Case Study

Princess Cruises

Aerial view of a cruise ship


The Client  

The destination experts, Princess Cruises has been carrying passengers all over the world for over fifty years. With a fleet of 18 ships, Princess Cruises allows passengers to discover the wonder and beauty of the natural world.

The Situation

Princess Cruises wanted to fundamentally change the way their guests accessed information onboard their ships. As mobile devices are such an integral part of guest's daily lives before they board our ships, it only made sense to extend and transform the Princess experience with [email protected]

The Challenge

Princess’ challenge was to build a ship specific version of [email protected] onboard each of their 18 ships. The digital experience needed to be reliable while ships set sail all over the world. To provide every passenger with the right experience, on the right device, at the right time, Princess Cruises also needed to extend the information accessed on [email protected] to digital signage onboard the ship and the guest stateroom TV. This required a way to centrally manage content across all channels and touchpoints.

The Solution

Princess Cruises selected Drupal to be the brain behind [email protected] Content is managed from a central [email protected] Drupal site and is then migrated out to 18 unique Drupal sites onboard our ships at sea. Onboard each of the ships there are additional content providers that add and monitor content.

Today, Princess Cruises uses Drupal and Acquia to power [email protected] across their entire fleet of 18 ships. [email protected] allows guests to send messages to each other, plan their day's events, activities, and shore excursions, review the ship's itinerary and port guides, browse restaurant menus, and even access their stateroom accounts and book shore excursions all from the palm of their hand. By using Drupal and Acquia to centrally manage its digital content, Princess can push this same information to all of their digital signage onboard to provide guests with the right experience, at the right place, at the right time.

Drupal's flexibility has allowed [email protected] to quickly become a system of record for all onboard content, which stretches beyond the passenger facing site to feed content to digital signage onboard the ship, the guest stateroom tv, the daily printed newsletter onboard the ships and more. Every passenger-facing screen on the ship is connected to [email protected] and therefore Drupal.

The Results

Today, Princess Cruises uses Drupal and Acquia to power [email protected] across their entire fleet of seventeen ships.

  • [email protected] can provide English and multilingual content that auto-populates its onboard newsletter.
  • Princess has witnessed a 71 percent penetration with 50 percent of guests registering for [email protected] accounts.

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