The first months after Ventura’s naming ceremony in April 2008 should have been brilliant for P&O Cruises.
They had a big new ship offering lots of new features – Noddy for the kids, bungee trampolines, a Rock School for teens, and a restaurant by Marco Pierre White that had been well received during a preview week at Southampton.
Instead, what they got was a stream of negative reviews from journalists – myself included – travel agents and passengers.
The Freedom dining restaurant was always booked up, so diners who wanted the freedom to turn up and eat could not get a table. Sunbeds were at such a premium that there were reports from the Christmas cruise of near-fights between passengers, leading to Ventura being dubbed the ‘chav’ ship.
There were long delays if you wanted a drink because all orders had to go though a bar steward (a system that has been dropped). And, on a cruise in July last year, comedians died on their feet in the Tamarind Club, completely misunderstanding their audience and only getting applause when they left the stage.
But things have changed, as shown by the high marks Ventura is now scoring in the end-of-cruise questionnaires. P&O Cruises head of brand marketing Philip Price said: “The past three cruises have achieved 89%-91% satisfaction levels. Our target is 90%.”
Many of the changes have revolved around dining. Freedom diners can no longer pre-book tables, and a new waiter-service eatery has been created in one half of the Beach House buffet in the evening.
A new software programme has been installed, which allows restaurant staff to see at a glance where everyone is dining. It means maître d’s can see if fixed-dining passengers haven’t turned up for their table and reallocate it to Freedom diners. They can also see if there is space in the Beach Club Diner, and suggest waiting passengers eat there.
There are now three theatre performances a night, so there is no need for everyone to eat at once just before a show.
Price said: “It’s hard for the performers, but it has got passengers out of the mindset of having to eat at 6.30pm and 8.30pm. I went to eat at 8.30pm on the Gala night and there was just a 10-minute delay. That says to me that it is working. We will introduce this system on Azura when it launches next year.”
To help solve the sunbed problem, the two upright chairs and large table that were on all the balconies – leaving no room to sunbathe – are being replaced by reclining chairs and smaller tables.
Price said: “There are 980 balconies. If just a quarter of passengers stay on these, it will make a big difference to the demand for sunbeds.”
P&O added more sunbeds to deck 19, by the bungee trampoline and around the pool, but that only created a rather sardine-like experience. To alleviate this, the sports court at the front of the ship has been moved aft and replaced by decking. Around 200 sunbeds will be placed there.
On Azura, that area will be called the Retreat, have faux greenery, service stations and cabanas and will cost extra to use, mimicking the adult-only Sanctuary on Princess ships. Price said: “On Azura we are designing what we need to make it special. We don’t plan to charge to use the area on Ventura, but never say never.”
P&O has also made changes in the show lounges, staging recitals and singers in the Tamarind Club and comedians, discos and tribute acts in the Havana nightclub.
The idea is to separate passengers who want traditional entertainment from those who want more lively evenings – hopefully avoiding more clashes between P&O and what Price calls the “passengers who have paid less”.
Price admitted P&O made mistakes with Ventura but maintains the ship’s image has not been blemished forever.
He said: “We spoke too much about Noddy and Scalextric at the start, and not enough about quality, but we have been working with agents to communicate the changes. They are fine with it, and our passengers are fine with it.”
He added: “Ventura is different. It has an informal feel and our past passengers resented that, but as the problems are sorted, that is going.”
Price said Ventura will continue to be marketed as a newcomers’ ship, aimed at passengers who don’t know the cruising rules. “There will be some past passengers who say ‘it’s too big and not for me’ and who are looking forward to Azura. That’s fine. Azura will also be a big ship but it will be more traditional P&O.”