Under the name WavesOnline.com, Faizal Siddiqui, CEO and founder of CruiseOnline Group, launches the B2B cruise booking platform for the travel agent.
His ambition is to be the market leader in direct cruise sales and in the B2B segment in three years’ time.
‘We want to be known for our excellent service that is available 7 days a week and our in-house developed cruise booking platform where the travel agent can turn the knobs themselves.’
Your LinkedIn profile shows a great track record, from Vodafone to the founding of CruiseOnline Group.
What do you see as the common thread in your career?
Siddiqui: ‘The common thread is striving for innovation by making things simple. That’s really the slogan in our office, even recorded on a tile: ‘Innovate by simplicity’.
It’s about making complex things simple through technology.
This principle has always guided us, especially in the travel industry, where we make complex processes more accessible to everyone.
Can you give a concrete example of this premise?
“A good example is the iPhone. You used to get a thick manual with your phone, but nowadays you don’t need it anymore. The iPhone is intuitive. In the same way, we want everyone to be able to book their cruise or trip online, despite the complexity. Our platform, CruiseOnline.com and CruiseReizen.nl, is designed so that even the most complicated trip can be easily booked. With a turnover of more than 30 million euros per year in the Netherlands alone, we can conclude that it works.’
You started at the age of eighteen with 100 euros at your parents’ kitchen table.
What exactly did you do at the time?
‘When I was eighteen, I took my first steps in the field of business. I was always into e-commerce. One of my first projects was to develop an SMS protocol for radio stations such as Stadsradio Rotterdam. Listeners could send a text message to the DJs, who would then read it out live. I was working with a number of freelancers at the time, because I didn’t have any staff yet. Slowly, the company started to grow to now 12 companies in 5 countries and 3 different industries.’
Do you have a technical background?
‘No, I tried, but during every study I wondered if things could be done better or differently. I wasn’t going against the grain for the sake of being contrarian, but I was more like: what’s the logic of this? That wasn’t always appreciated. In the end, I found my way by constantly asking myself questions about how things can be done more logically and efficiently.’
How did you get into the cruise industry?
‘It started in 2013 with an invitation from Disney Cruises for a press trip to the Meyer Werft in Germany, where they built the Disney Fantasy. Because I used to work at Disney and am also the owner of the Wellness Magazine, I was asked to join. My first thought was that cruises were only for old people and would be very expensive. But when I saw that ship, I was sold. When I wanted to book a cruise with my partner after returning home, I ran into all kinds of obstacles. The cruises were not bookable online and when I called the first provider, he was always on the call. The second party, which did answer, only said: we don’t book a Disney Cruise Line and hung up. I then called a friend in America if he wanted to book a cruise for me, because I couldn’t do it in the Netherlands. That got me thinking and that’s how the idea for CruiseReizen.nl was born, the first brand of what is now the CruiseOnline Group.’
And that was the beginning of your cruise addiction?
“Three months later, I was on the Disney Fantasy in the Caribbean. I called my best friend, Sebastiaan Schild (also COO and co-owner of CruiseOnline.com Group BV, ed.), and I said to him: “You have to experience this. That cruising is so much fun. I’ve just come from a beach, in the Caribbean. I’m in my cabin now, tonight I’m going to a fantastic musical, then I’m going out for dinner and then I’m going to have a drink in the bar. And tomorrow I’ll be at a new location, I’ll open my curtains again and look out over another fantastic island.”
That evening we had a short brainstorming session, it was a very expensive phone call, why you couldn’t book something like this in the Netherlands and why it didn’t work online either. We then took a piece of technology from our other company, SpaOnline, which has now been completely rebuilt. I then started talking to shipping companies. We got one contract after another. We hired one colleague and from that moment on it took off.’
And that was your first foray into the cruise business?
‘We started CruiseReizen.nl ten years ago, where we only offered sea cruises. The idea was that customers could easily book their cruise online, but also request a quote. During corona, in 2022, we launched CruiseOnline.com, a dynamic packaging platform where customers can book their own flight, hotel and cruise. The difference between CruiseReizen.nl and CruiseOnline.com is that the former is more customized, while the latter is entirely online and more international, with offices in Belgium, Germany, England, and the United States. We now employ more than 60 colleagues in the Netherlands alone and the expectation is that we will exceed 100 colleagues this year.’
You have now launched WavesOnline.com, with which you have made the step to B2B.
What is the reason that you are now also going to sell through retail?
“We received a lot of questions from travel agents if they could book with us because of our excellent customer service and user-friendly website. Although this was not our core business, we saw demand grow and decided three years ago to develop WavesOnline.com, a B2B platform that allows travel agents to book cruises themselves without administration fees or reservation fees.
What distinguishes WavesOnline.com from the existing providers?
‘First of all, I would like to compliment the existing parties for what they have achieved, but I think we can do things differently and better. Otherwise, we wouldn’t be entering the B2B market. What makes us unique is that we have our own technology. Everything we do, we do ourselves, from product development to customer service and programming. WavesOnline.com is an easy-to-use platform where travel agents can make and manage bookings themselves, without having to rely on us. The platform also offers options for dynamic packaging and integration with existing systems from travel agencies such as BAS by Fadiro. You don’t have to email us, you don’t have to call us and you can even make a booking online for your client at two o’clock in the morning, if you would like to. But, if you have any questions and want to speak to someone, that is of course possible. We are open 7 days a week (Monday to Friday from 09:00 to 21:00 and Saturday and Sunday from 11:00 to 18:00). We are a tour operator and therefore take full responsibility for package holidays. Of course, we are also affiliated with ANVR, SGR and SGRZ, we are affiliated with the VVR in Belgium and with the ABTA in England.’
What does the WavesOnline.com team look like?
‘All colleagues of the CruiseOnline Group BV work on WavesOnline.com, including IT, product, marketing and customer care. In addition, we have Business Development Managers who will maintain contact with the travel agent. We will soon introduce these colleagues (who are now being onboarded) to the B2B market.’
What were the biggest challenges when you started selling cruises ten years ago?
‘The biggest challenge was to make cruises accessible to a wide audience. Cruises were often seen as expensive and exclusive, and the booking processes were complicated and time-consuming. Not only did we have to change the perception of cruises, but we also had to develop an easy-to-use technology that streamlines the entire booking process. This required intensive cooperation with shipping companies.’
How did you overcome those challenges and what are the challenges of WavesOnline now?
‘Through a combination of technology and customer-oriented thinking.
We’ve invested a lot in developing a platform that’s intuitive and easy to use.
The challenge now is to show what we have made.
‘We actively listen to feedback from customers and partners’
I recently spoke to a board member of a large travel agency chain in the Netherlands and he indicated that he could not believe that we have all the links (including APIs). It’s great to see the reactions when they log in for the first time and a new world opens up for them.”
What technological innovations have you implemented?
“One of the most important innovations is our own dynamic packaging system. It allows travel agents to book their flights, transfers, hotel, and cruise completely online and in real-time. The system automatically searches for the best options and takes into account all the necessary details, such as connecting flights and transfer times. This not only makes the booking process easier, but also more efficient.”
How do you ensure that your technology remains up-to-date and meets the demands of the market?
“We have a dedicated team of product specialists and IT specialists who are continuously working on improving and updating our platform. In addition, we actively listen to feedback from customers and partners. This helps us to respond quickly to changes and new trends in the market. Innovation is an ongoing process and we strive to always stay one step ahead of others.”
You also have international ambitions.
What are the biggest challenges of expanding your business internationally?
‘The biggest challenge is the complexity of different markets and regulations. Each country has its own rules and requirements, especially in the areas of tourism and consumer protection. In addition, we need to build local trust and understand the market well. This requires time and resources, but it’s essential for a successful expansion. We therefore work closely with local experts and legal teams to ensure that we meet all requirements.”
What is your strategy for overcoming those challenges?
“Our strategy is to expand step by step and make sure we build a strong foundation in each new country. We start with market research to understand local needs and preferences. We then adapt our platform and services to that specific market. Building local teams and partnerships is also crucial. This allows us to respond better to local dynamics and respond quickly to changes.’
Which international markets do you see as the most promising for the future?
‘The biggest opportunities lie in markets such as England, Germany and the United States. These markets already have a strong cruise culture and a large potential customer base. But emerging markets such as Asia also offer many opportunities. Here we see a growing middle class with increasing interest in travel and cruises. We are currently in the process of expanding our presence in these markets and adapting our strategies to meet local needs.”
How do you see the future of the cruise industry in general?
‘I see a future in which cruises become more accessible and sustainable. The industry is already making great strides towards environmentally friendly ships and operations. In addition, I expect technology to play an even bigger role, both in the booking process and on board the ships. Personalized experiences and customization will become the norm, and companies that can respond quickly and flexibly to the changing needs of consumers will be the most successful.”
What are your biggest successes so far with CruiseOnline Group?
‘We have won many awards over the past 10 years, this year being named 1 of the top 3 best workplaces The Netherlands 2024. But apart from awards, I’m most proud of our team. More than 60 colleagues who take our company a step further every day. I couldn’t do it without them.”
How do you maintain a good work-life balance yourself, especially given the rapid growth of your business?
‘That’s always a challenge, especially in a fast-growing company. I consciously try to make time for my family and hobbies, such as flying (I fly small planes like the DR400 myself) and sports. It also helps that I have a great team that takes on a lot of responsibilities. Placing responsibilities deeper in the organization is crucial to maintain a good balance. In addition, I strongly believe in the importance of self-care and mental health, so I make sure to take regular time to relax and recharge.’
Where do you see CruiseOnline Group in three years?
‘In three years’ time, we want to be the market leader in both the consumer and B2B markets in the Netherlands and Belgium. But more importantly, we want to be known as a reliable and pleasant partner in the travel industry. We combine the latest technology with a personal way of working. In our cooperation with the agent, the good relationship is paramount to us.’