Beyond Price: What Really Influences the Choice of a Ferry
What factors truly influence the choice of a ferry beyond price?
When booking a ferry, price is often perceived as the primary deciding factor. However, an analysis of purchasing behaviour shows that an increasing number of travellers also take other elements into account, factors that are often decisive in the final decision.
Mister Ferry examined the main drivers behind the choice of a crossing, revealing that aspects such as timing, comfort and the overall travel experience play a crucial role. In some cases, they can even outweigh the cost of the ticket itself.
Departure and arrival times
Schedules are among the most influential criteria in the decision-making process.
Around 70% of travellers consider it very important that departure and arrival times align with their travel plans. Notably, 40% say they are willing to pay slightly more for a more convenient timetable.
Arriving at a time that fits holiday planning, avoiding overnight departures or maximising time at the destination are all factors that directly shape the final choice.
Comfort and quality of onboard services
Onboard comfort significantly impacts the overall perception of the journey.
More than half of travellers identify spaciousness, cleanliness and the ability to travel in a relaxed environment as key selection criteria.
On medium and long-distance routes, this aspect becomes even more relevant. The availability of cabins, dedicated rest areas and well-designed common spaces greatly enhances the travel experience. Being able to rest during the crossing or enjoy a private space is often seen as a valuable benefit, particularly on overnight or longer journeys. For families, groups and frequent travellers, the quality of the onboard experience becomes a strategic consideration.
Additional services, accessibility and logistical convenience
Beyond comfort, many passengers also evaluate practical aspects linked to specific needs and overall convenience.
Between 15% and 25% of travellers consider factors such as pet-friendly services, accessibility for passengers with reduced mobility and easy access to the departure port from their place of residence to be important.
These elements are especially relevant for those travelling with dogs, passengers with specific requirements or travellers who prioritise ports that are easy to reach, helping to reduce travel time and complexity before boarding.
Previous experiences and online reputation
Personal experience and online reviews are playing an increasingly important role when comparing available options.
Between 30% and 40% of travellers say they base their decision partly on feedback from other passengers who have travelled on the same route, particularly when reviews are recent and detailed.
Beyond price: how the decision-making process is evolving
The data clearly shows that price is no longer the sole determining factor when booking a ferry. Convenient schedules, onboard comfort, reliability and overall service quality all contribute significantly to the perceived value of the journey.
Understanding these elements helps travellers make more informed choices and select the option that best matches their travel needs.
Ultimately, choosing a ferry is about striking the right balance between price and quality of experience. The Traghettilines Observatory highlights that travellers are increasingly attentive to practical and qualitative factors, which influence overall satisfaction just as much as the ticket cost itself.
