By
Simon Johnson |
What constitutes good interior design for a passenger ferry? The answer will depend on who you ask.
For the executive of a ferry brand, there is a long list of requirements. A newbuild needs, more than ever, to be adaptable and flexible. It should be operationally efficient, practical and environmentally relevant. The vessel must support brand and digital values, while delivering the freight and tourist mix in harmony. It must be cost-efficient, reliable and better than competition. It’s a real opportunity to bring teams together across all the business.
For customers, a new vessel should bring a sense of excitement. It needs to be modern, comfortable, hassle-free, efficient and attractive, with recognisable outlets and product offers designed specifically for them.
By delivering land-based references, customers will settle in, relax and feel comfortable. Customers want to feel safe and secure, and feel their journey is having a low environmental impact. If you can deliver customer recognition through digital tools and a warm crew welcome, customers should keep coming back!
Expectations will vary by route too.
Shorter crossings should prepare customers for their onward journey. They may view the ferry as a pit-stop service station. It should therefore be quick to board and easy to navigate, with clear, informative signage.
Cleanliness is critical. Pay particular attention to the design and delivery of clean and fresh toilets – customers are more likely to eat if the toilets are good. A good choice of relevant food and appropriate outlets, delivered fresh and quickly to the customer is key.
The guest experience at the Archipelago Spa onboard Viking Line’s Viking Glory is equal to that in a land-based venue
Sea views have become more important as a differentiator, compared with ferry design in the past where customers were given minimal views and deck space in favour of outlets. It’s important for customers and the ferry company to be able to find their cars for quick disembarkation and speedy turn round. Efficiency is valued by all: customers, ferry operators and ports.
Longer crossings can be viewed as being closer to a cruise experience. The ferry is part of the journey and destination in its own right, and can play a large part in building customer engagement and holiday excitement. A longer crossing is a slower and calmer pace and can offer customers a large range of options to enhance their journey. There is more time for the ferry brand to engage with the customer, and customer to explore. Retail and food and beverage experiences should be calmer and relaxing, allowing customers to take in the sea voyage and breathe some fresh sea air.
Like toilets on shorter routes, cabins play a key role on longer journeys. Like a good hotel, cabins need to be fresh, modern and comfy. By delivering a choice of cabin types, ferry companies can cater to different party sizes, needs and budget. It’s interesting to observe more ferry companies now offer cabins with balconies, include access to premium lounges within the price, family cabins, different cabins for people with disabilities, and pet cabins so they can capture the growth in travelling with furry friends. This lifts the customer experience and also improves the revenue earning potential.
On my travels, I’ve observed some outstanding interior design developments.
The Isle of Man Steam Packet Company’s vessel Manxman has a diverse choice of innovative spaces, such as the Paws Pet Lounge, executive club lounge, family lounges, quiet spaces and even balcony cabins on a vessel of modest size.
I was also mightily impressed with the two-level duty-free retail space onboard Tallink’s MyStar, which feels like those in an airport. Another notable highlight is its choice of two business lounges and brighter, more welcoming spaces than ships used before.
On Viking Line’s Viking Glory, I was impressed with the service, the ambience of the restaurants, and the duty free shop. The spa felt like a land-based experience, with views of the sea and the islands as we sailed through the archipelago. These are just some of the many examples of change happening across different ferry fleets.
Designing high-quality interiors to deliver a seamless and the most memorable customer experience is a long challenging process, but very rewarding if you’re lucky enough to be part of the team appointed to deliver your newbuild. Your new vessel will be around for decades.
As one ferry executive said to me, ferry interior design is like opening a new book; you have to tell your customers a compelling story.
Simon Johnson is Founding Director of Shipshape Consulting
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