Royal Caribbean

A cruise sold through a six-step funnel paved with stacked discounts.

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Royal Caribbean sells a four-figure vacation in the grammar of a flash sale. The homepage loads behind three interrupts at once — a cookie wall, a "Visiting from Brazil?" geo-redirect bar, and an email modal dangling $100 off — before a single ship appears. Search is a faceted card grid where filters quietly drop the count from 49 to 24. But the signature surface is the booking funnel: a fixed six-step progress bar — Party Size, Room, Add-ons, Review, Guest Info, Pay — with the fare total pinned to the bottom throughout. A "Royal selects your room" tier upsells a cheaper cabin you don't get to choose. Review is where it peaks: each guest's fare itemized against a stack of named discounts, then a deposit step offering $200, pay-in-full, or "no payment today" beside a co-brand Visa pitch. Strip the scarcity theater and a clean, well-staged checkout remains.