The Digitally Savvy Passenger: How to Meet Elevated Guest Expectations

At PVA MariTrends 2025, RocketRez CEO John Pendergrast took the stage to share how operators can bridge the gap between outdated processes and the modern guest journey.

For years, tour operators have relied on gut instinct to make business decisions, but with increasing customer expectations, dynamic pricing models, and fragmented communication, this approach no longer works. Operators must embrace data-driven insights and automation to provide experiences that today’s passengers expect.

The Challenge: Where Passenger Vessel Operators Stand Today

Many operators in the passenger vessel industry are struggling to adapt to changing consumer behavior. They’re facing major challenges such as:

• A fragmented tech stack: Sales, ticketing, and guest communications are often disjointed.
• Limited access to data: Most operators are sitting on a goldmine of information but lack the tools to extract real insights.
• Reactive, manual guest communication: Last-minute guest questions and uncertainty impact satisfaction and revenue.
• Changing guest expectations: Visitors compare all their experiences—including your tour—to highly personalized brands like Amazon and Disney.

The message is clear: Digitally Savvy passengers are already here. Are you meeting their expectations?

The Solution: Two Pillars of Modern Passenger Vessel Operations

John outlined two critical strategies that operators must adopt to stay competitive:

1. The Intelligence Within: Data as Your Most Valuable Asset

Data is no longer optional—it’s the foundation of modern business decisions. But too many operators still lack access to their own data or don’t have the tools to use it effectively.

Secure Complete Data Access

Ask yourself:

• Can you track the entire guest journey from the first website visit to the final review?
• Do you know which add-ons and upsells perform best for different guest demographics?
• Can you identify which sales channels drive the most revenue?

Without full visibility, operators are flying blind—making decisions based on guesswork rather than insights.

Ensure Data Flexibility

Having data isn’t enough. You need access to it in multiple formats:

• CSV exports for manual analysis.
• ‍BI tool integrations like Microsoft Power BI for advanced reporting.
• ‍API connections to sync with other essential business tools.

Rigid, siloed reporting holds businesses back. The future belongs to operators who can extract and act on real-time insights. As John put it, “If you can’t measure it, you can’t manage it.”

2. Connect to Accelerate: The Power of Guest Communication

Are you still relying on reactive, manual communication with guests? If so, you’re wasting staff time and frustrating customers.

Today’s Guests Expect Personalized, Automated Communication

• Reminder messages about departure times, locations, and ticket details
• Real-time updates (e.g., weather delays, alternate boarding options)
• Mobile ordering & digital wallets for add-ons like drinks and souvenirs

For Example: A riverboat operator used automated SMS updates to reduce no-shows and increase upsells—without increasing staff workload.

Building Meaningful Connections

It’s not enough to just send transactional emails. Passengers want to feel like you anticipate their needs. Instead of just confirming a booking, proactively communicate:

• What to bring and what to expect
• Where to park or board
• Weather and safety information

The Impact: The Attraction Flywheel

When data and communication work together, it creates a self-sustaining cycle of growth:

• Better guest experiences → Higher satisfaction.
• Higher satisfaction → More positive reviews.
• Positive reviews → More bookings.
• More bookings → More data insights.
• More data insights → Even better guest experiences.

Attractions that get this flywheel turning will see predictable, scalable growth.

Taking Action: Your Path Forward

Is your operation ready to meet the demands of today’s digitally savvy passenger? Start by assessing these key areas:

Your Data Strategy

• What data are you currently collecting vs. what’s missing?
• How quickly can you access insights?‍
• Are you capturing the full guest journey from first touchpoint to final interaction?

Your Communication Approach

• Are you proactively engaging guests or relying on last-minute manual responses?
• Can you automate key touchpoints like reminders and upsells?
• Are your ticketing and communication systems fully integrated?

Moving Forward

The passenger vessel industry is at a crossroads—between outdated, instinct-driven operations and data-powered, guest-centric experiences. Operators who embrace modern tools and automation will see higher revenues, more predictable growth, and improved guest satisfaction.

Are you ready to level up your boat tour?

Schedule a demo with RocketRez today to see how an all-in-one, cloud-based platform can help you leverage data and automation to create next-level passenger experiences.