The challenge they faced:
Cruise guests often booked their voyages months in advance—but after booking, there was no interaction until they boarded. Once on the ship, guests stood in long lines to reserve specialty dining, excursions, spa appointments, and more—when all they wanted to do was start exploring. The result: missed revenue opportunities and a poor first impression.
Our approach:
Research revealed guests wanted to start exploring the moment they boarded, but their first experience was standing in lines for specialty dining, spa appointments, and excursions. We saw an opportunity: shift that friction into pre-cruise excitement by letting guests customize their vacation in advance. This insight shaped the "Start Your Vacation Now" strategy—a digital planner that converted anticipation into revenue before departure and freed onboard time for exploration, not administration.
The business impact:
- 20% increase in per-person revenue from pre-cruise and onboard add-on sales
- Reduced onboard staff costs through better guest planning and insights
- Repeatable experience design model that improved satisfaction and loyalty voyage after voyage
