By
Cherie Rowlands |
While few will argue with the enormous part destinations play in providing itinerary planners with reason to commit their cruise ships to calling, most would also agree that the decision rests on much more than an exotic, passenger-appealing location.
With ever-changing market forces – including long-term global issues such as new Emission Control Area (ECA) rules effective in 2015 and unpredictable regional events like the political situation in the Falklands Islands – finding convenient, cost-effective and safe stops is paramount. Ports that provide what their cruise customers want will ultimately win the day, but what do they believe lines are looking for and how are they choosing to provide it?
Head of development at the French Bordeaux Atlantic Port, Laurence Bouchardie says: “We believe that our destination, what it has to offer, the location of cruise terminals and how they enable passengers to easily enjoy the destination is important, but we have also invested a lot to maintain a high level of quality in our port services.”
The authority has recently invested €600,000 to improve and modernise its two-berth facility in Bordeaux City and is currently improving its Le Verdon terminal infrastructures. It has plans for infrastructure development in Pauillac, while pilots have invested in maintaining a high level of security and quality of service. “Gironde pilots have been training for three years on the €400,000, full bridge manoeuvring simulator, Transas Navitrainer 5000,” says Bouchardie. “The simulator was funded by the port authority with assistance from the Bordeaux City community and purchased when the new Bordeaux bridge was built, to define the best way for ships visiting Bordeaux to get through this new gate. The way we work together – agents, tour operators, city council, the Chamber of Commerce, port authority and pilots – also ensures smooth visits for cruise lines.”
Corryn Morrissey, marketing manager at the Charlottetown Harbour Authority on Prince Edward Island in Canada, says: “Working closely with our regional partners to create an attractive itinerary as a whole, rather than one specific port, is key for us. It’s important to have high customer satisfaction, partnered with a full itinerary that cruise passengers want to visit. To achieve that, we strive for efficiencies when the ships are in. You want passengers to get the most out of their visit, so being able to disembark and embark the ship efficiently and effectively is what sets the minds of cruise lines executives at ease for future visits.”
Nova Scotia’s Sydney Port Authority cruise marketing and development manager Bernadette MacNeil says: “Following advice from cruise lines, safe ports are selected based on their geographic location as well as on the port’s ability to provide a quality experience for the cruise line guests. Cruise ship passengers have many choices to explore our island in any one of the many shoreside excursions, while tour operators in our region are reputable and have established sustainable and successful businesses. It is important that ports work with all parties involved in the cruise business, including all levels of government, tour operators, ship’s agents, the destination marketing organisations, border agencies and pilotage services, to maintain high standards.”
On the infrastructure front, the Port of Sydney has invested close to US$10 million in port redevelopment over the past 10 years. “Cruise lines expect that ports have basic infrastructure to allow for dockside efficiency, safety, transportation, and the delivery of general services,” MacNeil says. “Our cruise pavilion was designed to virtually accommodate every need of the cruise ship passenger, including a private room for the crew from the ship with free internet access. Our cruise community works collectively to welcome the passengers, which results in our exceeding expectations in most cases.”
Veit Hürdler, managing director of Columbus Cruise Center Bremerhaven and Columbus Cruise Center Wismar, largely agrees that in certain ports infrastructure improvements are necessary and can have a big impact on the decision for future calls, mainly turnarounds. He says: “Having set up Columbus Cruise Center Bremerhaven 10 years ago, we feel we are pretty much there, both within and outside the terminal. Our busiest day was 6,500 turnaround passengers from four different ships in one day of operation through one terminal. If you can deliver this level of service smoothly, there are few improvements needed. For a professional transit call it is nice to have a terminal like the Columbus Cruise Center Bremerhaven (CCCB), but it is not compulsory. In Wismar – CCCB’s new cruise port location – we are working with a simple hall and there are examples in other destinations where a tent works as well.”
What is essential, Hürdler believes, is that the operation is a professional one, run by those who know the business. “This is one of the key factors in the success of Wismar. The Bremerhaven team is an extremely service-minded group that really cares about the passengers.”
Hürdler also agrees that communication is crucial, but adds: “Expectations must be set for both the cruise lines and their passengers. Transit times for coaches and capacities at tourist sites must be calculated on a realistic basis and should be communicated openly to avoid disappointment for the cruise line and, more importantly, its passengers.”
Investment in modern port facilities increases the appeal of a destination by addressing the cruise lines’ main concerns regarding guests’ experience and operational efficiency, agrees ground handling company Intercruises’ operations director, Olga Piqueras: “Spacious terminals with an efficient layout provide flexible embarkation options, organised baggage drop points, plentiful guest seating, wheelchair accessibility and fully equipped lavatories including baby changing units. Facilities for crews and ground handlers, such as office space, internet access and money transfer services, are important too. Zones outside the terminal with clear signage are essential, as guests will encounter an abundance of activity in this area. A high level of cooperation is required to ensure smooth flow as the combination of baggage trucks, taxis, bus departures, shore excursions and private party debarks can cause congestion at the terminal entrance.”
This is an abridged version of an article that appeared in the Spring/Summer 2013 edition of International Cruise & Ferry Review. To read the full article, you can subscribe to the magazine in printed or digital formats.