RoyalCaribbeanmovesintoactivitiessector,launchesGoBebrand

Interesting move by Royal Caribbean as it looks to compete head-on with the likes of Viator with the launch of a standalone brand – GoBe – for activities.

The cruise line says GoBe is a subsidiary within the group and was originally created as a consumer-facing service to recapture lost bookings that its passengers were apparently making for shore excursions on other websites.

It then decided to ramp up the scope of the brand to become a fully-fledged, global tours and activities brand in its own right.