All-round digital experience for cruise passengers

TUI Cruises, the leading cruise operator in Germany, faced challenges with digitalising the entire customer journey and creating a seamless customer experience. In close collaboration with TUI, we developed a comprehensive digital infrastructure that connects the ‘My Trip’ booking portal, the app as well as cabin TV and multiscreens on board. By digitalising and integrating all touchpoints, we extended passengers' anticipation of the trip and create an unforgettable experience during and after the cruise.

TUI Cruises, a joint venture between TUI AG and Royal Caribbean Cruises. With seven ships, this makes them one of the biggest players in the German cruise market. The partnership brings the cruise line and tour operator business areas under one roof. 

For a long time, the cruise booking process consisted of many individual, predominantly analogue components: booking by phone, checking in with paper tickets and after-sales by direct mail. TUI Cruises wanted to digitaliise the entire customer journey and create an all-round digital experience.

What took place in many different stages and at numerous touchpoints in the analogue world should now be integrated into a uniform process. Holiday research and booking had to be considered, as well as the stay on board, including the information available in the cabins or booking options for excursions, through to customer service after the end of the trip. In short: an all-round digital experience had to be created – far beyond the actual trip.

Working closely with TUI Cruises, we developed a comprehensive digital infrastructure that connects all customer touchpoints. The core of the solution is the integration of the booking and service portal ‘My Trip’, the corresponding app and the onboard systems.

Onboard the ships, we have created a connected multi-screen universe through which guests receive personalised services and offers tailored to their needs. This ranges from exclusive lighting control in the cabin to personalised TV streaming and insights into the route map, all the way to personal travel planning. 

The internet booking engine we designed and developed is also connected to the digital infrastructure, so the user experience begins before the journey even starts, contributing to a perfect stay onboard. Business-relevant systems for booking, mobile ticketing, reservations and the sale of additional services are seamlessly interconnected. 

By digitising all touchpoints, we not only extend the passengers' anticipation but also create a cruising experience that goes far beyond the actual journey. The close partnership and continuous support by our digital unit for TUI Cruises enabled the successful implementation of this comprehensive digitalisation strategy. Together with TUI Cruises, we have managed to elevate the complete customer experience to a new level. By adding digital touchpoints to existing analogue customer contact points and linking them into an integrated infrastructure, we were able to create a seamless cruise experience.

Booking and service portal "My Trip", mobile app, cabin TV and multi-screens, connected digital infrastructure, internet booking engine (IBE).