Klaus Vollmer: “Digital technology should support guests on board without them realizing that they are being supported”
In the next few episodes of our blog, shipping professionals offer unique insights into the ongoing process of digital transformation in the shipping industry, from seafarers sailing global waters to shore-based employees. Today: Klaus Vollmer from Lufthansa Industry Solutions.
Since 2019, Klaus Vollmer has been Head of Maritime Solutions at Lufthansa Industry Solutions, developing new platforms and integrated network infrastructures for the cruise industry at the Hamburg and Miami sites. The IT solutions developed specifically for cruise ships range from converged infrastructure to location-based services and cabin control systems. WLAN, the monitoring and control of lighting, door locks and air conditioning systems (room automation) as well as security systems (CCTV) are combined in one network. Vollmer is a qualified industrial engineer and has been on board at LHIND since 1996. In our interview, he talks about shipping companies’ willingness to invest in digitalization and sustainability, the benefits of digital twins, and how customers can benefit from digital tools on board.
Mr. Vollmer, what is the greatest benefit for shipping companies in digitizing cruise ships?
When it comes to digitalization, there are three areas of application for cruise ship operators. In the shipping company itself, for example, it is about digitally transforming internal applications and processes so that they become more efficient and faster — perhaps even supported by artificial intelligence — and provide better decision-making templates or forecasts. Two further areas concern the cruise ship itself: firstly, the optimization of operations and processes on board, and secondly, the guest environment. At first glance, the latter is also the most difficult because there is no direct economic benefit behind it. It’s about making guests feel comfortable — and this can only pay off indirectly later through new bookings.
To what extent do digital twins play a role in the digitalization of cruise ships?
With the help of digital twins, all processes can be mapped digitally — from operations to guest management. In operations, for example, I can display the daily turnover of restaurants or the scheduling and staffing of the spa area. For example, sensors can also be read in to indicate problems with the ships’ maintenance cycles. Digital twins even make it possible to display fleet-wide data about different ships and navigate them using a gamification approach. This is an enormous added value for process optimization. The metaverse also plays a role in the digitalization of cruise ships.
How do cruise ship operators use the metaverse for themselves?
Metaverse approaches can be used to provide guests with impressions even before they embark on their journey. For example, the restaurants are presented, or the cabin can be experienced digitally. You can take part in a shore excursion as an avatar in this digital world and test whether it is worthwhile. You can see how a candlelight dinner is arranged on board. This enables guests to put together their own trip even more personally. Similarly, shipping companies can also test products on customers virtually before they are even bookable.
Do customers nowadays want to use digital tools to inspire a cruise vacation or is it just for marketing purposes?
I don’t have much insight into that. My personal assumption is that the customer won’t actively ask for it if they’re not used to it. However, when customers are out and about in the digital gaming world, they also like to use such offers to gain new experiences.
Location-based services play a major role in the cruise industry. How do they benefit shipping companies?
Location-based services generate data and use it for control purposes. The benefits range from wayfinding and tracking children to crowd steering. For example, if restaurant A is at risk of being overbooked, crowd management can be employed to place advertisements such as “Today, steak restaurant 20% discount” or other specials to guide the flow of guests differently. It is also conceivable that location-based services could be used to bring my favorite drink to where I am — without me having to order it at the counter. This is the final stage of development, which will also include facial recognition. There are thousands of use cases for location-based services, but the biggest benefit in my view is crowd steering.
How can the collection of movement and personal data be reconciled with country-specific data protection regulations?
Of course, the data protection guidelines must be taken into account. This is more prominent in Germany and around Europe. In Asia, no one is interested, as life is shared completely publicly. In America, it’s a bit of an in-between situation, and this is important to take into account. However, the data can also be anonymized by means of profiling. Storage is also not necessary. It is also possible to keep the data in one place, namely where it already is: with the shipping company. There is no need to set up extra data sources or databases. This can even be implemented in accordance with European guidelines.
How willing are shipping companies to invest in digitalization? What arguments do you use to convince decision-makers?
One of our main arguments in favor of digital twins or a Metaverse application in the guest environment is the cost. Because if something is to be tested with a customer today, it first has to be introduced on a ship or for a new region, e.g. a cruise through the Caribbean, at great expense. This means investment, provision and organization. But if this is done in the virtual world, it only takes two or three clicks. And you get the feedback on the offer from virtual life. That has big savings in investment.
What about the willingness to invest in operations?
There are many other starting points in the operations sector, partly because digitalization is linked to sustainability here. The cruise industry is not exactly known for being the most sustainable sector. But it is working hard to change that. For example, when it comes to food waste management. By making calculations in advance and classifying travelers, it is possible, for example, to predict which types of food will be needed on which trip and in what quantities, without having to waste anything. Parameters such as travel region, sea and land days and weather are then taken into account in the calculation. Overall, this can result in savings that contribute to several effects: What I avoid in terms of waste, I also don’t have to buy beforehand. The same applies to energy consumption. The topic of smart homes is of course a guest convenience, but the subsequent effects are interesting: For example, if it is known that the guests are on a shore excursion, the temperature in the cabin does not have to be cooled down as much. The air conditioning system is switched off automatically and as soon as the guests come back on board, the original temperature is restored without the guests noticing. This is a real investment in sustainability.
The digital transformation on board also means that job profiles are changing. Is the cruise industry prepared for these changes?
It varies from between each company: some are ready, while others are very close. Data lakes are being provided while data scientists are working together with engineers to generate data and prepare it for analysis. With the help of data analytics, this is then refined with the help of artificial intelligence. This is where I execute something with the help of robotics.
In your opinion, is there anything that has deteriorated as a result of digitalization in the cruise industry?
No. I believe that digitalization has led to improvements in all areas, from sustainability to guest community. When all these processes are digitized, it pays off in terms of comfort for the guest. The approach is that digital technology should support the crew and guests on board without them realizing that they are being supported.
In our CARRIERS OF TOMORROW blog, we have coined the term “Shipping Company 4.0”. What does Shipping 4.0 mean to you?
Shipping Company 4.0 means that it delivers the greatest possible benefit for the least amount of money and has a major impact on sustainability, as this will influence many processes. As LHIND, we are also delighted to evolve the topic of Shipping 4.0 in the cruise ship sector and to introduce, further develop and expand it together with our existing and new customers.
