Virgin Voyages has announced a significant overhaul of its passenger app, acknowledging the technology’s current shortcomings.
With improvements aimed at enhancing user experience, the company plans to address critical issues impacting dining reservations and overall usability.
Acknowledgement of Issues
Virgin Voyages’ CEO, Nirmal Saverimuttu, admitted during a business session that the app is subpar. He stated, ‘Our app is not good. It’s not stable and it doesn’t have a good user-interface.’ This frank admission reflects the company’s acknowledgement of ongoing technical issues.
Saverimuttu also highlighted that the app is overly complex, trying to fulfil multiple roles similar to Uber Eats while also managing various systems. This complexity is the reason for its sluggish performance.
Challenges with Dining Reservations
A major pain point for users has been the dining reservation system. Saverimuttu compared it to ‘playing The Hunger Games,’ indicating the difficulty passengers face in securing dining times.
Despite having adequate seating capacity, passengers often feel uncertain about their dining plans. ‘They should be looking forward to their holiday, not dreading when they are going to eat,’ Saverimuttu commented, stressing the need for a more efficient system.
Planned Improvements
Virgin Voyages is committed to resolving these issues by the end of the year or early next year. Saverimuttu emphasized the importance of technology as a facilitator rather than a hinderance to the experience.
The brand is also exploring alternative communication methods to keep passengers informed without over-reliance on the app. The aim is to ensure passengers enjoy their holiday without constantly needing to check their phones.
Feedback-Driven Changes
Feedback from users and travel agents is playing a crucial role in shaping these upgrades. Virgin Voyages appreciates the patience of their ‘First Mates’ (travel agents) as they implement these changes.
The company is also planning a ‘makeover’ for Scarlet Lady, their launch ship, which will go into dry-dock in November. This refurbishment aims to refresh various aspects of the ship’s experience.
Late-Night Services and Adult-Only Policy
The company is reviewing onboard services, particularly late-night dessert options, to better cater to passengers who enjoy late-night activities. For example, Saverimuttu noted that the ice cream parlour closes too early.
Virgin Voyages plans to maintain its adult-only policy, which contributes to the overall onboard experience. According to Saverimuttu, the ‘no-kids’ environment remains a significant draw for many passengers, evidenced by a high repeat booking rate of 35%.
Trust and Value for Money
Saverimuttu underscored the importance of winning trust, noting that the brand has evolved substantially over the past year. He encouraged travel agents to book clients early, highlighting new longer itineraries from Miami, Panama Canal, and Alaska.
‘Most brands are looking to cut things right now; we’re looking to add,’ Saverimuttu said, stressing the value for money that passengers can expect from their cruise experience.
Celebrity Appearances and Endorsements
The announcement came during a ‘celebration’ voyage featuring notable figures such as Sir Richard Branson, 80s pop star Boy George, and former Virgin Atlantic CEO Steve Ridgway. This high-profile event underscores the company’s commitment to enhancing its services.
In summary, Virgin Voyages is taking active steps to address the issues plaguing its passenger app. The company’s commitment to improving user experience and ensuring seamless dining reservations demonstrates its dedication to customer satisfaction.
With planned upgrades and ongoing feedback integration, Virgin Voyages aims to provide a more enjoyable and efficient experience for all passengers.
