Cruises are becoming increasingly popular in China, and the number of passengers reached 2 million in 2016 and is poised to reach 2.6 million by the end of this year. In 2017, Norwegian Cruise Line Corporation Ltd., a publicly listed American company operating cruise ships, introduced Norwegian Cruise Line’s first purpose-built ship customized for the China market, Norwegian Joy.
In order to provide a “first class at sea” digital customer experience, Dragon Trail developed the NCL Joy app for passengers on board the ship. The app supports a number of onshore and pre-cruise functions for guests to better understand onboard services and activities. Guests don’t need to purchase Wi-Fi service to download the app on board, and it’s free to use. The app also has a messaging function for guests to chat with other passengers. For privacy reasons, guests need to add each other’s ID before they start chatting. Similarly, travel agents are able to set up group chat with their clients, and NCL sends out messages to all passengers on board.
“As a new entrant to China, we relied heavily on Dragon Trail to guide us through the challenges of creating an online and offline presence in an established industry. Many of Dragon Trail’s recommendations were key parts of our entry strategy. I continue to personally rely on George Cao as an adviser on a variety of areas of our overall business plan. His support and guidance have played a key role in our success. We have worked with Dragon Trail for 5 years and continue to be impressed with their commitment to helping us succeed. I highly recommend and appreciate the Dragon Trail Team” -David J. Herrera President, NCLH China Norwegian Cruise Line