More cruise lines add AI tools to enhance the passenger experience
New megaships and exclusive destinations that dazzle with the latest attractions and innovations aren't the only things Royal Caribbean is investing in to keep passengers booking more cruise vacations. The cruise line has been an aggressive adopter of artificial intelligence to personalize the guest experience, drive repeat bookings, and streamline its operations.
"Disruptive technology and AI have been embedded in our business for years, particularly in the area that require complex real-time decision-making at scale. As these technologies advance rapidly, we are continually discovering new ways to accelerate their integration throughout our ecosystem, making it easier for us to deliver amazing experiences and for guests to keep vacationing with us," Royal Caribbean Group CEO Jason Liberty shared during the company's Q1 2026 earnings call on April 30.
Since 2019, Royal Caribbean has seen a major shift in how passengers plan their cruises as more and more people turn to digital booking channels, especially the cruise line's app, to plan, book, and manage their vacations - and do it earlier and more intentionally. Integrating AI into its digital ecosystem has helped Royal Caribbean make the cruise planning process more seamless and personalized for guests. As a result, more than half of onboard revenue is now booked before passengers even step aboard the ship.
"Our focus is on a unified intelligence layer that delivers seamless, relevant experiences and supports meaningful enhancements throughout the vacation journey from dreaming and booking to onboard experiences and service to post-cruise engagement," Liberty explained.
As AI advances in 2026, more cruise lines are now getting in the game, introducing inventive new tools to deliver more personalized guest experiences, both during the cruise booking process and on board.
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MSC Cruises adds AI-powered MSC Concierge
MSC Cruises is currently rolling out MSC Concierge, a new conversational AI assistant designed to help passengers seamlessly manage their cruise experience and get intuitive, real-time assistance.
Integrated into the MSC for Me app, MSC Concierge is a free digital service that allows passengers to make requests and ask questions 24/7 through an intuitive, conversational chat interface in more than 90 languages. Passengers can use MSC Concierge in a variety of ways, including making restaurant reservations, booking spa treatments and shore excursions, checking account balances, and getting personalized recommendations like finding the ideal onboard entertainment for their mood.
Related: MSC Cruises adds flexible dining option on some Caribbean cruises
Now available on most of the line's ships, MSC Concierge offers passengers a convenient way to get assistance at their fingertips that complements MSC Cruises' hospitality without replacing human interaction on board. During its pilot program, MSC Concierge saw a 93% service satisfaction score from more than 170,000 guests exchanging more than one million messages.
"Combining the latest technology with the warm hospitality of our crew, we are enabling guests to personalize their journey like never before, to create an experience which is truly theirs. MSC Concierge allows guests to access the information they need instantly and make service requests from the comfort of their cabin or sun lounger, giving them more freedom to enjoy their time on board, discover new experiences, and make the most of every moment at sea," said MSC Cruises CEO Gianni Onorato.
Virgin Voyages introduces AI Crew assistant for cruise bookings
Adults-only cruise line Virgin Voyages recently teamed up with Google Cloud to build its own AI platform to support the passenger journey from initial discovery through the voyage itself. Rovey, the first element in Virgin Voyages' AI initiative was introduced in April at Google Cloud Next in Las Vegas.
Rovey was custom built not simply to answer cruise questions faster but based on the question: "What would a skilled Crew member know about this Sailor's thinking, and how would they know when to say what?"
Designed to understand where a Sailor is in their decision-making process, Rovey responds to questions in a way that reflects what someone has already considered. Rovey's answers aren't simply based on keywords, they're responses that factor in the Sailor's planning state. Sailors can use Rovey to get personalized answers and recommendations for their cruise from finding the right itinerary to shore excursions and onboard experiences.
Related: Royal Caribbean and Celebrity add new app feature
"The partnership with Google Cloud gave us both the infrastructure to answer Sailor questions at scale and the intelligence to make every answer feel like it is tailored for that specific traveler. What we built reflects a decade of thinking about how technology should serve the guest experience rather than be layered on top of it," said Virgin Voyages Chief Technology Officer Andy Schwalb.
Rovey is the first of multiple AI support systems Virgin Voyages is developing with Google Cloud, each targeting a distinct friction point across the Sailor experience from discovery through sailing.
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This story was originally published May 18, 2026 at 8:49 AM.