STENALine is introducing fluid pricing on its three Irish Sea fast-ferry routes in a bid to overcome a slump in the market.
The operator has published lead-in fares only in its newly-published 2000 Fast Ferry Guide. Once the cheapest block of tickets for a particular sailing is sold out, the price will automatically rise to a higher level and this will continue until a sailing fills up.
Previously, Stena published a more complex fare structure for the entire year, which was only changed if the company wanted to offer a special deal.
Sales and marketing director Tim Hayes said the new lead-in prices were lower than in 1999 but admitted the company aimed to increase its overall yield next year. He also expects the new strategy to encourage early bookings and produce a 15% growth in volumes.
“The market has been sluggish this year,” he said. “There seems to have been a natural downturn in growth to Ireland.”
Hayes said the overall market was expected to experience a 6% fall in car volumes to 870,000 on routes out of Holyhead, Fishguard, Liverpool and Pembroke by the end of 1999. This compares with a 19% rise to 913,000 during 1998.
Reasons for the fall include an increase in the number of Irish immigrants returning to live in Ireland, which has hit the visiting friends and family market; the abolition of duty-free; and Ireland simply being out of fashion, according to Hayes.
“We believe our approach will encourage more customers to travel to Ireland as there will be a fare type to suit all needs,” he said.
Stena has expanded its fare categories to coincide with the change in pricing strategy. Previously, everyone had to buy a ticket for a car plus five passengers but now Stena is also offering a second category covering a car plus two people and a third one covering a car plus two adults and up to seven children.
Prices lead in at £99 for a car plus two passengers booking a five-day return on the Fishguard-Rosslare route. A standard return in this category starts at £128.