Balancing People and Automation: The Future of Work and Guest Experience in the Cruise Industry

The cruise industry is experiencing an unprecedented expansion, with significant fleet investments and increasing passenger demand. However, this rapid growth exposes a critical challenge: attracting and retaining a skilled workforce, in particular among Generation Z. The cruise sector relies on a labor-intensive model that demands long working hours, extended contracts and high adaptability from its multinational workforce. Yet, Gen Z employees prioritize work-life balance, fair wages, career development and ethical employment conditions, making traditional recruitment and retention strategies increasingly ineffective. At the same time, the industry is experiencing a technological revolution, with Robotics, Artificial Intelligence and Service Automation (RAISA) emerging also as potential solutions to these workforce challenges. From robotic bartenders and automated housekeeping to AI-powered customer service, RAISA technologies offer cruise operators opportunities to optimize labor efficiency, reduce operational costs, and at the same time enhance guest experiences. However, their adoption raises crucial questions: Can automation compensate for labor shortages without compromising the human touch in hospitality? How does technology impact passenger satisfaction and the overall cruise experience? And to what extent can cruise lines balance Gen-Z workforce expectations? This thesis explores the intersection of labor challenges, generational workforce shifts and automation in the cruise industry. By analyzing industry trends, economic factors and real-world case studies, it evaluates how cruise operators can effectively integrate RAISA technologies, while also maintaining a motivated and engaged human workforce. Findings suggest that, while automation can alleviate certain operational pressures, the human touch remains a key element in delivering high-quality service at sea. Therefore, an hybrid approach, where user-friendly automation supports rather than replaces human labor, emerges as the most sustainable and competitive solution for the future of cruise hospitality.