Aquila’s Living Lab 2025 has officially launched in Saint John, New Brunswick, setting the stage for a transformative season in the cruise tourism sector. As the city welcomes a robust lineup of 77 cruise ships over the summer and fall, the Living Lab solidifies its reputation as a world-class initiative that marries operational excellence with real-time, experiential training. This forward-thinking model—unlike conventional training systems grounded in theory—infuses daily cruise activities with actionable, practical insights, helping both tour operators and destinations elevate their standards.
The launch began with the arrival of a small ship in April, followed by Princess Cruises’ Island Princess on June 10, marking a celebratory gateway into a vibrant cruise season. For Saint John, a city that annually greets over 178,000 cruise guests, the Living Lab is not just a program—it’s a crucial infrastructure for consistent growth and global relevance in the cruise industry.
A Living Lab That Thrives on Real-World Experience
What sets Aquila’s Living Lab apart is its immersive approach to continuous improvement. Rather than training in controlled or simulated environments, the Lab operates during actual cruise seasons. This immersion ensures that strategies are tested and refined in real-time, allowing rapid feedback loops that feed into Aquila’s broader Center for Cruise Excellence. These lessons are not just theoretical constructs—they are battle-tested methodologies shared globally with guides, operators, and destination marketers.
The model thrives on agility and adaptation. Whether it’s onboarding new ships with custom walkthrough videos, deploying crew briefings, or tailoring excursions to fit specific ship demographics, Aquila uses the Living Lab as a living, breathing tool of innovation. Danielle Timmons, Aquila’s Vice President of Cruise Operations & Shore Excursions, emphasizes that each cruise season is an opportunity to raise the bar:
“Our Living Lab is rooted in continuous improvement. This year, we’ve implemented new onboarding tools for ships arriving for the first time, including welcome briefings, destination videos and walkthroughs to ensure both crew and guests feel confident and informed upon arrival.”
Setting Saint John Apart as a Premier Cruise Destination
Saint John’s success as a cruise port isn’t accidental. It stems from the synergistic collaboration between the city’s infrastructure, the region’s cultural and natural wealth, and Aquila’s masterful coordination. By managing guided excursions for more than 60,000 guests annually, Aquila functions as the experiential ambassador of the city, delivering authentic Atlantic Canadian experiences that resonate on a deep level with international visitors.
Excursions designed by Aquila offer guests more than sightseeing. They provide an intimate connection to the region’s Wolastoqiyik heritage, as well as French, English, Irish, and American cultural influences. The tours are as immersive as they are diverse, featuring:
- The record-breaking tides of the Bay of Fundy
- The mysterious geological wonders of Stonehammer UNESCO Global Geopark
- Awe-inspiring views of rugged ocean cliffs and ancient forests
This blend of nature, culture, and storytelling allows each visitor to leave with a profound sense of place. It’s not just about seeing New Brunswick—it’s about experiencing its soul.
Training Excellence That Builds Tourism’s Human Infrastructure
At the core of Aquila’s operation lies an often-understated but critical asset: its guides. These individuals are the face of Saint John’s tourism, and Aquila invests heavily in nurturing their growth. The company recruits 5–10 new guides annually, integrating them into a supportive, learning-focused environment through its “Connect + Learn” initiative.
This two-hour workshop format, structured like group speed-dating, allows guides to quickly build relationships, exchange knowledge, and refine service delivery in a dynamic, informal setting. The result is a team that is not only highly trained but also deeply connected. Some guides have stayed for over 25 years, a testament to the strong culture of community and pride Aquila has cultivated.
These training efforts extend beyond technical skills. They emphasize empathy, storytelling, and guest anticipation—skills that turn a standard tour into a life-enriching memory. Aquila’s approach demonstrates that meaningful travel experiences start not with attractions, but with exceptional human engagement.
Technological Onboarding: The New Guest Experience Standard
The 2025 season marks a new chapter for how cruise guests experience Saint John from the moment they arrive. New digital tools, including high-definition walkthrough videos and localized orientation guides, provide ships’ crews and passengers with an immediate sense of familiarity. This seamless integration of digital and physical orientation ensures that guests feel informed, relaxed, and ready to explore.
Aquila’s onboarding system includes:
- Welcome briefings tailored to ship profiles
- Digital walkthroughs of port facilities and local points of interest
- Orientation materials focusing on hidden gems and local etiquette
This forward-thinking use of technology enhances not only guest comfort but also operational efficiency. Ship crews are better prepared, guides are more aligned, and the overall guest satisfaction scores are poised to climb higher than ever before.
Cultural Stewardship and Regional Legacy
Aquila doesn’t merely operate within the region—it helps preserve and promote its most valuable stories. Excursions often include interactive experiences with Wolastoqiyik elders, traditional craftspeople, and heritage interpreters. These engagements are handled with cultural sensitivity and deep respect, ensuring authenticity without commodification.
The company’s leadership recognizes that cruise tourism must not only be profitable but also sustainable and inclusive. Every new initiative, from hiring practices to tour development, reflects a commitment to community engagement and representation. Aquila acts as a bridge—connecting global visitors to local voices, and in doing so, elevating marginalized narratives into mainstream travel experiences.
A Model for Global Cruise Excellence
The Living Lab’s influence doesn’t stop at Saint John. Through its Center for Cruise Excellence, Aquila exports the principles developed locally to cruise destinations across the globe. Tour operators in the Caribbean, Mediterranean, and even parts of Asia have adopted Aquila’s guide training programs, creating a ripple effect of improved standards industry-wide.
This positions Aquila not just as a local leader but as an international standard-bearer in cruise training and destination management. With every successful season in Saint John, the company adds another layer of credibility to its global consultancy practice.
Looking Ahead: Sustaining Innovation in 2025 and Beyond
As Aquila continues to fine-tune its Living Lab approach, several key priorities emerge for the coming years. These include:
- Expanding its digital training modules to reach more remote cruise destinations
- Incorporating AI and data analytics into visitor feedback loops for real-time performance adjustment
- Partnering with sustainability organizations to create greener tour options
Saint John is poised to become more than a stop on a cruise itinerary—it’s becoming a model destination that other ports aspire to emulate. Much of that success will rest on the shoulders of Aquila’s Living Lab and its tireless dedication to improvement, inclusion, and innovation.
In an age when cruise guests crave authenticity, insight, and comfort, Aquila’s Living Lab delivers it all—not just as a program, but as a living blueprint for the future of cruise tourism.
