Fred. Olsen Cruise Lines launches onboard app with SimpleClick

Fred. Olsen Cruise Lines launches onboard app with SimpleClick
The new app will enable guests to access information about the cruise and pre-book shore excursions (Image: Fred. Olsen Cruise Lines)

UK-based Fred. Olsen Cruise Lines has launched an onboard app with software development agency SimpleClick. Guests onboard Balmoral, Braemar, Boudicca and Black Watch will be able to use it to access information about the cruise, itinerary, activities and meals with limited connectivity. 

The app, which will be free to download from the App Store and Google Play, will allow cruise guests to have a pre-cruise countdown, pre-book shore excursions, view cruise histories, read a digital version of the line’s newsletter – Daily Times – check the day’s menus and much more. 

“We are extremely excited to introduce the new Fred. Olsen Cruise Lines app, the latest development to improve the guest experience across our ocean fleet, from start to finish,” said Ben Williams, head of Marketing for Fred. Olsen Cruise Lines. “We have been working with Ipswich-based agency, SimpleClick, with whom we have a long-standing relationship, to develop this interactive new app. 

“We are very pleased with the outcome and would like to thank the entire SimpleClick team for its help and support. We are confident there will be a strong uptake of the app, because it enhances all aspects of the user journey. We have lots of future functionalities planned already, so we hope that uptake grows, as the app develops.”

Fred. Olsen decided to develop the app to engage with passengers in a more digital format and to improve its impact on the environment by reducing paper use on its ships. By downloading the app before embarkation, guests can also avoid paying for onboard wi-fi as their devices will automatically connect to the ship’s network. 

“We have been working with Fred. Olsen Cruise Lines for almost 10 years and have developed a wonderful business relationship, frequently working at its offices to ensure goals are met and the high level of service it expects is delivered,” said Claire Thorpe, director at SimpleClick. “We’re really happy to launch such an innovative app that will revolutionise the guest experience onboard."

Following the app’s introduction, the cruise line will be gathering feedback to make any necessary adjustments. The line also plans to add its European river cruise ship, Brabant, to the app in due course.

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Elly Yates-Roberts
By Elly Yates-Roberts
Monday, July 29, 2019