The post-pandemic travel world has been kind to the cruise industry and bookings continue to flourish as travelers look to cruising for value and all-inclusive style experiences. 35.7 million passengers are expected to take cruises in 2024, up from 31.7 million the previous year. This year, market value is expected to top $34 billion in 2025, up from $28 billion in 2024 (Expedia Cruises). Growth in the business is being met head on by cruise lines with technology designed to elevate passenger experiences to have them coming back for more. Operational technology is also a priority as cruise lines look to streamline operations, create efficiencies, reduce carbon footprints and, ultimately, save costs. This past year saw armada sized ship launchings as cruise brands show off their best and most high tech vessels and systems.

Biometrics Streamline the Boarding Experience

One of the facets of cruising that can greatly impact the overall experience for passengers is the initial boarding process. In the past, long lines would be normal for cruise ships and thousands of passengers board group by group checking in through traditional means. The advent of biometric technology, specifically facial recognition technology, aims to improve the boarding experience by using the passenger’s unique facial tones and measurements to speed up boarding. In a matter of just a few seconds, facital recognition systems can measure and map a passenger’s face and compare it to reference material provided by the passenger and international databases. This technology is currently being used by US Customs and Border Patrol in Vancouver for cruise ship passengers heading to Alaska. Major cruise lines are also implementing biometric technology for checking in and out of the ship while ashore as well as for utilizing onboard amenities. Facial recognition technology is set to streamline the checking and boarding processes, elevating the passenger’s experience.

Virgin Showcases Tech that Drives Sustainability and Passenger Experiences

Up and coming Virgin Voyages will be launching Brilliant Lady, its newest ship in September, 2025. This latest addition features cutting edge technology and innovative systems to put a real focus on sustainability and reducing carbon impacts. The ships’ hull design represents the latest in technological design and innovation. The ‘adaptive hull’ allows for easy passage through the Panama Canal as well as increased aerodynamics reducing travel times and fuel consumption. For customer facing technology, Virgin Voyages has updated its Sailor App with new features that elevate the ‘sailor’s’ experience. A whimsical Shake for Champagne feature will have a bottle of Moët & Chandon Impérial delivered to the cabin and sailors can now link accounts with other Sailors to simplify group billing. The latest automation technology is employed in all cabins of the Brilliant Lady and enables Sailors to have complete control over environmental aspects of the cabin and its on-demand nature helps conserve and reduce energy consumption.

Mobile Apps Deliver Passenger Conveniences

Cruise lines are pushing the envelope when it comes to connecting their passengers to the brand and many cruise companies are investing resources in expanding functionality of their apps while onboard. Carnival’s HUB app gives passengers the ability to order pizza, reserve spots on restaurant waitlists and access seating for shows and entertainment. Viking Cruises Voyager app offers scheduling functionality, port weather and information, spa reservations and ship mapping to offer conveniences and elevate experiences. As mobile device adoption races ahead, cruise brands will continue to innovate their apps to increase concierge type services and keep passengers connected to the brand to drive potential add on business. Passengers will continue to look to their devices for those conveniences and benefits while onboard and at the various ports of call.

Cruise Demand Continues Technology Adoption

Cruise lines have enjoyed a robust rebound from the days of the pandemic lockdowns and consumers have come to appreciate the all-in-one value that cruising provides. The demand for value does not slow or reduce traveler expectations and cruise lines are pulling out all the stops when it comes to adopting technology that elevates passengers’ experiences as well as manage the high operating costs cruise lines have to endure. Cruise passengers seek next level technology that keeps them connected as well as offers conveniences for shipboard amenities and offshore excursions. Mobile apps and advanced on-ship networking are providing strong conduits for connectivity while passengers enjoy those on demand conveniences and amenities. Advanced technology in resource management strives to reduce the carbon footprint these massive ships produce by creating efficiency and streamline operations where possible. Cruise lines are serious about winning and keeping customer business and are quick to adopt technologies that create lifetime, or at least repeat, customers.