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Oracle Customer Success—Holland America Line N.V.

Holland America Line N.V.

Holland America Line Increases Shore Excursion Purchases 7%-10%, Delivers a More Personalized Customer Experience with Decision Management Solution

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With Oracle Real-Time Decisions, we’ve achieved a new level of sophistication in personalizing shore excursions to our guests and improved our overall ability to operationalize valuable big data. We now have data on what imagery, messaging, products and services are most important for our guests and a self-learning capability that optimizes over time. We can now effectively and immediately leverage data from reservation, customer relationship management, and even on-board transactional systems to drive a better guest experience and, ultimately, increase revenue.

— Therron Hofsetz, Director, Software Applications, Holland America Line N.V.

For more than 140 years, Holland America Line has been a recognized leader in ocean cruises, taking more than 1 million guests annually to exotic destinations around the world. Holland America Line’s fleet of 15 mid-size ships offers more than 500 voyages a year, visiting all seven continents. Cruises include popular and less-traveled ports in the Caribbean, Alaska, Europe, Mexico, South America, the Panama Canal, Australia, New Zealand, and Asia—as well as unique trips to the Amazon and Antarctica.
 
Business Challenge
  • Provide cruise line customers with a highly personalized experience, regardless of their destination or price point—creating once-in-a-lifetime experiences, every time
  • Boost revenue from onshore excursions in the face of growing competition
  • Optimize marketing investment and spend by presenting more personalized options to customers 
Results
  • Deployed Oracle Real-Time Decisions to deliver a more personalized and optimized experience—whether online, via e-mail, or on ship—for the cruise line’s of over 1 million passengers annually
  • Improved ability to effectively match or personalize shore excursions to individual customers, with 41% of passengers converting on one of Oracle Real-Time Decisions’ top three self-learning recommendations
  • Saw roughly 7%-10% increase in shore excursion purchases after deploying Oracle Real-Time Decisions, helping to boost revenue in this important segment
  • Increased customer convenience with shore excursions matched to individuals, eliminating the need to explore a long list (between 10 and 100 excursions per port) options in alphabetical order
  • Gained the ability to effectively integrate data from multiple sources, including reservation, CRM, and onboard systems, to deliver more targeted offers and create a continuous learning loop
  • Improved ability to leverage valuable big data without the need for data scientists, thanks to Oracle Real-Time Decisions’ automation, business rules, and predictive analytics that enable the company to present the best offers based on historical data and real-time context
  • Minimized overhead and IT support costs with an easy-to-use-and-configure solution that line of business users can manage and maintain
  • Gained concrete empirical data and the ability to automatically render decisions within a business process, creating actionable insight that drives more informed business and product decisions
  • Positioned the company to leverage the solution for future initiatives, such as with its cruise marketing segment to present the best cruise package and/or cabin options to individual customers

 

Oracle Real-Time Decisions provides a powerful and easy-to-use solution that helps us operationalize our big data—without the need for a large number of data scientists. We especially appreciate that it is easy to install and multichannel friendly—meaning we can combine data from websites, call centers, enterprise applications, and more. As important, we can quickly determine if an offer is effective. Rather than Holland enforcing business rules that may or may not be actually effective -- they may be sort of tribal lore or tribal knowledge within the company -- Real-Time Decisions is taking actual analytical information, fact-based decision-making and using it in a real-time context to provide that optimized content and that optimized experience for our guests.

— Therron Hofsetz, Director, Software Applications, Holland America Line N.V.

Execution

“Our implementation has been a positive experience. We’ve had a lot of support and have seen significant success through our partnership with Oracle,” Hofsetz said. “In 2015, we’re looking forward to expanding use of Oracle Real-Time Decisions to our cruise marketing segment, where it will enable us to optimize destination markets, stateroom types, and price points for each customer.”

About Holland America Line N.V.

Headquarters

 
Seattle, Washington, United States

Employees

 
Approximately 15,000 land and sea going employees

Annual Revenue

 
$1 to $5 Billion
Published:  Jun 12, 2015