Cruise Mobile App Features: How to Stand Out in 2023

As a software development company specializing in cruise technology, Sourcetoad is always keeping an eye on the latest innovations in software and mobile apps across the cruise and ferry industry. To stay informed – and help others do the same – we publish an annual report analyzing the current state of cruise mobile apps.

Since launching our yearly report in 2018, we’ve seen guest apps steadily evolve. Features like booking, folio access, and ship tracking have become standard across nearly every onboard app. With this feature parity now in place, cruise lines are exploring new ways to make their apps stand out, improve the guest experience, and stay ahead of competitors.

Below, we highlight a few emerging features cruise lines should consider for future investment—as well as best practices to help improve the overall app experience.

Check out our in-depth analysis of how cruise app features have evolved since 2018.

Standout Onboard App Features

Some features are harder to replicate across fleets—and that’s what makes them valuable. Here are a few that offer real differentiation:

• Child Tracking: Giving parents peace of mind by allowing them to monitor their children’s location on the ship, enhancing safety and comfort for families.
• Waitlists: Let guests join waitlists for restaurants, excursions, or onboard experiences via the app. This removes the need for physical queues and improves overall flow and convenience.
• Wayfinding: Help guests navigate the ship with interactive maps and point-of-interest directions, reducing confusion and improving their experience onboard.
• Pre-Cruise Features: Let guests plan in advance—booking excursions, signing up for activities, or making dining reservations before embarkation. This builds anticipation and lets them relax more once onboard.
• Shoreside Functionality: Extend app use beyond the ship with local maps, excursion booking, and real-time info to guide guests during port visits and shore excursions. This turns the app into a true travel companion.

Best Practices for Onboard App Development

Great features aren’t enough—how you build and maintain your app matters just as much. Whether you’re customizing an off-the-shelf solution or building your own, here are a few non-negotiables:

• User Research: A good experience starts with knowing your audience. Before selecting features, talk to your guests. Conduct interviews to understand their journey before, during, and after the cruise.
• Testing: Don’t skip user testing. Run hallway tests with people of different ages and tech backgrounds to surface real-world issues. These insights are invaluable for refining the app.
• Accessibility: Inclusive design is essential. Follow Web Accessibility Initiative guidelines and Section 508 standards. Consider training your dev team—WebAIM offers affordable certifications.
• Stability: Frequent crashes kill app adoption. Use tools like Sentry to monitor performance, log crashes, and fix bugs quickly. Stable apps lead to happier guests and fewer crew complaints.

Check out our App Report Archive for full analyses of cruise apps and feature trends.

Final Thoughts

Having a mobile app is no longer a competitive differentiator—it’s a baseline expectation. To stand out, cruise lines must go beyond the basics and innovate continuously. Features like child tracking, smart waitlists, shoreside access, and planning tools not only improve the guest experience—they help your brand stand apart in a crowded market.

But innovation without execution falls flat. That’s why best practices like user research, accessibility, stability, and testing must be baked into your development process from day one.

At Sourcetoad, we’re passionate about helping cruise lines deliver modern, seamless experiences that guests love. Our OnDeck suite of cruise and ferry solutions includes onboard middleware, IoT management, a customizable mobile app, and the latest in onboard communication technology.

If you’re exploring new ways to improve your digital experience, get in touch to schedule a 30-minute call or demo. We’d love to learn about your challenges and explore ways we can help.