There are a number of ‘smart ships’ sailing out there. Laced with all the luxury that one could think of for a fun-packed, utterly comfortable experience on the seas, these cruise ships are also loaded with technology. Take, for instance, MSC Bellissima in which each cabin boasts of a virtual assistant – similar to Apple’s Siri – that can help one navigate the humongous ship. Called ZOE, this virtual assistant can help one with reservations, tell what’s on the menu and in which part of their extensively elaborate restaurant, help plan an excursion, and pay bills. 

Power to the passengers

The pandemic had brought the tourism estate to a standstill, and this gave time to the cruise companies to up their game and provide a better, smoother experience to their customers. ZOE on MSC Bellissima is a cherry on top for on-boarders who now have tech-supported access to know the Bellissima that has a multi-purpose karaoke bar, comedy club, TV studio & Bar, an amusement park, and a sports center, water parks, 12 dining venues, and 20 bars. ZOE has been programmed to keep learning with every interaction, and if she didn’t immediately know a particular question – let’s say, which of the ship’s dining spots serves baked lasagna – she will adapt, learn, and will know next time. The ‘MSC for Me’ app is the platform through which the cruisers can access the facilities of digital technology that literally interconnects the guests, the crew and the ship, your time on board is in your hands. The easy-to-use interactive touchscreens around the ship, the In-Cabin Smart TV, and the app – all take the cruising experience to a whole new level.

Cruise ships are increasingly adopting Internet of Things (IoT) systems to support smart wearables on board. Cell phone connectivity is spotty at sea, and many people keep phones off to avoid expensive data roaming charges, making apps impractical for contact-free interactions, but IoT systems enable fast connections and data sharing even in the middle of the ocean.

Hassle-free modus operandi

As well as enhancing the passenger experience, the latest technology being introduced by the major cruise lines can ease concerns about health issues associated with close contact. Royal Caribbean’s seamless check-in is one example of the touchless boarding experience, allowing passengers to take a selfie and scan their passports. From there, Royal Caribbean’s partnership with Tascent Inc has resulted in a smart door device that can control access to a stateroom or common area using facial recognition. Enabled with a wide-angle camera, the smart device detects a person’s face in its field of view, uses facial recognition algorithms to identify the person, and unlocks the door if the person is authorized to enter. It eliminates the need to constantly carry a key card during a cruise. There’s also a robot-powered Bionic Bar, where robotic arms mix up custom cocktails, along with a skydiving simulator and North Star, a viewing pod that provides 360-degree views from 300 feet above sea level. You’ll also find RFID baggage tracking, state-of-the-art internet connectivity, and USB power ports in every guest room.

Tech-Providers penetrating the cruising business

TraceSafe, a global leader in location-aware Internet of Things (IoT) platforms for large-scale industrial and enterprise operations, were the one behind Royal Caribbean’s custom wearable devices and bands that are equipped with long-lasting batteries and RFID modules. MSC Bellissima’s personalized digital assistant service ‘MSC for Me’ is an innovation partnership with tech giant Samsung. Carnival Corporation — Princess Cruises’ parent company — debuted its latest open seas innovation: the Ocean Medallion, a tiny wearable device that will allow passengers to have a largely hands-free experience. Created with the assistance of the tech whizzes at Nytec, the waterproof device — which can be worn as a bracelet or necklace, on your belt or simply be dropped into your pocket – works a bit like your very own butler.

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Royal Caribbean Cruises Ltd (RCL) announced an agreement to acquire a stake in privately-owned Silversea Cruises. Silversea is one of the leaders in luxury and expedition cruises and the partnership will bring together two companies with a bold, long-term vision for the global cruise industry.

Under the agreement, Royal Caribbean Cruises will acquire a 66.7% equity stake in Silversea Cruises based on an enterprise value of approximately $2 billion. The purchase price of the equity being acquired is approximately $1 billion. RCL plans to finance the purchase through debt. In addition, Lefebvre will qualify for an estimated contingent consideration of approximately 472,000 RCL shares, payable upon achievement of certain 2019-2020 performance metrics.

Image source: Royal Caribbean

The strategic rationale for the partnership includes driving long-term capacity growth in the burgeoning luxury and expedition markets at a much larger scale than what Silversea would achieve independently, Diversifying Royal Caribbean’s portfolio and increasing its expedition offerings by adding a premiere ultra-luxury brand, leveraging the global footprint of the combined companies to generate demand and increase vacation and destination options for the guests of both companies, Realizing significant synergies related to global market access, supply chain, purchasing power and other economies of scale.

Speaking on the announcement, Ratna Chadha, Chief Executive, TIRUN Travel Marketing, said, “The planned investment by Royal Caribbean Cruises Ltd. in Silversea Cruises is a strategic agreement for both brands and will strengthen their combined leadership in the cruise travel market. The synergies of Silversea and RCL will enable them to together expand the vacation options for guests from India and all over the world, while also creating enhanced revenue opportunities in key growth regions. The move is expected to further broaden the scope of the luxury and expedition cruise industry and is certain to benefit all stakeholders at a global level.”

Silversea, with its intimate, all-suite ships, full spectrum of global cruise offerings sailing to more than 1,000 global destinations, and unique luxury expedition vessels, adds a pioneering ultra-luxury brand to RCL’s industry-leading brand lineup. RCL’s largest brand, Royal Caribbean International, is a contemporary brand focused on adventure-seeking families, Celebrity Cruises is a premium brand providing a modern luxury experience to discerning global travelers, and Azamara Club Cruises is a destination immersive brand offering luxury voyages to unique ports. The company also operates the regional TUI Cruises and Pullmantur brands as part of long-term joint ventures.

The closing is expected to be completed later in the year, subject to customary closing conditions and regulatory approvals.

Also read: Cruise tourism in India sees clear sailing ahead.

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