V.Group Launches Voyage Loyalty Program to Boost Crew Retention in Maritime Industry

V.Group, a prominent ship management company, has launched a new crew rewards initiative named Voyage Loyalty, designed to enhance crew retention within the maritime industry. Under this program, seafarers can accumulate points, known as SeaStars, for their time served and for completing various training tasks. These points can be redeemed for consumer goods, gift cards, and exclusive offers through a dedicated app.

The scheme, which began as a pilot program in late 2023 targeting Filipino officers and chief cooks, demonstrated promising results. It recorded a 5% increase in crew retention and improved operational efficiency, prompting V.Group to implement the program on a global scale. Allan Falkenberg, V.Group’s marine HR chief operating officer, highlighted the challenges faced by the industry, noting that many seafarers left the field during the pandemic and in response to conflicts in Ukraine and Gaza. “Crew are becoming more scarce, especially globally competent crew,” he stated.

V.Group manages over 3,500 ships and employs a crew of approximately 45,000, with about 27,000 personnel actively sailing. To enhance its appeal to prospective and current talent, the company has engaged Bridget Blaise-Shamai, a former airline executive, to develop this innovative rewards scheme. Blaise-Shamai emphasized that while loyalty programs are common in other sectors, their application in maritime is “quite novel,” and aims to create a mutually beneficial environment for seafarers and the company alike.

Source