Many people associate cruises with expensive or older travelers, but did you know some of the most luxurious cruises are available at lower prices than traditional vacations? Jelena Milić, co-founder of the startup ChooseCruise, shares with BIZLife how her team is changing the way people choose and book cruises—making them more accessible, simple, and available to everyone.
The ChooseCruise app was created by a team of young entrepreneurs: Jelena Milić, Ivan, Igor, Ognjen and Marko. Their diverse backgrounds helped them approach the cruise industry from multiple perspectives, leading to a solution combining technology, tourism and user-friendliness.
The idea for ChooseCruise emerged from a desire to streamline the booking process, making it faster, more transparent, and accessible to younger generations. Jelena explains that while the team had entrepreneurial experience, they only focused on cruises when they realized how complicated the industry was for average users. “We saw the obstacles preventing people from easily finding the ideal cruise,” Jelena says, explaining their focus on simplifying the process.
Through market research, the team recognized a huge potential. While cruises are often more affordable than people think, the booking process was outdated and confusing. Jelena elaborates, “Most people still go to agencies with subjective recommendations, and online options are overwhelming and outdated.”
In April 2023, they decided to create a solution to modernize the booking process and make cruises accessible to new users. Early on, they partnered with Allegra Krstarenje, the largest cruise agency in the Balkans, confirming that they were on the right track.
Challenges and innovation
Despite ChooseCruise’s recognition as an innovative platform, the journey wasn’t easy. The biggest challenge was organizing vast amounts of cruise data in a clear, intuitive way. “People who are new to cruises often feel overwhelmed by the endless offers and technical details, making it hard to make a decision,” says Jelena. Another obstacle was the outdated systems used by the cruise industry, requiring the team to integrate data from various sources, which slowed development but ultimately resulted in a highly useful platform.
Artificial intelligence for seamless cruise selection
What sets ChooseCruise apart is its use of artificial intelligence (AI), which helps users find the perfect cruise without sifting through hundreds of offers. Jelena explains, “Our system analyzes users’ preferences, budget, and previous searches to recommend cruises that match their interests.” The AI also tracks price fluctuations in real time, allowing users to book the best deals, saving up to 80% on some cabins.
Unlike other platforms that redirect users to external sites or are part of larger agencies, ChooseCruise is the first app offering complete personalization and direct cruise booking. “Until now, people had to search through many offers or rely on agents. Now, the AI does the work for them, allowing them to find their perfect cruise in just a few clicks,” Jelena adds.
User reactions and future plans
The feedback from users has confirmed the need for such a solution. “People are impressed with how much time the app saves and how it eliminates the stress of decision-making. What surprised us most was how quickly users embraced personalized recommendations—they booked cruises they never would have considered before, but ended up loving,” Jelena notes.
Looking ahead, the team plans to expand ChooseCruise beyond cruise bookings to include personalized itineraries, land activities, and even flight reservations. “We want to offer users a seamless travel planning experience—from finding the perfect cruise to organizing the entire journey,” Jelena concludes.
In the next five years, the team aims to make ChooseCruise the go-to platform for cruise bookings.
