FCCA Travel and Cruise Magazine – 4th Quarter 2024

As the 2024 cruise season in Canada sets sail, Aquila has continued to lead the way in delivering exceptional shore excursions, in our innovative Living Lab at Port Saint John. This year has been a testament to our commitment to excellence, sustainability, and community engagement.

The Living Lab: A Hub of Innovation and Training
Our Living Lab in Saint John, Canada, is not just a testing ground for shore excursion offerings; it is a dynamic training environment where we refine best practices for the cruise industry. This hands-on approach enables us to gather real-time feedback and implement data-driven improvements, ensuring that our training programs are thoughtfully curated to reflect the latest industry challenges, trends and insights.

Embracing Sustainability
In 2024, Aquila emphasized sustainable tourism more than ever. Our Living Lab has been instrumental in developing new tour experiences that resonate with our guests while supporting local communities. Recognizing the importance of preserving the natural beauty and cultural heritage of our destinations, we have introduced the “Excellence in Sustainable Destination Experience” training program. This initiative empowers local stakeholders with the knowledge and tools to create authentic, impactful, and sustainable experiences. Endorsed by the GSTC and aligning operations with their criteria, we ensure that every shore visit leaves a positive impact on the destination and its peoples.

Key Lessons Learned in our Living Lab

  • Community Collaboration: Engaging with local businesses and residents is crucial for creating excursions that are enjoyable for guests and beneficial for the local economy. Our training emphasizes the importance of these relationships, as our living lab has taught us the importance of ensuring our partners thrive alongside us. For instance, our partnership with local artisans has allowed guests to participate in workshops where they learn traditional crafts, providing a unique cultural experience while supporting local craftsmanship.
  • Flexibility and Adaptation: The ability to adapt quickly to changing circumstances is a hallmark of our operations. Whether it’s adjusting to weather conditions or accommodating last-minute guest requests, our team has demonstrated remarkable flexibility. A memorable example was when a sudden rainstorm threatened to dampen a walking tour. Our guides swiftly reorganized the itinerary to include indoor activities, ensuring guests still had an enriching experience.
  • Guest-Centric Approach: Anticipating and understanding guest needs is at the forefront of our philosophy. Personalized experiences and attentive service have resulted in high satisfaction rates and memorable journeys. One such instance was a special request from a guest celebrating a milestone anniversary. Our team arranged a private tour and a surprise celebration, creating an unforgettable moment for the couple.
  • Sustainability Practices: Implementing sustainable practices has not only enhanced the guest experience but also contributed to the preservation of our destinations. Our training programs emphasize community benefits, value to the operators, eco-friendly activities and waste reduction, reinforcing our commitment to sustainability. For example, our “Leave No Trace” initiative encourages guests to minimize their environmental footprint, and our eco-tours highlight the importance of conservation efforts in the Bay of Fundy.

Real-Life Examples from the Living Lab
One of the standout moments from our Living Lab this season was the introduction of the “Fundy Coast to Table” tour. This excursion takes guests on a culinary journey, starting with a visit to a local farm where they learn about sustainable farming practices. The tour then moves to a seaside restaurant where guests enjoy a meal prepared with fresh, locally sourced ingredients. This experience not only delights the taste buds but also educates guests on the importance of supporting local agriculture and sustainable food practices.
Another highlight was our collaboration with the Saint John City Market, one of the oldest continuing farmers’ markets in Canada. Guests had the opportunity to meet local vendors, sample regional delicacies, and even try their hand at making traditional dishes. This immersive experience has been a favorite among our guests, providing a deeper connection to the local culture and community.

Real-World Impact from our Training
“…our fruitful partnership with Aquila has been a cornerstone to ensure service excellence in Puerto Rico’s cruise industry… the training has made a measurable difference: improving our port ratings and bolstering desirability of our destination in the context of the Caribbean…”


“…trainers not only delivered excellent content in Cayman Islands training, but also know how to connect with different types of stakeholders to affect this valuable knowledge transfer…”


“…made a total difference in Colombia regarding the confidence of the tour guides… improving the service quality, which has impacted in a positive way the passengers satisfaction levels…”


“…tour operators from Aruba joined Excellence in Sustainable Experiences and the insights and strategies shared were useful, greatly improving our sustainability efforts. The expert guidance and collaborative environment encouraged deep learning and creative thinking…”


“…training in Grand Turk provided beneficial reminders of the importance of excellent customer service to all guests…”


“Aquila’s training programs have allowed Blue Planet Tours to become even more organized, prepared and dedicated to accomplish our mission of providing guests with unforgettable experiences”

Looking Ahead
As we look to the future, Aquila remains dedicated to collaborating with destination stakeholders and raising the level of excellence in the cruise industry. Our focus on guest experience, sustainability, innovation, and community engagement will continue to guide our operations and our training initiatives. We are excited to introduce new initiatives and expand our operations in our Living Lab, and to integrate the insights and lessons learned into training programs that continue to make a difference for the people and communities in cruise destinations around the world. We already have plans and developments underway for 2025 that include new innovations in our Living Lab, new training programs to address your identified challenges, and new opportunities to participate in training to support your growth and raise the level of excellence in your destination.

We’re proud to be at the forefront of training and development in the cruise industry, and we can’t wait to continue learning and growing alongside you, as we work together with destinations and operators around the globe to inspire meaningful guest experiences create positive impact.

Beth Kelly Hatt is the President of the Aquila Center for Cruise Excellence, the FCCA’s exclusive training partner, with over 40 years in business. For more information about our programs and initiatives, reach out to Beth@CruiseExcellence.com.