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BLOG: Personalized cruise experience - The way forward


In today's highly competitive cruise industry, the number of guests, restaurants, and activities on board cannot be considered the sole measure of a cruise line's success. The number that matters most is "one." It is that one cruise guest. It is that one cruise experience that matters most.

Cruise companies that provide a memorable experience and speak to the guest in a unique voice leave a lasting positive impression. This is characterized by guest empowerment and engagement in a personalized matter. This is what makes and keeps guests happy and defines a one-of-a-kind journey.

Creating unique experiences requires knowing the customer’s demands. Every click on the cruise line's website and app, every interaction with support service specialists, and participation in onboard activities are valuable sources of information about guest preferences. Organizing and transforming these thousand data points into actionable insights is an overwhelming task and requires a data analytics environment that goes beyond rule-based systems.

Artificial intelligence (AI) and machine learning (ML) applications are capable of processing vast amounts of data. Based on real-time analysis, ML tools provide the insights needed to deliver a personalized experience. ML models process the data instantly, looking for patterns and running thousands of experiments within milliseconds to create the best recommendation for each individual guest at the moment the passenger will value it the most.

The intelligence provided by ML-based recommendations enables cruise lines to interact directly with passengers. A fully automated system without human interaction is key for an unforgettable experience on a ship boarded with thousands of cruise guests.

Going forward, cruise lines leading the industry will be determined by the best overall customer experience. Cruise companies that prepare today for this fast-paced changing travel world of tomorrow will outperform the competition in the market and will leverage digital transformation features and data analytics solutions in their favor. More than ever, it is important for cruise companies to keep a finger on the data and set the course for personalization, either by themselves or with a trusted IT support partner like Lufthansa Industry Solutions.

About Lufthansa Industry Solutions

Lufthansa Industry Solutions is a service company for IT consulting and system integration with a long-standing business relationship in the cruise industry. The Lufthansa subsidiary supports its customers in digital transformation and data analytics. The customer base includes companies within the Lufthansa Group as well as more than 300 companies in different industries. Headquartered in Norderstedt, the company employs more than 2,500 people at several offices in Germany, Albania, Switzerland, and the United States.

Author: Stanislaw Schmal, Director Data Analytics & AI at Lufthansa Industry Solutions US