With the COVID-19 pandemic far behind us, travelers are returning to cruising. Demand for all inclusive cruises continues to surge with ships selling out well before sailings. The category is expected to grow by 11% through 2028 as cruise operators continue to grow their fleets and add value to the cruise ship experience. Royal Caribbean just launched their Icon of the Seas, the world’s largest cruise ship with a staggering 2805 staterooms. As demand continues to ramp up for these types of vacations, cruise ship lines are also taking notice of the technological needs of their passengers. Many companies have created and deployed technologies that enhance the passenger’s cruise experience, even before they board the ship. Technology also helps back the end of this resource heavy business. Technology can optimize many aspects of the operational part of the cruise, saving lines time and money.
Convenience is Part of the Experience
Cruise operators pull out all the stops when it comes to delivering memorable experiences. Aside from the vast buffets and unique offshore experiences, cruise lines are building technologies that increase passenger conveniences while onboard. Royal Caribbean’s Icon of a rolling showcase of modern technology and implements Kone’s cutting edge destination programming to control its 22 elevators. The system constantly monitors passenger traffic, elevator location and desired floors to minimize wait times and operate the elevators in the most energy efficient way possible.
Facial recognition technology has become a practical way to scan passengers disembarking and Carnival Cruise Lines utilized the technology at 9 of its 14 US ports. Disembarkation has always been a time consuming and sometimes chaotic experience for passengers and being able to simply walk off the ship greatly improves convenience. Carnival’s HUB app has been downloaded 10 million times and gives passengers the ability to book shore excursions and spa treatments directly from the app. Cabin room service can even be ordered through the HUB app.
Technology for Behind the Scenes
Operating a cruise is a massive behind the scenes undertaking and optimization for efficiency is critical to ensure higher margins and returns per guest. Cruise lines apply cutting edge technology to help make real time decisions that can save both time and money. With the push for sustainability in the cruise industry, ships are using AI powered technology to:
- Find and plot the most fuel efficient and cost savings route to various ports
- Manage and track fuel usage and make recommendations on purchasing based on market conditions
- Estimate the entire carbon footprint of a particular voyage and suggest alternate routes to mitigate ocean based pollution
- Track and deploy maintenance schedules to keep equipment operating at its most efficient
- Predict accurate food and water consumption and needs based on voyage capacity to reduce food waste and the garbage associated with meal preparations
Outside of the ship itself, marketing and sales departments are also benefiting from the latest technology. AI powered infrastructure can deploy optimized and tailored marketing campaigns, based on historical and predictive data that can create additional margin opportunities from a particular guest. Cruise operations are a highly cost intensive business and creating efficiencies while maximizing sales opportunities are critical to success and profitability.
Cruise Lines are Early Adopters
Operating large cruise ships is a resource and time intensive effort. Manpower, energy, hotel services and maintenance are just a small sample of some of the costs cruise lines have to contend with. Using technology in marketing and operations can give brands a competitive edge. Using artificial intelligence models to optimize marketing can maximize revenue and margins by creating and deploying targeted messages and appropriate add ons. AI based technology can also help improve operations and save costs by performing split second decisions based on historical data and cost control probabilities. With the potential to sell more and save money, it’s no wonder that cruise lines are enthusiastic about deploying cutting edge technology within their fleets.
Technology Drives the Bottom the Line
Monumental operating infrastructures and high costs and overhead make the cruising business a complicated one, but surging and consistent demand also makes it a lucrative one. Cruise lines will always look at ways to draw customers in and keep customers coming back as the category commands a high loyalty ratio. Today’s clientele continues to mesh personal technology with their travels and cruise operators are pushing to create and offer unique technological services and amenities, designed to enhance the passenger’s cruise experience. Recent ship launches are showcases for cutting edge technology for passengers as well as back end operations. Technology is also used behind the scenes in all facets of the ship’s operations. Because of sheer volume, streamlining and improving operations to the most efficient possible can save operators considerable money and time.