Communications and engagements with destination and operations partners through coordination meetings as well as onsite process trials and orientation have intensified in the final months leading up to the relocation of the Harbourfront Passenger Terminal to its new Singapore Cruise Centre (HarbourFront) terminal.
With the former Harbourfront Passenger Terminal being in operations since 1991 and widely known to travellers using both ferry and cruises services from the facility, clarity of the new location is paramount to ensure smooth operations as the new Singapore Cruise Centre (HarbourFront) terminal begins service on July 7.
The new Singapore Cruise Centre (HarbourFront) terminal stands just 70m away from its former site, allowing passengers to continue to enjoy convenient access to HarbourFront MRT Station, Vivocity shopping mall as well as recreational centres in the area.
In fact, with the new location, cruise passengers disembarking in Singapore can immediately access the Singapore Cable Car Station at Harbourfront Tower Two, where services will bring them to Mount Faber Peak and Sentosa.
Batam Fast Ferry will be the first operator to commence operations from the new terminal from July 7. All remaining ferry operators – Horizon Fast Ferry, Majestic Fast Ferry, Sindo Ferry and Indo Falcon Shipping & Travel – as well as cruise operations will follow from July 15.
Jacqueline Tan, CEO of Singapore Cruise Centre (SCC), told TTG Asia that her team had started to engage taxi operators, private hire vehicles, and Google Maps over the last two months to communicate the relocation. The new terminal is now visible on Google Maps.
Several open houses have also been conducted throughout June to introduce the new terminal to direct partners. Direct partners are also encouraged to gather their channel partners for a site walk-through.
Tan added that engagement with cruise line partners had started even earlier on, to allow SCC to find out “what is important and what experiences they would want for their passengers and customers”. One of the outcomes was the creation of a stylish passenger lounge to welcome guests of premium cruise lines.
She emphasised: “It is important for us to ensure that passengers show up at the correct terminal. However, we know that despite all our best efforts to engage with necessary partners as well as the media to inform the public of the new location, some passengers might still miss the announcements. It is inevitable because the former Harbourfront Passenger Terminal is such an icon for three decades; there is the natural tendency for frequent cruise and ferry passengers to just go where they are familiar with.
“So, we will have way-finding signs at Harbourfront Centre to lead passengers from the old building to the new terminal. We will also have staff in many positions across the first and second floors (of the former facility) to point lost passengers in the right direction. Our ferry operators will put up appropriate signage and have staff to help guide passengers too.”
