From smarter ship operations to hyper-personalised guest experiences, artificial intelligence (AI) is transforming the cruise industry. Here’s how travel professionals can adapt, thrive, and stay indispensable in the age of intelligent travel, writes Traveltek chief commercial officer Cressida Sergeant

AI is transforming industries across the globe, from finance and healthcare to entertainment and travel, fundamentally reshaping how businesses operate and deliver value.

The cruise industry is no exception. As the sector heads towards a projected market value of $85.2 billion by 2033, cruise lines are embracing AI not as a futuristic concept, but as a present-day force personalising guest experiences, revolutionising operations, and unlocking new efficiencies at sea.

Major cruise lines are already deploying AI across their operations with impressive results. Royal Caribbean is using the technology to reduce food waste across its fleet by 50% by 2025, primarily by using AI to adjust food production in real-time through predictive analytics. Their Royal IQ app uses AI to curate personalised recommendations for guests, considering preferences and booking history to suggest tailored activities.

Norwegian Cruise Line has embraced AI for operational efficiency, successfully migrating its shoreside technology infrastructure to Amazon Web Services to harness cloud-based AI capabilities.

Meanwhile, the industry is transforming passenger processing through biometric technology. Royal Caribbean was the first cruise line to implement facial recognition technology as part of the boarding process in 2019, with Princess Cruises, Norwegian Cruise Line, and Carnival Cruise Line since partnering with U.S. Customs and Border Protection to introduce facial recognition to their embarkation and disembarkation processes.

This biometric revolution is delivering tangible business results. CBP’s biometric facial comparison technology streamlines the debarkation process, reducing clearance times by up to 30%, whilst making cruise ship passenger embarkation and debarkation processing faster, more secure and contactless.

The disruption extends far beyond operational efficiency. Cruise lines are leveraging AI for dynamic pricing, personalised marketing, and real-time guest service. Predictive analytics help optimise everything from cabin assignments to shore excursion recommendations, whilst machine learning algorithms analyse passenger behaviour to enhance onboard experiences.

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The embrace of generative AI-enabled travel tools may result in significant booking share up for grabs between cruise lines and online travel agencies, fundamentally altering the competitive landscape.

This wave of AI disruption presents both unprecedented opportunities and significant challenges for travel agents and cruise specialists. Across industry publications, panel discussions, and platforms like LinkedIn, conversations are increasingly pointing to a shift from traditional holiday representatives toward AI-powered travel solutions. But this transformation doesn’t signal the end of travel professionals; rather, it calls for rapid evolution.

The most successful travel businesses will be those that position themselves at the forefront of AI adoption, leveraging technology to enhance, not replace, their expertise. While AI excels at analysing vast data sets and delivering instant responses, it lacks the emotional intelligence and personal insight that turn a good holiday into a truly unforgettable experience.

In today’s rapidly evolving travel landscape, staying ahead means embracing tools that enhance, not replace, human expertise. As AI becomes increasingly embedded in everyday operations, it presents a powerful opportunity: to automate repetitive, data-heavy tasks so that travel agents can focus on what truly sets them apart – understanding client needs, offering tailored recommendations, and building lasting relationships.

As cruise lines increasingly deploy AI for direct customer engagement, travel businesses must evolve their value proposition

Forward-thinking agents are already viewing AI not as a threat, but as a strategic partner. Solutions like Traveltek’s AIVA (AI Voyage Assistant) are built to support this shift.

By enabling agents to use natural language queries – such as “family-friendly cruise in Alaska, June 2026” – AIVA can quickly filter and surface the most relevant options from a vast inventory. This allows professionals to navigate complex cruise data with ease, saving valuable time and enabling more personalised service.

The future of travel isn’t about man versus machine; it’s about humans working smarter with AI to deliver the kind of customised, high-touch experiences that only travel professionals can provide.

As cruise lines increasingly deploy AI for direct customer engagement, travel businesses must evolve their value proposition. Those who master human-AI collaboration will find themselves better positioned than ever, able to process more options faster, stay updated on real-time availability, and provide insights impossible to generate manually.

The disruption is here, and it’s accelerating. The question isn’t whether AI will change the cruise industry – it already has. The question is whether travel businesses will harness its power to secure their place at the forefront of this transformation, ensuring they remain indispensable partners in creating perfect cruise experiences for their clients.

Cressida Sergeant is chief commercial officer of Traveltek