Magnus Ehrenberg Ehrenberg Kommunikation

Transcription

1 Magnus Ehrenberg Ehrenberg Kommunikation

2 The nordic ferry sector overview, challenges and opportunities by Magnus Ehrenberg

3 Ferries cross open waters on regular liner services with vehicles as well as passengers. North Sea and Baltic Sea Passengers, Cars & Buses, 330 Ferries (2010) Tax free abolishment 1999 compensated by freight numbers Revenue numbers: Shippax Information

4 Revenue in million EHRENBERG Kommunikation The ferry sector in North Sea and Baltic Sea After the crisis: Major result improvement by most operators mostly because of freight. Growth in short break passenger market likely to continue in 2011 Revenue numbers: Shippax Information

5 The ferry sector - categories Performance of the individual categories on board RoPax ferries TT-Line Scandlines Numbers provided by Scandlines, TT-Line

6 The English Channel EHRENBERG Kommunikation Tunnel takes 38% market share of trucks UK Pax transport : Continental ferries +-0 Eurotunnel +4% Eurostar+27% Airlines -11% Disposable income in UK decreasing, decreasing vacationers from the UK Chance: When flying becomes a chore, ferries become an experience. Ferry lines have to adapt to this new climate! Ferry routes in the channel Eurostar Spirit of France, P&O Ferries

7 The ferry sector Perception TT-Line More than just a ferry why just? shabby dirty No longer duty free seasickness safety fears banal boring Doric Ferry, Townsend Thoresen/P&O Ferries proletarian BUT: Esp. British (and Mediterranean) perspective. Baltic Sea: improved image, Mini-Cruises gain popularity And by the way if all operators would run vessels like TT-Line s, just would not be necessary!

8 Challenges Needs of the future Improve ferry image! Product development (on board, destinations, innovation), PR Marketing & sales (social media & online solutions), experience & design Take part in political decision-making! e.g. the VAT revision Sharpen costumer focus! Open & honest communication! Easy booking and embarkation! Dining and shopping has to reflect lifestyle changes ashore! No conversion times of years, please! Focus on nautical experience! Clean decks, fresh air!

9 Trends in the northern ferry sector Technology: Environmental friendly tonnage, esp. in the Baltic Sea LNG ferry of Viking Line, to be deployed 2013 Capacity: Lanemeters increasing, but pax decreasing Modification: Interesting new and re-building processes Scandlines Copenhagen/Berlin, to be deployed in 2012 New Stena Germanica

10 Cabin on Stena Scandinavia Stena Germanica III Tillberg Design EHRENBERG Kommunikation Design marine experience on board! Perceived space : Airy cleaner rooms: less lighting, contact with nature, clarity in deck layouts, easy to navigate, less signage Tillberg Design Tillberg Design Sundeck at Stena Germanica III Cabins: Functional, unique and practical detail solutions, small but spacious ambiances, mood-based (lights & mirrors). Wider range of cabins leads to bookings from the top

11 Design marine experience on board! On-board areas: Separate, calm, comfortable, non-commercial, media access Create a minicruise feeling! M/S Hamlet Stena HSS Explorer Stena Caledonia Stena Caledonia Stena Hollandica M/S Hamlet Stena Hollandica It s the small things: Dryer next to wash basin, slide doors, free magazines & media, quality material!

12 (N)on-board experience Catering SOL food (seasonal, organic, local), Local connection & cooperation to local businesses, Wider variety of food at a quicker pace, frequently changing menus Barista Coffee Bar at M/S Hamlet Local food at Stena Lines Pizzeria at Color Line Superspeed 1

13 (N)on-board experience Retail Facilities and offer have to reflect modern (shore-side!) lifestyle speed-up conversion! Give the people what they want! All-time faves: Alcohol and Cigarettes Recent trends: Wine & spirit specialities, design products with regional connection, fashion brands Different shops on Stena Line ferries

14 Catering & Retail Trends & Opportunities Tailor-made facilities: BorderShop Promotion of indulgence: Wine & Whiskey-tastings Theme trips: SUNDOWN-ticket, Fashion Cruise Storytelling: Design and Food guides (regional connection!)

15 Conclusion - don t forget who, where and what you are! Uniqueness of ferry travels Marine experience instead of airport queues Regional focus Make people feel they are abroad by offering regional design, food etc. Development potentials Both technically (On-Board design, technology, cabins etc.) and with regard to the journey (travel packages, theme travels)

16 Thank you for your attention. Magnus Ehrenberg EHRENBERG Kommunikation Hafenstr Lübeck Pictures by Scandlines, Stena Line, Viking Line, P&O Ferries, ScanRo, Port of Malmö, Port of Rostock, Port of Trelleborg, Port of Portsmouth, Shippax Information, Marcus Bengtsson (bridge), istockphoto ($), Miller Boat Line, Tillberg Design