Todays cruise ships offer packages that are all inclusive, but unfortunately customers are finding that this not the case. This is because “only the basics are covered in the price of most cruises” (Smartmoney Magazine, by Chuck Colman), the basics included most food, entertainment and coffee. This means guests have to pay for alcohol, merchandise, spa services and laundry service. These add-ons are optional but, “it is hard not to spend money on a cruise because you are a captive audience” (Smartmoney Magazine, Oivind Mathsen editor of cruise industry news). As a result guests spend extra money on onboard purchases. The payment of the onboard purchases is done through their cruise ID card which is given to the guests at check in to insert into their wallet.
The card is to be used for the duration of the cruise in order to eliminate customers carrying cash. However, “carrying around the card all the time was kind of annoying and so easy to lose” (Website: My Obsessions, 4 June 2009). The customer need is therefore to make the cruise ID card more convenient and secure.
The cruise ID card is also used for identification, cabin entry, customer information (dining times and table assignments). The cruise ID cards are “used like credit or debit cards” (Website: Love to know, 2010), for payment of onboard purchases, as the amount of the purchase is added to the customers bill. The card creates a less transparent payment outflow, resulting in a lesser aversion to spending. This results in “costs adding up on-board” (Helen Nicholson, Website: Mail online, 2009) without the customer’s awareness. It would be much more beneficial for a location - based service for customers to see the quantity of their purchases day by day onboard. Also to be able to keep track of the amount of the add-ons, throughout the duration of the cruise at their leisure.
Bibliography
Bibliography
Website: Smartmoney Available at: http://www.smartmoney.com/spending/rip-offs/10-things-your-cruise-line-wont-tell-you-18575/?page=2 (Accessed 1 November 2010)
Website: Remarkablyclever Available at: http://remarkablyclever.com/2009/06/04/12-tips-before-boarding-your-first-cruise-ship/ (Accessed 1 November 2010)
Website: Love to Know Available at: http://cruises.lovetoknow.com/wiki/Cruise_Ship_ID_Card (Accessed: 2 November 2010)
Website : Daily mail, Helen Nicholson, Available at:http://www.dailymail.co.uk/travel/article-1213357/Cruise-bible-warns-passengers-beware-costly-add-ons.html Accessed: 2 November 2010)
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