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Anders Karlsson is the vice president of hotel operations at Virgin Voyages. Having worked in the cruise industry for over two decades, he has been part of numerous landmark projects, including launching the Disney Cruise Line. He has been a member of the Virgin Voyages team since its inception and has spent many years studying every aspect of a cruise to build innovative technology solutions that enhance the passenger’s experience.
In an interview with the editorial team at Travel and Hospitality Tech Outlook, Karlsson discusses the importance of advanced technologies in improving travel management standards and customer service.
From your perspective, what are some of the trends that play a crucial role in enhancing travel management standards?
Technological innovations play a crucial role in enhancing travel management standards. The modern traveler, whom we call Sailors, are very tech-savvy. This has raised the bar and encouraged us to elevate our offerings to meet Sailors’ high expectations. We have also built technology solutions that help our Crew provide Sailors with a seamless and worry-free journey pre-, during, and post-voyage.
Contactless technology is a trend that’s emerged since the pandemic, which is a feature Virgin Voyages always had embedded into the Sailor experience. We introduced smart[1]wear technology called The Band. Our Sailors can use it to access their cabin and pay for purchases on-board, while those residing in our RockStar Quarters can use it to gain VIP access at the casino.
As a premium brand that likes to be a bit cheeky and fun, Virgin Voyages also uses technological innovations to add an element of glamour to the cruise experience. For instance, Sailors can use our ‘Shake For Champagne’ feature, where a Champagne button pops up on the Virgin Voyages Sailor App when they shake their devices. At the tap of a button, a bottle of Moët will be delivered to their current location. We also provide Sailors and Crew members with free basic Wi-Fi so they can stay connected with family and friends.
In your opinion, what is the impact of technology upgrades on travel management?
Technology upgrades are imperative to stay relevant in the industry. We evaluate factors like bandwidth and ways to integrate technology to elevate the experience. With the Virgin Voyages Sailor App’s reservation system, we are improving the quality of services for our Sailors. Our travelers can interact with the team for service requests such as ordering food to the room, reserving a spa appointment, or booking other onboard activities.
The virtual queue feature saves Sailors the hassle of standing in a queue when they do not have a reservation. Instead, they can join a virtual queue and continue their activities until the app notifies them once a table is available and it’s time to be seated. Features like these make the whole experience more enjoyable.
It is important to find the right mix between technology and human connection. Companies that can strike the right chords between the two are more successful at retaining loyal customers
We have also implemented geo-sensors in our cabins to monitor energy consumption. Sailors can control the lighting, air conditioning, and other appliances within the cabin at the push of a button from the in-cabin tablets. These innovations are deeply rooted in our designs to facilitate smoother management decisions and complement the overall experience for the Sailor.
What are some of the new innovations that can help businesses enhance their customer service and encourage more people to travel?
Our number one priority is ensuring people feel safe to cruise, and technology has helped us run the smoothest and most reliable safety systems. We are the first cruise line to develop an innovative passenger safety drill onboard for our travelers. The Virgin Voyages App also helps Sailors book dining and fitness classes, take part in shore excursions, and engage in other activities, elevating their voyage experience. At the same time, the application provides us access to invaluable data to evaluate what is working and what is not, allowing us to decide what is our next step to further enhance the experience. We can aggregate a vast amount of information to answer any Sailor’s questions with novel solutions.
Before booking with us, prospective travelers can find essential information about Virgin Voyages online and decide if we’re the cruise line for them by going through reviews written by previous Sailors. We are also very active on social media platforms and regularly monitor questions our Sailors are asking. Based on the feedback from these social platforms, we can update our digital content and adapt our onboard services to better serve our Sailors.
In your experience, what are some of the key factors to effective change management and budget planning and execution?
In my experience, one should continuously plan around factors like financial budgets, timelines, deadlines, and overall project management. The effort to sync tasks can be disrupted by curveballs in the form of unplanned situations that can lead to a predicament. A robust change management plan with efficient contingency schemes can help the team handle problems as they arise. Honest communication plays a significant role in making members feel valued. It gives them the freedom to express their thoughts and makes them a part of the process of implementing the changes.
What is your advice to leaders in the travel management sector?
It is important to find the right mix between technology and human connection. Companies that can strike the right chords between the two are more successful at retaining loyal customers. Investing in well-trained and empowered crew members with the right technology sparks the perfect relationship.
My advice to all leaders out there is to stay curious. If you are interested, you will never stop learning. In today’s fast-paced world, where new solutions are launched daily, one must remain curious to be relevant.
