Nobody likes paying for a luxury cruise only to find themselves queuing to get onboard or buying a ferry ticket then struggling to secure a seat. Whether it’s a quick trip across the water or a longer journey, passengers expect a comfortable and hassle-free experience wherever and whenever they are sailing.
To meet these expectations and enhance customer satisfaction, passenger ship operators are now adopting smart technologies to enhance the end-to-end cruise experience – from the moment the guests begin searching for their cruises, to the minute they disembark after their sailing. These technologies are allowing guests to do everything from booking restaurants to checking in seamlessly, making contactless payments and personalising their onboard experience.
“Guests on cruise ships can use specifically designed applications, powered by artificial intelligence (AI), to get personalised recommendations for dining venues, onboard entertainment and more by inputting their preferences,” says Nicholas Belle, founder of Abelle Consulting, which delivers strategic digital transformation and innovation expertise to maritime and transportation organisations globally. “They can also offer real-time translation services for international passengers and link to smart cabins with internet of things (IoT) technology for automated environmental controls.”
Holland America Line, for example, has created a digital concierge service using Microsoft AI technology for guests to plan their cruises. The tool is named ‘Anna’ and answers customer questions like ‘find me a cruise that sails to Alaska in the next three months’ or ‘what onboard activities are available on this ship?’. The company has found that when customers engage with Anna, they are more likely to find the right cruise that fits their individual needs.
Royal Caribbean International uses a smart wristband solution to reduce passenger congestion. The wearable devices track passenger movements around the ship so it can improve onboard logistics. The wristbands are also used as cabin keys, wireless payment methods and as instant messaging devices.
Carnival Cruise Line is also using technology to improve the guest experience. Facial recognition technology has reduced the time it takes to check guests in from 60 to fewer than 10 minutes. Onboard its ships, AI-driven systems enhance comfort with personalised activity recommendations. These systems also monitor crowd patterns to reduce congestion, ensuring a smoother, more enjoyable experience from the moment guests arrive.
Ports are also using smart technology tools. For example, the Port of Rosslare in Ireland is using AI to speed up its check-ins by automatically reading the registration plates of vehicles boarding ferries belonging to operators including Brittany Ferries, DFDS, Finnlines and Stena Line.
But operational efficiency is just one driver behind the maritime industry’s technological revolution.
“People expect constant high-speed internet and mobile connectivity at sea, which is pushing passenger shipping companies to invest in satellite communications systems and onboard networking infrastructure,” says Belle. “The International Maritime Organization’s regulations around safety, environmental compliance and cybersecurity are mandating the adoption of new technologies for vessel monitoring, emissions tracking and secure communications. Plus, rising fuel costs, increasing traveller numbers and environmental concerns are driving investment in alternative fuels, route and passenger optimisation solutions, and predictive maintenance systems.”
Onboard technology needs to be connected to onshore teams at all times to ensure seamless operations, enhance safety at sea and deliver superior passenger experience. However, there are several integration challenges that operators need to overcome to make this a reality.
“Bandwidth limitations and connectivity gaps between ship and shore affect real-time data synchronisation and communication,” says Belle. “There is also the issue of legacy systems onboard ships being incompatible with modern digital platforms designed for onshore teams. Cybersecurity vulnerabilities at the ship-shore interface add an extra layer of difficulty as does data standardisation across different vendors, systems and platforms.”
Technology can help to overcome these barriers, though.
Port of Rosslare in Ireland is using AI to read registration plates of vehicles boarding ferries
“Edge computing systems – which process and store data instead of sending everything to a central cloud server – optimise data transmission while middleware platforms enable legacy-modern system integration,” explains Belle. “Standardised application programming interfaces and protocols help to unify communications and emerging technologies like SD-WAN, and 5G maritime networks are also improving ship-shore connectivity reliability and bandwidth capacity.”
The next five to ten years are set to bring transformative changes for maritime communications and technology, predicts Belle. Key innovations such as low Earth orbit (LEO) satellite networks, 6G maritime connectivity and integrated ship-shore systems will unlock new opportunities for the industry.
LEO satellite networks are expected to provide constant, high-bandwidth connectivity, allowing vessels to maintain seamless communication, even in the most remote areas of the ocean. “This capability will not only enhance passenger experiences by supporting high-speed internet and entertainment options but also improve operational efficiency by enabling real-time data exchange between ship and shore,” says Belle. “These advancements will pave the way for integrated systems where data flows seamlessly, empowering operators to make informed decisions with minimal delay.”
The deployment of 6G maritime networks will support extensive IoT deployments across fleets, further amplifying the potential of these technologies on ships. IoT networks will enable the collection and analysis of vast amounts of data, driving automation. “6G connectivity will be the backbone for autonomous systems, enabling real-time navigation assistance, sea state monitoring, and even automated berthing, which will significantly improve safety and turnaround times,” says Belle.
Quantum computing will also play a crucial role, facilitating faster, more accurate decision-making by processing complex data sets with unprecedented speed and precision.
For passengers, these technological advancements will revolutionise the travel experience. “Imagine a cruise where guests can use virtual reality to explore ports of call before arrival or access a virtual concierge that anticipates their needs based on AI-driven personalisation,” says Belle. “These innovations not only enhance customer satisfaction but also drive loyalty and increase onboard revenue through targeted offerings.”
Environmental sustainability will also take centre stage in the upcoming years. Advanced emissions monitoring systems will help operators comply with increasingly stringent environmental regulations, while smart energy management systems will optimise energy production, distribution and consumption.
“Waste reduction systems, such as automated sorting and processing, coupled with digital tracking of waste streams, will make operations more sustainable and cost-effective,” says Belle.
Meanwhile, the expansion of alternative fuel infrastructure, including hybrid power systems and shore power connections, will reduce the industry’s carbon footprint and foster a more responsible future.
The market impact of these developments will be profound, says Belle. Data-driven operations powered by analytics and predictive modelling will enable operators to streamline processes and reduce costs. “Digital services will also play a pivotal role,” says Belle. “Premium connectivity, personalised mobile apps and data monetisation opportunities will enhance passenger experiences and also generate significant financial returns for operators.”
Smarter solutions, stronger results
CFR showcases selected solutions and services companies have developed to help cruise and ferry operators meet operational needs, as well as employee and customer expectations
Expian
Legacy ticketing technology means the ferry industry lags behind other transport operators, yet the right booking system can increase revenue by selling more than just tickets. Intuitive and easy to use, Expian’s next-generation platform facilitates sales of multifaceted experiences.
Delivering customers value is key, so Expian manages dynamic pricing, memberships, offers and booking incentives. It integrates with existing infrastructure and self-service booths, and enables passengers and partners to manage bookings and create operational efficiencies. Cross-selling and upselling services also maximise income.
FarSounder
The expedition cruise trend continues to grow and with it, so does the need for technology to aid safe navigation in risky waters. FarSounder’s Argos 3D Forward Looking Navigation Sonar is used onboard Silversea Cruises’ Silver Cloud, as well as other expedition ships, to avoid whales, reeds and ice in places with outdated or non-existent navigational charts.
The solution enables users to see what is ahead under the water up to 1,000 metres in real time and build a map along the way. This map is automatically stored and recalled the next time the ship returns. The information can also be shared with other ships in the fleet providing high-level situational awareness.
nevetal
Formerly known as theICEway, nevetal is helping cruise lines to consolidate data from multiple sources into a unified system with its cruise data platform Keel. The solution enables dynamic dashboards and provides easy access to critical data points. It reduces the complexity of managing multiple data sources, giving cruise lines full control of their data and laying the foundation for future AI solutions.
nevetal will showcase Keel at Seatrade Global 2025 to demonstrate how it’s transforming data management in the cruise industry.
WMS
Today, 80 per cent of cruise ships offer WMS cellular roaming services, providing a similar experience to land-based connectivity. Heavy data users benefit from ship Wi-Fi but WMS offers calling, texting and data services for moderate users too.
WMS launched the world’s first 5G cellular data connectivity on Carnival Cruise Line’s Carnival Jubilee in 2024 and was first to introduce land and sea data packages via eSIM. The company was also first to integrate with low Earth orbit satellite providers, such as Starlink, to deliver connectivity with faster, less expensive backhaul and better capacity.
In addition, WMS collaborates with more than 400 carriers globally to develop predictable, affordable cellular roaming packages and daily passes, enabling it to deliver revenue to ship operators at zero cost.
MariApps Marine Solutions
The future of cruising lies in embracing advanced technology. cruisePAL by MariApps Marine Solutions leverages the latest advancements in cloud computing, AI and data analytics to provide cruise lines with a competitive edge. Its integrated platform optimises operations, enhances guest experiences such as through ticketing and drives business growth.
Discover more insights like this in the Spring/Summer 2025 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.