Tuesday, August 6, 2019
The world of cruise is continuously changing, evolving, and most importantly, adapting to its guests' desires and needs. One of the key aspects of providing a guest with the holiday of their dreams is undoubtedly the cruise ship’s interior.
Guests of today have higher expectations than ever, given the ease of access when it comes to exploring other options. Today we can choose between a kitschy-chic Airbnb in Brooklyn, a pod hotel in Tokyo, a quaint cottage in the Cotswolds, or even a penthouse suite in Dubai. Designers have a duty to ensure guests continue to choose cruise ships over alternative options. Of course, keeping up with guests’ ever-evolving wants is what these world-class design studios are best at, and why they are employed by the world’s most prestigious cruise lines. But what trends are ranking top in 2019?
Personalization is nothing new, but the way it has been interpreted by cruise lines certainly is. Taking personalization to new heights, design studios are encouraged to create tailored interiors depending on the guest demographic. Take Virgin Voyages for example; a relative new player to the cruise industry, the very reason Virgin Voyages is making such an impact is because of its extreme personalization. While a baby boomer may find Scarlet Lady’s new Razzle Dazzle restaurant (pictured above) deterring, it’s likely to be much more popular with the line’s target audience of millennials.
More and more guests are opting for down-to-earth luxury, the kind that feels like you could possibly own it. Taking a note from the ever-increasing popularity of Airbnb properties, cruise lines are turning to design studios to request more home-like cabins and suites. Creating interiors that mimic the look and feel of a home, rather than a hotel room, is also proving popular with more long-term guests.
According to Studio DADO’s Javier Calle, “people are looking for authenticity and a sense of belonging”, as opposed to the ultra-shiny, show-home like hotel rooms and cruise cabins of the past.
Touched upon in our 2019 interiors guide, the indoor and outdoor trend is still running large. We’re expecting to see even more rugged and raw-finish décor and furnishings. Plus, keep an eye out for all-season terraces (showcased above on Celebrity Flora), a surplus of flora and plants, and heaps of glass paneling.
Speaking in CSI’s ‘Design Trends 2022’ panel, Andy Yuill, managing director at SMC Design, shed some light on the increasing popularity of biophilic design, a design philosophy that incorporates natural materials, light, vegetation, and other experiences from the natural world into the built environment. As Andy explained, “Biophilic design is the passenger’s ability to get close to nature”, which is only growing in popularity, possibly as a reaction to our increasingly digital and industrial world.
Such a hot topic we had to write it three times over, sustainability is arguably the most important trend in the industry right now, with all parts of the cruise industry working on sustainability initiatives and more. In 2019, using sustainable materials and products is a must (unless you want to be completely disregarded by Gen Z that is). Take tips from the likes of Bolidt, whose flooring composites offer an eco-friendly alternative to the more demanding wooden teak, and Shores Global, who has taken unwanted ocean plastic to form a brand-new product in the form of its Ocean Chair.
In the same way that guests are searching for more authentic experiences, they are also opting for more sustainable ones. Not only are guests looking for “authenticity”, as Javier told us, but also interiors that are “more socially responsible”, based on the materials they encompass.
“The next generation of consumers and travelers is demanding us to take action. If they are not satisfied with the way we deal with environmental issues, they won’t be going on a cruise. We need to make ourselves attractive to this young generation of consumers.” – Lone Ditmer, Dansk Wilton
Not only do guests want to be offered the holiday of their dreams (ours is a three-week cruise around the Caribbean if anyone was wondering), they also want to be told a story. Cruise operators are working with design studios to translate their brand identity and brand story into unique spaces. Just look at SMC Design’s recent work with Saga Cruises, which totally transformed its fleet’s interiors while staying true to Saga’s classic branding.
No longer content with mere aesthetic beauty, “guests are looking for more meaningful experiences”, says Javier. Part of the designer’s role is to “manipulate the way [guests] feel through space”. The story being told very much depends upon, most importantly, the cruise line's particular vision and brand identity, but also the location, ship’s history, and target demographic.
In 2019, it’s not enough for a space to fulfill just one function, especially when cruise real estate is such a limited resource. Multipurpose spaces continue to be a favorite among cruise designers. “Onboard a ship, people still think there is a lobby and that there is a reception, but those spaces almost shouldn’t be referred to as that. They should have other uses; they should have other items that they bring together”, commented Andy Yuill. “As designers, we’ve got to keep challenging how space is used”, he continued.
This may not be a major factor for our interior designers, but smart room tech is on the rise. In line with creating more personalized experiences, cruise operators are leaning on the Internet of Things (IoT) to provide bespoke experiences in and out of the cabin. A quick Google search shows just how rapidly cruise digitalization is occurring, with the likes of MSC Cruises’ Ocean Medallion improving the guest experience tenfold.
Creating “timeless” designs as much as four or five years in advance may seem like a challenge, but indisputably it’s what these talented designers do best. Though these trends may be at their most prominent now, we’re likely to continue to see interiors influenced by them on ships debuting within the next five or so years.