Remembering Cruise Industry Icon Rod McLeod

Rod McLeod, a transformative executive leader who helped shape the cruise industry, died on June 3, 2025, at the age of 84.

Known for his innovative marketing and sales strategies, McLeod was part of the founding management team at Royal Caribbean. Over his 25-year tenure with the cruise line, he helped Royal Caribbean emerge as one of the most powerful and recognizable brands within the industry.

The McLeod family shared the news of McLeod’s passing on his Facebook page:

“Rod’s life was anything but ordinary. In 1972 he became Royal Caribbean’s first marketing director, helping shape what would become the modern cruise industry. He later guided Royal Caribbean International as Executive Vice President of Sales, Marketing & Passenger Services, steered a dramatic turnaround as President & CEO of Norwegian Cruise Line, and energized Carnival Corporation’s growth as Senior Vice President of Marketing. His contributions were honored in 2015 with induction into the Cruise Lines International Association Hall of Fame.

Yet his proudest achievements were never titles or accolades — they were the friendships he built across boardrooms and ports, and the fierce, unwavering love he poured into his family. Whether brainstorming bold new voyages with colleagues or cheering at every grandkid’s recital, he measured success by the bonds he forged and the smiles he sparked.”

From ‘Mad Man’ to the C-Suite

McLeod started his career as a “Mad Man,” spending a decade working in the fast-paced world of 1960s New York City advertising. His work with agency Hume.Smith.Mickleberry introduced him to Royal Caribbean and the then-fledgling world of the North American cruise industry.

In 1972, McLeod took a leap of faith, leaving behind the advertising scene to join Royal Caribbean’s founding management team as its first marketing director. He would stay with the cruise line for the next 14 years, eventually rising the ranks to become senior vice president of sales and marketing.

During this time, McLeod helped lay the foundation for Royal Caribbean’s ongoing brand development, helping transform the company from a start-up to an industry leader and influencing the business of cruising as a whole. This includes implementing air and sea packages to attract land-locked American markets, as well as evolving the marketing strategy to promote the cruise line itself rather than individual ships, appealing to first-time cruisers.

McLeod would briefly exit Royal Caribbean to join Norwegian Cruise Line, where he served as president and chief operating officer from 1986 to 1988.

McLeod would rejoin Royal Caribbean in ’88. Over the next seven years, he would become the chief marketing officer and executive vice president of sales, marketing & pax services. He would contribute to further industry innovations during this period, including Royal Caribbean’s dynamic pricing model and the automated reservations system.

McLeod accepted a position with Carnival Corporation as senior vice president of marketing in 1997 before stepping back into a president and COO role — this time with American Classic Voyages in 1999. He stayed in the role until the cruise line’s 2001 bankruptcy.

McLeod would return to Royal Caribbean one final time in 2002, stepping into an industry relations role. In the final years of his career, McLeod focused on industry consulting, eventually launching the boutique advisory practice McLeod.Applebaum & Partners in 2007. In 2013, McLeod and his business partner, Michael Applebaum, retired the business.

The Industry Remembers Rod McLeod

Over the decades, McLeod left an impression on many within the travel industry.

“My deepest condolences on the loss of a fine gentleman and great friend,” said Rick Mazza, president and CEO of TRAVELSAVERS. “Rod McLeod believed in TRAVELSAVERS in the early days and signed our first contract with Royal Caribbean. And the rest became history. He will be sorely and surely missed.”

Micky Arison, chair of the boards of directors of Carnival Corporation and Carnival plc, told TMR that McLeod “had a profound impact on our industry,” citing the senior executive’s many contributions: “His fingerprints are on so many of the achievements and milestones that brought us to where we are today.”

Like many others, Arison pointed to McLeod’s character as his defining attribute. “But what we’ll remember most is Rod’s extraordinary gift for connecting with people. He had a warmth and sincerity that made people feel welcome, respected, and valued. His legacy will endure through the industry he championed and the countless relationships he built along the way.”

Former colleagues, friends, and family members took to social media to share their condolences.

“I’m so very sad to hear of Rod passing,” posted Patricia Jenkins on Facebook. “I had the pleasure of working with Rod for 11 years at RCCL. I was the admin. Assistant to the president so we worked together a lot, sailed together, etc. he was so respected by everyone. So kind and very smart. It was a pleasure to know him. My thoughts are with you and your entire family.”