AIDA Cruises
Released May 2012 — full AIDA fleet
Ocean Cruise Apps
Cruise Mobile Apps
Cruise Mobile Apps
2024 Annual Report
An independent analysis of 21 ocean cruise guest apps: features, technology stacks, security practices, AI adoption, accessibility, and predictions for the next two years.
21Apps analyzed
7New this year
40+Tools catalogued
About Sourcetoad OnDeck
Guest-experience software since 2010.
Sourcetoad OnDeck has specialized in innovative guest-facing software for the cruise and ferry industry for 15+ years. Our mission is to increase the value of both the guest's and the crew's time by building automation, communication, and self-service systems.
We offer a number of custom and out-of-the-box solutions for cruise lines to increase operational efficiencies, improve guest experiences, and shorten technology ROI cycles.
Learn moreProducts & Services
- Cruise Director PlatformShipboard and shoreside middleware, ship-to-shore sync, IoT, analytics.
- Mobile App-in-a-BoxWhite-label guest app: digital check-in, boarding passes, dining, folio management.
- OnDeck iTVIn-cabin interactive TV with live TV, on-demand, and room-service booking.
- OnDeck Smart SignageFleet-wide digital signage, dynamically triggered by GPS, weather, or port.
- ECSSilent, workflow-based passenger notification system.
- Digital SurveyPre-, during-, and post-cruise guest feedback.
- Push NotificationsFull push module for mobile and iTV.
Introduction
Technology at the forefront of the cruise rebound.
The 2024 Cruise Mobile Apps Report provides a comprehensive overview of the current state, advancements, and future trajectory of mobile applications in the cruise industry. This year's report delves into how these digital tools are transforming the cruise experience for passengers, streamlining operations for crew and operators, and setting new benchmarks for innovation in maritime travel.
As the cruise industry continues to rebound and grow in the post-pandemic world, technology — particularly mobile apps — stands at the forefront of this resurgence. These applications are no longer mere conveniences but essential components of the cruise experience, offering functionalities that range from booking and itinerary management to onboard services, entertainment, and personalized guest experiences.
This report would not be complete without speculation around the hottest topic in every industry right now: AI and Large Language Models (LLMs), and how they might affect the mobile cruise app space in the very near future.
Predictions for the future of cruise apps highlight a landscape ripe with innovation. As cruise lines strive to offer more personalized, immersive, and seamless experiences, mobile apps are expected to become even more integral to the cruising experience.
◆ New section this year
↑ Significantly updated section
Methodology
How we investigate each app.
Our process focuses on apps available both on and off the ship. Apps that are only accessible onboard — such as Progressive Web Apps or onboard-only web applications (e.g., Marella, P&O, Cunard) — fall outside the scope of this analysis.
- Collect — We start with our repository of Android APKs dating back to 2019, then download the current versions onto a Samsung S13 device.
- Sideload — If unavailable in the US region, we sideload via ADB and pull ARM64 English versions for a level playing field.
- Merge splits — Split APKs are merged using APKEditor to create a standalone APK for analysis.
- Disassemble — Each APK is decompiled with Apktool using standard tooling.
- Security scan — We run MobSF for a static security report on each application.
- Code review — New apps are viewed in VS Code; returning apps are diffed against their previous version in Araxis Merge.
Tools Used
Apktool
Android APK reverse engineering tool, maintained by Sourcetoad's Director of Engineering.
APKEditor
Decompiles APK resources to JSON/XML and merges split APKs into a single file.
MobSF
Mobile Security Framework — static and dynamic security analysis for Android, iOS, and Windows Mobile.
Araxis Merge
File comparison tool for diffing app versions to identify added or removed features and code.
VS Code
Generic code viewer for investigating source code in new apps without a prior version baseline.
Mobile Applications
Twenty-one apps. Seven newcomers.
This year's report brings the total to 21 apps — up from 14 in 2022. The seven new additions are a mix of cruise lines entering the market and established lines adopting new onboard apps.
Ambassador
Released Sep 2023 — full fleet
Carnival HUB
Released Jan 2015 — full fleet
Celebrity Cruises
Released Nov 2017 — 14 ships (shared RCI codebase)
Ponant
Released Jan 2019 — full fleet
Costa App
Released Jan 2018 — full fleet
Disney Navigator
Released Jun 2013, redesigned Feb 2018 — full fleet
My Explora
Released Jun 2023 — Explora I
Fred. Olsen
Released Jul 2019 — three-ship fleet
HAL Navigator
Released Feb 2019 — full fleet (shared Seabourn codebase)
Hurtigruten
Released Jun 2019 — eight ships
MSC for Me
Released May 2017 — all smart ships
Cruise Norwegian
Released Oct 2017 — full NCL fleet
P&O Australia
Released Apr 2022 — three ships (shared HAL codebase)
MedallionClass
Released Aug 2019 — full Princess fleet
Regent Seven Seas
Released Sep 2022 — Seven Seas Grandeur
Yacht Journey
Released Jul 2022 — Evrima (Ritz-Carlton Yacht)
Royal Caribbean
Released Nov 2017 — full fleet (shared Celebrity codebase)
Seabourn Source
Released Apr 2020 — full fleet (shared HAL codebase)
Viking Voyager
Released Jun 2017 — ocean, river & expedition fleet
The Sailor App
Released Feb 2020 — three ships (Virgin Voyages)
Update Frequency
App updates in 2023.
Cruise lines proved serious about improving the passenger experience through consistent 2023 updates — spanning technology integrations, accessibility improvements, and new features. Celebrity Cruises led with 23 updates.
Features
Standardization is complete. Differentiation is the challenge.
Since 2018, onboard features have become more standardized across the industry. However, some apps still boast unique features. Features are categorized into three groups based on prevalence.
Common — present in nearly every app
Chat
Ubiquitous across onboard apps, though user reviews cite poor performance and unreliability as ongoing frustrations.
Check-In
Document upload, vaccination proof, safety steps, and digital boarding passes are now standard pre-boarding features.
Deck Map
Interactive and searchable deck maps help guests navigate the ship. More robust versions are fully interactive.
Dining
Menus, hours, locations, dress codes, and reservations — some apps open bookings prior to departure with virtual queuing.
Destination Info
Port and destination information including photos, activity suggestions, and cultural and historic context.
Folio
Detailed billing record that refreshes in real time as charges are applied to the guest's account.
Itinerary
Personalized schedule showing bookings and favorites marked by the guest, synced with activity management.
Notifications
Push notifications about activities, folio updates, and messages — now standard, but reliability remains mixed.
Schedule
Daily activity schedule — the hub for organizing onboard life. Events can be added, reserved, or copied to personal itinerary.
Shore Excursions
View and book excursions, many with pre-departure booking available. Near-universal across analyzed apps.
Spa Services
View offerings and make reservations. Pre-cruise booking available in several apps, aligning with shoreside pre-payment trends.
Less Common — in at least three but fewer than half of apps
Credit Card Approvals
Apply for a cruise-branded credit card in-app. The card is added to the guest's digital wallet for immediate onboard spending.
Cruise Countdown
Pre-cruise countdown clock, shareable on social media. Drives app downloads before embarkation day.
Digital Photo Archive
Review, purchase, and share cruise photos — typically taken by onboard photographers and matched to guests via passport photo.
Health Questionnaires
Retained COVID-era health surveys are less common than peak years but still present in several apps.
Mobile Ordering
Order food, beverages, or services to the stateroom or guest's current location on the ship.
Ship Tracking
Live ship location in real time, including full fleet tracking. Several apps now include this feature.
Weather
Forecast for each day of the cruise, helping guests plan for shoreside excursions.
Stand-Out — unique to one or two apps
Casino Module Carnival
Earn, track, and redeem rewards points at onboard casinos via a dedicated "Carnival Players Club" module.
Digital Room Control Select apps
Control cabin lighting, shades, temperature, and TV directly from the mobile app.
AI Chatbot Royal Caribbean
An AI-powered virtual assistant that answers simple questions, provides ship information, or escalates to a human agent.
Virtual Art Guide Two apps
Audio commentary on onboard artwork — two apps approach it in different ways but both offer an engaging cultural layer.
Guest Satisfaction Surveys Select apps
In-cruise satisfaction surveys that let cruise lines address problems immediately rather than waiting for post-cruise feedback.
Technology Blends
Native still dominates. Cross-platform is surging.
In the last two years, several cruise lines embraced a wider range of technologies beyond traditional native offerings. Frameworks including Capacitor, Flutter, React Native, and even Unity are now present in the fleet.
21Apps
Native (Kotlin / Swift)13
React Native4
Flutter2
Other (Capacitor, Unity+Flutter, Xamarin)2
Framework deep-dives
React Native
React Native allows one codebase for iOS and Android, reducing development costs significantly. The cruise industry is adopting it for quicker updates and feature rollouts — crucial for apps that reflect changing schedules and destinations. Note: some apps are running React Native without the Hermes engine, leaving performance improvements on the table.
Flutter
Two apps now use Flutter. Google's UI toolkit compiles to native code for excellent performance. One app combines Flutter with Unity — Flutter for standard features like booking and itinerary, Unity for AR or gamified experiences that enhance guest engagement.
Capacitor & Xamarin
Capacitor bridges web and native, enabling web technologies to run natively. Xamarin was spotted in one app — notable given Microsoft ended Xamarin support May 1, 2024, suggesting a likely migration to .NET MAUI is underway.
Tools & Key Players
Over 40 third-party tools catalogued.
The following tools and SDKs were identified inside the analyzed apps. New tools are marked; updated tools represent significant changes since our 2022 report.
Artificial Intelligence
Key topic in 2024. Cruise lines are investigating LLMs to automate guest experiences and reduce front desk burden. Risks include hallucinations, lack of good training data from shipboard systems, and high on-premise hardware costs. Roadblocks are falling rapidly with better connectivity and smaller models.
New in 2024. Virtual AI assistant platform found in at least three cruise apps. These bots require readily available data sources and APIs — when data for different tasks lives in different systems, AI assistant development becomes prohibitively complex.
Found in 1 app for offline barcode reading — no internet connection required. Could be used for excursion tickets, digital entry, or payment. A good early example of practical, bounded on-device intelligence in a shipboard context.
New Tools in 2024
New in 2024. Found in 2 apps. Feature flagging and A/B experimentation — selective feature rollouts, dynamic content personalization, and performance monitoring. Particularly valuable for deploying one app across ships with different feature sets.
New in 2024. Found in 2 apps. Global payment platform used during digital check-in to tokenize the guest's credit card. Tokenizes securely over the internet, then transports the token to the shipboard PMS through a proxy or middleware layer.
New in 2024. Customer engagement platform for mobile messaging — push notifications, in-app messages, and SMS. Requires internet access, so most likely used for shoreside marketing rather than onboard operational alerts.
New in 2024. Found in 2 apps. Language and localization platform — dynamic updates of app content across multiple languages without new app releases. Invaluable for cruise lines serving diverse, international guest populations.
New in 2024. Microsoft's cloud-based identity management for customers — unified login for guests shoreside and shipboard, or corporate identity for IT staff. Its on-premise offering makes it viable in a low-connectivity environment.
New in 2024. Analytics platform for user behavior — browsing habits, navigation paths, and pain points. Allows data-driven decisions to optimize UI and streamline navigation flows for passengers.
New in 2024. Found in several apps — either for certificate pinning (preventing man-in-the-middle attacks) or to ensure compatibility with older guest devices that may have outdated certificate stores.
Existing & Updated Tools
Updated in 2024. Two apps now include the full SDKs — allowing guests to use their phones to access the gangway and unlock their cabin doors. Full rollout has been slow due to training requirements, BLE challenges through steel bulkheads, and dual-system complexity.
Updated in 2024. Found in 2 apps. Customer engagement platform for targeted pre-cruise recommendations, dining offers, and event reminders. Analytics help refine marketing strategies based on passenger behavior. Primarily a shoreside marketing tool.
Google's platform for building and improving apps — crash reporting, analytics, user authentication, and targeted notifications. A foundational tool across the analyzed fleet, found in a significant number of apps for tracking behavior and improving reliability.
Custom mapping, navigation, and location search — most likely used for ship tracking. By hosting a tile server onboard, cruise lines provide continuous map access without external internet. Offline capabilities are a key advantage in bandwidth-constrained environments.
Privacy, security, and governance platform for GDPR and CCPA compliance. Manages consent, data governance, and risk assessment — crucial for cruise apps collecting booking, passport, and personal preference data from international guests.
Open Source Computer Vision Library — suggests potential for image enhancement, object detection, AR experiences, or security features. Integration in a mobile app could enable virtual tours or interactive port maps.
Lightweight messaging protocol for constrained network environments. Enables real-time onboard notifications — itinerary changes, event reminders, safety alerts — without the overhead of internet-dependent push services.
Updated in 2024. Two major cruise lines moved to full local push notification systems since 2022 — reducing app size and App Store complaints. Total now: three large brands on local push, plus two newer entrants using the Cruise Director Platform.
Google-supported open-source PDF library for handling documents — tickets, medical forms, menus — in an offline environment. Moving PDF rendering to the device rather than a server is essential when connectivity is limited.
256-bit AES encryption extension for SQLite. SQLite itself is completely readable on a compromised device — cruise lines adopting SQLCipher are likely storing payment data, personal health data, or meeting security compliance requirements mandating encryption at rest.
Updated in 2024. Four cruise brands now show evidence of virtual queuing or waitlist systems. Guests sign up via QR codes and receive a notification when their turn arrives. Reviews cite inconsistency issues, but the potential for a streamlined guest experience is clear.
Sourcetoad's own suite of onboard and shoreside tools found across multiple cruise apps. Modules include iTV, smart signage, captive portal, mobile app management, IoT, cabin access, and notifications — all sharing a unified API and analytics interface.
Security
Security as an afterthought — not a foundation.
Recent incidents, including at least two breaches known to Sourcetoad, have highlighted the vulnerability of cruise apps. These breaches allowed attackers to pivot from the app to sensitive onboard systems, endangering both privacy and physical security.
High Risk
Sourcemap inclusions
Three apps include their entire Sourcemap — essentially the unminified, unobfuscated source code. Sourcemaps are designed for debugging but should never ship to production. Including them makes it trivial for an attacker to reverse-engineer the app, identify API endpoints, and exploit vulnerabilities. Sensitive business logic and proprietary algorithms are exposed as plaintext.
JavaScript not minified or uglified
Several apps contain JavaScript files that are not minified or uglified. Unminified code is often readable as the original source — variable names, logic, and API patterns visible to anyone. Minification is table-stakes in web development and should be automated in every build pipeline. Its absence suggests a lack of security-focused build processes.
Medium Risk
Mixed Android API 31–33 support
Several apps are still targeting Android API level 31, which is now deprecated. API 33 is the current requirement. Apps that have not updated face potential blocking from the Google Play Store and miss critical security enhancements. For cruise apps used globally on diverse devices, outdated API targeting creates compatibility and security gaps.
Test data and shim files in production builds
Many apps include test or "shim" data — a fake passenger's details, calendar, folio, menus, and shore excursions — bundled directly in the production APK. This data exists so Apple reviewers can test apps without a live PMS. The risk: the included test credentials could allow unauthorized users to access "onboard mode" without purchasing a ticket. The shim data also exposes the structure of onboard operations to anyone who decompiles the app.
Clear-text test logins in app binaries
About half of the investigated apps contain clear-text usernames and easily visible passwords in their binaries. While these are Apple review credentials rather than production accounts, their presence suggests that secret management discipline is lacking across the development process — a pattern that correlates with other security oversights.
Positive Practices
Detection of rooted devices
One app prohibits installation on Android rooted devices — a proactive security measure. Rooted devices can bypass app security measures, enable unauthorized access, and expose user data. This is a best practice that more cruise apps should adopt, especially those storing payment, passport, or health data.
Accessibility
Progress made. Big gaps remain.
Cruise lines are making strides in incorporating accessibility features. However, inconsistencies in screen reader compatibility and the lack of universal design standards across apps pose significant hurdles. If your app team does not have an accessibility strategy, you need to get one fast.
What's improving
Full accessibility enhancement for media
One app stood out with accessibility enhancements across all videos, images, and animations — subtitles and closed captions for videos, alt text for images, and controls to disable animations for users with visual or motion sensitivities. This is a significant step toward inclusivity and sets a bar for the industry.
Cordova Accessibility Plugin
One app uses the Cordova Accessibility plugin to improve compatibility with screen readers and assistive technologies — ensuring navigation menus, booking systems, and daily schedules are accessible to users with visual impairments. The plugin has some known issues, and can be difficult to manage, but its inclusion signals intent.
What still needs work
Screen reader inconsistency
Cruise apps are typically heavily styled and branded compared to standard business applications — meaning more components are hand-built rather than using standard OS components. Standard components enable Night Mode and screen reader support almost automatically. Custom components require manual accessibility implementation, which is frequently overlooked.
No universal design standard
Adhering to WCAG (Web Content Accessibility Guidelines) is essential. Lawsuits and legal actions have been rising, with organizations facing significant penalties for failing to provide accessible digital services. The ADA and similar regulations globally mandate accessibility — making it not just an ethical obligation but a legal requirement.
The path forward
Accessibility cannot be an afterthought. It must be a core consideration from the inception of app design. Embracing voice recognition, customizable interface options, and adaptive text sizing will cater to a broader range of needs. Future AI-driven aids that predict and adapt to individual user preferences represent the next frontier. Regular testing with users who have disabilities — not just automated audits — is vital to uncovering real usability issues.
Rating our 2022 Predictions
How did we do?
Much has changed since our last full analysis of onboard ocean apps in 2022. Below we summarize and score each prediction.
10/10
New Entries
We predicted at least two new apps. This year's report includes seven new apps, bringing the total to 21. More cruise lines recognized the need for passenger-facing apps and invested in keeping pace with the industry.
8/10
Rewrites
We predicted at least one or two complete app rebuilds. Evidence confirms at least one app has been completely rebuilt since 2022. As the number of mobile technologies grows, investing in a full rebuild can be easier than maintaining legacy code.
8/10
End of Onboard Print
More cruise lines committed to going fully paperless. Digital daily newsletters and schedules are now a standard feature across a majority of cruise apps. The overall trend has definitively shifted to digital-first delivery.
7/10
Increased Shoreside Functionality
Pre-cruise features have grown significantly — digital check-in, itinerary planning, and pre-booking of activities are now common. The post-cruise area, however, remains largely overlooked. Half-credit.
6/10
Continuing Health Integrations
Health features remain present, but daily questionnaires have decreased significantly from pandemic peaks. As regulations have eased, most cruise lines no longer require COVID testing or vaccination proof — less new development than predicted.
Looking Ahead
What's coming in the next two years.
Based on current trajectory, guest expectations, and cruise industry focus on innovation, here are our predictions for what will be added to cruise apps by 2026.
01
Human-directed chat as an LLM training runway
The AI hype train is not the same vehicle blockchain was. LLMs are here and useful today. Expect human-directed chat systems (where passengers message guest services directly) to appear rapidly — as a deliberate precursor to train the models that will eventually reduce the need for human intervention.
02
Enhanced personalization via AI and ML
Cruise apps will integrate advanced personalization using AI — personalized itinerary suggestions, dining recommendations, and activity options aligned with guest interests and past behavior. The data infrastructure being built today is the prerequisite.
03
Improved connectivity and wearable integration
Enhancements in onboard communication — messaging services, Wi-Fi calling, and internet access — will continue. Seamless integration with wearable devices for access, payments, and notifications is an emerging expectation, especially among younger cruise guests.
04
Augmented reality and spatial computing features
AR apps can offer interactive virtual ship tours, navigation aids, and immersive shore excursion previews. Unity's appearance in one cruise app signals that the investment is underway. Adoption will accelerate with the maturation of spatial computing hardware.
05
Sustainability tracking
With growing emphasis on sustainability, cruise apps will likely include features that allow guests to track their environmental footprint — carbon offset options and sustainable excursion choices. Especially important for lines using sustainability as a competitive advantage.
06
Advanced analytics for personalized marketing
The use of advanced analytics will become more prevalent for targeting guests with personalized promotions and deals via the app — aligned with their preferences and past behaviors. Increasing onboard spending while enhancing satisfaction is the measurable goal.
Conclusion
Continuous improvement, not revolution.
As we conclude the 2024 Cruise Mobile App Report, it's clear that the intersection of technology and cruising has never been more dynamic. Mobile apps have emerged not just as tools of convenience, but as essential platforms for engaging with passengers, offering personalized experiences, and navigating the complexities of modern cruising.
Two years ago, our report focused on Health & Safety, Guest Experience, and Operational Efficiency. This year, these pillars still guide where development dollars are spent. We predicted that the future would bring more unique "surprise and delight" features — but that has not been the case. A majority of cruise apps have instead continued to evolve in more predictable, logical directions.
Features like onboard flight time information and prepayment options for guest bills have become logical extensions of app functionality — continuous, incremental improvements that directly benefit guest experiences and operational performance.
The more exciting future leans toward integrating advanced digital solutions: chatbots powered by LLMs and workflow engines that could revolutionize app features. Reporting a maintenance issue could transition from a multi-step process to a straightforward chat with an AI capable of coordinating directly with maintenance systems.
However, the transition toward AI features brings its own challenges — current limitations of chat interfaces and potential for errors in task execution. Despite these hurdles, the push toward AI underscores a broader industry trend toward leveraging technology to enhance the cruise experience.
The imperative is clear: embrace innovation, prioritize security and accessibility, and continuously explore new ways to elevate passenger engagement through mobile apps and emerging AI technologies.
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