8 3 so far have all delivered great results, even when we’re working with different builders and yards. We’ve also worked with interior designers such as Jopta, a small company that I have great respect for, to develop this vision. Our next step, which we have been working on for the past three or four years, is the new vessels arriving from China in the next year. We want to deliver amazing ferry transportation, but these are not cruise ships. They are fantastic, useful transportation ferries filled with great concepts, outlets and a variety of things for guests to do. Clever design from my colleagues has laid the foundation for those of us working with interior design to utilise the space in a great way. We have many new concepts entailing different colours, materials and furnishings – for example, we have cool new concepts for relaxing and quiet areas, with new design and an earthy atmosphere. But for me perhaps the most exciting element is the red thread which will create an interesting and inspirational movement from one concept to the next. The vitality of our vessels is what I’m most proud of. Stena Line is known for its innovation and it’s a huge privilege to be part of that heritage. We spent time onboard talking to customers and crew to come up with our latest concepts, but increasingly we’re able to make improvements based on science – such as digitally monitoring customer flows – as well as on emotions. It may seem cheaper and easier to follow what others have done, but we love creating the most inspired ferry transportation and we want to make a statement. We want our guests to think “wow, this is fantastic!” The payback for that investment comes partly from its impact on passengers’ spending. We have recently updated some of our retail shops to provide more capacity and we expect at least 10% growth from that investment. On the food side, we invest heavily in sustainability and ecological ingredients are driving our menus now. We have a big commitment that all food on a Stena Line vessel is freshly prepared and cooked onboard for our guests, whether they want a Rainforest Alliance coffee with a cinnamon bun, the perfect Swedish buffet, or an à la carte dinner. It’s classic food based on good ingredients at an affordable price, and a growing number of guests appreciate that. CFI Per-Ola Jonnerheim is head of Group Onboard Services at Stena Line The combination of colours, materials and lighting makes Stena Vision’s Pure Nordic Spa a relaxing space for passengers
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