UIEvolution's Frank Jewett explains how operators can make cruising more relaxing
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This article was first published in the Autumn/Winter 2016 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
The cruise experience is supposed to be the ultimate vacation, where passengers relax and leave their daily cares behind while an attentive crew pampers them with world-class service. There are moments today where dedicated crew help passengers to achieve this ideal, but far too often the stress levels of cruise passengers still rise and fall regularly like the waves of the sea beneath them. Sometimes the stress is so great that it overshadows the positive aspects of cruising. To understand these top stressors, is to understand the passenger’s journey.
To start, the stress begins with cruise shopping. Travellers are overwhelmed with choices, with everything from a wide selection of cruise routes and dates, to a plethora of shore excursions. This leads to what US psychologist Barry Schwartz labelled ‘The Paradox of Choice,’ a phenomenon where consumers become less likely to choose anything when confronted with too many options. Essentially, cruise passengers worry about missing out if they choose incorrectly. This is particularly stressful for new and occasional cruisers who haven’t developed a strategy for selecting the best cruise.
Next, cruise passengers stress over preparing for their cruise. They worry about ensuring that they have provided the necessary information and proper travel documents, whether they have sorted meal plans, beverage packages, and reservations. Cruisers fear being delayed in their port of departure, missing their cruise completely, or setting sail and discovering that they didn’t properly arrange for meals and drinks. This fear stays with them until they board the ship and begin to interact with the crew.
During the cruise, stress comes in waves, particularly when passengers worry about making the most of their vacations, taking advantage of opportunities on the ship, shopping and enjoying pre-booked shore excursions in ports of call. The biggest source of stress is the fear of missing the departure of their shore excursion group, or returning to the ship too late. Even when they are relaxing on deck during a sea day, cruisers may be overtaken by the nagging fear that they are missing a once-in-a-lifetime opportunity to experience something exclusive on the ship.
Finally, at the end of an amazing cruise, passengers experience the stress of packing everything up and making sure nothing is left behind while wondering if all the memories have been captured successfully.
The answers to these challenges lie in finding a different way to engage with cruisers throughout their travel experience, from when they select their cruise to departing on their excursions. This could be based on their experience level and cruise frequency, one of the keys to reducing cruise-related stress. Improving communication and adopting technology can help cruise lines to holistically address cruisers’ fears and make choosing options easier. Less stressed passengers enjoy their cruise experience and speak highly of their experience to others, promoting brand loyalty.
UIEvolution is an expert in cruise technology and produces and in-room entertainment and digital signage platform, ExperienceManager. UIEvolution aims to help cruise companies harness the internet of things to improve the cruise experience, reduce these stressors, and to improve the cruise line’s brand experience.