Caretativo, Maria Isabel HBJ HMELC 103

De Guzman, Janeen
Estacio, Kyla Shane

Case Study: Accenture | Reimagining Guest Experiences on the High Seas

1. How can Carnival Cruise line imagine their customer experiences?

The pursuit of unforgettable experiences in modern hospitality has become a guiding

compass for industry leaders, and Carnival Cruise Line, has embarked on a transformative journey
that aims to redefine the essence of guest satisfaction through a strategy of digital innovation and
state-of-the-art technology.

Carnival's vision lies in a commitment to leveraging the power of digital technologies to

unlock new realms of passenger engagement and satisfaction. By harnessing the potential of
immersive digital experiences, Carnival aims to transcend traditional boundaries, seamlessly fusing
the physical and digital realms to create a holistic journey for guests. From personalized embedded
smart digital technologies into the physical environment of ships that could sense and respond to
guests’ needs, Carnival is reshaping the guest experience from end to end.

Additionally, with a steadfast commitment to innovation, Carnival also seeks to transcend

the ordinary encounters for its thousands of guests with the thought that technology could also
empower the crew to build one-on-one relationships with each of the thousands of passengers on
board, allowing them to create moments of surprise and delight. In this pursuit, Carnival wants a
symphony where high-touch technology harmonizes with the human touch, crafting a combination
of unparalleled experiences. While advancements in high-tech solutions undoubtedly enhance
efficiency and convenience, the soul of hospitality thrives on a warm and personalized service, a
human connection.

To sum up, Carnival Cruise Line's quest to imagine and create hyper-relevant experiences for
thousands of guests epitomizes the fusion of high-touch technology and the human touch. By
seamlessly integrating cutting-edge innovations with warm, personalized service, Carnival wants to
transcend the boundaries of traditional hospitality, crafting journeys that linger in the hearts and
minds of guests long after they disembark. As Carnival continues to chart new horizons and push the
boundaries of possibility, one thing remains certain: the best experiences on the seven seas are not
merely found but crafted with care, passion, and a touch of magic.

2. Discuss the Challenges faced by Carnival Cruiseline.

As Carnival Cruise Lines introduces and keeps up their Ocean® guest experience platform,
they face a lot of tough challenges:
a. Integration and Continued Upkeep:
• Using the Ocean® guest experience platform throughout their whole fleet is like giving every ship a
private internet connection. Ensuring seamless functionality requires ongoing care, maintenance,
and troubleshooting.
• The intricate system must be checked very closely to ensure peak performance and quickly resolve
any problems.

b. Data Security and Privacy:

• One essential element of the platform is the OceanMedallion, which retains the digital identities of
its users. It is critical to safeguard the privacy of visitor data.
• To comply with data protection regulations and avoid unwanted access, Carnival needs to make
sure that strong data security measures are in place.

c. Training and Adoption:

• Every crew member must be an expert user of the Ocean® guest experience platform to deliver
individualized service.
• To guarantee that crew members can utilize the platform efficiently, extensive training programs
and continuing assistance are necessary.

d. Logistics for operations:

• Operational issues include managing hundreds of sensors and millions of intelligence events per
day.
• Reliability and scalability are essential, particularly when following international and marine
regulations.

e. Improving the Visitor Experience:

•Continuous improvement is required, even if the Ocean® Guest Experience Platform seeks to
enhance the cruise experience.
• Finding opportunities for innovation and improvement can be facilitated by gathering and
evaluating consumer input.

f. Cost Management and Return on Investment:

• Ocean® implementation and upkeep need a significant cash outlay.
• Carnival needs to provide a return on investment and maintain careful cost control to support
continued technological developments.

g. Differentiation in Competition:
• To maintain its competitive edge, Carnival must consistently innovate and set itself apart from its
competitors.
• New ideas and features will help maintain a unique position in the market.

h. Personalized Experience:

• It might be difficult to satisfy the different preferences and needs of passengers for personalized
experiences. Carnival Cruise Line must efficiently collect and evaluate data to comprehend
customer preferences and modify products accordingly. This requires committing resources to
acquire technology for gathering data, analyzing it, and creating personalized marketing
approaches.

To tackle these challenges, collaboration is key. Carnival must partner closely with experts
like Accenture, leveraging technology and data insights to chart a course towards a brighter future
for the cruise industry.

3. How can Accenture Company help the Cruiseline with their vision?

Accenture Technology stives “to become one of the world's leading companies, bringing
innovations to improve the way the world works and lives.” They are a top global provider of
professional services, working with the most successful corporations, governments, and other
organizations to develop their digital core, streamline their operations, boost revenue growth, and
improve citizen services—creating real value quickly and on a large scale.

Today, technology is the force that drives behind change, and with their strong ecosystem
links, they are among the global leaders in assisting in its advancement. They assert that they
combine unparalleled industry knowledge, functional expertise, and worldwide delivery capabilities
with their technological strength and leadership in cloud, data, and AI. Their wide range of services,
solutions, and resources in the areas of Strategy & Consulting, Technology, Operations, Industry X,
and Song enable them to provide results that are very concrete.

The OceanMedallion—as their creation—is a part of the One Cruise Experience Access
Network (OCEAN) program from Carnival Corporation, which is a collection of technology-driven
initiatives with the OceanMedallion serving as the flagship element. The free wearable gadget is given
to each passenger sailing MedallionClass. It stores every passenger’s distinct digital identity and
links them to a network of platform-powered experiences and services. The Medallion links to
interactive portals and other digital experiences across the ship, making it easier for crew members
to quickly and accurately identify guests for personalized suggestions as well as smooth stateroom
access. With the help of the OceanMedallion, passengers may now embark more quickly and make
payments without any difficulty, opening up entirely new ways for them to enjoy their stay on board.

As John Padgett, Chief Experience and Innovation Officer at Carnival Corporation, has said,
"The OceanMedallion is the apex in travel as it relates to delivering personalized experiences...
because it facilitates the guest staying engaged in the experience and not seeing the world through a
three-by-five screen."
 With the Accenture’s vision, it can help the Carnival Cruise line keep their advantages in the
competition, including the accomplishment of target market’s demand for delivering personalized
and cost-effective experiences as well as to excel in relevance.

With the support of Accenture, they can connect every guest to personalized experiences
through the mentioned frictionless payment, keyless stateroom access, accelerated embarkation
and much more. They can also enable guest-to-guest wayfinding as the Medallion allows guests to
seamlessly find their next location and easily locate friends and family onboard. Crew also know
where passengers are to serve them as they move about the ship. Moreover, it can also directly
benefit the cruise line by aiding in improved learning as data captured on board—including
movement patterns, guest behaviors and more—allows Carnival to create new services and
experiences. It also allows them to manage operations and design future ships.

With Accenture, it will support the positioning of Carnival Corp. to function like a living
business—one that is always learning, adapting, and changing along with consumer desires—by
putting passengers at the center and tailoring everything around their dynamic requirements, wants,
and desires. Due to this, the Carnival Corp. will stand out as the leading innovator in the travel
industry for guest experiences. Besides, with the help of an array of newly discovered "Experience
Intelligence" and Carnival Corp.'s dedication to exceeding guest expectations and fostering ongoing
innovation, the initiative will continue to develop—seeing an ocean of possibility.

References:

Accenture. (2019). A sea change for Carnival Corporation.

https://www.accenture.com/content/dam/accenture/final/a-com-
migration/manual/r3/pdf/pdf-110/Accenture-Carnival-Case-Study-Final.pdf

Accenture. (2024). Reimagining guest experiences on the high seas. https://www.accenture.com/us-

en/case-studies/travel/carnival-cruise