The Western European ferry market is having to contend with testing trading conditions at present, and there are a number of things happening that are not making it easy for ferry operators to turn a profit. From environmental compliance, the generally high cost of marine fuel and the introduction of ultra low sulphur fuel in areas such as the North Sea and Baltic Sea, these are all issues impacting on the bottom line of ferry companies over which they have very little direct control. In a weak freight transport market, ferry operators are chasing fewer customers to support their respective services which causes a “price war” on some routes where only the end user (aka the customer) benefits. With ships to fill and schedules to operate, ferry companies have little choice but to drop rates to attract new traffic and to try and keep hold of what they have already got. And so the circle of margin and profit erosion continues……
So, what can the industry do to combat these negative issues. Well, taking out some capacity would be a start, but this is easier said than done. What is stopping consolidation is not the ferry companies’ lack of money to buy their peers, but the European Commission’s competition rules. Both the MD’s of Stena Ro-ro and Norfolkline have recently claimed that these rules made it very difficult to tale over a competitor which had services on the same route. The general view from the ferry industry is that a softening of competition rules would actually help to create a more stable market through consolidation.
Take, for example, the Irish Sea market.
All the operators who have services on the Irish Sea would agree that the market has been tough now for nearly two years. However in this time, a draft of new tonnage has been introduced by companies such as Norfolkline, Seatruck and Stena Line. There has even been a new entrant to the market, Fastnet Line. Carriers such as Norfolkline and Seatruck have replaced older, smaller ships with bigger, newer vessels and Stena Line took the decision to remove their HSS high speed craft from year round use (due to fuel costs) and replace with a freight vessel offering more freight space, and more daily departures than when the HSS was operating full time.
Now, this is a market that is crying out for consolidation. There is not one company who is operating to capacity, and the major players would dearly love to be able to rationalise and consolidate. Indeed at a recent conference in Bremen, Germany the MD of Stena Ro-ro Bo Severed said “On the Irish Sea, there is intense competition, but from a competition rule point of view it is impossible to do something and we really need [consolidation], not only because we want a more stable market and more stable prices, but from an environmental point of view this is crucial. We need to look at ways soften competition rules to get this going”
Consolidation in other industries, such as air travel, is happening now as a direct impact of the global economic downturn and high fuel costs. Companies such as British Airways & Iberia, Untied Airlines & Delta have joined together in consolidating and combining their businesses to offer customers a network of services but to also benefit from “economies of scale”. There are many similarities between the aviation industry and the marine industry. The ferry industry needs “economies of scale”. I wonder how soon it will be before some of the “house hold” names of today’s ferry industry disappear through consolidation and become redundant brand names such as Sealink, Sally Lines and Ferryways?. Only time (and our leaders in Brussels) will tell!
