On September 7, 2013, The Walt Disney Company introduced the Disney Cruise Lines Personal Navigators iPhone App. This digital application for iPhones has proven to be a terrific addition for Disney Cruise Line guests on each of its’ four fleets. This app provides the entire itinerary of what is going on onboard for any given day at sea. The app is free and can be used onboard through complementary DCL-Guest-Wi-Fi-Network.
The Disney Cruise Lines Personal Navigator is typically the documentation physically dispersed to guests each day, outlining the events of the day including: movies playing, show times, dining options, drinks of the day, character appearances, etc. In order to make the most of every day on board, families tend to always have a Personal Navigator in hand.
With the addition of the new Personal Navigators app, individuals can instead simply make sure they always have their cell phones on hand. This digital transition is consistent with David Meerman Scott’s New Rules of Marketing and PR. Scott emphasizes how important it is for businesses to adjust to the transformation in communication patterns to the digital market. The Walt Disney Company is proving their modernity by making this change in their Disney Cruise Line communications policy.
Furthermore, the digital Disney Cruise Lines App offers guests the option to highlight favorite activities offered and request reminders for such events. This additional offering is another way in which The Walt Disney Company is working to improve its marketing strategy to transition with the increasingly digital age.
Today, both the concrete and digital versions of the Disney Cruise Lines Personal Navigators are available to guests. Do you think eventually only the digital edition will remain? Or will Disney Cruise Lines continue to offer both the concrete and digital Personal Navigators for each generations of their guests’ convenience?