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Celebrity Cruises bolsters trip reservations via mobile app

March 7, 2011

Celebrity Cruises is letting consumers research and plan their upcoming trip via an iPhone app that lets them click-to-call to book their stay.

In addition to the Celebrity Xplorer application, the company has also rolled out a mobile-optimized site. Although Celebrity Cruises does not offer direct booking capability within its mobile application or site, it is looking at incorporating a mobile booking capability in the future.

“Currently we do not have direct booking capability within our app, but we do have the ability for guests to contact and/or be contacted by our reservations team for that purpose, among other purposes,” said Erika Stuart Pajovic, manager at Celebrity Cruises Web Innovations, Miami.

“We anticipate incorporating booking capability in future iterations,” she said.

Celebrity Cruises sails to Alaska, Australia/New Zealand, Bermuda,California, Canada/New England, the Caribbean, Europe, Hawaii, the Pacific Coast, Panama Canal, South America, and year-round in the Galapagos Islands.

Sail away
Consumers can down load the application for free via Apple’s App Store or enter on their mobile browser.

Customers can review the varies onboard activities, including the cruise line’s iLearn courses in the Celebrity iLounge.

Consumers can take Rosetta Stone language courses and view email itineraries.

Additionally, customers can request a call or email from customer service or call them directly via the application.

“Mobile is increasingly being used as a search tool for cruises,” Ms. Pajovic said. “At Celebrity Cruises, we want to deliver an improved user experience customized to the chosen point of entry.

“We are using an integrated communications plan to spread the word,” she said. “Including presence on our homepage, email, print and social media channels.”

Consumers can choose their destination

Customers can learn more about the cruise

Consumers can browse destinations

Mobile cruise
Using the application, consumers can obtain destination information, view details about the ship and connect with Celebrity’s social media sites.

In addition, Celebrity Cruises is also presenting its menus, wine lists and art tours on an iPad.

“Our goal is to extend mobile assets to all environments that best suit the customer experience and our brand’s goals and objectives,” Ms. Pajovic said. “Currently we have three Web and one app platform, but we are constantly evolving.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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