Cruise company Royal Caribbean said recently it plans to shorten trips and pack days with activities and exclusive opportunities as demand soars, according to CNBC.  

The announcement comes as Royal Caribbean launches Utopia of the Seas, the world’s second-largest ship with a capacity of nearly 5,800 passengers. The new vessel features 13 pools, 21 dining options, and two casinos, among other amenities.

So how do these moves support Royal Caribbean’s existing “Come Seek” brand positioning? For one thing, you might speculate that shorter getaways could help the company cater to core audiences such as millennials. And help them experience the adventure of cruising without a huge time commitment.

Royal Caribbean CEO Jason Liberty told CNBC’s “Squawk Box” that 42% of guests who are millennials or younger say they plan to go on shorter vacation experiences over the next 12 months.

Uncovering a Blend of Two Archetypes

Cruises are one of the few areas of the hospitality sector where prices continue to rise sharply. Meanwhile, Royal Caribbean has the strongest order book in the cruise industry, with bookings holding strong through 2025.

Given these types of trends, if you’re in a marketing director or similar role, you might be wondering how to tap into the energy of a brand like Royal Caribbean’s for your own company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Royal Caribbean’s might be constructed.

In Jungian terms, Royal Caribbean would seem to combine elements of two archetypes: the “Explorer” and the “Entertainer.” Royal Caribbean’s Explorer side embodies a spirit of adventure, discovery, and pushing boundaries. But there also appears to be an Entertainer side to the brand that’s all about joy, amusement, and unforgettable experiences.

As a company, Royal Caribbean in a practical sense seems to be committed to innovative ships, unfamiliar destinations, and thrilling activities. But at the same time, it would also appear to emphasize world-class entertainment and the creation of a carefree atmosphere.

Characters from the world of film that might embody much of the same Jungian combination include Indiana Jones, who seems as adept at witty banter is he is at uncovering global archeological mysteries. Or Star-Lord from “Guardians of the Galaxy,” who combines a love for classic rock music and goofy jokes with leadership of a ragtag team of outer-space misfits. 

Copy on royalcaribbean.com describing the company’s cruise destinations discusses taking guests “deep into top-rated cruise ports and off-the-beath-path gems, so you can experience each one like a local.” And language discussing the various amenities onboard the company’s new Utopia of the Seas ship calls out “bigger flavor,” “bolder play,” and “better chill days than you’ve ever imagined.”

Those claims are backed on the website by, in addition to the onboard features already mentioned, mentions of the ship’s three waterslides, 23 bars, and eight hot tubs.

Achieving Your Own Unique Brand Tone-of-Voice

As a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help companies achieve their own unique combinations for their brand voices. This experience includes work for clients in the travel industry, as well as other areas including tech, media, finance, beverages, CPG, and restaurants, in both B2B and B2C markets.

If it’s Royal Caribbean’s combination of Explorer and Entertainer you’re seeking, an experienced copywriter could help your team find the right approach.

In terms of language, this could include phrases that evoke a sense of adventure, new experiences, and discovery of hidden gems. Including through the use of strong verbs and evocative adjectives. As well as the incorporation of playful linguistic devices such as lighthearted jokes and asides to build a sense of connection. Or even the use of intriguing and provocative questions to spark curiosity and interest.

Real-World Brand Voice Examples

So what does this all look like in practice? In addition to Royal Caribbean, multiple brands have also successfully combined Explorer and Entertainer archetypes into their brands:

• Airbnb offers unique and authentic global travel experiences while also emphasizing the chance to connect with locals and create lasting memories.
• The Body Shop offers natural ingredients and ethically sourced products that connect you with nature. And also employs vibrant packaging, playful product names, and a focus on self-expression.