Experiential-, Millennial-Centric Redesign for Cruises

Cruise lines are wading heavily into the experiential marketing waters with tech-driven trips — with one ship designed specifically for an optimal experience for Millennials and young Gen Xers.
As the New York Times recently reported, Millennial travelers are willing to pay for memorable experiences. And a recent study found 39 percent of Millennials say ocean cruises are the best type of vacation, with 7 percent saying the same of river cruises. (Opens as a PDF) To that end, U by Uniworld is betting big on Instagram-centric travelers wanting to cruise rivers in its new ship hip enough for the 21- to 45-year-old crowd, reports Travel and Leisure on Nov. 9.
If they get tired of the kid-free getaways in Paris, Germany and Budapest aboard USB-filled rooms of matte-black, white and chrome, they can turn to Option B.
As Skift reported on Nov. 14, Royal Caribbean Cruises offers guests of all ages virtual reality dining, drinks that find them wherever they are on the boat, boarding pains eased by facial recognition technology and driverless shuttles.
Royal Caribbean is also letting data do the driving of customer experience with an app allowing travelers to plan shore trips with virtual reality tours and enter their rooms without keys.
Skift notes that Royal Caribbean may be keeping ahead of its competition for now, but Carnival and Norwegian cruise lines may not be far behind.
“We’re all chasing the same thing, which is an amazing guest experience,” said Tim Klauda, Royal Caribbean’s VP of product and digital experience.
What do you think, marketers?
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