Cruise Companies Should Continue to Invest in Sustainable Technology

Research from GlobalData shows that travelers remain committed to seeking out sustainable options when traveling and suggests that cruise companies keep their eye on the ball.

More than one-third (34 percent) of respondents to GlobalData’s Coronavirus Consumer Survey have said they are still interested in news about a brand’s sustainability initiatives, despite the ongoing COVID-19 pandemic.

“The main priority for cruise companies at this moment is survival. This will rightly be the main focus until a sense of normality returns to the industry,” Ben Cordwell, travel and tourism analyst at GlobalData, said. “However, companies need to be aware that throwing all their resources at this challenge could have serious repercussions in the long term.”

Cruise companies have increasingly relied on technological advances to operate in more environmentally friendly ways, including using cleaner fuels to curb emissions and reducing the cost of fuel. Cruises are also using digital capabilities that allow for analysis of weather conditions and the optimization of propulsion rate and speed.

Hurtigruten is one cruise line that is leading the way with sustainable practices. Last year, the line introduced its first hybrid vessel, the MS Roald Amundsen, and it has announced that it is converting three more of its existing ships to hybrid power, too.

After a reset to the travel industry as a whole due to the coronavirus pandemic, many consumers may look to move forward with vacations that put less stress on the environment.

“As the general public’s awareness of environmental damage increases, some travelers are likely to be reluctant to go on a holiday with a large carbon footprint,” added Cordwell. “Therefore, it is essential that cruise companies continue to invest in sustainable technology to ensure they continue to attract customers in the years to come.”