Whether it is COVID-19 outbreaks, misbehaving guests, or having to skip ports of call due to changing health status or requirements, the cruise industry finds itself on a choppy ride back to normal. Cruise industries have been waiting to return to normal for 15 months since the start of the pandemic, but even this long while to prepare has been faced with an ever-changing virus situation. “During the pandemic, ‘planning’ has been a case of operational whack-a-mole for the cruise lines,” says Robert Kwortnik, associate professor of services management at the Cornell SC Johnson College of Business. “As soon as one plan is in place, the situation changes—quite unexpectedly—and that plan is scrapped for a new one.”
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