1. IntroductionPassenger shipping is one of the fastest growing and evolving sectors of the hospitality industry (Wie, 2004, Douglas et al., 2010). This therefore highlights the need to develop a strategy to ensure the long-term success of companies in this sector. This report would focus on Royal Caribbean International's operations in Singapore and analyze them in relation to its external and internal environments, while concluding with a recommendation of strategies that could be adopted as part of the company's long-term strategic trajectory. organization. Founded in 1968, the company is part of Royal Caribbean Cruises Ltd., which provides one-stop vacation services including hotel, dining and entertainment. Additionally, land tours, stopovers and airport transfer services have also been offered in recent years to maximize the customer experience (Royal Caribbean International, nd).2. External Analysis 2.1 PESTLE Analysis Various scholars have highlighted the essential role that the PESTLE framework plays in helping organizations analyze their external environment (Johnson et al., 2012; Senior and Swailes, 2010; Gomez-Mejia and Balkin, 2011). Politics: Due to the welcoming attitude towards foreign businesses, low levels of corruption, stable political climate and good relations with neighboring countries (MarketLine, 2013), there is little political risk in Singapore. Economy: Singapore's economy is relatively stable and growing, although slightly affected by global economic difficulties. Overall, unemployment levels are low and GDP per capita is high (World Bank, 2013), implying higher disposable income for nationals to spend. Nonetheless, spurred by the soaring...... middle of paper ......n Technology to boost productivity. Today: October 14. [Online]. Available at: http://www.todayonline.com/singapore/hotels-ride-technology-drive-productivity?page=1. [Accessed April 15. 2014].World Bank (2013): Doing Business 2013, Washington, DC: International Bank for Reconstruction and Development/World Bank. [Online]. Available at: http://www.doingbusiness.org/~/media/GIAWB/Doing%20Business/Documents/Annual-Reports/English/DB13-full-report.pdf. [Accessed April 15. 2014].The World Bank. 2013. Singapore Overview. World Bank Group. [Online]. Available at: http://www.worldbank.org/en/country/singapore/overview. [Accessed April 15. 2014].Yi, S., Day, J. and Cai, LA (2014): “Exploring tourist perceived value: an investigation into the travel experience of Asian cruise tourists”, Journal of Quality Assurance in Hospitality and Tourism, 15: 63-77