IT to play a “critical role” in raising additional revenue

 

 

 

Smart technology and up-to-the-minute IT systems offer scope both to raise the level of passenger service on board ship but also to increase revenue generation. This was the clear message coming from the panellists discussing “IT and Communications at Sea” at the Seatrade Miami Conference, March 13th, 2008.

 

Ron Sorozan, VP Technology at Holland America Line, spoke about the opportunities available through the latest IT systems across a fleet to ensure raising service levels and, at the same time, boosting revenue. The company has installed a range of Fidelio Cruise systems on board its ships, including Ship’s Property Management System, Fleet Management System and Comment Card. This combination of software, explained Mr Sorozan, is enabling HAL to manage its vessels, passengers and crew more effectively. And it is also providing the cruise line with a better understanding of customer demands, demographics and trends. 

Tony Heuer, Fidelio Cruise President, stressed the critical role that IT plays in the effective collection of data. This is fundamental to improving passenger services and raising additional revenue, he said. Once cruise lines hold the relevant data, he said, there are any number of ways to analyse and identify market trends, big spenders, most popular shore excursions, events, spa treatments, menus, retail sales and so on. Now, he said, revenue data can be analysed on line for the first time, providing cruise managers with a comprehensive track record of every transaction undertaken by every passenger. This, in turn, equips cruise lines to analyse passenger demographics including age and gender, and respective spending habits and trends. Ten years ago, transmitting these volumes of data from ship to shore was unthinkable – now, it is available ashore on a daily basis.  

Interactive TV offers dramatic scope to raise service standards, the panellists agreed. It enables services on board to be “personalised” for individual cruise guests, a vital aim on board latest generation vessels with several thousand passengers. Instead of waiting in queues to book shore excursions or other activities, they can now make reservations from the comfort of their own cabins. This enables them to plan their activities more effectively and to make the best use of services available on board. And this, in turn, can assist in raising extra revenue.

 

Delegates agreed that the panellists had provided a lively debate on topical IT issues. Other participants included Douglas S Diggle, Cruise Line and Hospitality Representative, Lufthansa Systems; Ulf Hirsekorn, Senior Superintendent Electric, AIDA Cruises; Dave Kagan, CEO SeaMobile Inc; Patrick Manuel, Director Shipboard Technology, Royal Caribbean Cruises; Doug Tempero, MD Allin Interactive. The session was moderated by Brian Fischer, Founder and President of the Portola Valley Consulting Group.

 

Fidelio Cruise would like to thank the many customers, visitors and partners who visited the company's booth during this year's highly successful Seatrade Cruise Shipping Convention Exhibition and Conference in Miami. Among the innovations presented and in keeping with the theme of effective passenger handling, Fidelio Cruise presented a review of a powerful new concept for Cruise Line Self-Service Check-in.  Customers and visitors were given the opportunity to learn how important check-in elements featured in Fidelio Cruise software can combine with an industry standard self-service device to create a new era in traditional cruise embarkation operations.