As one of the first cruise operators, TUI Cruises has digitalised its entire customer journey. Centrepiece is the “Mein Schiff” (My Ship) app which en- ables guests to conclude their travel on all smart devices. The interface corresponds to the corporate design of the company in a consistent manner. The app is steadily being improved and includes board telephony and a new online check-in. Inspiring extra features such as the holiday countdown and a virtual tour of the cruise ship including VR mode option increase the anticipation of going onto the next cruise.