that something extra.
Delivering the WOW is a fascinating read–and the story is far from over. “As we look to the future, the next big WOW may or may not float, but it will delight,” Fain promises. His prediction: “Full steam ahead.”
Review by Wallace Immen, The Cruisington Times
Delivering the WOW: Culture as a Catalyst for Lasting Success is published by Fast Company Press for release October 21. It can be ordered at 800-932-5420.
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