The Rise of Artificial Intelligence and the Experience Economy at the International Cruise Summit

Industry leaders gathered in Madrid, Spain, for the 15th International Cruise Summit, where the focus was on the growing influence of artificial intelligence and the evolving experience economy within the cruise industry. The two-day event saw participation from over 25 cruise lines and stakeholders, aiming to tackle operational challenges and highlight the sector’s economic significance.

During the summit, it was noted that the cruise industry had accommodated 35 million passengers in 2024, contributing an impressive US$198 billion to the global economy. A consensus emerged among attendees on the importance of effectively communicating this economic contribution to government officials, especially when policies such as tourist taxes could be seen as counterproductive.

Artificial intelligence dominated discussions, with highlights on its role in sales platforms, itinerary planning, and efforts to minimize environmental impact. While human oversight is essential in many areas, the integration of AI is becoming increasingly critical for optimizing operations.

A significant trend identified at the summit is the robust growth of the luxury cruise segment, reported to expand at three times the rate of the broader industry. Jonathan L. Wilson, President and CEO of Aman at Sea, shared insights on their upcoming yacht, Amangati, designed to provide exclusive experiences and maintain a high crew-to-guest ratio. This shift reflects a wider industry movement toward offering unique, memorable journeys, from exclusive shore excursions to elevated onboard experiences tailored for social media sharing.

In addition to technological advancements, the summit also tackled climate change-related operational challenges. Concerns were raised about traditional daytime excursions in cities facing extreme summer temperatures, prompting discussions on contingency measures and the possibility of rescheduling port calls to the evening.

Lastly, organizers confirmed that the next International Cruise Summit is set for November 2026, promising continued discussions on the industry’s evolution and challenges ahead.

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