Facial recognition technology is set to be the next frontier of tech’s transformation of service culture. From border control checks to unlocking your phone and making secure payments, companies market it as ‘seamless’ and ‘easy’. In 2022, the facial recognition market had an estimated worth of $5.1 billion. Facial recognition technology isn’t just making strides in the hospitality sector. Some claim that it can prevent and solve crimes by identifying criminals and managing age-restricted spaces. It can even be used to help individuals battling gambling addictions. This is all adding to a rapidly expanding market spanning several industries predicted to grow over 200% to a value of $19.3 billion by 2032.
But how is the cruise industry using facial recognition technology? Royal Caribbean has been investing in biometric facial recognition technology since as early as 2017. Since then, biometric technology has been adopted by many other cruise brands. Read on to find out how different cruise lines are integrating facial recognition technology to improve guest experience.
Boarding and disembarkation
Most notably, cruise lines are using biometric facial recognition technology to streamline boarding processes. In 2019, Royal Caribbean was the first cruise line to implement facial recognition technology as part of the boarding process. Since then, Princess Cruises, Norwegian Cruise Line, and Carnival Cruise Line have partnered with the U.S Customs and Border Protection to introduce facial recognition to their embarkation and disembarkation process at entry and exit of the vessel at ports of call. Guests debarking the ships pause at a kiosk equipped with a camera, which takes a photo. Within seconds, the image is biometrically compared to their passport or visa photo to verify the guest’s identity with over 98% accuracy. This innovative process has reportedly reduced disembarkation times by up to 30%.
Earlier this year, MSC Cruises began using a face verification system developed by Neurotechnology in the MSC for Me app and the MSC web portal. Face verification from Neurotechnology automatically captures the guest’s face and compares this to a photo taken in the pre-cruise check-in phase. This will allow for a more seamless embarkation process when boarding the vessel. Facial recognition is also used to verify passengers’ identities in security checks for entry and exit at ports of call.
Onboard photography
MSC Cruises, Carnival Cruise Line and Princess Cruises also use facial recognition to link pictures and videos taken by onboard photographers or videographers to passengers. Passengers may purchase photography packages which allows them to download the images and videos collected of them. This technology simplifies the ordering process and reduces paper waste.
Cabin access
Speaking at CSI Design Expo Americas 2024, Matthew Denesuk, SVP, Data Analytics & AI at Royal Caribbean Cruise Line, shared that Royal Caribbean uses biometric facial recognition technology for a variety of uses, including stateroom access instead of a physical key card. This adds an extra level of security on board and can drastically reduce risks associated with lost or stolen key cards while providing frictionless access for guests.
Revolutionising land-based hospitality
In 2018, facial recognition technology was introduced to 50 hotels in China. Since then, biometrics have been integrated into various aspects of hotels and resorts, including elevating the check in and check out process for guests. One of the most notable examples of this is the ‘sequence hotels’, a brand belonging to the Mitsui Fudosan Group, which use facial recognition technology for check-ins and guest room access. This technology aligns with their philosophy of creating smart spaces providing thoughtfulness and enrichment by facilitating a stress free experience.
Facial recognition technology is also sometimes employed in elevators. On entry, biometric technology scans the guest’s face to access their data profile and automatically take them to the floor their room is located on.
Facilitating personalised experiences
Facial recognition systems can quickly identify VIP guests and loyalty members upon arrival. Once recognized, the system can alert staff members who can then provide tailored customer service. Staff can use this to recognise and reward repeat customers or loyalty members with room upgrades or discounts. This level of personalisation can lead to an improved guest experience.
More time for fun
Facial recognition can also eliminate the need for physical passes or tickets at theme parks. Universal Orlando recently began testing a technology that scans faces to identify guests as they enter the park. This reduces time consuming queues at entrances and allows for more fun inside the resort.
Protecting privacy
While biometric technology is disrupting hospitality and making guest experience more seamless, it does not come without its issues. For example, academic studies show that facial recognition is least reliable for people of colour. Many have also expressed privacy concerns. As with any collected data, consent must be informed and given freely. Data collectors have a responsibility to transparently communicate what data will be collected, how long it will be stored for, and security measures taken.
Cruise lines that collect biometric data from passengers each outline these specifics in their privacy policies. Carnival Cruise Line purges all biometric data collected during each voyage following the cruise. Princess Cruises deletes facial biometric identifiers promptly following completion of the voyage but retains any photos that have been linked to a guest account for up to two years. Royal Caribbean automatically deletes biometric data within five weeks after the end of each cruise.
Legislations and restrictions
Due to the sensitive nature of the data being handled, legislation is vital. In some cases, the use of facial recognition technology has been restricted. In 2021, the Port of Seattle became the first port authority in the USA to formally limit the use of biometric technology.
The Port of Seattle Commission prohibits the use of biometric technology — including facial recognition — for law enforcement, security and mass surveillance purposes by the port and private-sector entities operating at its facilities. Facial recognition technology can only be used at the port for ‘traveller functions’. These include ticketing, bag checks, access to passenger lounges, and border checks. This ban arguably enhances the guest experience by reducing the concerns visitors may feel towards privacy and mass surveillance, allowing them to truly enjoy their vacation experience which begins before even stepping foot on a cruise.
Earlier this year, Shanghai announced bans on mandatory facial recognition scanners during check-in. Under Shanghai’s new guidelines, hotels will only scan guests’ faces at check-in if they are unable to produce a valid ID, and only with the guests consent.
Future developments
In 2020, MSC published a report in partnership with The Future Laboratory, The Future of the Guest Experience. This report explores the trends that will impact the future of the travel industry. In this report, MSC imagined the cruise cabins of the future and how they may use facial recognition technology to enhance the guest experience.
MSC predicts that technology such as ZOE will also be key in facilitating the trend of subconscious design, where responsive technologies will seamlessly alter environments to individual guests’ moods and emotions. Cruise cabins could feature biosignal sensors that track heart rates and facial expressions, adjusting light and temperature for maximum comfort. Smart materials could act like living art, changing to create a visually immersive environment aligned with a guest’s emotional state.
What’s Next
Biometric facial technology is a fast-growing area which will change hospitality as we know it. We can’t wait to see what will be developed next in this lucrative field. For more technology insights and the latest in the evolution of guest experience, visit Cruise Xperience Innovation Summit (CXI) Americas. CXI Americas is the event for cruise lines, shipyards and suppliers to showcase, demonstrate and unveil cutting-edge & innovations, exchange insights, and establish fresh connections with thought leaders driving the industry forward by revolutionising guest experience.