Terry McGillicuddy, director at design firm Richmond International, comments on the changing design landscape of hospitality services and its growing influence in the cruise industry.

In today’s world, the desires and requirements in travel are constantly developing. This is, in part, due to an increased understanding of different cultures, but also because of increased awareness of – and immersion into – new and unique events around the world.

With this increased perception of what is ‘out there’, we have seen consumers’ priorities shift as they demand more personal experiences.

Therefore, land-based hospitality providers are focusing more on the location itself and the experiences that are available in a specific destination. Hotels are now competing to offer a wide variety of experiences to help travellers achieve a bespoke holiday that is completely unique to them. 

When working with hotels and restaurants, our role as designers is to reference all these characteristics of the location and develop these traits into meaningful spaces that provide a real connection between the experience and the destination.

At Richmond International, we have been committed to designing five-star luxury for hospitality projects since 1966, and we are accustomed to adapting our designs to meet the needs of both the client and their customers. 

We are currently working on our second project with P&O Cruises, and these projects have provided insight into how the cruise industry differs to that of hotels.

Following our initial work on P&O Britannia, which had her maiden voyage in 2016, we have come back on board (so to speak) to create new designs for the cabins, suites and some key public spaces on Iona, which will launch in 2020. 

We are also working with Cunard on the line’s unnamed fourth ship, which is set to join the fleet in 2022.

New ships, unique design

Historically, the experiences on ships have been tailored to make the journey more enjoyable, whereas the large ships of today are becoming experience choices in their own right.

The existing cruise sector is fairly dependent on brand-loyal cruisers, but the current expansion of the market – a huge increase of at least 40 per cent of cruise capacity is forecast in the next 10 years – will need to attract a wider audience.

Following in the footsteps of land-based operators, cruise lines will need to embrace sustainability, invest further in nautical technology and engage with specialist consultants. These factors will become the future definers in a passenger’s selection of which cruise line to travel with. 

With the development of both larger cruise vessels and boutique experiences while on board, the demand for a more creative approach to cruise ship design has also increased.

In an effort to not only match, but perhaps surpass, the offerings of the world’s best hotels, the cruise ship market is now turning to the established hospitality design community and well-known players, who can bring their hotel design expertise to ship interiors. 

In terms of what we can bring to cruising as designers, there is no simple answer. Our main aim is to take the interior design in a new direction, both in the way cruise ships look and in what they can offer.

To that end, we are developing design briefs which focus on immersive and personal guest experiences, which reinforce the connection with the ocean, while also taking into consideration future passenger welfare, guest education and discovery.

We are also working with our cruise clients to advise what luxury looks like on board, as we look to create intelligent and authentic interiors that enhance and complement the cruise experience.