PRINCESS CRUISES CASE STUDY

IDEASCALE

A recognized leader in worldwide cruising, Princess  Cruises  carries  1.7  million  guests  each  year  to  des7na7ons  around  the  globe ranging in length from three to 114 days, allowing them to see the world and come back new.

Princess has long been an innovation leader in the field of travel & hospitality. In addition to pioneering innovations such as the affordable veranda, anytime dining, and more, Princess was also a leader in creating the first wedding chapel hosting modern-day weddings at sea; the unique Times Square-style Movies Under the Stars poolside movie screen; and The Sanctuary, an adults-only oasis that has become exceedingly popular with passengers looking to relax.

And in 2014, Princess  Cruises  decided  to  launch  a  crowdsourced  innova7on  ini7a7ve  that  invited  employees  to  share  their  innova7ve  ideas  transparently  with  the  en7re  organiza7on. The community was called We Innovate and it was hosted using IdeaScale technology.

To promote the innovation portal, Princess Cruises used a variety of engagement tactics to encourage employees to share their ideas whether they were at sea or at home in headquarters:

• The community was introduced at a quarterly  all  hands  mee7ng. • A link to the community was shared on the company  intranet.   • Princess Cruises coordinated both time-limited challenges as well as ongoing

innovation initiatives. • The best ideas receive were honored  with  cash  prizes.  

The entire program is coordinated  by  a  dedicated  innova7on  commi>ee,  staffed by Princess Cruise’s leading innovators from each of its various departments. The popularity of the site and the high-level of participation Princess Cruises has experienced led them to hire one full-time staffer to manage the online community.

When a new idea comes into the We Innovate community, it is routed to a business owner who reviews the idea for its value and feasibility. These business owners participate in the community and recommend ideas for review to the governing innovation group. If the idea is approved, it is slated for implementation. If it’s a good idea, but it doesn’t make sense for the company at the current time, it is archived. Employees are informed about idea progress throughout the lifecycle of an idea.

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Princess CruisesBecoming the Most Innovative Cruise Line

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So far, Princess Cruises has implemented a number of new employee-generated ideas, including:

• A name for a new ship • New ways to differentiate their brand • Methods to improve employee quality of life • New drink offerings • And many, many more. So far, the  community  has  gathered  more  than    2,700  ideas  

from  over  4,000  users.  

“The very nature of the hospitality industry is to find new ways to advocate for the customer at every turn. Our employees specialize in this,” said Randall Cooper, Innovation Manager at Princess Cruises, “IdeaScale  made  it  so  easy  for  our  employees  to  engage,  that  we  quickly  generated  more  than  2,000  ideas  that  will  help  us  improve  our  offering  in  countless  ways.”

As Princess Cruises continues to pioneer new ways to serve its customers, they can now leverage the power of their employee crowd to build a future together.

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