Havila Voyages at SMM 2026: Why the green transition also needs the ‘soul of seafaring’

On 1 September 2026, renowned strategic innovation advisor and maritime industry expert Thomas P. Illes chaired the high-profile panel discussion “Passenger Experience at Sea – Between Operational Efficiency and Emotional Value”, with Havila Voyages CEO Bent Martini among the industry leaders taking part.

The SMM panel explored a critical and highly relevant question for both the ferry and cruise sectors: in the drive for efficiency, capacity and optimisation, are parts of the industry in danger of gradually removing some of the very elements that make travelling by sea distinctive and emotionally attractive?

For Martini, technological progress and passenger experience must develop together: “We can invest in highly advanced and sustainable ships, but if we lose the emotional connection between people, the sea and the landscape, we also risk losing part of what makes the voyage special in the first place,” says Martini.

The fallacy of pure ‘Excel optimisation’

Across passenger shipping, considerable investment is being made in interiors, hospitality concepts and differentiated onboard experiences. At the same time, some modern ferry concepts are showing an increasingly functional and austere approach to interior design, with spaces shaped primarily by operational and cost considerations. As Illes analysed in a widely acclaimed keynote speech at the prestigious Shippax Ferry Conference earlier this year, there is a threat of a kind of ‘architectural ice age’, whose austere nature often bears more resemblance to sterile functional buildings than to passenger ships.

A similar tension can be seen across both ferry and cruise ships when it comes to the direct relationship between passengers and the sea. Open deck areas with unobstructed views can become more restricted, sightlines interrupted, and high glazed panels or increasingly enclosed outdoor spaces can diminish the immediate sense of wind, sea, weather and horizon – while also distancing passengers from the passing landscapes and destinations that give each route its distinctive character. Illes warns of the long-term consequences of this development for customer loyalty:

“Passengers who can no longer find their bearings in a soulless environment unconsciously devalue the product of a sea voyage to a mere, interchangeable transport service. If the direct connection to the sea, the sensation of the elements and the view of spectacular natural phenomena are cut out, this risks undermining an important part of the wider potential of the business model: the ability to make the maritime journey an appealing proposition in its own right.”

This question also has a generational dimension. If ferry and cruise operators want to broaden their appeal and attract younger and future customer segments, they need to create spaces that offer more than efficient transportation or sophisticated interiors alone. Openness, discovery and direct encounters with nature and the marine environment create those memorable, highly visual and even ‘Instagrammable’ moments that passengers are eager to capture and share.

Atmosphere as a revenue driver: design secures additional revenue

The emotional staging of the travel experience is far more than mere aesthetics – it is a hard-hitting economic factor. A successful passenger experience has a direct positive impact on the bottom line, as a harmonious, feel-good atmosphere has been shown to extend the length of time guests spend in public areas.

“Passengers who feel comfortable, safe and fascinated on board show a significantly greater willingness to take advantage of additional offerings such as dining, shore excursions or boutiques. A sterile ship design focused purely on efficiency may reduce construction and operational costs in the short term, but in the long term it can undermine valuable on-board revenue and branding potential – and ultimately prove very costly,” explains Illes.

The alternative approach: the ship as a showcase for nature

Havila Voyages demonstrates day in, day out on the historic Norwegian postal ship route what this symbiosis of highly efficient design and the ultimate passenger experience looks like in practice. Not only does the fleet glide silently and emission-free through UNESCO World Heritage Sites such as the Geirangerfjord, but the ships’ design has been specifically developed with nature in mind. Rather than isolating passengers behind towering glass walls or in sterile, functional interiors, the ships feature huge panoramic windows, unobstructed views and spacious, freely accessible outdoor decks, such as the bow area. Here, the sea is not relegated to a secondary role but remains the undisputed star of the journey.

This approach illustrated one of the central conclusions of the SMM discussion: efficiency and innovation do not have to come at the expense of emotion. Thoughtful design can support both operational requirements and the fundamental reason why many passengers choose to travel by sea in the first place.

Focus on the passenger experience

For Havila Voyages, emotional customer loyalty goes far beyond simply feeling at ease on board – it is the key to greater environmental protection. “We want to actively encourage and inspire our guests to make their own contribution to greater sustainability,” explains Bent Martini. “However, as a coastal cruise company, we can only succeed in this if the people on board are able to forge a deeper, unspoilt connection with our vulnerable coastline and the elements.”

“It is only through the unfiltered experience of spectacular nature that awareness of its need for protection is heightened. Anyone who walls in the soul of the sea voyage with purely functional architecture misses the opportunity to turn passengers into genuine ambassadors for the green transition,” concludes Martini.