Royal Caribbean Cruises Ltd (RCL  ) continues to position itself for long-term growth as it captures share in the global vacation market, according to JPMorgan analyst Matthew R. Boss, following recent management meetings. JPMorgan maintains an Overweight rating on Royal Caribbean and raised its December 2026 price target to $376, based on roughly 13× projected 2027 EBITDA.

The firm views the cruise operator as a best-in-class company supported by strong customer demand, differentiated destinations, and disciplined cost management.

Long-Term Growth Strategy Focused On Market Share

During JPMorgan's Gaming, Lodging, Restaurant and Leisure Forum in Las Vegas, Royal Caribbean CFO Naftali Holtz outlined the company's strategy to expand within the more than $2 trillion global vacation market, which management expects to grow about 6% annually through 2028.

Boss noted that Royal Caribbean increasingly competes not only with cruise peers but also with land-based vacation options such as Orlando theme parks, Las Vegas resorts and all-inclusive destinations.

Despite this broader competitive landscape, management believes cruise vacations still maintain a mid-teens value advantage compared with many land-based alternatives.

Product Innovation and Younger Travelers Drive Demand

Management identified product innovation and customer experience as key drivers of long-term growth. Recent investments include Icon and Oasis-class ships, Starlink connectivity upgrades, and destination experiences such as Perfect Day at CocoCay and the upcoming Perfect Day Mexico.

The company is also focusing on attracting younger travelers. Millennials and Gen Z now represent roughly half of Royal Caribbean's customer base, and marketing strategies increasingly emphasize building a "lifetime of vacations" relationship with customers.

Boss also highlighted the company's shift toward digital marketing and social media channels, which management believes can reduce customer acquisition costs while strengthening brand advocacy.

Financial Outlook

JPMorgan expects approximately 10% revenue growth in 2026, supported by 6.7% capacity growth and 1.5%-3.5% net yield growth.

The firm models 2026 earnings per share of $18.14 and 2027 EPS of $21.25, both slightly above consensus estimates.

Boss noted potential risks, including an economic slowdown that could impact travel demand, volatility in fuel prices and challenges in maintaining pricing power relative to land-based vacation alternatives.

RCL Price Action: Royal Caribbean shares are trading 2.31% higher at $278.96 on Monday at publication.