A groundbreaking study from the Dublin Institute of Technology, conducted in 2014, has revealed a significant issue plaguing the European ferry industry: the failure to capitalise on the booming online travel market. While the European travel sector saw a three per cent growth between 2009 and 2012, the ferry industry experienced a concerning nine per cent decline. However, the study also points to a promising future, where ferry operators can tap into the potential of major online travel agencies like Expedia, opening up a new avenue for growth.
In an era where digital convenience reigns supreme, only 16% of the study participants reported being offered ferry options when booking their holidays through popular travel sites like Expedia, Lastminute.com, and Priceline. Meanwhile, a staggering 64% of passengers complained that after booking their accommodation, they had to return online to search for ferry options to reach their destination specifically. This disconnect between ferry operators and online travel agencies is a costly oversight.
The study points out that many travellers prefer the ease of booking all aspects of their holiday on a single platform, where they can compare options and avoid the hassle of entering payment details multiple times. Despite this, Europe’s major ferry operators, including some of the most prominent names in the industry, have largely ignored these digital giants, leaving a vast and lucrative market untapped.
Further compounding the issue, only eight per cent of ferry and mini-cruise tickets are sold through traditional travel agencies and a meagre nine per cent via tour operators. Meanwhile, 36 per cent of online travel platforms, which make 75 per cent of their revenue from accommodation bookings, have expressed a keen interest in offering ferry services alongside holiday homes in destinations like Corsica, Ireland, and Sweden. However, the ferry operators have not seized this opportunity, leading to significant missed bookings and revenue.
The complete 80-page study, available exclusively through Pharos Datacom, also explores passenger expectations regarding price, onboard service, and comfort. Pharos, founded in 1992, offers a ferry distribution and booking system that connects over 100 European ferry operators, tour operators, and intermediaries.
As the travel industry increasingly moves online, the ferry sector’s reluctance to engage with major online travel agencies is causing it to fall behind. This study serves as a wake-up call for ferry operators to embrace digital platforms and recapture the passengers they are losing to the skies.
