A-ROSA integrates AI translation for excursions with BMS Audio

From the 2025 season, A-ROSA is setting new standards in digital guest communication: A-ROSA is the first river cruise company to integrate AI-supported live translation for shore excursions. In cooperation with BMS Audio and the elysium^® app, the language of the guides is translated into English in real time and transmitted directly to the guests' receivers. An innovative upgrade for a barrier-free river cruise experience.

Why modern river cruises need new solutions

The demands of international guests are constantly increasing. At the same time, crew and guides need to be relieved as much as possible. Communication quickly becomes a challenge, especially on shore excursions with mixed groups. Traditional interpreting models are expensive, inflexible and time-consuming to organise. This is where the digital solution from elysium^® comes in.

The system is based on a combination of existing hardware - such as the tried-and-tested TOM-Audio^® TG-200 - and the cloud-based elysium^® app. The guides continue to use their usual microphones. Speech is transmitted via the app to AI-supported software, which generates a precise English translation within a few seconds. This is then transmitted to the guests via a second transmitter - without the need for additional devices or apps for the listeners.

How the AI live translation works in use

The guide speaks into the microphone as normal. The voice data is transmitted via a connecting cable to a smartphone with the elysium^® app installed. There, the artificial intelligence takes over the analysis and real-time translation. The second smartphone, which is also equipped with the app, receives the translated audio signal and forwards it to the second transmitter via another cable. The guests hear the translation via their regular receiver devices. Alternatively, they can also follow the original language - both work in parallel.

Operation is as simple as it is efficient. The app only starts the translation once a complete sentence has been spoken to ensure the best possible quality. Short, clear sentences also promote accuracy. Another advantage: the live translation can be activated flexibly as required and is perfect for temporary use on a seasonal basis.

A-ROSA as a driver of innovation in river cruising

With more than 600 different excursions in the Rhine, Main, Moselle, Danube, Rhône, Saône, Seine and Douro cruising areas, A-ROSA offers a broad programme for an international audience. The decision to rely on AI-supported translation is a logical step in the consistent digitalisation of the guest experience.

The partnership between BMS Audio and A-ROSA has been in place since 2019, with the first points of contact at Seatrade Europe in Hamburg. The first test run with the TOM-Audio TG-200 passenger guidance system on the A-ROSA Flora began in 2020. Seven more ships were equipped in 2022 and 2023. The integration of the elysium^® app with live translation is therefore a logical development of this successful collaboration.

Voices from the field

Anna Sophie Kollmer, Managing Director of BMS Audio, says: "With AI-supported live translation, we are setting a new standard for multilingual group tours. The cooperation with A-ROSA shows how digitalisation and internationalisation are enriching tourism. At the same time, this is an important step towards inclusion, as it breaks down language barriers."

The system also makes things much easier for guides. Foreign language skills are no longer required; the focus is entirely on the quality of the content of the tour. Guests benefit from a comfortable, understandable and modern experience - without any organisational hurdles.

Conclusion and outlook

The introduction of AI-supported live translation at A-ROSA shows how digital solutions create concrete added value - for both guests and providers. The clever combination of existing hardware and innovative app technology opens up a new chapter in multilingual guest communication.