The satisfaction of our guests is the measure of our success. For this reason, we set up a Central Guest Management Department in 2010 to focus even more on the interests and requirements of our customers. Since the end of 2010, we have been sending out our digital passenger questionnaires to enable us to gather constructive tips, ideas and criticism even more efficiently. We have the results in our possession shortly after the end of each cruise, which means that we can then respond immediately.
AIDA cares – Our Sustainability Report 2011
We are delighted to present you with our latest sustainability report. We would like to invite you on a voyage of discovery into the world of AIDA and take a look at the last year as well as into the future.
We believe that sustainable behavior is simply business common sense. We regard environmentally responsible behavior and positive economic results as interdependent. And that’s why for AIDA Cruises, careful management of our resources means preserving the basis of our business model.
2010 was the most successful year in our corporate history. We launched our latest ship, AIDAblu, created new jobs, invested in employee training and professional development and further improved our environmental record.
As the market leader in the German cruise market, it is our duty to meet our responsibility towards our community and our environment – even where this means far exceeding the standards required by law. Protecting and preserving the maritime environment is a matter close to our heart, as is the responsible treatment of guests, employees and partners.
We have clearly defined goals for 2011, and we will pursue these systematically. We will significantly develop contact with our guests before, during and after voyages, further reduce specific ship emissions and increase the number of places available for professional development and training.
This will allow us to continue treating our guests to unforgettable moments on board our ships in the future.
The overall rate of satisfaction among our passengers in 2010 was 96%
The AIDA holiday world gets bigger every year
In 2010, our ships set course for 160 ports in more than 60 countries. Our cruise regions include the Baltic Sea, Northern and Western Europe, the Canaries, the Mediterranean, the Arabian Gulf, Southeast Asia, North America and the Caribbean. We have also included fantastic South American and Amazonas routes in our program since 2010.
Proceeding on our course towards continued growth: 600 new personnel in 2010
The AIDA Crew has grown consistently over the last few years, with 600 jobs created alone when AIDAblu was commissioned in February 2010. We presently employ a workforce of 5,600 people (as per March 31, 2011) from 35 countries – with 5,100 of them working on board our ships and the remaining 500 at company headquarters in Rostock.
More than 7,600 travel agency personnel trained in 2010
With training campaigns like “AIDA 360° – inspiring with knowledge” as well as sales force training programs, we convey extensive information about AIDA’s operations and give valuable arguments for optimum customer advice. Under our AIDA PartnerShip program, we provide our travel agency partners with a wide variety of services and attractive sales incentives. Travel agency personnel can also experience the unique AIDA atmosphere at first hand on seminar cruises and during tours of our ships.
The “5 Stars Excellence Award” honors our endeavors in the area of environmental protection
Complying with international and national regulations concerning protection of the marine environment is a matter of course for us. Sustainable technologies in the hotel sector and optimum route management help to make AIDA one of the most eco-friendly cruise companies in the world. We have been presented with the “5 Stars Excellence Award” by Germanischer Lloyd for our compliance with strict environmental stipulations and are the only cruise line worldwide to have received this honor.
Emissions reduced in 2010 once again
To enable environmental targets to be set, measured and tracked independently of corporate growth, we have calculated our emission outputs per individual passenger. In this way, we were able to reduce our emissions on a “per guest per day” basis in 2010 as follows:
- sulfur oxides by 5.9%
- CO2 emissions by 2.8%
- nitrogen oxide and particulates by 2.9%
We also further increased our recycling rate – to 28.5%
Our efficient waste management system and the consistent use of recyclable materials enabled us to increase our recycling rate from 23.3% to 28.5% in 2010. All waste materials are pre-sorted on board, compacted and delivered on shore according to the most modern standards. To ensure that the materials we deliver on shore are processed and disposed of in accordance with our standards, we conduct disposal audits and inspections in all the ports.
Continued investment in training
Results: 50 new trainee and study places in 2010.
In 2008, we founded the European Cruise Academy (ECA) in Rostock, with the curricula geared specifically to the cruise sector. In addition to the Marine Engineering study course, we also offer bachelor’s degree courses in electrical engineering and navigation/maritime transport, as well as a master’s degree course in International Cruise Ship Management. We are also the only cruise company training marine mechatronics engineers.
Encouraging the career planning of our personnel through Management Development Programs
By way of Management Development Programs, AIDA Cruises provides its staff and managers with the opportunity continuously to develop their management skills and prepare for key positions in a purposeful manner. The programs are geared towards young high-potential staff, up-and-coming executives, managers on shore and officers at sea, as well as top-management personnel. In 2010, we increased our self-development rate from 73.5% to 76% via these programs and other further-training measures.
Our commitment to the environment, culture and sport
We have been the main sponsor of the Mecklenburg-Vorpommern Festival, one of the largest Classical Music Festivals in Germany, since 2002. We also support the Rostock Volkstheater (theater). We are committed to the biological diversity of the Baltic Sea and support the project initiated by the German Maritime Museum in Stralsund for the protection of harbor porpoises, which are threatened with extinction. We are also involved as a sponsor in the sporting field. Our passengers and guests also support us in these efforts, e.g. through taking part in our yearly New Year’s Eve Tombola. Together, we donated a total of € 102,000 in 2010.
