Virgin Voyages has told agents it is improving the app for passengers after admitting the technology “sucks” and reserving a table for dining is “like The Hunger Games”.
Nirmal Saverimuttu, chief executive, hopes to have fixes, including the dining booking, completed “by the end of this year, early next”.
He was speaking during a business session on board Resilient Lady, when an agent told him: “Your app sucks!”
Saverimuttu replied: “I 100% agree. Our app is not good. It’s not stable and it doesn’t have a good user-interface.
“The app is trying to be Uber Eats, while managing systems, and has too much content, which makes it really slow.”
Saverimuttu also said the brand is “fixing dining”.
“Currently, [booking a table for] dining feels like [playing] The Hunger Games,” he said.
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“We’re fixing the flow. The reality is there are plenty of seats for people to eat, but people don’t feel that way. They should be looking forward to their holiday, not dreading when they are going to eat.
“Plus, we’re thinking of different ways to get communications to our sailors [passengers] so they won’t have to be stuck to their phones; living in the app.”
Saverimuttu also told a Travel Weekly webcast during the Celebration Voyage: “Everything else about the experience is wonderful, we don’t want technology to let us down.
“Technology should always be a facilitator of our experiences. It shouldn’t be the defining moment. The app is so clunky and almost controls the experience too much.”
Commenting on problems with dining reservations, he said: “First Mates [travel agents] should be telling their clients there are enough seats for everybody to eat.
“We appreciate our First Mates’ patience on this…be assured for your clients, we will find a way to get them seated.”
Feedback about the technology problems is also informing a “makeover” of Scarlet Lady, which is going into dry-dock in November, having been the line’s launch ship five years ago.
Saverimuttu said: “There are elements of the experience that need to be refreshed, plus we have a lot of loyal guests wanting new things, so there are going to be a few surprises added to Scarlet.”
He added that Virgin Voyages was also looking at opening hours on board, aware that many passengers party well into the early hours.
He said a lot was due to crew hours and timetables but acknowledged: “We need some more late-night dessert options. Our ice-cream parlour is closing too early, for example.”
Furthermore, he pledged the adult-only policy will remain as the “no-kids” environment creates the right onboard experience.
“A lot of people tell you that the one reason they’re here is ‘no kids’,” he added, pointing out that the repeat booking rate is “very, very high” at 35%.
“We know how important it is to win [First Mates’] trust,” he continued.
“The brand has evolved so much more clearly than a year ago.
“I’d advise our First Mates to get clients on, and booking early.
“We’ve evolved that Med programme now, listening to what they’re looking for [and we have] longer itineraries out of Miami, Panama Canal and Alaska – Brits love Alaska.”
He added: “Most brands are looking to cut things right now; we’re looking to add.
“I want people to come on the ship and feel it is phenomenal value for money.”
Saverimutti was speaking to Travel Weekly during a ‘celebration’ voyage, which featured appearances by founder Sir Richard Branson, 80s pop star Boy George, former Virgin Atlantic chief executive Steve Ridgway and Virgin Galactic astronauts.