The Counterintuitive Hiring Secret That Built Royal Caribbean's $16B 'Culture of Wow'

What does it take to build a culture so strong that it powers 68 ships, 100,000 employees, and 12 million ecstatic guests each year? In this episode, Richard Fain, former CEO and current Chairman of Royal Caribbean Group, shares how he led the company’s evolution from a small cruise line into a $16 billion global powerhouse by anchoring performance in purpose and people. Drawing from his new book, Delivering the WoW: Culture as a Catalyst for Lasting Success, Richard unpacks the mindset behind Royal Caribbean’s growth—from defining culture as a shared North Star to prioritizing fit over fitness in hiring and leadership. He explains how the company grew leaders through cross-functional rotations, built transparency through metrics like guest satisfaction and employee Net Promoter Scores, and created alignment through a shared “culture dashboard.” Along the way, he highlights lessons from bold innovations like the VR Innovation Lab—and even a runaway blimp experiment—that shaped a culture of continuous improvement and accountability. Every CHRO who believes culture is the new competitive advantage will find in this episode the proof and the playbook for making it real.

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