Sailing into personalization.
Costa Crociere unifies data and redefines guest engagement with Adobe Experience Platform and AI.
97%
increase in online conversions from tailored offers
76%
growth in loyalty program subscriptions
50%
of web traffic now receives personalized content based on real-time behavior
“Our goal is to move from communication to true connection. With Adobe, we can recognize every guest, anticipate their needs, and make each journey feel uniquely personal.”
Francesco Muglia
Chief Commercial Officer, Costa Crociere
Setting sail on a new digital journey.
A Costa Crociere cruise is designed to be an experience of discovery, blending the beauty of the sea with the authenticity of local cultures. But as traveller expectations evolved, so did the need to deliver that sense of wonder through digital channels long before they ever stepped aboard.
Operating across 200 of the world’s most beautiful destinations and hosting millions of passengers annually, Costa Crociere’s marketing environment had become increasingly complex. Disconnected data systems, fragmented communication channels, and regional silos made it difficult to recognize guests across touchpoints or to personalize experiences at scale.
“We couldn’t follow them across their journey before, during, and after their trip,” says Giovanna Loi Customer Engagement Director “We needed a unified view into each guest’s experience, so whether they’re booking online or speaking with a call center agent, every part of the business has the same understanding of who they are, and what matters most to them.”
That realization set Costa Crociere on a new course, bringing together teams across CRM, commerce, customer center, analytics, and creative operations to work collaboratively on every journey.
“Adobe helps us make every communication on any channel feel timely and tailored to each guest; ensuring customers feel connected to Costa Crociere wherever and whenever they engage with us.”
Giovanna Loi
Marketing and Direct Sales Vice President, Costa Crociere
A connected journey, from shore to ship.
Creating meaningful connections begins before embarking on board one of Costa Crociere’s nine ships. By bringing together data through Adobe Experience Platform, the company can understand each traveller’s unique path.
When people begin planning their next escape — perhaps a short Mediterranean getaway — Costa Crociere’s digital experience captures and remembers every detail. They often begin by browsing cruises on the website. Later, they might receive an email with an exclusive offer for a three-day cruise from Barcelona to Marseille or a WhatsApp message reminding them when seasonal offers expire. Or, in the case of an abandoned cart, a Loyalty Costa Club member might receive a call from a call center agent who can seamlessly pick up the conversation, aware of every step they’ve already taken.
Data from every interaction — from where a customer has travelled before to preferred trip durations and activities — is united in Adobe Real-Time Customer Data Platform, in a single profile full of rich insight that help shape each individual’s experience. With this more holistic view, Costa Crociere uses Adobe Journey Optimizer to communicate consistent and relevant information across email, WhatsApp, web, and global customer center.
“Adobe helps us make every communication on any channel feel timely and tailored to each guest; ensuring customers feel connected to Costa Crociere wherever and whenever they engage with us,” says Giovanna Loi Marketing and Direct Sales Vice President, Costa Crociere.
This connected journey extends well beyond booking. Before setting sail, passengers can personalize their trips, choosing everything from add-ons like Wi-Fi, exclusive land experiences and gourmet dining options through personalized commerce experiences supported by Adobe Commerce. Product and service recommendations are powered by real-time behavioral data. Once at sea, they soon will use Costa Crociere’s mobile app and interactive digital screens as their compass for updates, tailored activities, and curated moments that make each day onboard feel like their own. And when they return home, Costa Crociere rekindles those memories through messages and offers that invite them to explore again.
“Adobe gives us a single source of truth, allowing every team from marketing to IT to make smarter, faster decisions. Everyone is measured on the same goals.”
Domenico Alessio
Chief Information Officer.
Navigating with insight.
Already half of all visitors to the Costa Crociere website now see content that reflects their individual interests — from dream destinations to tailored offers — helping more people find and book the cruise that’s right for them. This deeper connection led to a 97% increase in online conversions and a 76% rise in loyalty program sign-ups. Even media campaigns now perform more efficiently, as the company uses first-party data to ensure every message reaches the right audience at the right time.
Behind the scenes, the change has been equally impactful. Adobe Customer Journey Analytics provides actionable insight across channels, allowing Costa Crociere to understand which touchpoints and messages drive engagement and which need refinement in real time. For instance, analyzing cross-channel attribution, monitoring the overall frequency of guest interactions, identifying synergies between campaigns to avoid wasted effort or audience fatigue.
“The visibility we have gained with Adobe has turned marketing into a continuous feedback loop, where insights drive experimentation, and experimentation drives growth,” says Loi. Similarly, Costa Crociere continuously tests new ways to make experiences more engaging and intuitive using Adobe Target. Do images of historic landmarks perform better than sandy beaches? Are couples more attracted to adrenaline-fueled adventures or family-friendly experiences?
Optimising content can help ensure each traveller sees content, imagery and offers that are more likely to get them to take action.
“Adobe gives us a single source of truth, allowing every team from marketing to IT to make smarter, faster decisions,” says Domenico Alessio, Chief Information Officer. “Everyone is measured on the same goals.”
For visitors to the Costa Crociere website, every detail now feels welcoming and familiar. Web teams localise content for 16 markets and 12 languages while maintaining one cohesive brand experience using Adobe Experience Manager Sites.
Charting a more human course.
As the customer experience strategy evolves, the marketing team is incorporating AI into its workflows to anticipate traveller needs with even greater precision. The team is piloting the AI Assistant within Journey Optimizer, using prompts to quickly generate campaign content variations, while Adobe Experience Platform AI Assistant helps teams use natural language to understand audiences and even refine segmentation and forecasting.
Adobe’s LLM Optimizer is also being explored to enhance the SEO/GEO/AEO strategy, enabling the team to further strengthen brand authority and visibility in the AI search and discovery environment.
The next step is to use AI to fuel activation with data and insights from our customers’ voice. By connecting speech analytics and real-time interactions, Costa Crociere aims to better understand each passenger’s preferences, offering guests moments that feel increasingly aligned with their expectations and needs.
“AI helps us bring innovation to life in a way that feels personal,” says Giovanna Loi, Marketing and Direct Sales Vice President. “With Adobe, we can connect every channel, simplify our work, and make every interaction feel more meaningful.”
A voyage powered by people and technology.
Costa Crociere collaborated with Adobe Adobe Ultimate Success and Adobe Professional Services, with Adobe advisors working closely with Costa Crociere’s leadership to guide deployment and encourage organizational adoption.
Ultimately, Costa Crociere’s digital transformation is redefining what guest engagement means in the travel industry.
“Our goal is to move from communication to true connection,” says Francesco Muglia, Chief Commercial Officer. “With Adobe, we can recognize every guest, anticipate their needs, and make each journey feel uniquely personal.”
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