We’re excited to share an important update about OnDeck’s parent company, Sourcetoad, and what it means for cruise lines planning the next generation of guest-facing technology.

As of January 1, 2026, Sourcetoad is operating as an independently run subsidiary under Thompson Holdings, Inc., an employee-owned organization with decades of experience supporting complex, mission-critical industries. While this marks a meaningful milestone for our company, it’s equally important to be clear about what this means for OnDeck and our cruise and ferry partners.

What’s Not Changing

First and foremost, OnDeck’s leadership, team, and product vision remain exactly the same.

The same engineers, designers, and product leaders continue to build and support the OnDeck suite of products and services. Our focus remains unchanged: delivering reliable, ship-ready digital experiences that improve the guest journey while working within the real operational constraints of cruise environments.

Your day-to-day experience working with OnDeck does not change. What does change is the foundation behind us.

What This Means for OnDeck

Operating under Thompson Holdings gives OnDeck additional long-term backing, capital support, and resources, allowing us to accelerate what we’re already building without compromising focus or independence.

Just as importantly, this structure enables our team to participate in an Employee Stock Ownership Plan (ESOP). That means the people building OnDeck have real ownership in the platform and a long-term stake in its success. We’re not optimizing for short contracts or quick wins, we’re building technology cruise lines can rely on for years to come.

With this support, we can invest even more deeply in the systems cruise lines care about most, including:

• Guest mobile apps spanning pre-cruise, onboard, and post-cruise experiences
• Practical, ship-ready AI for guest services, content, and operations
• iTV and in-cabin digital experiences
• Intelligent onboard and terminal digital signage
• Middleware that cleanly and reliably connects shipboard and shoreside systems
  
  

A More Holistic View of the Guest Experience

This next chapter also strengthens our ability to think beyond software alone. Thompson Holdings brings deep experience across cruise ports, terminals, and shoreside infrastructure. Together, we’re uniquely positioned to take a holistic view of the guest experience (from terminal arrival, to life onboard, and back again), bridging physical infrastructure and digital systems in ways few teams can.

 

Looking Ahead

For cruise lines exploring how to modernize guest mobile apps, unify onboard screens and signage, or introduce AI in ways that are practical, secure, and scalable, this partnership creates new momentum behind OnDeck, without introducing new risk.

We’re excited about what this next chapter enables, and we look forward to continuing to partner with cruise lines that want to move faster, modernize thoughtfully, and deliver better guest experiences.

If you’d like to learn more about this partnership or what we’re building with OnDeck, we’d love to talk.

As 2025 comes to a close, we’re taking a moment to reflect on an exciting and impactful year for OnDeck. From sharing new industry insights and shipping product updates to onboarding new cruise clients, this year was all about momentum. Here’s a look back at what we accomplished in 2025, and a preview of what’s ahead.

 

Advancing Industry Insight with the River Cruise Mobile App Report

In April 2025, we published our Cruise Mobile Apps Report, with this year’s analysis focusing on the river market. Our report offers a detailed look at how river cruise lines are leveraging mobile technology to enhance the guest experience.

We explored trends in pre- and post-cruise engagement, AI tooling, onboard functionality, app features, security, and offered predictions for the coming year in cruise apps.  Our annual report helps cruise leaders better understand where the industry stands today and where it’s heading. The response from the cruise community sparked meaningful conversations and reinforced the growing importance of mobile apps in delivering exceptional guest experiences.

 

Connecting with the Global Cruise Community

Seatrade Cruise Global | Miami

In April, the OnDeck team attended Seatrade Cruise Global in Miami, where we exhibited in the Tech Zone and connected with cruise executives, technology leaders, and marketing teams from around the world. Our CEO, Greg Ross-Munro, also spoke on a panel focused on AI in Cruise, discussing how artificial intelligence is shaping cruise operations, personalization, and the future of guest engagement.

Seatrade Europe | Hamburg

In September 2025, we attended Seatrade Europe in Hamburg, continuing conversations with European cruise brands and partners about digital transformation and innovation.

 

A New Website for OnDeck

This year also marked the launch of our new website dedicated to OnDeck! Our updated site better reflects who we are today: our products, our expertise in cruise technology, and the real-world impact our solutions have across the industry.

 

Shipping Product Improvements All Year Long

Product innovation remained a top priority throughout 2025. Guided by direct client feedback and real operational needs, our teams delivered:

• 6 releases for our Cruise Director Platform
• 9 releases for the OnDeck Mobile App

Each release focused on improving usability, performance, and scalability for both cruise teams and guests, ensuring our technology continues to evolve alongside the industry.

Check out our Release Notes for full details on our 2025 releases. 

 

OnDeck Technology, Live on Ships Worldwide

In 2025, OnDeck technology was deployed on more than 110 ships worldwide, supporting cruise operations and powering guest experiences across multiple fleets and regions. Seeing our software in action—at scale—continues to be one of the most rewarding parts of what we do.

 

Collaborating Through Client Workshops

We also hosted six hands-on workshops with cruise clients this year. These sessions allowed us to work closely with cruise teams to tackle challenges, explore new ideas, and shape solutions together. Collaboration like this remains core to how we build software, and how we ensure it delivers real value.

 

Thank You for Being Part of Our Journey!

Thank you to our clients, partners, and the broader cruise community for being part of OnDeck’s journey in 2025. We’re excited about what’s ahead and look forward to continuing to build smarter, more impactful cruise technology together.

Introduction

Cruise lines looking to modernize their tech stacks often face a binary choice: buy off-the-shelf software or build custom systems in-house. But this framing can be limiting. A more pragmatic approach is to combine both strategies. Start with a prebuilt platform to meet immediate operational needs, then gradually customize or build additional layers that align with long-term goals. This buy-then-build philosophy provides the speed and cost-efficiency of commercial software while preserving the flexibility to adapt, differentiate, and innovate over time.

Start by Buying: Get to Market Faster

Buying a ready-made solution allows cruise lines to solve urgent problems without waiting on lengthy development cycles. Off-the-shelf software is often production-ready, already tested, and built with industry best practices. Cruise lines can deploy digital tools for guests and crew quickly, sometimes in a matter of weeks, not years. For example, OnDeck’s white-label guest mobile app includes common features like folio access, itinerary views, and messaging out of the box. This accelerates time-to-value and frees internal teams from reinventing features that already exist.

Off-the-shelf solutions also provide predictable costs and vendor support. This is especially important when teams are focused on delivering tangible improvements to the guest experience, supporting compliance requirements, or rolling out new digital initiatives with fixed budgets.

Then Build: Extend and Customize for Differentiation

Once a foundation is in place, the next step is to identify gaps where customization or new development is justified. Building bespoke modules allows cruise lines to differentiate their experience: whether through exclusive loyalty features, AI-powered personalization, or custom integrations with legacy infrastructure. Teams can also retire technical debt at their own pace, gradually phasing out older systems as custom components are completed.

This model keeps core functionality stable while allowing innovation to move forward in defined areas. The hybrid strategy lets product and engineering teams remain agile without risking operational continuity.

Where the Strategy Works Well

Several cruise operators and travel tech providers have adopted buy-then-build models to good effect. This phased approach is particularly useful for guest-facing tools, loyalty systems, and middleware layers that interface between PMS, POS, and shoreside systems. Operators gain agility without the risk of destabilizing key infrastructure. In other sectors, AWS promotes modularity and gradual service replacement as a modernization path for legacy enterprise systems.

 

A Phased Framework for Adoption

An effective buy-then-build strategy unfolds in clear stages:

1. 1. Phase 1: Buy for Core Needs – Deploy off-the-shelf solutions to meet functional baselines
   2. Phase 2: Evaluate Customization Priorities – Identify feature gaps, pain points, or areas for competitive advantage
   3. Phase 3: Build or Extend – Use SDKs, APIs, or in-house development to add functionality
   4. Phase 4: Optimize and Reinvest – Measure performance, adjust based on feedback, and refine integrations

This structure helps stakeholders align around business priorities while reducing delivery risk and supporting incremental innovation.

Best Practices

• • Choose extensible platforms with developer toolkits and open APIs
  • Don’t overspec the MVP; use out-of-the-box features to reduce lift
  • Create a modular roadmap so components can evolve without interdependencies
  • Invest in vendor relationships that support long-term collaboration, not just short-term implementation
  • Align tech goals with guest value so customization serves experience, not complexity

     

Conclusion

Buy-then-build offers a path forward for cruise lines seeking to modernize without overextending their teams or timelines. Off-the-shelf products like OnDeck’s white-label app deliver immediate value and stability, while internal development can focus on building what truly matters. This progressive approach balances urgency with strategy. If you’re considering this model and want help assessing where to begin, schedule a call with OnDeck to explore what a phased approach could look like for your operation.

Introduction

Ship systems don’t fail on a schedule. Pumps overheat. Bearings wear unevenly. Even with strong maintenance programs, surprises happen. Predictive maintenance powered by AI offers a way to eliminate many of those surprises entirely.

In this post, we’ll explore how cruise lines can use AI to monitor equipment, anticipate failures, and schedule maintenance with precision. Through case studies and supporting data, we’ll show how predictive maintenance enhances safety, reduces downtime, and increases the reliability of onboard operations.

The Cost of Not Predicting Equipment Failure

Unplanned Downtime in Maritime Operations

When a critical onboard system fails unexpectedly such as an HVAC chiller, propulsion system, or wastewater treatment component, the financial and reputational impact can be severe. Unscheduled dry-dock time, refunds to guests, and supply chain delays are just the start. Unplanned downtime costs the shipping industry an estimated $20 billion annually, so even small improvements in uptime can have huge impacts.

Safety and Environmental Risks

Mechanical failures also increase the risk of safety incidents and environmental non-compliance. A faulty pump in a bilge water separator or a delay in ventilation shutdown during a fire event can have serious consequences. Predictive maintenance enables crews to act before equipment becomes unsafe, rather than reacting after the fact.

 

How AI-Powered Predictive Maintenance Works

The Baseline 

Before we talk about AI, it’s worth recognizing the sheer scale of shipboard maintenance data. Every vessel contains hundreds of thousands of components—each with its own location, configuration, and maintenance schedule. Managing this manually would be impossible.

Systems like Spectec’s AMOS were built to handle exactly this challenge. They track every pump, valve, and subassembly, along with its maintenance intervals, service history, and replacement records. For large fleets, this represents an enormous feat of engineering and data organization, one that AI can now build upon.

IoT Sensors and Real-Time Telemetry

At the core of predictive maintenance is real-time telemetry. IoT sensors continuously monitor equipment metrics such as temperature, vibration, pressure, oil quality, and RPMs. These data streams are collected from engines, HVAC units, pumps, and generators. Edge devices onboard aggregate and preprocess the data before sending it to cloud platforms or shipboard analytics systems for further evaluation.

Machine Learning Models for Fault Detection

Machine learning models are trained on historical data to detect early signs of wear and failure. Algorithms identify patterns such as slight increases in vibration, temperature anomalies, or inconsistent RPM cycles that precede equipment degradation. The goal is not simply to detect failure, but to predict the likelihood of failure within a specific time window, giving the crew time to intervene.

Digital Twins and Edge Computing

Digital twins are virtual replicas of physical ship systems. When combined with predictive models, they allow engineers to simulate system responses and test different maintenance actions. Edge computing enables localized, fast analytics without relying on constant internet access. This is particularly useful in remote sea regions where bandwidth is limited.

 

Safety Improvements Through Early Fault Warnings

AI systems can detect thermal imbalance in engine cylinders, excess pump cavitation, and compressor overuse before these conditions lead to failure. By alerting crews early, the ship’s technical staff can inspect or replace parts during scheduled port calls instead of during emergency operations.

Early alerts from AI systems reduce the need for at-sea emergency shutdowns. When systems fail without warning, the result can be loss of propulsion, blackouts, or environmental discharge. Predictive maintenance stabilizes operations and gives operators more control over their risk profile.

 

Operational and Environmental Benefits

Maintenance Cost Savings and ROI

Condition-based maintenance extends component life by reducing unnecessary part replacement. Rather than replacing filters or valves on a fixed schedule, crews act only when wear indicators show a need. This saves on parts, labor, and opportunity cost.

Predictive systems also help technical teams prioritize maintenance during port stays, increasing efficiency and reducing the burden on shoreside support teams.

Fuel Efficiency and Emissions Impact

Predictive maintenance supports fuel optimization by keeping engines and pumps in peak operating condition. Clean injectors, aligned shafts, and well-lubricated bearings reduce drag on fuel systems, which in turn lowers emissions and improves compliance.

Implementation Challenges and Solutions

Ensuring Data Quality and Systems Integration

Predictive systems rely on clean, high-resolution data. Dirty sensors or inconsistent data sampling can lead to false positives or missed events. A successful rollout includes a plan for sensor calibration, maintenance, and data validation. Integrating AI into legacy control systems requires middleware that can speak the language of both modern APIs and older shipboard protocols.

Addressing Cybersecurity for Connected Systems

More sensors and cloud connectivity mean larger attack surfaces. AI systems must follow cybersecurity best practices, including encrypted transmission, role-based access, and regular vulnerability testing.

Organizational Change in Maritime Operations

Predictive maintenance requires operational changes. Maintenance teams must shift from reactive routines to data-informed decision-making. This shift includes re-training, cross-functional coordination, and updates to maintenance documentation and protocols.

 

Roadmap to AI-Driven Predictive Maintenance

Start with one or two critical systems, such as propulsion or HVAC. Install sensors and validate the data feeds. Partner with vendors who can deliver edge computing devices and AI analytics built for maritime. Track metrics such as reduced downtime hours, avoided failures, and maintenance cost savings. These KPIs help justify further investment and guide operational changes.

Once early wins are achieved, roll out predictive maintenance across vessel classes and regions. Standardize training, alerts, and dashboards for consistent execution.

Future Outlook: Autonomous and Proactive Ships

Real-Time Feedback Loops

As predictive systems mature, they will not only warn crews about faults but also recommend optimal load settings, maintenance actions, and fuel configurations. These feedback loops will make ships more self-managing and resilient.

Linking Maintenance Signals with Voyage Planning and Supply Chain

Advanced operators are starting to link predicted maintenance windows with port logistics and supply chain orders. For example, a predicted HVAC failure may trigger a replacement fan shipment to the next port, ensuring readiness without delays.

Conclusion

Predictive maintenance powered by AI is no longer an experimental technology. It is becoming essential for cruise operators focused on reliability, safety, and cost control. By pairing smart sensors with machine learning models, ships can predict failures before they happen and take action while still in port.

The return on investment is measurable: fewer emergency repairs, more efficient port stays, lower fuel use, and safer conditions for passengers and crew. More importantly, predictive maintenance brings operators closer to a proactive maintenance culture, where decisions are based on real-world system behavior, not guesswork or time-based schedules.

Cruise lines that begin building this capability today will be positioned to scale it across their fleets, gaining strategic flexibility and resilience along the way. For operations leaders and technical executives, now is the time to evaluate where predictive maintenance can deliver the most value, and how to pilot it effectively in the year ahead.

Introduction

Cybersecurity on cruise ships has moved beyond being a niche IT concern. It is now a core operational imperative. Passenger profiles, payment systems, onboard apps, crew communications, and safety-critical systems all depend on reliable, secure digital infrastructure. When that infrastructure is compromised, the consequences are more serious than a few annoyed guests. The impact includes operational shutdowns, safety risks, and regulatory penalties that make dry dock look like a picnic. The decision to invest in cybersecurity should focus on how to strengthen systems, satisfy regulators, and support future growth.

Why Cybersecurity Is Non-Negotiable

The Cruise Ship as an IT/OT Ecosystem

Cruise ships are effectively floating data centers with real-world implications. Operational technology (OT) such as navigation, propulsion, and HVAC systems coexists with traditional IT infrastructure: point-of-sale terminals, passenger mobile apps, crew scheduling platforms, and cloud sync tools. These systems often share overlapping networks, creating potential backdoors into critical OT environments.

Real-World Incidents and a Rising Threat Landscape

In 2020, Carnival Corporation experienced multiple ransomware attacks that disrupted operations and compromised guest and employee data. In other sectors, malware like NotPetya and Triton has taken down OT networks and even safety systems. Cybersecurity incidents in the maritime world are increasing in both frequency and impact, with average breach costs exceeding $3.6M according to Ponemon Institute data.

Cruise ships operate in a jurisdictionally complex environment, often outside the coverage of national cybersecurity laws. This environment creates blind spots, especially around data governance and network segmentation. Threat actors have recognized these gaps and are adjusting their tactics accordingly.

Layered Defense for Network and Operational Systems

Firewalls, IDS/IPS, and Network Segmentation

A multi-layered defense strategy helps reduce the likelihood of single-point failures. Firewalls and intrusion detection/prevention systems (IDS/IPS) must be placed at all inter-network junctions: between passenger Wi-Fi and internal apps, crew networks, and OT control systems. This architecture provides foundational protection against lateral threats.

Network segmentation should be enforced both physically and logically. Crew, passenger, admin, and OT traffic must be separated by VLANs and security zones. This approach minimizes the attack surface and limits movement across systems during a breach.

Isolating OT from IT

Operational technology systems should be air-gapped or microsegmented with strict access controls. Connecting admin tools directly to navigation or engine control systems creates unnecessary risk.

Many ships still rely on legacy OT systems that were never designed for networked environments. When modernizing or integrating these systems, it is critical to build secure middleware that acts as a broker instead of creating shortcuts.

Safeguarding Passenger Data in Transit and at Rest

PCI DSS, Encryption, and Tokenization

Passenger data, especially payment information and personally identifiable details, must be encrypted both in transit (TLS 1.3 or higher) and at rest. Data tokenization further reduces exposure risk by substituting sensitive data with non-exploitable values.

Compliance with PCI DSS is the baseline for any operator processing card payments. Beyond PCI, data retention policies should align with GDPR and CCPA where applicable, including clear logging, access controls, and breach notification procedures.

Biometric and Multi-Factor Authentication

Many cruise lines now use biometric check-in or mobile credentials. While these improve guest experience, they also increase data sensitivity. Biometric data must be encrypted, stored locally where feasible, and transmitted only through secure channels.

Multi-factor authentication (MFA) should be required for all admin tools, especially those with remote access. Shared passwords among crew remain common—a practice that is well past its expiration date.

Securing Critical Navigation and Operational Technology

OT Threat Models: GPS Spoofing, Malware, and Sabotage

Attacks on OT systems go beyond inconvenience: they have the potential to compromise ship safety. GPS spoofing attacks, malware in ballast systems, or ransomware targeting engine control units (ECUs) have already occurred in maritime contexts. Threat modeling must consider real-world adversaries, including physical access via supply chain compromise, insider threats, and remote exploits.

Intrusion Protection and Air-Gapping Strategies

Systems whose failure could jeopardize safety should be air-gapped or monitored using dedicated intrusion prevention systems. Modern OT gateways support DPI (deep packet inspection) for maritime protocols, which enables early detection of anomalies. Endpoint detection for OT platforms is as important as monitoring IT laptops. Device authentication and tamper-evident seals also help prevent manipulation onboard.

Security Audits, Testing, and Continuous Monitoring

Pen Testing and Purple Teaming

Annual penetration testing by independent firms is a minimum standard. High-performing operators supplement this with purple teaming, a collaborative method where attack and defense teams work together to test, improve, and document readiness. Tools like MITRE ATT&CK and simulated phishing campaigns offer quantifiable performance metrics. These metrics are valuable when justifying security investments to leadership.

Third-Party Verification in Builds and Refits

New ships and retrofits provide an opportunity to embed cybersecurity from the design stage. Engage specialists to review network topology, software stacks, and data handling protocols before systems go live. Operators such as DNV offer cyber-class notations that verify cyber resilience as part of vessel classification.

Crew Training to Avoid the Weakest Link

Phishing, Credential Hygiene, and Onboard Drills

Most breaches begin with human error. Crew must receive ongoing training in phishing awareness, secure login practices, and safe device usage. One-time online courses are insufficient. Embed security training into onboarding and conduct live drills to simulate real incidents.

Credential hygiene continues to be a problem in maritime environments. Credential vaults, role-based access control, and device-level MFA help reduce the risk of compromise.

Culture of Reporting and Proactive Learning

Crew should feel confident reporting suspicious emails, system behavior, or physical anomalies without fear of reprimand. Establishing a culture of cybersecurity awareness is as critical as any safety drill.

Regulatory Oversight and Industry Alignment

IMO Cyber Resilience 2021 Guidelines

The International Maritime Organization’s 2021 guidelines require that cyber risk management be included in a vessel’s Safety Management System (SMS). This includes threat models, response plans, and risk assessments as part of compliance audits.

Flag states, port authorities, and insurers have started enforcing these requirements, making cybersecurity a legal requirement in addition to a best practice.

Working With Flag Societies and Auditors

Cybersecurity audits are becoming part of flag state inspections. Collaboration with classification societies such as ABS, Lloyd’s Register, and DNV ensures alignment with global standards and supports regulatory compliance.

Implementing Your Cybersecurity Roadmap

Start with a system inventory and classify data. Not every system requires maximum protection, but every critical one does. Use this framework to develop a roadmap aligned with budget, regulatory timelines, and operational needs.

Cybersecurity initiatives often struggle when seen as isolated IT efforts. Treat these projects as cross-functional operational upgrades. Involve operations, legal, guest services, and IT from the beginning. Set a three-year roadmap that covers training, systems upgrades, and monitoring services. While not every threat can be controlled, resilience can be. For billion-dollar vessels hundreds of miles offshore, resilience is essential.

At OnDeck, we specialize in identifying real-world vulnerabilities before they become headlines. Our team offers onboard security audits, penetration testing, and in-depth analysis of Android-based applications commonly used in crew and passenger systems. Whether you’re refitting a ship, upgrading digital services, or reviewing your cyber readiness, we’ll help you pinpoint risks and build practical defenses. Get in touch with us to schedule a consultation or learn more about how we can support your next audit or security initiative.

Maximizing Onboard Revenue: Strategies Behind the Surge in Passenger Spending

Introduction

Cruise lines have transformed the onboard experience into a sophisticated revenue engine, moving far beyond the traditional model of fare collection. From premium dining to curated excursions and AI-powered promotions, every element of the guest experience is now seen as an opportunity to drive engagement and spend. As ships become more digitized and travelers more experience-driven, cruise brands are using every aspect of the onboard journey to deliver value that converts into measurable revenue gains.

 

The Surge in Per-Passenger Spending

Onboard spending is climbing rapidly, with some operators exceeding pre-pandemic levels. Yodlee data shows cruise-related expenditures reaching 107% of 2019 figures by the end of 2024, and the latest data available shows this growth trajectory has continued into 2025. Norwegian Cruise Line Holdings (NCLH) reported $126.85 in gross onboard spend per passenger per day in Q2 2024, up from $96.70 in Q2 2019. Royal Caribbean and Carnival also saw significant increases during the same period. This trend reflects a broader shift in how passengers value their cruise time. Rather than focusing solely on destinations or base fares, many guests now treat the ship itself as the main attraction (especially on the larger ships) and are choosing to invest more in personalized, premium experiences.

Premium Dining and Spa Upsells

Specialty dining and spa services remain leading contributors to onboard revenue. These offerings have been elevated well beyond their original scope, with celebrity chef partnerships, immersive culinary events, and multi-course tasting menus becoming commonplace. At the same time, spas now include everything from cryotherapy to guided wellness journeys. These experiences often command high margins and deliver outsized value in the eyes of the guest. What was once an occasional splurge now plays a central role in how many guests design their onboard schedule. The pre-booking of dining and wellness packages has also accelerated revenue capture before embarkation, streamlining the onboard sales process and reducing pressure on frontline staff.

 

Exclusive and Personalized Shore Excursions

Shore excursions have moved from mass-market sightseeing tours to highly curated, exclusive experiences. Cruise lines are developing private excursions that include behind-the-scenes access, off-hours admission to attractions, or customized routes based on guest preferences. These excursions are increasingly booked through mobile apps, with targeted recommendations based on guest demographics, loyalty tier, or prior behavior. Private group sizes and elevated pricing are no longer a barrier but a feature. These experiences often sell out quickly. They align with a growing preference for authenticity and personalization, while delivering stronger margins than traditional, volume-driven tour models.

 

Bundling, Pre-Booking, and Targeted Promotions

The cruise industry’s approach to packaging and pre-booking has evolved into a nuanced science. Beverage plans, Wi-Fi access, fitness classes, and even priority embarkation are now bundled into tiered packages marketed before departure. Guests often opt into these bundles during the booking process, driven by a mix of discount incentives and convenience. Not only do these packages increase onboard yield, but they also reduce the need for active selling once guests are onboard. In parallel, cruise lines are increasingly using AI to send targeted promotions, both pre-cruise and in real time. These offers can be based on prior spend, booking behavior, and demographic segmentation, with some operators reporting 4–6% uplift in total onboard revenue as a result.

Designing Effective Promotions

Effective promotional strategy today relies heavily on personalization and timing. Revenue managers use historical booking trends, onboard behavior analytics, and even weather data to optimize offer timing and pricing. Dynamic pricing engines test different messages and price points to see what resonates. By integrating AI into promotion workflows, cruise lines can automate the testing and deployment of offers at scale while tailoring them to each guest profile. This improves conversion and creates a more seamless, satisfying guest experience.

Revenue Management and Fleet-Wide Impact

Onboard spending has become a fundamental part of the business model for most cruise lines. Revenue from onboard experiences now accounts for 30–35% of total revenue at major operators. This shift has redefined how cruise products are priced and sold. Many cruise lines now use fare structures designed to get passengers onboard at competitive rates, with the expectation that revenue will grow once the voyage begins. This strategy has implications for everything from ship design to staff training and mobile app development. It demands seamless integration between marketing, guest services, and operations teams to optimize every aspect of the guest journey for both satisfaction and revenue.

Strategic Takeaways

• • Premium dining and spa services deliver high-margin upsell opportunities and are increasingly pre-booked.
  • Curated, private excursions cater to guest demand for exclusivity and authenticity, often at higher price points.
  • Bundled offerings and pre-cruise upsells increase yield and reduce in-voyage friction.
  • Targeted promotions powered by guest data and AI improve conversion and timing.
  • Onboard revenue now drives overall profitability and influences core pricing strategy.
    
    

Conclusion

Cruise lines are redefining where and how revenue is generated during a voyage. The earlier focus on ticket sales and destinations has expanded to include a more sophisticated ecosystem of onboard monetization. As digital tools and guest expectations continue to evolve, the lines between marketing, operations, and revenue management are blurring. Operators that invest in real-time personalization, predictive analytics, and integrated service design are achieving higher returns and stronger loyalty. Profitability no longer depends solely on fares. It now hinges on designing experiences that convert guest attention into sustained spend.

FAQs

Q: How much are passengers spending onboard now? As of Q2 2024, Norwegian Cruise Line Holdings reported gross onboard spend at $126.85 per passenger per day, with similar increases reported by Royal Caribbean and Carnival.

Q: What services drive the most onboard revenue? Premium dining, spa services, beverage packages, and personalized shore excursions are leading categories for onboard revenue.

Q: Are bundles and pre-booking strategies effective? Yes. Guests are more likely to purchase bundled services in advance, which simplifies the onboard experience and increases yield.

Q: How much of total cruise line revenue is onboard spending? Onboard revenue typically accounts for 30–35% of total cruise line revenue, making it a critical part of overall profitability.

Q: What tools help optimize onboard revenue strategies? AI-driven platforms and dynamic pricing tools help tailor offers, automate testing, and improve timing for promotions.

Improving Connectivity at Sea: The Impact of High-Speed Internet on Cruises

Introduction

The days of patchy onboard internet and sluggish load times are fading fast. Today’s cruise passengers expect the same digital access at sea that they enjoy on land, whether it’s streaming a movie, uploading vacation photos, or managing a remote work call from their stateroom. The rise of high-speed maritime internet, especially with the rollout of services like Starlink, is transforming the guest experience. For cruise line executives focused on guest satisfaction, loyalty, and operational agility, internet connectivity should be a key infrastructure asset that influences booking decisions, onboard engagement, and brand perception.

From Satellite Blackouts to Starlink Speeds

Historically, cruise ships relied on geostationary satellites that delivered narrow bandwidth and high latency. Connections were inconsistent, expensive, and barely usable for anything beyond checking email. But the introduction of low Earth orbit (LEO) satellite networks, particularly Starlink Maritime, has changed that calculus. With hundreds of satellites orbiting much closer to Earth, LEO networks dramatically reduce latency and expand bandwidth. This upgrade means guests can now stream Netflix, make video calls, or upload large media files without frustration: a shift that’s rewriting expectations for connectivity at sea.

Guest Experience: Streaming, Social Sharing, and Remote Work

The most immediate impact of high-speed internet is on passenger satisfaction. Guests can stream content on their personal devices, share real-time updates with friends, or attend a Zoom meeting from their balcony. For digital nomads and remote workers, this unlocks an entirely new use case: working at sea. Cruise lines like Royal Caribbean, Carnival, and Hurtigruten have already integrated Starlink to boost streaming capability and support more connected experiences. As the line between travel and remote work blurs, fast, reliable Wi-Fi is becoming as fundamental as air conditioning or running water.

Onboard Bookings and App Usage

Connectivity also supports the cruise line’s digital ecosystem. Faster internet means better app performance, enabling smoother booking of shore excursions, spa appointments, and specialty dining. When passengers can navigate these services through an app without lag or load delays, they’re more likely to use them and spend more onboard. Real-time updates and push notifications, powered by improved connectivity, also help reduce missed activities and streamline scheduling.

Crew Benefits and Operational Efficiency

It’s not just guests who benefit from high-speed connectivity. Crew members use internet access to connect with family, manage finances, and complete training modules. For operations teams, high-speed connectivity allows real-time data transfer between ships and headquarters, enabling better forecasting, smarter inventory management, and remote diagnostics. Faster communication also enhances safety protocols and simplifies compliance reporting. These backend benefits, while invisible to guests, improve service delivery and reduce overhead.

Industry Adoption: A Rapid Transition

In just a few years, Starlink has become an industry standard among the major cruise lines. Royal Caribbean was one of the first major lines to adopt Starlink, announcing fleetwide implementation in 2022. Since then, Carnival Corporation, Hurtigruten, American Cruise Lines, and others have followed suit. Starlink has become a key partner in modernizing connectivity across fleets. Passengers now ask not if there’s Wi-Fi onboard, but how fast it is—and what it costs.

The Business Case for Better Connectivity

Investing in improved connectivity has both direct and indirect returns. Higher satisfaction scores, stronger social media engagement, and expanded remote work-friendly marketing all drive bookings. Guests who can stay connected are more likely to extend their trip or choose a cruise over a land-based resort. Improved onboard spending through app-driven bookings and real-time promotion adds another revenue stream. For executives weighing capital expenditures, connectivity now sits firmly in the category of guest-facing infrastructure, right alongside HVAC and sanitation.

Quick Takeaways

• • Starlink and LEO satellites are redefining what’s possible for internet at sea
  • High-speed internet enables streaming, video calls, and remote work
  • Better app performance drives more onboard bookings and engagement
  • Crew, safety, and operations benefit from faster data and communication
  • High-speed Wi-Fi is now a baseline expectation, not a premium perk
    

Conclusion

Connectivity is no longer a bonus feature aboard modern cruise ships. It’s a utility that touches nearly every aspect of the guest journey and internal operations. As LEO satellite technology continues to improve, the gap between land and sea access will narrow even further. For cruise executives, investing in connectivity isn’t about keeping up. It’s about staying relevant to a new generation of digitally fluent travelers. High-speed internet doesn’t just support the cruise experience. Increasingly, it defines it.

If you’re looking for a technology partner to help integrate high-speed internet into your cruise operations, OnDeck is here to help. We’re experts in all things cruise technology—especially when it comes to complex onboard integrations. Our products are built to be flexible and modular, making them ideal for evolving connectivity needs across fleets. Whether you’re optimizing guest Wi-Fi, enabling new app features, or modernizing your onboard tech stack, we can help you do it faster, smarter, and without the guesswork. Contact us to start a conversation—we’d love to learn more about your goals and explore ways we can work together.

FAQs

Q: What is Starlink, and how is it different from traditional satellite internet? Starlink is a low Earth orbit (LEO) satellite internet system by SpaceX. Unlike geostationary satellites, it offers lower latency and higher speeds ideal for mobile environments like cruise ships.

Q: Which cruise lines have adopted Starlink? Royal Caribbean, Carnival Corporation, Hurtigruten, and American Cruise Lines are among the first to integrate Starlink across their fleets.

Q: Can guests stream Netflix or work remotely using cruise Wi-Fi now? Yes. With Starlink or comparable high-speed systems, guests can reliably stream, video chat, and work online during their voyage.

Q: Does better internet impact crew operations too? Absolutely. Improved connectivity supports training, personal communications, logistics, and safety operations.

Q: Is Wi-Fi still an upsell or now included in cruise pricing? It depends on the cruise line. Some include basic packages, while others offer tiered pricing. However, guest expectations now lean heavily toward fast, included service.

 

How Cruise Lines Use Data to Personalize Guest Experiences

Introduction

Cruise lines are harnessing data like never before, moving beyond generic itineraries to crafting guest experiences that feel individually designed. For COOs, CMOs, and tech-savvy product leaders, data can be a strategic lever with the potential to drive long-term loyalty and real-time operational gains. From dining preferences to activity recommendations, guest data is not only enhancing onboard satisfaction but building brand affinity and encouraging repeat bookings. This article explores how cruise operators gather, interpret, and activate guest data to deliver tailored voyages that scale.

The Data-Driven Voyage Begins at Booking

The personalization journey begins the moment a guest books. Platforms can compile information from booking history, cabin preferences, loyalty tiers, and travel companions. This data feeds into dynamic pre-cruise messaging, enabling cruise lines to tailor offers and communications. For example, a first-time cruiser might receive family-focused dining promotions, while a seasoned solo traveler might be nudged toward exclusive shore excursions. These early personalization cues increase the relevance of messaging, leading to higher conversion rates and early brand affinity that extends well beyond embarkation day.

Wearables and IoT: Smart Ships that Know You

Technologies like Carnival’s Ocean Medallion and Royal Caribbean’s WOWbands represent the vanguard of IoT-enabled personalization. These wearables collect data on guest movement, cabin entry, and spending habits. Ocean Medallion interacts with thousands of onboard sensors to enable services like auto-unlocking cabin doors, adjusting room temperature preferences, and recommending dining options based on past behavior. Royal Caribbean’s app syncs with WOWbands to manage check-ins, activity bookings, and real-time updates without needing constant internet connectivity. These innovations turn the ship itself into a personalized, responsive environment.

AI and Machine Learning: Itinerary Suggestions in Real Time

Artificial intelligence adds another layer of personalization, dynamically adjusting recommendations throughout the voyage. By analyzing past guest behavior, onboard purchasing patterns, and even real-time data like weather or crowd density, AI can suggest relevant activities and excursions. For instance, a guest who previously booked multiple wellness experiences may receive push notifications about an upcoming yoga session or spa slot cancellation. These timely nudges enhance satisfaction while also boosting ancillary revenue. Cruise lines are increasingly relying on machine learning to surface high-value, context-aware recommendations that adapt over time.

Data Modernization: Consolidating Guest Profiles

One of the greatest challenges to personalization is data fragmentation. Many cruise lines have legacy systems that silo guest data across booking platforms, onboard services, and customer support. Modernization efforts focus on consolidating these sources using platforms like Snowflake or master data management (MDM) systems. By unifying data into a single guest record, teams can gain a clearer understanding of preferences and behaviors. This unified view powers smarter marketing decisions, more relevant app experiences, and consistent service delivery, regardless of whether a guest is interacting from home or onboard.

Operations and Analytics: Beyond Guest Touchpoints

The benefits of guest data extend far beyond personalized offers. Operational analytics informed by guest movement, itinerary preferences, and service interactions help streamline staffing, optimize inventory, and improve port coordination. For instance, if analytics reveal a spike in interest for late-night dining or a specific excursion, onboard teams can adjust resources accordingly. Similarly, integrating ship-based IoT data with port systems supports smoother embarkation and more efficient shore excursion management. These backend improvements contribute to a smoother, more enjoyable guest journey from start to finish. See how data analytics enhances cruise operations.

Privacy and Trust: Ethical Data Practices at Sea

With great data comes great responsibility. Guests are increasingly aware of how their data is collected and used, and trust is crucial. Cruise lines must adhere to regulations such as GDPR and CCPA, offering transparency and control over personal data. This includes features like opt-outs, encrypted storage, and clear consent mechanisms. Platforms like Carnival’s Ocean Medallion, for example, allow guests to manage privacy settings and disable data tracking if desired. Ethical data practices build confidence and foster long-term loyalty, ensuring guests feel empowered rather than monitored. Additional privacy tips for cruise operations are available here.

Key Strategies for Data-Driven Personalization

To summarize, the most effective cruise personalization strategies are built on a few core principles:

• • Collect wisely: Focus on high-impact data sources like booking systems, wearables, and onboard interactions
  • Activate intelligently: Use CDPs, AI models, and real-time analytics to personalize offers and services
  • Unify data: Consolidate fragmented systems into centralized guest profiles
  • Go beyond the app: Extend personalization into operations, logistics, and port planning
  • Respect privacy: Maintain transparency, ensure security, and give guests control over their data

Conclusion

Data-driven personalization allows cruise operators to transform every voyage into a curated experience. When executed well, it increases guest satisfaction, boosts secondary revenue, and encourages repeat bookings. More importantly, it creates a sense of recognition and care that differentiates brands in a competitive market. For leaders in operations, marketing, and technology, this is no longer optional. The capability exists, the infrastructure is maturing, and the business case is clear. It’s time to make personalization not just a feature, but a strategic pillar.

FAQs

Q: What kind of data do cruise lines collect for personalization? They gather booking records, onboard spending, location tracking via wearables, and activity participation data.

Q: How do wearables like Ocean Medallion work offline? They operate through local networks and embedded sensors onboard the ship, eliminating the need for continuous internet access.

Q: Are AI-driven suggestions actually personalized? Yes. AI systems analyze guest history and real-time ship data to offer tailored recommendations that improve as the trip progresses.

Q: Can cruise lines integrate legacy data systems? Yes. Tools like Snowflake or Talend help unify older databases into modern, centralized guest profiles.

Q: What privacy controls do guests have? Guests can opt out of tracking, manage data sharing preferences, and are protected under laws like GDPR and CCPA.

 

Enhancing Accessibility: Cruise Apps Catering to All Passengers

Introduction

Accessibility in cruise apps is not just about checking a compliance box, it’s a way to build better guest experiences for everyone. As cruise lines continue to invest in mobile technology, inclusive design should be a foundational element, not an afterthought. For COOs, CTOs, and Heads of Product, this is where strategic alignment meets operational execution. Adding voice commands, screen reader support, and adaptable navigation features allows ships to welcome more guests without increasing guest services workload. This post explores what it means to make a cruise app accessible, the business impact of inclusive features, and how technical teams can move beyond minimal standards to create meaningful usability.

Why Accessibility is a Strategic Imperative

Regulatory pressure is increasing, with the Americans with Disabilities Act (ADA) in the U.S. and the European Accessibility Act both extending into digital interfaces. Meanwhile, standards such as WCAG 2.1 and ARIA define the baseline for accessible digital experiences, including mobile apps. Ignoring these requirements carries risk and expense. Lawsuits around digital inaccessibility have risen sharply, especially in hospitality and travel. But the opportunity is just as large: accessible features can open up your guest pool to tens of thousands of people who may have previously written off cruising as impractical or unwelcoming.

 

Understanding Passenger Needs

Cruise passengers span a wide spectrum of mobility, vision, hearing, and cognitive capabilities. For guests with mobility limitations, an app that allows voice-activated navigation or push notifications for activities can reduce the friction of getting around the ship. For those with vision impairments, features like screen reader compatibility, high contrast themes, and scalable fonts make the app usable without outside assistance. Cognitive accessibility matters too, especially for neurodivergent users or elderly guests who benefit from simplified layouts and predictable navigation paths. Designing for these needs benefits the broader user base as well.

Designing Accessible Features That Matter

One of the foundational components of any accessible cruise app is screen reader support. This includes labeling all UI components properly so assistive technologies like TalkBack (Android) and VoiceOver (iOS) can interpret them. Without proper semantic tagging and labeling, even the best-designed app becomes a black box for visually impaired users. Voice command support is another critical feature. Systems that allow guests to make reservations or ask for information using natural speech remove barriers for people with limited dexterity or those navigating with canes or wheelchairs. Visual design also plays a role. Apps should offer high-contrast modes, scalable fonts, and dyslexia-friendly settings that accommodate different vision and processing styles. These adjustments do not require overhauling your entire UI. They just require building with flexibility in mind.

Real-World Examples of Cruise Accessibility

Several major cruise lines have begun integrating accessibility into their app experiences, offering helpful examples. Princess Cruises leverages wearable technology via its MedallionClass app, streamlining boarding, payments, and cabin entry (minimizing touchpoints for guests who use wheelchairs or walkers). Norwegian Cruise Line highlights accessible features across its app and ship systems, including screen reader support and customizable font sizes. These investments show how mainstream accessibility has become, and they point toward a future where such features are the default, not the exception.

Building Accessibility into Your App Roadmap

Effective accessibility does not come from a feature list. It comes from process. Teams should follow the Web Content Accessibility Guidelines (WCAG 2.1) and incorporate ARIA attributes for dynamic content and navigation cues. But compliance alone does not guarantee usability. Testing with real users who rely on assistive tech is key. Whether through lab studies or onboard hallway tests, this kind of feedback will uncover gaps your automated testing tools miss. Development teams should receive training in accessibility standards, using resources like WebAIM or Section 508 guides. Over time, governance processes should track accessibility bugs and improvements like any other feature set.

The Business Case: Satisfaction, Risk, and Reach

Making your app accessible increases guest satisfaction by reducing friction and dependency on crew. It also broadens your addressable market to include passengers who may otherwise opt out of cruising due to perceived inaccessibility. From a risk management perspective, it reduces your exposure to lawsuits and negative press, which can cascade into revenue loss. And operationally, a well-built accessible app reduces guest service calls and onboard complaints (freeing your staff to focus on high-touch service rather than basic troubleshooting). Accessibility, in this context, is both a loyalty driver and an efficiency play.

How to Start: An Accessibility Rollout Framework

Start with an audit of your current app using automated tools like Lighthouse, but do not stop there. Conduct interviews and user tests with guests who rely on assistive technologies. From there, prioritize your roadmap: screen reader compatibility and voice navigation first, followed by visual design upgrades and indoor wayfinding. Bring product, engineering, legal, and guest experience teams together to align around goals and timelines. Finally, make accessibility part of your ongoing QA process (not a one-off project, but a living part of your digital strategy).

If you’re not sure where to begin, OnDeck can help. Our team works closely with cruise lines to assess current app capabilities, map out realistic accessibility milestones, and support implementation from design through QA. Contact us if you’d like guidance on building a more inclusive guest experience.

Quick Takeaways

• Screen reader support and voice command functionality significantly improve app usability for vision and mobility-impaired passengers
• Designing for inclusivity benefits all users and reduces dependency on crew for basic tasks
• Adhering to WCAG and ARIA standards helps reduce legal risk and strengthens compliance
• Testing with real assistive technology users uncovers practical usability issues automated tools miss
• Inclusive apps expand market reach and enhance guest satisfaction, which supports brand loyalty and operational efficiency
  
  

Conclusion

Accessibility in cruise apps is a necessary step toward operational maturity and competitive differentiation. With technology improving rapidly and regulations tightening, cruise operators who invest in inclusivity will build trust, loyalty, and efficiency into every voyage. It is no longer a nice-to-have. It is the foundation for meeting the needs of today’s cruise guests.

FAQs

Q: What standards should cruise apps follow for accessibility?

A: WCAG 2.1 AA guidelines, along with ARIA roles and mobile-specific best practices, should be the foundation of any accessibility strategy.

 

Q: Are voice commands just a novelty or a core feature?

A: For passengers with limited mobility or vision, voice commands can be the primary way to interact with the app, especially for navigation and reservations.

 

Q: What tools can help audit app accessibility?

A: Tools like axe, Lighthouse, and WAVE are good starting points, but should be supplemented with human user testing.

 

Q: How do screen readers work with mobile apps?

A: Screen readers like TalkBack or VoiceOver read out UI elements based on semantic tags and content descriptions defined by the development team.

 

Q: What’s the ROI of investing in accessibility?

A: Improved guest satisfaction, fewer guest service incidents, broader reach, and lower legal exposure all contribute to a strong business case.