When Disney Cruise Line (DCL) entered the industry in 1998, it had already learned an important lesson from its theme parks and resorts: The more elements a company can control, the greater chance of making the entire guest experience a success. Walt Disney World is a perfect example of an enclosed ecosystem filled with seamless experiences.
So, from day one, DCL has had its own custom-designed terminal in Port Canaveral, Fla., in addition to its award-winning private island, Castaway Cay. But until recently, most cruise lines predominantly utilized generic facilities for their embarkation and disembarkation procedures — much like how airlines use nondescript airport gates and baggage claims. They might have temporarily applied branding to dress up those facilities for their ships, but an entirely different cruise line would swap it all out the next day.
In less frequented destinations, this may still be the case. But at busy homeports, the current trend is to permanently personalize the terminals, both aesthetically and operationally. Just as brands invest millions of dollars into private islands and other destinations to wow travelers, cruise lines are raising the bar on exclusive homeport terminals for one simple reason: First impressions are everything.
Recent History
In 2018, Carnival Cruise Line expanded its presence in Long Beach, Calif., to completely occupy what was once the so-called Spruce Goose dome — where Howard Hughes’ namesake aircraft had been displayed. The result is an inviting California-themed venue that sets the playful tone for its “fun ship” sailings.
Ultimately, it’s all about ironing out pain points, and Princess Cruises is doing a fantastic job of this in Port Everglades, Fla. through its use of technology. From house to homeport, the line is making a once-frustrating procedure a pleasant one.
“Travel advisors and their clients are thrilled with the expedited check-in available as part of the OceanMedallion experience, getting from curbside to poolside in a breeze,” said John Chernesky, senior vice president of sales and trade marketing for Princess. “Once our guests become ‘OceanReady,’ their personalized OceanMedallions are shipped to their home. When clients arrive at the terminal with their passport, all they have to do is walk on the ship. It doesn’t get any easier than that, and our guests love the fact that they can begin their Princess vacation experience sooner than ever.”
The brands of Royal Caribbean Cruises Ltd. take a similar approach. Royal Caribbean opened its new Terminal A facility in Miami just last year. Not only does the architecture resemble the line’s signature crown-and-anchor logo, but the terminal also improves guest waiting areas and embarkation. New tools have even allowed clients to eschew traditional check-in counters.
Jay Schneider, the company’s senior vice president of digital experience — who, incidentally, had previously worked for The Walt Disney Company — also clearly understands what travelers are looking for.
“Advisors should be excited that their clients will have a predictable, welcoming start to their vacations,” he said. “Cruising is becoming less complicated. As we simplify and remove more friction from these formerly complex aspects of cruising, agents can really focus on what matters with their clients instead of having to spend so much time and energy explaining complex procedures and processes.”
Next Up
Come 2020, Norwegian Cruise Line (NCL) will also transform its passenger experience at PortMiami with around 166,500 square feet of enhanced terminal design. The brand is working to streamline the check-in process, including a fresh parking garage and valet areas with direct access to the high-tech terminal. It promises expedited security screening and luggage handling of up to 5,000 passengers boarding and disembarking each ship, including its latest Breakaway Plus-class vessels. Group sales agents should note: The complex will feature a dedicated lounge for large parties.
“Our new terminal is not only a representation of our commitment to Miami, but also our commitment to the guest experience,” said Katina Athanasiou, chief sales officer for NCL.
“We look forward to providing creative itineraries onboard many of our ships year-round for our guests to experience the best vacation at sea.”
Meanwhile, MSC Cruises’ fleet is growing at such a rapid pace that it plans to develop two new terminals in Miami — AA and AAA — each capable of berthing a mega-ship to accommodate up to 28,000 transiting guests daily. Construction on the new venues is set to begin in 2020, with an expected launch date of late 2022, when MSC’s Miami-based ships and operations will move to the new structures.
“With another 13 cruise vessels due to join our fleet in the next eight years, our ambition is to have our most innovative ship classes represented at PortMiami,” said Pierfrancesco Vago, executive chairman of MSC. “We will bring a wealth of choice to our guests.”
Before long, an entirely new player will also make its mark on homeport architecture and efficiency. Virgin Voyages will dock its fresh fleet at an all-glass structure created by renowned design firm Arquitectonica.
“The Virgin Voyages terminal will really set the standard for our ‘Sailors’ and will give them a taste of what to expect once they board the ship,” said Dee Cooper, senior vice president of design for Virgin Voyages. “The terminal will be our Sailors’ first stop on their voyage, and we want them to feel the Virgin hospitality right away. We are creating a seamless shore-to-ship experience that features designated drop-off areas for ride-sharing and provisioning, as well as an exclusive one for our RockStar Suites Sailors.”
California’s Ports
Floridian homeports have the advantage of space that permits several exclusive terminals along their lengths. By comparison, California’s ports in San Diego, San Pedro and Long Beach are limited. Long Beach, at least, has the distinction of being exclusively available to Carnival’s guests and can support its other brands as needed. However, the other two ports currently have fewer options for customization by the cruise lines.
Still, San Diego expects continued growth and looks forward to welcoming back Carnival this December. According to Adam Deaton, senior trade account representative for the Port of San Diego, the city is almost finished with the concept phase for terminal improvements; he notes that it will have more information on plans as it moves into the design phase.
Whether that will include any private piers is to be seen. Holland America Line is already a mainstay, and as the visiting DCL fleet grows, it, too, could set up a more permanent home.
Never Resting
Coming full circle, Port Canaveral is also readying for a new Carnival ship.
“Construction is underway for a new terminal to support the operation of our upcoming Mardi Gras,” said Milly Martin, senior director of guest port services for Carnival. “Facility improvements are driving very strong guest satisfaction results.”
Altogether, the complex will encompass a 692,000-square-foot parking garage and a 187,000-square-foot terminal with state-of-the-art baggage processing, check-in and security. It is scheduled for completion next May.
What’s more, Carnival is testing facial recognition for embarkation and debarkation, and reports that it is pleased with the initial results. It hopes to roll out the tech in 2020 across several homeports.
Plus, Carnival is experimenting with checking in guests by smartphone and having keys waiting at their cabins.
Regardless of where a cruise line’s terminal is located, there’s a lot of untapped potential in adding more homeport innovations, says Schneider of Royal Caribbean.
“The areas in which we see opportunities for even more innovation are in baggage handling; pre-arrival check-in timing; and turning transactions at the terminal into opportunities for friendly and welcoming interactions,” he said. “The disembarkation experience has also really started to improve with our partnership with U.S. Customs and Border Patrol’s use of facial recognition, and that will continue to scale to more ports.”
In other words, when it comes to the latest advancements in cruise passenger satisfaction, there’s no place like home.
