The Future of Guest Experience in the Cruise Industry

There are a lot of new ideas and changes happening in the cruise industry that are changing how people feel about their cruise. The guest experience has always been important to cruise lines. They came back after the pandemic stronger, younger, and more focused on new ideas than ever. The cruise industry is one of the best to watch when it comes to the future of customer experience. Major cruise lines are using technology, partnerships, and creative thinking to keep their passengers happy. This will decide if they do well or not in the future. The next five to ten years will be very important for shaping cruises for a new generation, especially as more Millennials and Gen Z travellers choose to cruise.

The Cruise Comeback and the Experience Economy

Experts doubted the ability of cruises to recover after the pandemic. They were wrong; cruising is back and bigger than ever. By 2022, the industry had gotten back to the same number of passengers it had before COVID. Many have reverted to highly profitable businesses, with the majority of ships operating at full capacity. One big reason for this comeback is finding ways to improve the guest experience. While other industries pulled back, cruise lines kept coming up with new ideas and technologies even when business was down. Since then, customer satisfaction has stayed very high. – very different from other industries, which have had problems with service and unhappy customers during the same time.

Because guests stay on board for days, weeks, or even months, cruise lines have learnt how to make every moment and space memorable. On a cruise ship, "every staff member becomes a guest experience specialist within their niche," and there are activities on every part of the ship. There are things to do every day, from morning yoga classes to evening deck parties, to please a wide range of tastes. Many land resorts are now trying to do this in their own daily routines.

Putting the guest first and paying close attention to what they say builds loyalty and repeat business. 82% of people who have been on a cruise before want to go on another one. One out of every four people who go on cruises more than once a year goes on two or more. Many first-time cruisers have also come from word-of-mouth and high satisfaction. 31% of cruise guests in the past two years had never been on a cruise before. This trend indicates that the industry is attracting more customers, particularly younger individuals.

Younger people are increasingly impacting the industry. Only 35% of cruise passengers were under 40 in 2019, but by 2024, that number had risen to about 42%. Millennials are especially excited about cruising; 81% of Millennials who have cruised say they want to do it again. Gen X and Millennials are now some of the biggest fans of cruises, which puts an end to the idea that only older people go on cruises. These travellers love how easy it is to use cruises and how many options they have. There are cruises for everyone these days, from family-friendly trips to luxury cultural tours to full expedition cruises and more. The industry is protecting its future customers by giving them experiences and talking to them online. One study said that cruise lines have done a "generational rebrand" in travel by making cruising cool again for people under 40.

Personalisation and smoothness on board thanks to technology

To make the next generation of guest experiences, cruise lines are spending a lot of money on technology. The goal is to make the trip smooth and personalised, with technology fading into the background and everything "just working" to make the guest happy. A big part of this is the rise of wearable tech and mobile apps on ships. Now, they are full-fledged tools for improving the guest experience and increasing revenue. They make things easier (no more searching for cards), let you customise your cruise (staff know what you like), and give guests more control over their cruise.

Being able to connect at sea is another thing that changes the game. Internet on ships used to be slow and cost a lot (especially the large vessels still have steep charges), but that's changing fast. Most cruise lines have made the switch to SpaceX's Starlink service for even faster Wi-Fi. Guests can share their vacation on social media in real time and even work from the ship. It also runs all of the IoT devices and apps that are on board in the background. Cruise line executives say that reliable internet access has "massively changed the guest and especially the crew experience," making it possible to use cloud-based apps, crew can video call home (in most cases) and more services that weren't possible before. Better bandwidth is what makes a cruise smarter, from AI-powered analytics to operations that happen in real time on board.

Data and AI are going to be the main things that make software hyper-personalised. Cruise lines know a lot about their passengers, like their past vacations and what they like to eat and do. The next step is to use this information to make people happy and surprised. Ships are beginning to use AI-powered predictive services that guess what a guest might want and suggest it before they ask. For example, a system might figure out that you usually get a latte at 10 a.m. and "magically" give you one right before you go to the pool. Or follow how people move around and tell management and crew members how to help improve traffic flow in busy areas and avoid bottlenecks. One VP of hospitality technology said that the goal is "a future where guests use mobile devices to easily book personalised activities... and enjoy tailored services on board with suggestions at their fingertips." This is possible by combining personalisation, AI, and smart infrastructure to make it easier for guests. Cruise lines know they need to spend money combining their data platforms and analytics tools in order to get there. A cruise technology expert said, "The future of the cruise industry will depend on how well lines use their data and build the platforms to do so," getting ready for the AI revolution that is happening in other fields. This means getting rid of separate systems for booking, loyalty, and onboard sales, and maybe working with tech companies instead of trying to build everything in-house. The reward is big: real-time personalisation can make customers happier and bring in more money. Furthermore, younger guests will expect a digital experience that meets their needs.

Extended Reality (XR), which includes VR, AR, and mixed reality, is also being used by cruise ships to give their guests new and exciting experiences. Digital experiences enable you to transcend the confines of a ship's limited space. Princess Cruises, for example, started a "360 Experience" dining event. This is an immersive multimedia dinner where story projections make walls and tables come to life, taking guests back to the origins of each dish. Celebrity Cruises offers a service called Le Petit Chef that uses 3D projection mapping to make it look like a little chef is "cooking" your meal on your plate. This keeps guests busy until the real meal comes. Royal Caribbean has tried VR dining with "Royal Railway Utopia Station", which makes you feel like you're on a trip. For example, you could have a vintage train ride background while you eat. Royal Caribbean now gives you tablets to use on tours of ancient sites like Chichén Itzá. These tablets show 3D models of the ruins as you explore them. This brings history to life. These high-tech parts not only look cool, but they also serve a purpose. They make older ships feel new and modern without having to make significant changes to them. For instance, a 10-year-old ship can offer a brand-new virtual reality adventure that keeps people coming back for more. It's also easy to make them bigger: you can give a VR experience to hundreds of people at once (through headsets or devices) without worrying about how big the theatre is. Furthermore, XR is opening up new areas of retail on board, which is cool. Big cruise ships are like large resorts on the water. Many have high-end stores and duty-free shops, and some now use AR and VR to let people try on jewellery or see products in 3D before they buy them. This is a mix of shopping and fun. This is a kind of "retailtainment" that draws in customers who are good with technology.

The main goal of all these tech-driven changes is to make the experience for guests easier, better, and more tailored to them. Check-in is getting easier thanks to biometric screening and boarding passes that work with apps. Just like modern airports, some cruise terminals now let people board by face recognition. Digital wayfinding helps people get around big ships, and apps let you book a spa or show appointment in seconds. The 'connected cruise' of the next decade wants to make things easier for guests by getting rid of the need to wait in a queue at a desk to make a reservation or deal with paperwork. Guests will have more time to relax or have fun. This so-called "hybrid channel" approach means it uses both digital and in-person touchpoints. This lets cruise guests help themselves while still having fun and surprising moments with real people. The crew uses technology to find out about guests, like their birthdays or favourite drinks, or greet them by name so they can make their interactions more personal. In short, technology is making the old saying "high tech, high touch" come true by taking care of the boring tasks so that staff can focus on making special moments. This will make a big difference in the next few years.

What Cruise Lines learned from other industries

Airlines were the first to use yield management, which means changing prices in real time based on how many people want to buy something. Cruise revenue teams also do this by running last-minute deals and other promotions. A big trend: prices for hotels and flights went up a lot in 2023, but prices for cruises stayed pretty stable, which made them even more valuable. A study found that after the pandemic, cruise vacations are usually 15–30% cheaper than similar land trips. This makes them a great deal for people who want to save money. The most important thing is that customers want value and options. People who travel don't like airlines that charge for everything. On the other hand, cruises include a lot of things (like meals and entertainment) and make it clear which extras are optional, which is better for customers. As the cruise industry grows, it will be important to keep that image of great value for money (even as they add more expensive options) in order to keep getting guests who might otherwise plan a land vacation or flight. In short, cruises should keep combining the best parts of airlines and resorts, which is a strong combination.

A lot of things are the same between cruise lines and the hotel and resort industry as a whole. These fields will keep sharing ideas for the next ten years as they all try to make the guest happy, recent appointments of new CEO's at Kempinski and Raffles show the industry is taking Cruise Line executives onboard for obvious reasons. High-end hotels demonstrate the importance of attention to detail and personalised service. When you check into a high-end hotel, they remember your room preferences, greet you by name, and suggest things that are just right for you. Cruise lines are spending money doing the same thing, but on a bigger scale. Cruises have a better chance of getting to know their guests because they can talk to crew members every day for a week. By the second day of the trip, crew members often remember what kind of wine or coffee guests like or even their name when sailing on smaller vessels. This is the kind of small, personal touch that sticks with you long after the event is over. Technology will help by letting staff see what guests like, but it's really just a simple hotel rule: make each guest feel special and seen.

Hotels and resorts also show how important it is to have things for guests to do on site that keep them interested. A resort knows that if guests only use the room to sleep and go somewhere else all day, it loses money and chances to get to know them. The best resorts have everything from spa retreats to guided nature walks to make sure their guests have a great time. Cruise lines are very good at this; their business model is to keep people busy on board so they want to stay and spend money. Guests get a list of things to do the next day every night. Land-based resorts are now using this idea of a daily program of small events to get guests more involved. For example, some resorts now post daily activities like yoga at 7 a.m., mixology at 5 p.m., and crafts for kids at noon to give guests a reason to stay. The lesson from cruising is that every second matters. You can always make people happy and surprise them, whether it's with an unplanned treat (like a popsicle cart by the pool on a hot day) or a planned event. It's important to remember that guests who are having more fun at the resort also tend to spend more money on drinks, activities, the spa, and other things. Cruise lines keep a close eye on how much money each passenger spends every day. They know that giving guests fun extras makes them happier and improves that metric. Hotels are getting the hang of it by offering their own services that make the stay better. The lesson is that you shouldn't be afraid to offer and charge for unique experiences that guests want. Travellers today are willing to pay for things that are really fun or interesting.

Another way that things come together is by adding local culture and storytelling to the guest experience. Many resorts stand out by offering local art, food, and things to do. For instance, a Hawaiian resort might have luau nights, and an Italian villa might have cooking classes for Tuscan food. Cruise lines are also adding local touches to their products based on itineraries and the destinations. Some cruise lines team up with local tour companies to offer unique shore excursions that are more than just a bus tour. The goal is to be real, which is what the next generation really wants. An expert in hospitality said that giving guests a story and a sense of place makes them want to spend more time (and money) with your brand. A great example on land is a resort in Orlando that built a farm and an apiary on its grounds. Guests can tour the farm, taste honey from the bees that live there, and even help with the herb garden with the kids' club. This gives guests a story they'll remember and makes them feel more connected to the property. Cruise lines can do the same thing by talking about the interesting things that happen in the places they go. They can give people meaningful cultural experiences both on board and in port instead of making everything the same. A lot of people are already going this way, with talks about the area's history, cooking demonstrations of local dishes, and longer stays in port or overnight stays to learn more. Things are not as important as experiences. People who travel will choose the cruise or hotel that has the most interesting story to tell.

At first, it might seem strange, but trends in the retail industry are becoming more and more important for travel. People these days don't just want to buy things; they want shopping to be fun and simple. Cruise lines are learning from stores how to make their guests' time and money better. They make a lot of money from the shops, casinos, and photo galleries on board. One important thing to learn from retail is that making things more personal can make people happier and sell more. Just like online stores use algorithms to recommend things you might like, cruise lines can use information about their guests to make their services better. We can already see this in action: some cruise apps will show you shore excursions or spa deals that match your interests, and photographers will use facial recognition to sort through all the photos of you taken on board so you can easily look at and buy them. Expect shopping to become more personalised in the next few years. For instance, your app might send you a message saying, "Your favourite single-malt whisky is 20% off at the duty-free shop today," or it might give you a discount on a shore tour because it knows you've been interested in cultural experiences. Using data wisely to meet each guest's needs makes them feel understood and can make them spend more money on board in a way that doesn't feel pushy.Retail also puts a lot of emphasis on speed and ease of use. For instance, Amazon's one-click ordering and Apple's Apple Pay, which works without any problems. Cruise lines are making their own easy-to-use stores. You can buy anything on board with just a tap of your wristband or cabin key—no cash or cards needed. This makes it easier for guests to spend money and makes it easy for them to do business (maybe too easy for their wallets!). We may see more omnichannel shopping on cruises in the future. You might be able to shop from your stateroom TV or personal device and have the item sent to your cabin or even your home if you don't want to carry it. You can buy things like drink packages, special dinners, or party decorations online before the trip with some cruise lines. This makes shopping more than just the ship. Cruises will take advantage of the fact that the line between shopping online and in person is getting less clear by letting guests shop whenever and however they want.

Cruise lines have also gotten into the trend of making shopping fun. On newer mega-ships, the boutiques are more than just stores. They also host events like fashion shows, whisky tastings, jewellery workshops, and meet-and-greets with designers. The idea behind "retail-tainment" is that people are more likely to buy things when they are having fun and are interested in them. On some ships, you might find a pop-up perfume sampling party or a watch raffle on a day at sea. It's like how a mall has special events to get people to come in. This kind of experiential retail will be popular with the next generation of cruise passengers, especially since they don't see "shopping" and "doing something fun" as two separate things as much as older generations do. Surveys show that younger cruise passengers care more about things like Wi-Fi access and photo packages that let them share their experiences than they do about traditional souvenirs. In this way, cruise lines can use advertising to make things like Wi-Fi packages, special photo shoots, or limited-edition items sound like fun things that will make the trip more interesting.

Brands use social media to talk to customers, get reviews, and make communities, like groups of people who ride Peloton bikes or collect trainers. Cruise lines also help online communities of current and former guests, like official forums, Facebook groups, and TikTok challenges. Younger travellers love to talk about and compare their trips. Cruise lines make things that people can share, like one-of-a-kind pop-up installations on the ship or Instagrammable decor. Then they promote that content to get people talking about it, which works as both marketing and real-time feedback. This is in line with the influencer culture in retail, where cruise lines ask travel influencers and even regular guests to be brand ambassadors by posting about their trips. Retail has found that the best way to get people to interact is to use content made by users. A guest who is happy and tweets a picture of their sunset cocktail on the deck is more convincing to their friends than any ad. So, making people feel like they belong to a community, like a fandom, will make them loyal and spread the word. It wouldn't be crazy to think that cruise lines might start offering more membership clubs or interactive apps where guests can earn badges or rewards for doing things on board (like how retail loyalty apps work). Cruise lines use the emotional side of loyalty that retail does so well by seeing guests as more than just passengers; they see them as part of a brand community. People keep coming back when they feel like they belong.

Getting the New Generation of Travellers Excited

The future of the cruise guest experience depends on understanding and meeting the needs of the next generation of travellers, which includes Gen Z, young Millennials, and even Gen Alpha. These new travellers grew up in a world where everything is connected and experiences matter, so they expect things to be different from older cruisers. Younger people are interested in cruising, which is good news. They are now one of the most excited groups, though. But cruise lines will have to work hard to win over and keep younger customers, since they have a lot of travel options.

What do young travellers want? Being honest, making it your own, and having a reason to do it. Surveys show that Gen Z and Millennials care more about getting to know other cultures and having real experiences than other parts of travel. A lot of young travellers (81%) say they want to go to places where they can really experience the culture. They are also willing to spend more on experiences that help them connect with people and places on a deeper level. For instance, 77% would pay more for a brand that helps them learn about and appreciate the people and culture of a place. This means that cruise lines can't just stop at the same ports and give everyone the same bus tours. The next generation will like cruises that offer unique excursions, meaningful interactions with destinations, and programming on board that helps them learn more a shift from Entertainment to Edutainment. We should expect to see more cruise itineraries that include ports that aren't as well known, longer stays for exploration, and partnerships to offer truly unique experiences. In the next 5 to 10 years, "normal" cruises to tourist traps that are already full may not do so well. But cruises that can give you a more unique, off-the-beaten-path experience (or private access to something) will have an edge. Smaller ships have the upper hand here as they can call new destinations and go off the beaten path easier.

You also need to use social media and other digital tools to get young people to travel. Gen Z learns about travel options on social media sites like TikTok, Instagram, and YouTube a lot more than they do from traditional travel agents or brochures. About 40% of people in Gen Z and Millennials who go on cruises say they found out about their favourite cruise line from family, friends, or social media, not ads. This means that cruise lines need to have a strong online presence and make it easy for people to tell others about their trips. People can get really interested in viral trends. For instance, a TikTok video of a cruise ship's cool roller coaster or a day in the life on a cruise can suddenly make thousands of young people say, "I want to try that." Brands like Virgin Voyages have taken advantage of this by marketing their ships as trendy vacation spots with nightclub-like events, stylish design, and no kids on board. They are basically saying that cruising is the next big thing for young adults. The rest of the industry is doing the same thing by adding more fun things to do on board, like high-adrenaline rides (surf simulators, skydiving simulators, go-kart tracks at sea), festival-style entertainment, and casual dining with a global street-food twist. All of these things are very appealing to younger people. The main idea is that cruising can be as fun or as relaxing as you want it to be. This is true whether you want to get your heart racing or just relax and be healthy, which is something that younger people are also doing more of.

A lot of young people who want to go cruising haven't done it yet, and Gen Z doesn't know much about cruise brands. An EY-Parthenon study found that Gen Z and Millennials knew the least about cruise lines and were less likely to say they would book a cruise in the next few years than older groups. The study also found that about half of the people who have never been on a cruise would be willing to try one in the next few years. There is a huge chance if cruise lines can get the right message to these new groups of people. The message should clear up any confusion (like "cruises are only for old people," which is obviously not true anymore) and focus on what young travellers want: fun, friends, adventure, value, and, yes, Instagrammable moments. We can already tell that cruise marketing is changing to focus more on experiences than on amenities. Instead of just talking about how big a ship is or how nice the cabins are, campaigns show people kayaking in Alaska, dancing at a beach club in Mykonos, or learning how to make tapas in Barcelona. All of these things are things that younger travellers want to do and learn about.

Young travellers also want to be part of a community and meet new people. It's interesting that people of all ages who go on cruises today are more likely to want to meet new people and have shared experiences than travellers in general. The younger generation is the same; they often travel in groups or with families that include people of different ages, and they love meeting new people. Cruise ships are a great fit for this because they have group activities, shared dining options, and social events. A lot of younger cruisers are also parents, which isn't surprising. They like to bring their kids and maybe even their parents, which makes it a family event. Cruise lines that make it easy for people to connect with each other, like flexible dining that lets friends hang out whenever they want, apps that help solo travellers meet up, or families with kids of the same age find playdates will get high marks. The next generation also wants status and benefits, like how popular it is to get status in hotel or airline programs. Cruise lines can use this to their advantage by making the experience more like a game, like giving out achievement badges for completing tasks or VIP experiences for loyal members that make them feel special. Some of this is already part of loyalty tier benefits, but making it fun and easy to remember (maybe by using an app that shows progress towards the next reward) could get younger guests who love collecting experiences more involved.

Sailing in a way that doesn't hurt the environment

Sustainability is more than just a buzzword; it's becoming an important part of the guest experience, especially for travellers who care about social issues. In real life, 82% of people say they want brands to share their eco-values. The cruise industry has heard this message loud and clear, and it is spending a lot of money to make its business more eco-friendly and has made big steps forward on this front.

One of the cruise lines' biggest promises is to reach net-zero carbon emissions by 2050. This is a big goal, but people are working on it right now. There is more than $20 billion set aside to make and use technologies that are better for the environment. New ships are already being built with engines that can run on cleaner fuels like LNG (liquefied natural gas), which can cut emissions by up to 40%. Personally, I believe hydrogen has the future, and the older tonnage will also be able to use biofuel or synthetic fuels. Also, cruise lines are adding the ability to get power from the shore. More than 61% of the world's ships can connect to electricity at port via shore-power, which means they don't have to use fuel while they are docked. By 2028, this number should reach 72%. To cut down on air pollution, companies have added exhaust scrubbers to 68% of their ships. In addition to cutting down on emissions, there is a push to cut down on waste and protect the oceans by getting rid of single-use plastics on board, making recycling better, and working with environmental groups. Some lines have even added systems to treat the water, making the wastewater cleaner than the seawater they took in.

Another part of being responsible is dealing with the effects of tourists. Venice and Dubrovnik are two cities that are well-known for fighting against the crowds of cruise ships at popular tourist spots. The cruise industry is working with local governments to find answers to this problem. Lines agreed to spread out their port visits so that too many ships wouldn't be in Dubrovnik at the same time. The city also set a daily limit on how many cruise passengers could come. To keep the crowds down, Santorini only allowed a certain number of cruise ships to dock there but still has the issue of overcrowded experiences taking the magic of the destination away. Some people are planning trips to smaller, less well-known ports or making new private destinations, like MSC's Ocean Cay or Royal Caribbean's Perfect Day at CocoCay. This will ease the pressure on public sites and give guests a fun, controlled time on shore. Cruise lines are increasingly positioning themselves as partners in "managed tourism," stressing that they plan trips well in advance and work with communities to make sure visits are timed and tailored to be responsible.

In the future, cruise itineraries might include more voluntourism or educational activities, like cleaning up the beach in the morning or giving money to local conservation groups as part of the excursion fee. This is in line with what younger people value and makes the experience for guests more meaningful. Cruise lines are also talking about how they help port communities financially, not just by bringing in tourists but also by working together and building things. In 2023, the industry added $168 billion to the world economy, and the story about how "cruise tourism helps communities" will keep being told.

In short, being responsible and caring about the environment will be a part of every part of the cruise experience in the future. The goal is to make travellers feel safe and secure about going on a cruise vacation without giving up their morals. This includes the ship they sail on (which quietly hums on cleaner fuel) and the activities they do (which are respectful, educational, and good for the locals). And younger travellers will expect nothing less, which is important. The cruise lines that do the best in this area will probably get a lot of repeat customers from the next generation, who will book with them because of what they do.

What's next

The cruise business is going in an interesting direction. Changes in technology, learning from other fields, and the way people of different generations think are all coming together to make the guest experience even better. In the next five to ten years, cruise vacations will probably be even more personalised, seamless, and full of options. This is true whether you're a 25-year-old who grew up with technology and is looking for excitement or a family with members from different generations who want to spend time together. We've seen that cruise lines are actively coming up with new ideas by spending money on wearables, AI, and immersive entertainment, working with experts from aviation to retail, and fully embracing a philosophy that focuses on experiences. These efforts are already paying off by making guests happier and bringing in new cruisers.

But there is still work to be done. You need to be open to change and keep an eye on how culture changes if you want to be ready for the next generation of travellers. So, to meet the need for honesty and sustainability, you shouldn't just talk about it; you should also do things and be honest about what you're doing. In cruising, the whole product is not just one department. A lot of things that used to be "extras" are now just expected, like good food, modern amenities, wellness options, and even eco-friendly practices, according to one industry report. – so to stay ahead, you'll need to keep coming up with new ideas and ways to improve your service.

It's a good thing that this industry knows how to make things that people will remember. Cruise lines have shown that they can be tough and creative by using their ships to try out new ideas and pushing for more innovation even when things are hard. That's a good sign for the future. These ships will use green fuels and make very little trash. We can look forward to even more itineraries that cater to every niche interest, from trips focused on food to extreme adventures. While doing all of this, we will still make sure that people are comfortable and have a good time on the cruise. The main goal, though, is still the same: to make sure that guests are happy, cared for, and connected during their whole trip. The cruise industry will stay at the top of the experience economy and make travellers lifelong fans by doing this. In a world where customers have endless choices, the people who give them great experiences will shape the future.