Silversea Cruises Delivers White-Glove Digital Experiences

by Stephanie Krausse

Posted on 10-29-2018

Sil­versea Cruis­es is the epit­o­me of lux­u­ry at sea. If its extrav­a­gant accom­mo­da­tions and ameni­ties, amaz­ing des­ti­na­tions, and once-in-a-life­time expe­ri­ences weren’t enough, the company’s ded­i­ca­tion to its customers—reflected by a staff-to-guest ratio that’s almost 1:1—sets the brand apart.

From five-star din­ing and in-suite but­lers, the company’s mar­keters can go on and on about its amaz­ing ser­vices. But what bet­ter way to bring its pre­mi­um offer­ings to life than to give cus­tomers the same per­son­al­ized, cus­tom atten­tion before they even set foot on board . This means gath­er­ing data from across touch­points, mak­ing every insight count, and quick­ly respond­ing to the chang­ing demands of Sil­versea Cruis­es customers.

Over nine months, Sil­versea Cruis­es and Adobe Cus­tomer Solu­tions col­lab­o­rat­ed to com­plete­ly trans­form the cruise company’s dig­i­tal plat­form with the goal of cre­at­ing white-glove dig­i­tal expe­ri­ences that rival what cus­tomers expe­ri­ence on board the company’s ships. You can read more about the case study here

Using a com­bi­na­tion of Adobe Ana­lyt­ics, Adobe Audi­ence Man­ag­er, Adobe Expe­ri­ence Man­ag­er, Adobe Tar­get, and Adobe Adver­tis­ing Cloud, the cruise line can pull data from mul­ti­ple data sources to cre­ate a com­plete view of who its cus­tomers are and what they’re search­ing for. Mar­keters can then begin tai­lor­ing trav­el plans accord­ing to cus­tomers’ profiles—if they’re trav­el­ing alone, with a part­ner, or with a family—as well as what they want to get out their experiences.

“Atten­tion to detail is one major ele­ment that sets our brand apart from the rest of the indus­try,” says Xavier Bus­son­nais, Direc­tor of Dig­i­tal Mar­ket­ing at Sil­versea Cruis­es. “Our goal is to have staff know an indi­vid­ual by name before they even set foot on a ship. By weav­ing infor­ma­tion about spe­cif­ic des­ti­na­tions, ship accom­mo­da­tions, and oth­er fea­tures that an indi­vid­ual is inter­est­ed in into dig­i­tal com­mu­ni­ca­tions using Adobe Expe­ri­ence Cloud rein­forces that idea and sets the right tone for a trip.”

As if it weren’t impres­sive enough that Sil­versea Cruis­es cus­tomers are more engaged and get­ting bet­ter expe­ri­ences, the com­pa­ny is sav­ing mon­ey by doing it. Cost per acqui­si­tion is 15% low­er, while con­ver­sion is 20% high­er. Look­ing good and cre­at­ing fan­tas­tic expe­ri­ences some­times does mean spend­ing less—with Adobe Expe­ri­ence Cloud, Sil­versea Cruis­es is prov­ing it.

Topics: Digital Transformation, adobe audience manager, customer insights, personalisation, travel and hospitality marketing, UK, UK Exclusive, Digital EMEA

Products: Analytics, Experience Manager