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Nine Industry Trends for 2018, Nine Cost Effective Yet Innovative Approaches Tapping into the Latest Industry Trends Does Not Need to be Cost Prohibitive In December 2017, Cruise Lines International Association (CLIA) released the 2018 State of the Cruise Industry Outlook, which offers an in-depth look at the cruise industry’s overall global economic impact, as well as the trends affecting cruise travel in 2018. The good news is that the cruise industry is growing, an estimated 25.8 million passengers cruised in 2017, compared to a confirmed 24.7 million passengers in 2016. We saw an increase of 20.5% over the five years from 2011-2016.

Taking your share of the market in 2018 means understanding the trends, prioritizing them and building an executing strategy designed to cost effectively tap into them. A trend is a general development or change in a situation or in the way that people are behaving. (Cambridge Dictionary). Our objective within business is to leverage the latest trends within our industry to drive increased market share, operational efficiency or decrease costs. Often when we think of trends and what is required to go after them, we come up with complex and costly ideas, for example, in the cruise industry that could be building a new ship that is designed to provide the cultural immersion, ‘voluntourism’ or extreme adventures that passengers are looking for in 2018. While that is definitely an option, often the solution does not need to be that significant and therefore that costly. With some minor adjustments to our strategy we can tap into these trends and give our passengers what they want without having to completely overall our business. This is an especially important when we are exploring the new and emerging trends and are yet to understand the full impact they will have on the industry. To support you in building your execution plans for 2018, this paper explores our perspective on an operating objective that could result from the trend, some supporting facts to keep in consideration when defining your action plan and the resulting requirements for your consideration.

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Objective: Maximize passenger spend during their cruise. Fact……consumers change their buying decisions because of the influence of various factors such as psychological, personal, cultural, social, the influence of family members, economic and social media, etc.

Consumer Behavior and Purchase Decisions, MyVenturepad

Requirement: Develop a strategy that provides increased flexibility in how, what and when onboard services are promoted to passengers.

Zendelity Command Center Messenger: Campaigns Messaging

Create custom messages for targeted guests to promote services, excursions or promotions.

• Customize wake-up calls based on current availability.

• Target guests with promotional campaigns.

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Objective: Grow market share by attracting the passengers looking for cultural immersion, voluntourism and extreme adventures.

Fact: To cost effectively provide these new experiences, we must increase the volume and variety of shore excursions to appeal to a wider audience.

Requirement: Manage more shore excursions and passengers while minimizing delays.

• Proactively communicate requirements to passengers to ensure they arrive on time and dressed accordingly

Zendelity Command Center Messenger: Broadcast Messaging

Communicate custom messages to targeted groups to ensure everyone has the information they need in a timely fashion.

• To all guests participating in a shore excursion, meal seating slot, etc.

• Guests staying in association with an event (i.e. wedding): reminders of event activities, meals, transportation, changes to schedule etc.

• To assist with the disembarkation to reduce wait times & confusion.

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Objective: Ensure the ship’s equipment is performing at maximum efficiency to minimize the carbon footprint. Fact: An important daily challenge is equipment failure, which can have many causes and consequences. End users not only investigate causes, but also determine the best strategy to mitigate or avoid consequences. The consequences of an equipment failure include risks related to:

• Safety • Environment • Production loss • Maintenance cost

Equipment critical analysis: The need for an effective maintenance program, Hydrocarbon Processing

Requirement: Be notified in real-time of equipment failures. Ensure that all maintenance activities are being performed on schedule to minimize equipment failure and the associated consequences. Demonstrate compliance, to instill confidence and build mindshare with passengers.

Zendelity Command Center Messenger, Operational Alerts

Automatically alert maintenance and staff of system issues before they impact the guest experience and operational cost with IoT data integration.

Patrol Create, monitor and report on detailed work plans across all aspects of safety and security from routes, to after-hours patrols, shut down procedures, emergency action plans, equipment quality checks, special events, etc.

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Requirement: Invest in the tools that millennials use on a day to day basis: smart phones and interactive mobile applications. Deliver a mobile application to passengers that not only communicates the general static information but also provides

personalized/targeted information, such as: unexpected spa availability, event seating reminders or shore excursion details. Give the crew mobile applications to improve communications and operational efficiency.

Objective: Leverage mobile applications to differentiate and build passenger and crew loyalty within this targeted community. Fact: Millennials come in lots of different capacities: passengers and crew. They all have Smartphones! When looking at smartphone owners by age, penetration is highest among Millennials aged 18-24, 98% of whom own smartphones. Millennials aged 25-34 are right on their heels, with a 97% ownership rate, followed by Gen Xers aged 35-44 at 96%, making smartphones nearly ubiquitous among these generational segments. MILLENNIALS ARE TOP SMARTPHONE USERS,

NIELSON

They Expect Applications to be Interactive! The basic advantages of these ‘mobile’ applications are to deliver the information and retrieval and also general productivity, alongside emails, weather info, and contacts information.

The Role of Mobile Applications in Technology, MobileAppDaily

Zendelity Command Center Application integration

Extend the capabilities of Command Center into other applications with an integrated API: Ex. mobile applications, PMS Customer experience solutions, or front desk applications, etc.

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Objective: Ensure all passengers enjoy their cruise experience and the grandchildren

become cruising adults. Fact: "Role modeling is a way of signaling what's appropriate in terms of how you behave, what you do, the activities you engage in, and what you believe," the study's lead author, Harvard Business School professor Kathleen L. McGinn, told Business Insider. 25 scientific ways your childhood influences your success as an adult, Independent

Requirement: For passengers to get the most out of the cruise means making sure all passengers have a clear understanding of the amenities available to them so as to maximize the experience. With

communications, one size does not fit all, while kids prefer SMS, grandparents prefer voice. Therefore, you require a flexible communications method, enabling staff to communicate in the format that makes the most sense for the time, place and audience.

Zendelity Command Center

Messenger Messenger, provides increased flexibility and reliability in how and what is communicated between guests and staff. It works to help ensure that the right information, is in the right hands, in the right format to improve execution.

With Messenger, pick the message delivery method best suited to the specific circumstances: Voice, Email, SMS, DECT.

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Objective: Ensure passengers have a positive experience, which means being prepared for the day’s weather conditions.

Fact: The weather in chilly destinations is not predictable. You cannot look out the window, see clear skies and know what the temperature will be outside and what you will need to wear that day to truly experience the pleasures of the destination.

Requirement: Create on-demand customized broadcasts messengers to passengers to communicate the current weather conditions and set their expectations so they can come out

prepared to enjoy the experience.

Zendelity Command Center

Messenger, Guest Messaging Easily create custom messages that can be schedule and delivered on demand or as a wake-up call to ensure all passengers are aware of the daily/hourly weather conditions.

Messenger, Group Notifications

Communicate custom messages to targeted groups such as excursion participants, event attendees, to ensure targeted groups has the information they need

to enjoy the experience.

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Objective: Leverage the ships scale to cost effectively

provide integrated fitness programs and build market share. Requirement: Provide a variety of fitness circuits designed around the fitness trends for 2017 which

maximizes the on-board services/features. Integrate with mobile application for competitive differentiation.

Fact: Worldwide Survey of Fitness Trends for 2017

1. Wearable technology 2. Body weight training 3. High-intensity interval training

(HIIT) 4. Educated, certified, and

experienced fitness professionals 5. Strength training 6. Group training 7. Exercise is Medicine® 8. Yoga 9. Personal training 10. Exercise and weight loss 11. Fitness programs for older adults 12. Functional fitness 13. Outdoor activities 14. Group personal training 15. Wellness coaching 16. Worksite health promotion 17. Smartphone exercise apps 18. Outcome measurements 19. Circuit training 20. Flexibility and mobility rollers

American Collage of Sports Medicine

Zendelity Command Center

Patrol Customize Patrol to create and deliver a variety of fitness circuits for passengers and staff.

• Easily create and modify fitness circuits.

• Enable passengers to track progress.

• Compete as an individual, or as a group.

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Objective: Think beyond the traditional use cases of smart technology such as wearables and identify innovative use cases to differentiate. Fact: RFID, is a solution behind smart technology. Traditionally an RFID reader has been dedicated to a specific task and is expensive. Limiting the use cases and return on investment. This is no the longer the case, what's new with RFID…

1) RFID Tags: They are generally available in a variety of formats: cards, stickers, magnets, pins, bracelets, paper based, or waterproof. They are affordable: now you can get a waterproof PVC token with adhesive for as low as $0.42.

2) The Writer: Buy your own writer for under $100 3) The Reader: No longer require a dedicated

device, available on the iPhone 7, with iOS 11. Requirement: A new use case…. improve safety and security.

1) Put an RFID tag at every checkpoint, inspection point, in every room, at every door and at every machine and create custom routes for safety and security procedures.

2) Track in real-time the progress of a crew member as they complete a route. 3) Report on what route was completed when and by whom to ensure compliance.

Zendelity Command Center Patrol

Patrol enables the creation and management of security plans, covering day to day responsibilities and emergency action planning.

• Create patrol routes to monitor all points of interest: High or low traffic areas, crime or hazard prevention, task verification or functional performance, etc.

• Create emergency actions plans to ensure team members know exactly what to do in the event of an emergency.

• Monitor adherence to plan in real-time to ensure execution.

• Alert management in real-time to incidents or issues that need to be addressed.

• Monitor compliance and support investigations with detailed historical reports.

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Objective: Gain the mindshare of travel agents by becoming a trusted provider.

Fact: A travel agent’s reputation is on the line every time they recommend a vacation to a customer. Each time a passenger complains about their experience, or there is a safety or

security incident the travel agent will lose confidence in the ship, line and brand, resulting in less referrals.

Requirement:

• Where possible minimize manual communications as it can be unreliable, creating lots of opportunities for dissatisfaction and inefficiency.

• Safety and security is top of mind, think beyond simply having security cameras and patrol people, it is no longer enough.

• Monitor execution in real-time to ensure all communications, safety and security tactics are completed as required.

• Demonstrate compliance with flexible reporting.

Zendelity Command Center Improves communications, safety, security and operational efficiency, for a superior guest experience every time. A modular

solution built on a single platform that can evolve with your needs.

Access the full CLIA report.

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