As a pioneer in the digital transformation, TUI Cruises has, as one of the first cruise operators, digitalised its entire customer journey. Starting with the inspiration, over interests, bookings and anticipation through to the travel experience and the reliving after the travel, digital touchpoints cover the entire travel experience. The result is a revolutionary multiscreen-product on land and on board. With this holistic approach, the needs of the guests are always the main focus. No matter if smartphone, tablet, TVs in the cabins, digital signage screens or desktop – the multiscreen strategy of TUI Cruises simplifies and accelerates processes of the travel and serves as an inspiring and helpful companion. Centrepiece is the “Mein Schiff” app with features, such as mobile booking processes, which enable guests to conclude their travel on all devices. The app is steadily being improved and includes board telephony and a new online check-in since the baptism of the Mein Schiff 6 in June 2017.