China’s cruise industry leaders focus on innovation and streamlined travel at the 2024 Shanghai International Cruise Summit

Wednesday, November 13, 2024

At the 2024 Shanghai International Cruise Summit, China’s cruise industry leaders expressed optimism for market recovery while highlighting the need for ongoing innovation and streamlined processes.

The event gathered key players aiming to meet evolving consumer expectations and foster growth in the post-pandemic cruise sector.

Ben Bouldin, President of Royal Caribbean International, China, noted a significant shift in consumer behavior, with Chinese travelers now willing to invest more in vacations.

However, he observed that these consumers are increasingly discerning, with a rising demand for culturally immersive experiences at their destinations.

To enhance customer satisfaction, Royal Caribbean is focused on reducing “friction points,” such as cutting embarkation and disembarkation times and enabling smoother visa-free movement.

The company’s goal is to achieve a curb-to-ship boarding time of under 20 minutes.

Bouldin also acknowledged a gap in awareness among Chinese passengers, who often take two to three days to fully navigate their cruise experience.

To address this, he intends to partner with travel agencies to improve pre-cruise education, ensuring passengers are better prepared for their journeys.

Echoing the call for streamlined travel, Helen Huang, President of MSC Cruises China, emphasized the need for regulatory changes to allow cruise lines to offer services beyond ticket sales.

She highlighted MSC’s efforts to set up a procurement hub in China but noted that the country’s customs and policy restrictions present challenges, particularly around inspection and quarantine procedures.

Unlike neighbouring countries Korea and Japan, China currently lacks business-friendly policies that align with international standards for distribution centers.

Huang advocated for the establishment of a single government department dedicated to the cruise industry, which would create a stable communication channel to drive policy and operational improvements.

Both leaders underscored the importance of collaborative efforts with regulators and travel partners to enhance the cruise experience, making it more accessible, enjoyable, and culturally enriching for Chinese travelers as the market rebounds.