Royal Caribbean International made a smart move yesterday by posting a Youtube video from Captain William S. Wright, the cruise line's senior vice president of marine operations. The post follows the "serious incident" on Sunday involving the line's Brilliance of the Seas, which was rocked by 70-knot winds and "very, very large" waves in the Mediterranean en route to Alexandria, Egypt. Some 60 passengers were hurt; injuries were mostly minor, according to Wright.

What's captivating is Wright's no-nonsense straightforward manner in describing the incident, explaining the causes, and pointing out that the cruise is continuing (albeit to an alternative port in Malta) because the ship is seaworthy.

It's a strategic use of social media, which for the most part has been used by the travel industry merely to advertise fare sales.

Smart Traveler Mark Orwoll is the International Editor of Travel + Leisure.