Objective
Our client, an international cruise line, found it increasingly important to put guests’ needs at the heart of their offering in the wake of the pandemic and the increasing digitalisation of the booking experience. The client wanted to understand how they could enhance the digital experience to better cater to the evolving preferences of modern travellers, with the ultimate goal of driving customer satisfaction and loyalty. Their aim was to develop an initiative that would not only address these needs but also reinforce their commitment to staying competitive by keeping guests at the centre of everything they do.
What we did
We partnered with this global cruise ship line to launch an insight community, bringing together current and potential guests from two of their prominent brands. This initiative was designed to support customer-centric decision-making as the company navigated the post COVID-19 return to service and addressed a broad range of strategic objectives. Our collaboration included:
- Reviewing the full booking and flow journey, from the initial reservation to post-cruise engagement
- Testing various propositions, such as drink packages and menu options
- Evaluating the effectiveness of physical versus online brochures
Results
Initially launched as a three-month trial, the insight community has been so well received internally that it has evolved into an always-on research tool. This platform has become an invaluable resource for marketing, PR, UX and product teams, driving a wide range of initiatives. It has played a crucial role in supporting the return to service post-pandemic and has informed decisions on everything from menu changes and off-shore experiences to excursions and accessibility enhancements for guests with additional needs. The community also supports a continuous, monthly UX testing programme, optimising user journeys from search to booking. This collaboration has delivered a breadth of impactful work, making a significant difference in a sector that has been particularly hard-hit.
This is a very valuable programme of directional research that ensures investment in the development of our digital platforms, improving the booking experience for all our guests.”
Insight Manager
