Quick Snapshot
- Client: Puerto Rico Tourism Company
- Challenge: Inconsistent service and cruise readiness across ports
- Solution: Long-term partnership with Aquila — Service Excellence, Tour Guides International Certification, ACE Designation, and Living Lab exchanges
- Impact: Elevated service culture, higher passenger satisfaction, award-winning destination
The Challenge
A decade ago, Puerto Rico faced growing service inconsistencies and readiness gaps that threatened its cruise competitiveness. The Puerto Rico Tourism Company (PRTC) saw the need for a long-term investment in people to elevate guest experiences across all touchpoints and destinations.
The Partnership & Solution
PRTC partnered with Aquila Center for Cruise Excellence to launch a destination-wide training strategy that raised service standards and built confidence across ports.
Together, we:
- Trained over 1,500 professionals across six ports
- Delivered annual Service Excellence and Cruise Readiness training
- Piloted “Living Lab” and “Reverse Best Practice” exchanges between Canada and Puerto Rico to ensure practical learning as well as correct application of strategies and tools
- Designed a two-year strategic plan for niche ports
The Partnership & Solution
- Service Transformation: Puerto Rico went from inconsistent to exceptional — now praised for warm, reliable service.
- Certified Excellence: All major tour operators ACE-certified.
- Stronger Ratings: Passenger satisfaction rose from 6.8 (2009) to 8.2 (2024); guided tours now score 8.9.
- Recognition: Winner of Aquila’s Whalesong Award and international accolades from HSMAI, Travel + Leisure, and Condé Nast
- Industry Confidence: Cruise lines now see Puerto Rico as a model for guest experience.
