Cruise industry: Guide to successful restart

Strategically efficient processes on board are one of the three key factors that will help the cruise industry make a successful restart. Together with Three60° and Marine Medical Solutions, Lean Maritime has developed guidelines for shipping companies that go far beyond the new Covid-19 hygiene standards - to sustainably rebuild trust in the cruise industry.

Restarting the cruise industry after Covid-19: building trust and increasing efficiency

The cruise industry is facing profound change following the global Covid-19 shutdown. A successful restart depends not only on compliance with new hygiene regulations, but above all on how consistently trust is built and operational efficiency is increased at the same time. Three experts from the fields of cruise operations, medical care and Lean management have developed a holistic approach that can serve as the basis for repositioning the industry.

New framework conditions and key challenges

Covid-19 has fundamentally changed the cruise business model. Ships will sail with significantly fewer passengers, while the cost and complexity of processes will increase. At the same time, overcapacity in the market is leading to falling prices. Medical care - previously a secondary aspect - is becoming the focus of attention for authorities, guests and destinations. Particularly critical: many destinations are skeptical or even hostile towards cruises if they do not have clear measures in place to prevent infection.

In this new reality, the focus can no longer be on short-term profit maximization. The goal must be to minimize losses, reliably maintain operations and differentiate oneself from the competition through superior crisis management.

Three stakeholder groups, one common goal

A central element of the strategy is the balance between the expectations of guests, destinations and the requirements of the cruise companies themselves. Guests expect not only an exceptional travel experience, but above all a high level of safety - from arrival to return. Destinations demand the greatest possible transparency and guaranteed protective measures for the local population. And shipping companies need a reliable, accurately planned operational basis in order to manage risks and restore confidence in operations.

Three strategic fields of action for the new start

Firstly, health and hygiene standards must be consistently redefined and implemented at the highest level - including preventive measures, early diagnosis, quarantine management and maximum medical care on board and ashore. The current guidelines (e.g. from the US CDC) are not sufficient and must be further developed for the specific industry.

Secondly, a complete operational realignment is required. This affects all areas - from nautical procedures to hospitality standards and medical processes. Particularly important: early coordination with port authorities, health services and local partners to ensure reliable and accepted routes.

Thirdly, the crisis opens up the opportunity to sustainably increase the efficiency of operations through the systematic use of Lean management methods. The aim is to streamline processes in all areas and establish a culture of continuous improvement, as has long been standard in other industries.

Concrete implementation

The new start begins with a strategic repositioning at company level. Building on this, all relevant operating processes need to be analyzed and realigned using simple, proven tools such as FMEA or risk matrices. At the same time, dialog must be sought with destinations, authorities and medical facilities - not only to ensure compliance with new rules, but also as a basis for trust and economic stability.

Conclusion

A safe, economically viable restart of the cruise industry requires more than operational adjustments - it requires a strategic realignment, genuine cooperation with all stakeholders and a new attitude towards prevention, transparency and efficiency. Those who actively shape this change will not only regain momentum more quickly, but will also be able to hold their own on the market in the long term.