A recent report found cruise guests of the future will want the convenience of the latest technology on board, interactive and restorative experiences, and purposeful travel.

Travel and hospitality companies are innovating to meet consumer needs for the future.

MSC Cruises is leading the way with smart technology, interactive entertainment options, and sustainable practices.

Going on vacation to take a break from the daily grind used to be enough. Now consumers expect more from their travel experiences than ever, especially on cruises.

MSC Cruises, the world's fastest-growing cruise line, researched consumer trends in its "Future of the Guest Experience" report. It found that people want access to smart technology, wellness routines, and interactive experiences ­— and prefer to travel with an eco-friendly brand.

Cruise companies are responding by creating an "ultra-high definition" experience, which means offering passengers immersive and enriching opportunities. MSC has already updated its ships to integrate technology that supports this and has also moved to zero carbon emissions in its cruise operations — and it's continuing to make upgrades.

Here are a few ways MSC Cruises is changing the future of cruise travel.

Giving technology a bigger role

Passengers use virtual assistant ZOE in their cabin. Ivan Sarfatti

Biometric technology, big data, machine learning, and artificial intelligence will personalize guests' experience at a truly granular level, making their vacation hyper-personalized, according to the report.

In fact, MSC Cruises launched voice-enabled virtual assistant ZOE last year, which uses AI to answer questions about what's happening on board and provide practical information in seven languages. It will evolve to anticipate guests' needs and tailor information to their preferences.

ZOE is just the beginning when it comes to how tech can improve travel. According to the report, by 2030 hospitality brands will collect guest data during the booking process or on apps, which, used with an advanced analytics system, can reflect their needs as they unfold. All the spaces on a ship will become "data touchpoints" that track guests' behavior to provide personalized products and services. And a majority of consumers are willing to share their information to receive customized offers, according to Valassis.

The technology in ZOE, along with data and biosignal sensors, could in the future be developed to automatically change the cabin's environment — lighting, decor, temperature — in response to guests' moods. MSC Cruises partnered with European Sleep Centre to analyze passengers' sleep patterns to design better cabins. Down the line, this data will help offer customized sleep programs, workouts, and dining options.

More opportunities for unique interactive experiences

Performers in MSC Cruises' Cirque du Soleil at Sea show, "Exentricks," react to audience feedback. Ivan Sarfatti

According to MSC's report, even as technology increases in guests' daily lives, they still crave human connection. Hospitality companies are finding ways to combine both, like using data and apps to help guests meet like-minded people, whether it's kids looking for playmates or adults looking to network. MSC has an app that allows passengers to make dinner reservations with people from different countries.

Using technology, cruises are making entertainment options more interactive, like a maze that uses virtual reality, a show that lets the audience vote with smart devices, and a dining experience that evokes all five senses.

MSC Cruises' Cirque du Soleil at Sea show, "Exentricks," is based on the audience's interaction with the artists. The cruise also offers an immersive dining experience where guests view original works by Edgar Degas while eating French cuisine. These types of experiences are only expected to increase, according to the report.

"By 2030, we'll have moved beyond the realms of what is now normal, and even possible, continually seeking more extreme experiences," Pierfrancesco Vago, MSC's executive chairman, says.

An increased focus on sustainability efforts

Ocean Cay is a private tourist destination and marine reserve. Conrad Schutt

More than half of Gen-Z consumers say that environmental impact is an important factor when deciding where to go on vacation, according to Booking.com. And MSC's report revealed that many travelers, especially millennials, want eco-conscious travel experiences and would consider volunteer tourism.

It makes sense then that reducing environmental impact is a top priority for the cruise industry. According to Cruise Lines International Association's 2020 report, its members are working toward reducing the rate of carbon emissions by 40% by 2030.

MSC Cruises has already made progress toward industry goals and meeting travelers' expectations. It was the first global cruise line with carbon-neutral marine operations and has updated ships to save energy, preserve water, and release cleaner emissions. It also offers experiences for guests to give back or learn more about the environment, like an excursion to save baby sea turtles in Cozumel, Mexico or planting trees in Reykjavik, Iceland.

The cruise line went a step further when it redeveloped Ocean Cay, a former sand extraction site in The Bahamas. Now it's both a private tourist destination that employs locals and a marine reserve with 64 square miles of protected waters. MSC is working with leading scientists from around the world to protect and preserve the coral reefs and regenerate its marine ecosystem. Plans are underway to establish a bio-center on the island to research Super Coral. Guests will be able to visit to learn more about the conservation efforts.

"We're inherently linked to the sea," Vago says. "From this perspective there's an opportunity to play a big role when it comes to giving something back to the environment and to the planet as a whole."

Learn more about how MSC Cruises is changing the future of cruise travel.

This post was created by Insider Studios with MSC Cruises.