FCCA Travel and Cruise Magazine – 3st Quarter 2024
In today’s fiercely competitive global cruise industry, data has become the new gold. Understanding and leveraging data effectively can be the difference between a thriving cruise business and one that struggles to keep up. At Aquila, we recognize the critical role that data plays in driving success, and we are dedicated to using a data-driven approach to empower our clients and stakeholders. Our mission is to help destinations, operators, and service providers make informed decisions that maximize growth opportunities, optimize operations, and elevate guest experiences.
The cruise industry has always been about providing exceptional experiences at sea and on land, but the rise of big data and advanced analytics has transformed how these experiences are crafted and delivered. At the heart of Aquila’s strategy is comprehensive data collection and we are confident that you will agree that the collection and analysis of insights from multiple sources lies at the basis of any successful company.
By analyzing passenger feedback, we can pinpoint areas where shore experiences can be improved, such as transportation logistics, tour guide knowledge, or gaps between the product design and the actual delivery. Similarly, by examining operational data, one can optimize staffing levels and resource allocation, while measuring sales performance providing crucial insights into market demand and customer preferences. The potential to harness this information is immense.
- Informed Decision-Making: Data allows cruise businesses to make well-informed decisions. By analyzing traveler feedback collected at the end of shore excursions, passenger surveys upon returning to port, direct input from our frontline teams, feedback from our valued suppliers, destinations stakeholders, and combining this rich data with industry statistics and performance metrics shared by cruise lines, a holistic picture of the cruise ecosystem can be created.
- Maximizing Growth Opportunities: Data-driven insights can reveal untapped market segments and new growth opportunities. By examining demographic data and travel preferences, destinations, tour operators and attractions can tailor their development and marketing efforts to attract specific groups, whether it’s adventure seekers, luxury travelers, or family vacationers. Additionally, understanding economic and social trends can help in designing new cruise experiences and services that meet evolving customer expectations. Aquila uses this approach in our Strategic Destination Assessment sessions, and it allows us to understand challenges, identify trends, uncover hidden opportunities, and present our clients with a roadmap for success through training and development programs.
- Optimizing Operations: Data analytics can greatly enhance the efficiency and effectiveness of land-based operations, including port management, attraction coordination, and tour experiences. At attractions and on tours, insights from guest feedback and behavior can be used to tailor experiences, manage crowd control, and improve overall satisfaction. By leveraging data, cruise lines and destination managers can ensure that every aspect of the land experience complements the high standards set at sea, leading to a seamless and memorable journey for travelers.
- Elevating Guest Experiences: Personalizing the guest experience is key to creating memorable cruise experiences. Data enables cruise stakeholders to tailor experiences based on individual preferences and past behaviors. Whether it’s offering personalized excursions, smaller intimate activities, or customized options, leveraging guest data can significantly enhance overall satisfaction and loyalty.
Our Approach: The «Living Lab» in Saint John, NB
At Aquila, our commitment to harnessing the power of data is exemplified through our «living lab» in Saint John, NB, Canada. For decades, we have utilized this operational hub as a testing ground for our data-driven strategies. The insights gained from this real-world environment have been instrumental in refining our approach and delivering effective solutions to our clients.
- Refining Training Strategies: The data collected in our «living lab» has allowed us to continuously refine not only our shore experiences but our training programs. By analyzing performance metrics and feedback, we have developed targeted training solutions that address specific needs and improve the skills our team members. This ensures that our clients receive the highest quality of service and expertise to train and upskill their teams as well.
- Delivering Best Programs: Our hands-on experience in our own port has enabled us to design and implement programs that are both innovative and practical. From optimizing port operations to enhancing passenger experiences, the data-driven insights we gain help us to create programs that deliver tangible benefits and drive success.
- Continuous Improvement: The dynamic nature of our «living lab» environment allows us to stay ahead of industry trends and adapt our strategies accordingly. By continuously assessing outcomes, we are able to make real-time adjustments and ensure that our solutions remain effective and relevant.
Conclusion
By embracing a data-driven approach, cruise businesses can unlock new levels of growth, efficiency, and guest satisfaction. At Aquila, we are dedicated to leveraging our extensive experience to help our clients navigate the data-driven landscape and achieve their goals.
With each of our clients, we invest time in researching, interviewing stakeholders, and engaging in discussions to identify key issues and training needs. We strive to understand their goals, pinpoint challenges, and address skill gaps to uncover what might be hindering their potential for even greater success. The horizon is bright for those who choose to harness the full potential of their data.
Beth Hatt is the Founder of the Aquila Center for Cruise Excellence, the FCCA’s official training partner, who celebrated 40 Years in 2022 as a Tour Operator, and 17 years of Cruise Industry Training. Contact Beth for more information training at Beth@CruiseExcellence.com.
