Expian has published a new report advocating ferry operators to focus on modernising their booking systems and data infrastructure before investing in AI.
The report, AI on the Horizon: The Ferry Operator’s Guide to Modernising the Booking Experience, notes that the maritime AI market was valued at £4.13 billion in 2024 and is projected to grow at a 23% compound annual growth rate by 2029, citing Lloyd’s Register.
Despite growing interest in AI, Expian argues that many operators are still constrained by legacy booking platforms and fragmented data, limiting their ability to benefit from emerging technologies.
“Rushing to add complexity or tick a tool off your checklist is a recipe for disaster,” said Yiannis Maglaras, CEO of Expian. “AI-readiness is about understanding your system today and what you want it to do for you tomorrow.”
The report identifies four pillars of AI readiness: connected data, flexible infrastructure, organisational readiness, and governance. It also outlines how modern ticketing platforms could enable dynamic pricing, personalised offers, automated disruption management and conversational booking, while warning that deploying AI on top of legacy systems could increase operational and compliance risks.
