OUR WORK: GAME PLAN
An executive-level brief transforming
insights into tactical, manageable actions
Royal Caribbean International
The Ultimate Abyss
Royal Caribbean’s newest endeavor was all about experience design. The newest ship would need architecture, design and internal teams to work as a symbiotic unit to create The Ultimate Abyss. This new attraction had to set an adrenaline-pumping tone to appeal to fear-friendly seekers while simultaneously emphasizing a safe and fun environment. The attraction also needed to balance existing design with operational challenges, while offering a totally new integrated onboard experience.
Historically, Starwood Vacation Ownership deferred to the property management teams to run the onsite operations, which resulted in the variation of the guest experience across the portfolio of properties. Vacation owners wanted something different. Guests no longer wanted to be treated purely as owners; they wanted the same resort experience they would receive as guests at a Westin or Sheraton. Starwood Vacation Ownership leadership wanted to come up with two new experiences that could be scaled on a corporate level to achieve this resort feel for owners.
Using its highly focused and proprietary Playbook suite of tools and processes, Spark helped MSC Cruises launch its first technological marvels, termed “Smart Ships.” Embedded within MSC for the better part of a year, Spark assisted in recruitment of advanced technical roles, training, program management, operational standardization, risk management, implementation oversight, and strategizing the overall program for continuous improvement. The engagement resulted in the successful launch a number of industry-first technologies for MSC Meraviglia and MSC Seaside, as well as the revitalization of MSC Splendida.
Odyssey & Spirit Cruises Core Product
While Entertainment Cruises’ largest fleets, Odyssey and Spirit Cruises, had long been viewed as industry leaders, over the years, their stellar experiences have turned lackluster. The company needed improvement highly steeped in strategy that could be personalized across every ship. The Odyssey and Spirit Cruises brands needed a reinvention and brought in Spark to add strategic perspective, execute and make it stick.