144 Satisfaction guaranteed Cruise lines are looking for ports that deliver not only scenic appeal, but also operational excellence and measurable impact. Alex Smith asks Ioannis Bras and Claudine Pohl how destinations can maximise their performance With cruise itineraries diversifying and passenger expectations continuing to rise, destinations are under growing pressure to demonstrate not only appeal, but also performance. Today, cruise lines are not assessing potential ports of call purely on scenic value or berth availability, but on how effectively a visit translates into a seamless, commercially productive and brand-aligned experience. Building this kind of experience requires an understanding of both passenger preferences and how they behave throughout their visit. While passenger satisfaction is valuable, it is not the only metric that destinations should be paying attention to, according to Ioannis Bras, CEO of Five Senses Consulting & Development. “I never treat passenger satisfaction as a headline score,” he says. “It’s a strategic decision-making tool. The metrics that truly matter are those explaining how passengers interact with the destination and how that interaction translates into local economic impact. This is why we measure the experience in layers: how informed passengers feel before arrival, ease of orientation and accessibility onshore, distance to activities, transportation flow, availability of things to see, shopping experience, local cuisine, time sufficiency and overall appeal.” It’s therefore important for destinations to go beyond simply collecting feedback, Bras suggests. “Our approach goes further,” he says. “We analyse results, set clear key performance indicators, implement targeted improvements, and then compare passenger findings with cruise line data and onboard feedback. FEATURE
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