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AIDA Values

AIDA Values


The AIDA Values are the keystone of our business culture, which is based on mutual trust, passion for AIDA, respect for one another and the diversity of our employees.



Our values are common practice in our company and connect us in our day-to-day work on land and at sea with the aim of giving new life to our AIDA Values every single day. We have extrapolated behavioral standards based on the AIDA values, which is binding for all AIDA employees.

The AIDA values are moreover a permanent fixture of our recruiting processes, annual performance assessments, beginner programs and all of our management training courses.

AIDA Values

Putting AIDA Values into practice

In order to enshrine our values on a permanent basis, they are incorporated into existing mechanisms. The following measures aimed at actively implementing AIDA Values are either regularly put into practice or will be in the near future.

Management workshops
When it comes to sharing our values, our managers act as role models. That’s why they are a permanent fixture in special management workshops, the objective of which is to educate our managers in value-oriented conduct and leadership in everyday workplace and stressful situations.

Training Managers on board the fleet
Since 2014, Training Managers on board the AIDA fleet have been expanding the opportunities for our employees to undertake advanced training at sea. Their portfolio includes service and sales training, management and soft skill seminars as well as language courses in German and English.

Equality program
As part of our Equality-Program, we develop training courses focusing around issues such as inter-cultural cooperation, diversity and respectful interaction with each other, which are put into practice by Training Managers on board our ships.

The AIDA intranet
All of our employees on land and on board our ships have round-the-clock access, even via private mobile devices, to important news from the various parts of the company and from on board our ships. They are also able to post their own content and exciting news for the benefit of colleagues and other departments.

Business training courses
The AIDA Expert employee online tool gives all of our staff access to an extensive catalog of free basic and advanced training options. The training courses assist all of our employees with their development. In line with its guiding principle of ‘Gather new input, interact with colleagues and incorporate what you’ve learned into your daily work’, all of these training courses are developed especially for the AIDA world of work and the needs of our colleagues.

Seniority Award & Employee of the Month Award
Seniority Awards are our way of showing our respect and appreciation for the performance of long-serving employees at AIDA Cruises and of thanking them for their loyalty and dedication. We reward our employees’ outstanding achievements with a monthly ‘Employee of the Month Award’.

Ship of the Year Award
Furthermore, once a year the ‘Ship of the Year Award’ is presented to the entire crew of a ship for their excellent performance in the three categories of HESS (Health, Environment, Safety & Security), RAAS (Risk Advisory & Assurance Services) and guest satisfaction.

Our "I love to see you smile" Campaign

Our employees experience unique moments every day with both guests and colleagues. There are many situations that light up their faces with a smile.

With the I LOVE TO SEE YOU SMILE initiative, which was launched successfully in 2016, they can share these beautiful experiences and guests’ motivating praise with one another.


We invite our guests and employees to share their SMILING MOMENTS with us by nominating a member of staff. The employee who receives the most nominations or contributes the most moving SMILING MOMENT is given a SMILING STAR award at the end of the voyage in the presence of all the guests. The aim of the initiative is to strengthen leadership skills among the crew and to inspire their sense of individual responsibility with positive incentives.

Special SMILING MOMENTS are published in our intranet. Employees also look to their colleagues for tips on how to remain calm and cheerful in tricky situations so that we are always able to say: ‘smiling is in our nature’.

Smiling Star Award

Smiling Star

We also recognize the dedication of our land-based employees. The Special SMILING STAR Award is given by our employees to their colleagues. In 2017, for example, the Award was conferred upon the entire 24h OPS team by way of thanks for the rapid and uncomplicated round-the-clock support they provide to both our guests and our employees.

The SMILING STAR Travel Agency Award is conferred upon our sales partners, and is divided into five different categories ranging from marketing to innovation to newcomer of the year. Day in day out, they fulfil the desires of our mutual customers when it comes to finding the ideal tailored holiday package.

I ❤ 2 C U :) Ship Challenge

I ❤ 2 C U :) Ship Challenge

As part of the ‘I LOVE TO SEE YOU SMILE Ship Challenge’, we would like to find out what makes each ship’s team and their ship special, and how they create special moments for our guests every day.

On 3rd May 2017, the crew of AIDAperla set off on their first long-distance voyage. Departing from Nagasaki in Japan, our newest member of the fleet set course for Europe. During the 29-day journey the crew filmed a thrilling video which emotionally depicts the various stages of the voyage and describes the attitude to life that binds AIDA's employees together. Congratulations to the crew of AIDAperla - the first winners of the I LOVE TO SEE YOU SMILE Ship Challenge!

AIDAdiva has been nominated to be the next ship to take part in the ‘I ❤ 2 C U :) Ship Challenge’. After that it will be the turn of the crew of AIDAstella.

The Journey of AIDAperla

Employee survey

We set about our daily tasks together
with a focused, dedicated and results-driven attitude.


In order better to satisfy the desires and needs of our employees and to develop further our company as an attractive employer, between 4th and 17th September 2017 all of our employees on land and at sea were once again asked to take part in a comprehensive employee survey. Under the slogan of “Your voice counts”, around 4,000 employees took up the opportunity to give their personal feedback. Many of them went beyond simply answering the questions and also wrote comments or gave suggestions.

Both our land-based and onboard employees considered the friendly atmosphere and team culture in national and international environments to be among the company’s main strengths.


“I am proud to work for AIDA” is a praise that we frequently receive as an employer.


Another aspect that our employees view very positively is the ability to contribute to the success of the overall company through their own work. They understand that everybody has their part to play and that their work is appreciated. It is certainly the case that all of our employees value interdisciplinary support, cooperation and a readiness to help.

The detailed evaluation and pooling of the results was completed in early 2018, which led to the creation of a list of measures, the implementation of which has already begun.