How Customer Identity is Transforming the Cruise Industry - LoginRadius

kevinmathew2816 1 views 13 slides Oct 13, 2025
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About This Presentation

Discover how the Customer Identity Cruise experience is revolutionizing the maritime industry. By leveraging advanced customer identity management, cruise operators can offer personalized journeys, seamless onboard services, and enhanced security. From faster check-ins to tailored experiences, Login...


Slide Content

Customer Identity: Your Cruise
Brand’s Next Big Innovation
EBOOK

Table of Contents
“I’M SAILING AWAY” THE OPPORTUNITY FOR CRUISE LINES ���������������������������������������������������������������������� 3
“SET A COURSE FOR THE OPEN SEA” WHAT PASSENGERS EXPECT ������������������������������������������������������� 4
Prebooking���������������������������������������������������������������������������������������������������������������������������������������������������������� 5
Booking���������������������������������������������������������������������������������������������������������������������������������������������������������������� 5
Precruise������������������������������������������������������������������������������������������������������������������������������������������������������������� 5
Cruising���������������������������������������������������������������������������������������������������������������������������������������������������������������� 6
Postcruise���������������������������������������������������������������������������������������������������������������������������������������������������������� 6
Multiple online and offline touchpoints������������������������������������������������������������������������������������������������������� 7
Security and data compliance����������������������������������������������������������������������������������������������������������������������� 8
The cost of innovation������������������������������������������������������������������������������������������������������������������������������������� 8
“COME SAIL AWAY WITH ME” CUSTOMER IDENTITY IS THE SOLUTION ���������������������������������������������������� 9
1. Better Customer Experience�������������������������������������������������������������������������������������������������������������������� 10
2. Security and Privacy Compliance������������������������������������������������������������������������������������������������������������ 11
3. Return on Investment��������������������������������������������������������������������������������������������������������������������������������� 11
4. FUTURE DIGITAL INNOVATION����������������������������������������������������������������������������������������������������������������� 12
“HEADED FOR THE SKIES” DIGITAL INNOVATION FOR THE FUTURE ������������������������������������������������������ 12

“I’M SAILING AWAY” THE
OPPORTUNITY FOR CRUISE LINES
Cruise ships are a one-upmanship in fantasy.
Every year, new and larger floating palaces are designed to transport passengers
to a world of adventure and delight that is otherwise inaccessible. If you asked
a passenger to describe their ideal cruise, it’s unlikely that you’d hear the words
“frictionless customer experience.”
Instead, there’d be raves about go-kart tracks and water parks.
Two-storey family suites with built-in slides. Brew pubs and teppanyaki. Laser tag
and climbing walls. Glass walkways and dining rooms. And yet, when that frictionless
customer experience is missing, passengers notice. The fantasy of being taken care
of on a personalized vacation dissolves.
© LoginRadius Inc. | Confidential Information 3
Cruise lines are putting so much work into their
onboard customer experience that the digital
customer experience is often neglected.
And that spoils the customer’s overall enjoyment and
ease of interacting with the cruise brand.
In this e-book, we explore what customers expect
from their digital and onboard experience, from
prebooking to booking to precruise to postcruise.
We note some of the challenges that cruise lines face
in delivering that experience.
Finally, we explain how a customer identity and
access management (CIAM) platform makes it easier
to serve and delight passengers and gives your
cruise line an advantage in the game of fantasy one-
upmanship.

“SET A COURSE FOR THE OPEN SEA”
WHAT PASSENGERS EXPECT
Innovation plays a key role in the success of cruise lines. The industry has a history
of delighting travelers with new activities and amenities.
Innovation attracts people to cruises in the first place and keeps them coming back.
Cruise lines have raised consumer expectations and must continue to deliver in
order to compete with other operators and other forms of travel.
“In the cruise world, the brightest lights shine on the groundbreakers, the first of
a new prototype of ship that introduces new concepts, layouts, approaches, and
technology. But as operators seek to maximize their investment and build multiple
vessels in a class, the pressure is on to make each new ship more special—and
profitable. That’s especially true for mass-market lines that cater to first-timers,
younger travelers, and families.”
—Hannah Sampson, “How Cruise Lines Innovate,” Skift
Throughout the customer journey, travelers are looking for innovation in their
digital and onboard experience.
© LoginRadius Inc. | Confidential Information 4

Prebooking
Long before their trip begins, people browse for
cruising options and click attractive photos on social
apps.
First-time passengers often start with category
searches such as “Alaska cruises” and “best cruise
lines” and use comparison sites like cruise.com as
they try to get an overview of the possibilities. More
experienced passengers opt in to personalized
marketing from particular cruise brands, looking for
recommendations and promotions.
Booking
Booking can be complex, offering choices in
destinations, meal plans, and room types. First-time
passengers are encouraged to book offline through a
travel agent to get the best guidance (Cruise Critic).
Still, 48% of passengers are confident enough to
book online (Sojern). Return customers are more
open to registering and purchasing on a cruise
brand’s website. They’re willing to create a profile
and submit personal information to make rebooking
easier and to participate in loyalty programs.
Precruise
Once a cruise is booked, customers may want to plan
ahead to calm their jitters and build anticipation of
the coming trip.
Before embarking, passengers need to submit
documentation like passport credentials, credit
cards, and health information. Many travelers prefer
an online check-in process that can be done in
advance, rather than standing in line on the day of
embarkation.
They also want the option of booking ahead for
excursions and activities, so they can take their time
researching and making decisions.
© LoginRadius Inc. | Confidential Information 5

© LoginRadius Inc. | Confidential Information 6
Cruising
On the cruise itself, high-energy partiers and lowkey
loungers alike want an increasingly smooth and
unencumbered experience. Finding their way around
the ship, booking spa appointments, opening their
cabin door, and accessing the internet should be
easy. No one wants to spend their precious vacation
time wrestling with technology and administrative
snafus.
Anyone who’s used a Disney MagicBand knows that
it’s possible to do away with credit cards, room
keys, passes, tickets, dining reservations, and meal
vouchers in the self-contained world of a cruise ship.
Passengers also want to feel welcomed and
recognized. Since the cruise line already has their
details thanks to the booking and check-in process
and can track what they’re doing onboard, travelers
expect to get personalized, human treatment.
Every staff person should know who they are. Yoga
enthusiasts want to find a mat waiting for them
in their cabin. Reserving a table at their favourite
restaurant, scheduling babysitting, or booking a port
adventure should be taken care of automatically.
Postcruise
After passengers get home, they are open to
strengthening their bond with a brand if it’s done in a
customized way for their benefit. Loyalty programs
should be connected and integrated into the online
experience. Customers don’t want to log in to multiple
sites to see their accumulated points and book new
travel.
Survey questions and incentives should be tailored to
the traveler’s experience so they don’t have to waste
time deleting irrelevant offers or skipping questions
that don’t apply.
Customers are well aware of how new technology can enhance their research,
booking, and travel experience. They’re benefiting from the digital transformation
that is already underway in the leisure industry as well as e-commerce and media.

“WE’LL TRY THE BEST THAT WE CAN”
THE CHALLENGES FOR CRUISE LINES
Meeting these customer expectations around innovation is challenging for
cruise brands on a number of fronts: multiple touchpoints, security and privacy
compliance, and the cost of innovation.
Multiple online and offline touchpoints
Cruise lines interact with their prospects and customers across a range of digital
and in-person channels:
© LoginRadius Inc. | Confidential Information 7
Prebooking and precruise
Websites Email marketing Social media
Call centers Travel agents
Onboard
Check-in Interactive screens Professional
photographs
Mobile apps Wearables Wifi Customer service

Multiple touchpoints are important for convenience and access, but they can also
contribute to a fragmented customer experience if they’re not connected and
centralized.
“As travelers move across devices, sites, and channels, their online shopping
experience becomes increasingly complicated and drives many online intenders
offline to complete their bookings. ... Without having that direct connection to the
traveler, cruise lines are not able to nurture loyal guests and drive future direct
interactions and bookings” —Sojern, The Cruise Report, 2017
Offline channels are particularly difficult to integrate because the cruise line may
not control the interaction, as with travel agents, and because data needs to be
captured digitally in order to inform the customer experience.
Security and data compliance
It’s imperative that companies are vigilant about protecting their customer data and
making sure that they adhere to privacy regulations like the European Union’s GDPR.
Whatever innovations cruise lines undertake must balance ease of use with strong
digital safeguards.
Travelers entrust cruise lines with a great deal of sensitive personal information.
Just registering online requires a birth date, checking in involves submitting a
passport, and onboard activities are tracked. Security breaches and privacy leaks
strike a blow to a brand’s reputation and usually involve significant fines and loss of
revenue.
The cost of innovation
The large size of cruise ships means that investments in physical innovations are
substantial. Advancements like wearables, interactive multimedia tables, and robot
assistants are costly and complicated to roll out at scale.
© LoginRadius Inc. | Confidential Information 8

“COME SAIL AWAY WITH ME”
CUSTOMER IDENTITY IS THE SOLUTION
However your cruise brand wants to innovate, there’s one piece of infrastructure
that impacts almost every business initiative: digital customer identity.
A cruise line’s relationship with a passenger—before, during, and after the cruise—
depends on:
• Identifying that passenger
• Learning the interests and preferences of the passenger
• Capturing data from interactions with the passenger
• Using that data to personalize the passenger’s experience
• Analyzing the data to better understand the passenger
So the cruise line’s relationship with a passenger must start with a modern customer
identity solution. Here’s why your cruise brand’s next big innovation should be
a customer identity and access management (CIAM) platform to leverage your
customer relationships.
© LoginRadius Inc. | Confidential Information 9

1. Better Customer Experience
A CIAM platform goes a long way toward overcoming
the challenges of multiple touchpoints.
Unify the omnichannel for simplicity
When a customer can move from one touchpoint
to another without having to re-register every time,
the experience feels much less fractured. A CIAM
platform maintains a single identity for a customer
and connects that identity to every channel and
system that the customer interacts with. For
example, a customer creates one account that they
use to log in everywhere: on the web, on mobile,
and on-board the ship. No multiple passwords, no
duplicate accounts.
Connect more first-party data for personalization
On the back end, all the data that applies to that
customer, from booking to billing to marketing to
loyalty, is connected to that customer’s central
identity. Then that data can be used to accommodate
and anticipate the customer’s needs. No data silos,
no tonedeaf communications.
Precruise is the period of the customer journey
with the most potential for improvement. Every
interaction between the customer and the brand
generates data or provides an opportunity to request
more data. And this data can then be used to improve
the onboard experience.
Track customers before they log in
With a CIAM platform, you can capture a customer’s
behaviour and interests before they register or log
in. If they do register or log in, that “anonymous” data
is added to their profile. This functionality can be
particularly valuable in the cruise industry because
many travelers are undecided early in their search
and are not yet loyal enough to a brand to register.
© LoginRadius Inc. | Confidential Information 10

2. Security and Privacy
Compliance
A CIAM platform provides state-of-the-art security
and compliance for customer data.
Use hashing and encryption for data protection
Critical data such as passwords and security
questions should be one-way hashed (encrypted
with a strong algorithm) so that it can’t possibly be
decrypted even if it’s stolen. A CIAM platform also
provides options for encrypting data that is moving
between systems and stored in databases.
Comply with customer privacy requests
A CIAM platform makes it easy to provide customer
service around profile information. For example, if a
customer wants to be “forgotten” as defined in the EU
privacy regulation GDPR, the cruise line can quickly
and completely fulfill that request and delete all their
associated data.
3. Return on Investment
A CIAM platform is relatively cost-efficient compared
to its benefits.
Cut engineering costs
An out-of-the-box CIAM platform is faster and
cheaper to implement than a CIAM solution that is
built and maintained in-house. The quality of the
identity management is also better because it is
developed and updated by CIAM experts.
Get more value from your data
With a CIAM platform, customer data is more
accessible, and more data is collected in a way that
customers are comfortable with. As a result, your
cruise line can make better use of that data for
marketing and business planning, which in turn can
increase revenue.
© LoginRadius Inc. | Confidential Information 11

“HEADED FOR THE SKIES” DIGITAL
INNOVATION FOR THE FUTURE
There’s one last important reason to make a CIAM platform the next step in your
digital transformation.
4. FUTURE DIGITAL
INNOVATION
A CIAM platform is essential for future digital
innovation because it provides a centralized and
extensible source for customer profiles.
Cruise lines can leverage identity to wow their
passengers. So many digital innovations depend on
customer identity for features and implementation
throughout the customer journey.
Conversational commerce
During prebooking, chat powered by artificial
intelligence can help those new to a cruise through
their first purchase and planning.
Streamlined check-in
Passengers can skip the lines and check in online,
submit their documents digitally, and record their
food preferences.
On-board assistive technology
Wearables like the Carnival Ocean Medallion connect
to a customer’s profile in order to unlock cabin doors
and swipe to pay.
Smart speakers in cabins can answer cruise-specific
questions and provide personalized administrative
services. Mobile humanoid robots like Pepper
can greet and guide passengers with advice and
information.
Postcruise nurturing
Send customized surveys, autotagged photos, and
desirable offers and incentives to passengers after
they’ve disembarked.
Grow your capacity
An enterprise-grade CIAM platform offers extreme
scaling and performance and can serve millions of
customers simultaneously. Cloud-based CIAMs offer
stellar uptime and avoid frustrating customer service
outages.
© LoginRadius Inc. | Confidential Information 12
A CIAM platform is never going to make the list of “Top 10 Whizbang New Cruise Line
Innovations.” But it can be the essential infrastructure that makes that list possible.

?Copyright, LoginRadius Inc� All Rights Reserved� LoginRadius is a leading provider of cloud-based
Customer Identity and Access Management solutions
for mid-to-large sized companies. The LoginRadius
solution serves over 3,000 businesses with a monthly
reach of over 1 billion users worldwide.
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