Digitalisation eases cruise operations

Technology plays a pivotal part in cruise operations ensuring that the time to conduct certain mandatory drills manually could be made by the touch of a button saving more time and providing a smooth experience onboard, shares Mohamed Saeed, Managing Director for Royal Caribbean International, Celebrity Cruises, Azamara & Silversea Cruises – Middle East, with TRAVTALK.

Shehara Rizly

What is your forecast for cruising this year in the Middle East?

2022 has drawn a positive forecast and growing drive for 2023, with ease on restrictions and now all ships are back at sea. We expect 2023 to be a record year for us (Royal Caribbean Int’l) out of the Middle East market.

Do you see any new trends coming in terms of booking patterns in cruises (long term, short term etc)?

It’s been an ongoing norm for Middle East guests to book “Last minute” (2-3 months prior), a difficult adaptation for cruise industry as the global market book way in advance (8-12 months prior) and as such reduces availability in desired European summer sailings as an example, which is a hot product for GCC market.

How has digitalisation contributed towards cruises?

Lots of innovation came into play and learnings due to the pandemic (on a positive note), example the muster drill, which is the day 1 safety drill mandatory to attend, is now an e-muster drill, which is so interactive. Check-in times are now enforced and done on the app prior to boarding. So, the digital processes are in trend.

How will you attract customers, especially from the ME?

Royal Caribbean Arabia has been in the ME market since 1997 providing the necessary support and marketing to travel trade partners across the Middle East to sell cruise vacations apart from creating public relations and brand awareness to GCC consumer markets. With its strong presence and dedicated efforts, Royal Caribbean Arabia has been retaining its position as the market leader in the

Middle East cruise industry.

As you sell through agents from ME, what sort of new marketing initiatives will you both be working on together ?

Trade partners play a pivotal role and we are thankful for their continuous support and commitment to spread the joy of cruising to ME consumers through planned trade marketing activations such as digital, social media, in-mall activations and sponsorships.

Will you be able to attract the Gen Z travellers?

For the travel industry, Gen Zs are important cohort. They exert a strong influence on their parents, and a generation that cares about experiences than possessions.  Royal Caribbean International has done just that, delivering a family adventure holidays at sea. In 2018, Royal Caribbean has enlisted its first Gen Z expert panel, called the ‘Little Extraordinaires’ to help shape the holidays of the future. New research from industry experts has revealed the powerful influencer children now have on the shape of family holidays, with nearly 70 per cent of parents now consulting their children booking a holiday. The research shows that almost every parent believes their children’s holiday happiness is more of a priority than their partners (95 per cent of parents). And while over 60 per cent of parents admitted relaxing on the beach was one of the main things they enjoyed about being on holiday, over half conceded that waterslides and action-packed activities were top of their children’s wish-lists. Aged between seven and 11, the Little Extraordinaires act as consultants on future Royal Caribbean ships. The Little Extraordinaires will share feedback with Royal Caribbean International’s president and CEO Michael Bayley.