International Cruise Summit 2025: AI moves from talk to tangible results
ICS 2025 in Madrid put a clear stake in the ground: AI is moving into itinerary planning, sales funnels, port operations and sustainability tracking. Leaders from over 25 cruise lines and partner sectors shared how they're deploying it now-and what comes next.
For hospitality and events teams, the message was simple: align your guest journey, content engine and ops playbook with AI-enabled tools, or you'll leave money and satisfaction on the table.
Market snapshot: strong rebound, bigger expectations
The cruise sector hit 35 million passengers in 2024 and delivered an estimated USD 198 billion in economic impact-up 18% year-on-year. In Europe, around 440,000 jobs are linked to cruising.
Yet many authorities still overlook this value and add new tourist taxes. Industry leaders called for clearer, data-led communication on economic, social and environmental contributions. For context and benchmarks, see CLIA research.
Where AI is already creating gains
- Sales and merchandising: Expedia's AI travel planner is set to reach hundreds of millions of users, and e-Hoi is building an AI assistant. Expect better lead qualification, smarter bundles and more accurate demand forecasts.
- Itinerary planning: Human expertise stays central, but AI is trimming cycle times-testing port sequences, conflict checks, transfer timing and crew/berth constraints behind the scenes.
- Operations: From call center prompts to dynamic pricing and shore-ex timing, AI is improving response speed and consistency without bloating headcount.
- Sustainability: Predictive monitoring for emissions, waste, fuel use and shore power readiness is moving from dashboards to proactive decisioning.
Action guide for hospitality and events teams
- Audit the guest journey: Map pre-, during- and post-cruise touchpoints. Identify friction, manual tasks and content gaps. Prioritize 2-3 quick wins you can automate within 90 days.
- Pilot AI in sales ops: Use AI to qualify inquiries, build micro-itineraries and propose upsells (private transfers, late checkouts, lounge access) based on guest intent and budget.
- Standardize content: Turn itineraries and experiences into reusable assets: captions, short videos, email snippets and agent scripts. Keep a living library and track usage.
- Data hygiene first: Clean SKUs, rates, blackout dates and capacity rules. AI is only as useful as the data you feed it.
- Train your team: Upskill coordinators, sales and concierge staff on prompts, review workflows and QA. If you need a structured path, explore role-based options at Complete AI Training.
Luxury cruising is pulling ahead
Luxury is growing at three times the industry average. Major hotel brands-Ritz-Carlton, Four Seasons, Orient Express and Aman-are accelerating their entries.
For hotels, DMCs and venues, this sets a higher bar on service ratios, privacy and customization. Expect more buyouts, white-glove transfers, chef-led shore moments and wellness-led programming before and after sailings.
Aman at Sea: details that signal the future of ultra-luxury
Jonathan L. Wilson, President and CEO of Aman at Sea, shared new details on the brand's first yacht, Amangati, launching summer 2027. Capacity: 94 guests, supported by 207 crew-service density that few properties can match.
Highlights include helicopter embarkation, large suites with 10×10-foot windows, Japanese-inspired design and visits to hard-to-access destinations. For event planners, think micro-incentives, ultra-private charters and high-privacy protocols.
Experience-led itineraries win the scroll
Lines are enriching pre- and post-cruise moments: themed routes from film locations, scenic train transfers through natural parks and curated local collaborations. These aren't just amenities-they're high-converting content.
- Package the story: teaser video, short social cut, itinerary PDF and agent pitch.
- Capture rights up front for UGC and creator use. Track posts tied to bookings.
Heat is changing excursion design
With summer temperatures hitting 45ºC in some ports, daytime touring becomes tough and risky. Cities are drafting contingency plans, and the summit weighed a shift to afternoon or evening excursions.
- Build dual schedules (day/night) and switch based on forecasts.
- Add shade, hydration and micro-rest stops. Rotate indoor segments.
- Coordinate lighting, extended venue hours and security for late slots.
Policy and community relations
New tourist taxes are still landing in key destinations. The sector needs plain-language impact summaries and direct community partnerships to maintain support.
- Publish local impact one-pagers: spend per call, jobs supported, seasonality lift.
- Co-fund projects residents feel: transit, cleanliness, cultural preservation.
What to do this quarter
- Stand up a cross-functional AI pilot for sales responses and itinerary content.
- Create a heat-resilient excursion playbook with vendors and venues.
- Develop 10 reusable content assets per marquee itinerary.
- Draft your local impact sheet and meet city stakeholders.
- Identify one luxury partnership (rail, hotel, wellness) for pre/post packages.
Bookmark the next summit
ICS 2026 will run on 10-11 November at Hotel Meliá Castilla in Madrid. Expect more on innovation, sustainability and growth-plus practical playbooks you can take straight into operations.
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