Introduction
Cruise lines looking to modernize their tech stacks often face a binary choice: buy off-the-shelf software or build custom systems in-house. But this framing can be limiting. A more pragmatic approach is to combine both strategies. Start with a prebuilt platform to meet immediate operational needs, then gradually customize or build additional layers that align with long-term goals. This buy-then-build philosophy provides the speed and cost-efficiency of commercial software while preserving the flexibility to adapt, differentiate, and innovate over time.
Start by Buying: Get to Market Faster
Buying a ready-made solution allows cruise lines to solve urgent problems without waiting on lengthy development cycles. Off-the-shelf software is often production-ready, already tested, and built with industry best practices. Cruise lines can deploy digital tools for guests and crew quickly, sometimes in a matter of weeks, not years. For example, OnDeck’s white-label guest mobile app includes common features like folio access, itinerary views, and messaging out of the box. This accelerates time-to-value and frees internal teams from reinventing features that already exist.
Off-the-shelf solutions also provide predictable costs and vendor support. This is especially important when teams are focused on delivering tangible improvements to the guest experience, supporting compliance requirements, or rolling out new digital initiatives with fixed budgets.
Then Build: Extend and Customize for Differentiation
Once a foundation is in place, the next step is to identify gaps where customization or new development is justified. Building bespoke modules allows cruise lines to differentiate their experience: whether through exclusive loyalty features, AI-powered personalization, or custom integrations with legacy infrastructure. Teams can also retire technical debt at their own pace, gradually phasing out older systems as custom components are completed.
This model keeps core functionality stable while allowing innovation to move forward in defined areas. The hybrid strategy lets product and engineering teams remain agile without risking operational continuity.
Where the Strategy Works Well
Several cruise operators and travel tech providers have adopted buy-then-build models to good effect. This phased approach is particularly useful for guest-facing tools, loyalty systems, and middleware layers that interface between PMS, POS, and shoreside systems. Operators gain agility without the risk of destabilizing key infrastructure. In other sectors, AWS promotes modularity and gradual service replacement as a modernization path for legacy enterprise systems.
A Phased Framework for Adoption
An effective buy-then-build strategy unfolds in clear stages:
- Phase 1: Buy for Core Needs – Deploy off-the-shelf solutions to meet functional baselines
- Phase 2: Evaluate Customization Priorities – Identify feature gaps, pain points, or areas for competitive advantage
- Phase 3: Build or Extend – Use SDKs, APIs, or in-house development to add functionality
- Phase 4: Optimize and Reinvest – Measure performance, adjust based on feedback, and refine integrations
This structure helps stakeholders align around business priorities while reducing delivery risk and supporting incremental innovation.
Best Practices
- Choose extensible platforms with developer toolkits and open APIs
- Don’t overspec the MVP; use out-of-the-box features to reduce lift
- Create a modular roadmap so components can evolve without interdependencies
- Invest in vendor relationships that support long-term collaboration, not just short-term implementation
- Align tech goals with guest value so customization serves experience, not complexity
Conclusion
Buy-then-build offers a path forward for cruise lines seeking to modernize without overextending their teams or timelines. Off-the-shelf products like OnDeck’s white-label app deliver immediate value and stability, while internal development can focus on building what truly matters. This progressive approach balances urgency with strategy. If you’re considering this model and want help assessing where to begin, schedule a call with OnDeck to explore what a phased approach could look like for your operation.