Onboard Apps: Off-the-Shelf or Custom?
Adoption of a guest mobile app is an essential part of digital transformation for cruise lines. Onboard mobile apps have the power to streamline operations while elevating the guest experience. Most cruise lines now offer some form of mobile app—and many are continuing to invest in innovation. One key decision these companies face is whether to build a custom app in-house or purchase an off-the-shelf solution. Below, we explore the pros and cons of both paths to help inform that choice.
Read our full overview: The State of Mobile Apps in the Cruise Industry
To Buy or to Build? The Downsides of Buying Off-the-Shelf
Limited Customization
Off-the-shelf apps often come with limited flexibility. Cruise lines may need to compromise on features that are important for their brand identity or operational needs. In contrast, a custom-built app offers full control—allowing the experience to reflect the unique goals of your business and the expectations of your guests.
Vendor Dependence
When you choose an off-the-shelf app, you depend on the vendor for updates, support, and feature development. That can limit your agility and leave you waiting on someone else’s roadmap. Choosing a vendor that understands the cruise industry—and moves fast—is critical for long-term success.
The Advantages of Off-the-Shelf Solution
Becoming a Tech Company
Building an app requires more than code. It means hiring, training, and managing a team of developers, designers, and testers. For most cruise lines, that’s not the core business. Purchasing an off-the-shelf solution lets you stay focused on delivering great guest experiences—while leaving the tech to experts.
Leverage Industry Expertise
Specialized development companies bring deep knowledge of cruise operations and guest behavior. Rather than reinventing the wheel, you can tap into their hard-won insights—gaining access to tried-and-tested features built for your world.
Maintenance, Stability, and Security
App developers invest years building stable, secure products. They manage infrastructure, test for vulnerabilities, and provide immediate fixes when something breaks. That means fewer bugs, better uptime, and peace of mind for both your crew and your guests.
Faster Time to Value
Custom apps take years to plan, develop, and refine. Off-the-shelf solutions can often be implemented in weeks—meaning you can start improving the guest experience immediately without waiting for a development cycle to finish.
Explore our App Report Archive to see how onboard app features have evolved.
What’s the Right Fit for You?
The choice between building or buying depends on your goals, resources, and timeline. Building a custom app gives you total flexibility—but requires significant investment and time. Buying an off-the-shelf app gets you there faster, with less risk and access to outside expertise and support.
Regardless of your approach, the goal is the same: to deliver a better guest experience and support your long-term digital transformation strategy. Investing in the right app solution is a key part of that journey.
Need Help Choosing the Right Approach?
If you’re evaluating app development options for your cruise line, Sourcetoad can help. Our OnDeck suite includes APIs, SDKs, and a customizable mobile guest app built specifically for cruise and ferry operations. Today, Sourcetoad technology runs on over 130 ships worldwide—including Virgin Voyages, Viking River, Viking Ocean and Expedition Cruises, and Northlink Ferries.
Schedule a 30-minute call to talk through your goals. We’d love to hear about your challenges and explore how we can solve them together.