November 20, 2025 – Royal Caribbean Group has secured the No. 3 spot in the second annual Forbes ranking of the Best Companies in the United States, a recognition that highlights not only its financial performance but also its ability to innovate, transform its business model, and consolidate its position as one of the world’s leading providers of travel experiences.

The ranking, compiled using data from more than a dozen specialized organizations, evaluates factors such as financial strength, customer and employee satisfaction, labor practices, media reputation, cybersecurity, sustainability, and diversity. Royal Caribbean’s position reflects a strategic evolution that goes far beyond the cruise industry.

From a Cruise Company to a Global Vacation Experience Provider

According to Jason Liberty, President and CEO of Royal Caribbean Group, the key to its recent success lies in a profound shift in vision: “We are not just a cruise company; we are a provider of comprehensive vacation experiences, whether on a floating city or on land.”

This mindset reshaped the company’s internal priorities. Filling staterooms is no longer the main objective; the focus has shifted toward building long-term relationships with guests, both on board and at land-based destinations.

To support this transformation, the company invested hundreds of millions of dollars in technology, data science, process digitalization, and a complete overhaul of its app and booking system. Royal Caribbean went from having a few data specialists to employing hundreds of data scientists who analyze passengers’ real preferences and adjust offerings in real time.

The result: less waste — including 50% less food waste — products more aligned with travelers’ preferences, significant improvements in crew work experiences, competitive pricing, and a new identity centered around personalization.

Expanding on Land: A Strategic Bet

The expansion of its portfolio beyond cruise ships is also part of this structural shift. The company now offers all-inclusive land vacations that are part of its tourism ecosystem and will continue expanding to eight new owned locations over the next three years.

Some highlights include:

• Perfect Day at CocoCay in the Bahamas, described by Liberty as “the highest-rated destination among our guests.”
• Royal Beach Club in Santorini, Greece, a project that allows the company to overcome the limitations of traditional cruise excursions by offering longer, exclusive, crowd-free experiences.

With initiatives like these, Royal Caribbean aims to ensure each guest enjoys unique moments both at sea and on land. “We always ask ourselves how we can become more involved in fulfilling our mission. It’s about creating unforgettable days and building long-term trust,” Liberty said.

Forbes Recognition: A Validation of the Path Ahead

The Forbes 2025 list was built using millions of data points provided by organizations such as Data Axle, Crunchbase, Glassdoor, SecurityScorecard, SignalAI, Morningstar, Sustainalytics, and other leading firms in business intelligence, digital reputation, and financial analysis.

For Royal Caribbean, ranking in the top three represents a direct validation of its strategy to evolve into a comprehensive travel company driven by innovation and a deep understanding of its guests. It is also a recognition of the daily commitment of thousands of team members who create unique experiences for millions of travelers around the world.