Royal Caribbean Cruises advertising spend, FY2025
Royal Caribbean Cruises (RCL) reported $693M of advertising expense for the fiscal year ended Dec 31, 2025. That is 3.9% of revenue of $17.9B. Up 13.2% from FY2024.
Key facts
- Ad spend is 1.4x its FY2022 level ($509M), slower than revenue (2.0x).
- FY2025 is the highest year on file, going back to FY2022.
- Largest increase +20.9% in FY2024; largest cut -0.6% in FY2023.
- Ad spend has risen 2 years in a row.
- Royal Caribbean Cruises spends more on advertising than 70% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $693M | +13.2% | $17.9B | 3.9% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2024 | Dec 31, 2024 | $612M | +20.9% | $16.5B | 3.7% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2023 | Dec 31, 2023 | $506M | -0.6% | $13.9B | 3.6% | AdvertisingExpense | 10-K Feb 11, 2026 |
| FY2022 | Dec 31, 2022 | $509M | n/a | $8.8B | 5.8% | AdvertisingExpense | 10-K Feb 14, 2025 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Royal Caribbean Cruises in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 98 | HP | $718M | 1.3% | +14.3% | FY2025 |
| 99 | Church & Dwight | $709M | 11.4% | +1.5% | FY2025 |
| 100 | US Bancorp | $705M | 2.5% | +13.9% | FY2025 |
| 101 | Dell Technologies | $700M | 0.6% | -12.5% | FY2026 |
| 102 | Royal Caribbean Cruises | $693M | 3.9% | +13.2% | FY2025 |
| 103 | Somnigroup (Tempur Sealy) | $692M | 9.3% | +47.0% | FY2025 |
| 104 | TJX Companies | $680M | 1.1% | +10.2% | FY2026 |
Questions
How much does Royal Caribbean Cruises spend on advertising?
Royal Caribbean Cruises spent $693M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 11, 2026.
What percentage of revenue does Royal Caribbean Cruises spend on advertising?
3.9% of revenue in fiscal 2025 ($693M of $17.9B). The median across the 336 companies tracked is 5.2%.
Is Royal Caribbean Cruises spending more on advertising?
Yes. Ad spend rose 13.2% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.
How does Royal Caribbean Cruises rank by advertising spend?
#102 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Royal Caribbean Cruises's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2025, filed Feb 11, 2026
- Accession number
0000884887-26-000007- Company
- ROYAL CARIBBEAN CRUISES LTD, CIK 884887, SIC 4400 (Water Transportation)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Royal Caribbean Cruises advertising spend, FY2022-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/royal-caribbean-cruises/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies