2 011 s ta ke h ol d er r epo rt ca r d

Summer of Success

Marine Atlantic has delivered a much improved service during summer 2011.

highlights of the summer season

Significant improvement in on-time performance; from 59 per cent in 2010 to 91 per cent in 2011

As we reflect upon the past couple of years, we are truly amazed at how much has changed within our organization. We have upgraded the entire fleet, including the introduction of two new ships, made improvements to our terminal properties and customer contact systems, and introduced new training programs for employees. All of these projects have resulted in an improved service; our customers are seeing it and telling us that this is one of the best summers ever for Marine Atlantic. In particular, customers are telling us that our front-line and hospitality employees are doing a great job and are an integral part of their improved experience. Our customers like what we are doing and are encouraging us to continue in this positive direction. To evaluate our improvements, we compiled this report to take an objective look at how this years summer service compares with recent years. Thank you to everyone for the positive things happening here at Marine Atlantic. Our front-line employees and management team have embraced change and stepped up to the plate with a real sense of renewed pride. Our change will continue as we evolve into a modern and efficient ferry service providing customers with good value for money. Please take a few minutes to review some of our indicators of success during the past summer.

Ease of access to a reservation; available up to the time of departure on 99 per cent of sailings

Overall satisfaction is up, with 74 per cent of customers highly satisfied compared with 51 per cent in 2010

We met or exceeded the expectations of 92 per cent of passengers

93 per cent of customers are likely to recommend us to friends or family

Wait times for commercial customers were significantly better; reduced by 63 per cent

Commercial traffic increased 2.8 per cent; passenger vehicle traffic decreased 5.3 per cent

28 per cent more customers travelled between Argentia and North Sydney, and 87 per cent of Argentia passengers were highly satisfied compared with 52 per cent in 2010

Additional cabins were in high demand, with 25 per cent more sold than in 2010

Wayne Follett president and ceo

Rob Crosbie chair of the board of directors

Employees rose to the challenge to deliver a high level of customer service and adapt to the new vessels

The MV Leif Ericson, providing dedicated service for our commercial customers, underwent an extended refit to ensure continued reliability and improved comfort.

Introduction of a second bi-level loading dock at North Sydney combined with enhancements to the North Sydney terminal yard enabled a more efficient movement of traffic.

our summer season

Onsite radio stations were introduced at each of our terminals (106.3 FM Marine Atlantics summer season begins with the first crossing of the North SydneyArgentia service in June. For the purposes of this report, we used data from the period of June 17 to September 4, 2011, with comparative data drawn from the same period for 2009 and 2010 where appropriate to measure our summer success. We introduced a new modern and upgraded fleet in anticipation of this years busy summer season and these investments, combined with a summer without major storms, has contributed to our overall success. This report will update Marine Atlantics customers on our summer season and measure our level of improvement. The success of this summer season has been very rewarding for Marine Atlantic employees who witnessed a number of major projects take place during the 10-month period leading to June 2011. Some of these highlights include: Introduction of two new vessels, MV Blue Puttees and MV Highlanders, increasing fleet capacity by 25 per cent. These modern and efficient vessels offer greater reliability and improved amenities such as additional cabins and increased dining choices for customers. From a Senior (80 years), thumbs up to all of the staff for making my crossing enjoyable and relaxing, 10+. comment card feedback Our modern fleet with increased capacity of 25 per cent includes four vessels three of which are less than 10 years old. Providing 56 crossings per week, this reliable fleet transported thousands of passengers and vehicles during its 624 summer crossings. in Port aux Basques and North Sydney, 104.5 FM in Argentia) enabling customers to receive information regarding their crossing while sitting in their vehicles. Customer contact systems were strengthened to provide updates on sailing reservations, and the Marine Atlantic website was improved to offer more timely information to customers.

Upgrades to the Argentia terminal and docking facilities set the stage for the successful integration of the MV Atlantic Vision with its cruise ship feel, increased number of cabins and improved amenities.

What an improvement! Pleasantly surprised and superb accommodation. comment card feedback

commercial vehicle traffic levels

Hundreds of thousands of passengers and vehicles are transported via Marine Atlantic ferries annually. Just a few months ago we set a record transporting 100,000 commercial units for the first time ever in a 12-month period. This summer period saw an approximate 2.8 per cent increase in commercial traffic volumes in comparison to the same period last year. Although it is early in the fiscal year, we are cautiously optimistic this will be another record breaking year. 25k
COMMERCIAL TRAFFIC (JUNE 17-SEPT4)

PASSENGER & PERSONAL VEHICLE TRAFFIC

200k

75k

2010 2011

150k 197 ,353 181,877

50k 68,244 64,632

100k
PASSENGERS

25k
PERSONAL VEHICLES

20k

22,371
15k

23,013

2010 2011

passenger vehicle traffic levels

There was a 5 .3 per cent decrease in the number of passenger vehicles transported this summer which reflects similar decreases in the rest of Atlantic Canada. Early summer season travel numbers from Nova Scotia and Prince Edward Islands Confederation Bridge indicate that drive statistics are down in both provinces, and national travel statistics cited by the Canadian Tourism Commission show that American tourists travelling by vehicle are also down. The intensity of negative criticism publicly levelled at the renewed fleet over the past year may have also been a factor resulting in a drop of passenger vehicle traffic. This was a first time crossing; hats off to the crew and captain. Thanks to the office crew as well. comment card feedback

vessel on-time performance

Vessel on-time performance is defined as a vessel leaving port no later than 15 minutes beyond its scheduled sailing time. This summer our vessels sailed on schedule 91 per cent of the time, including delays caused by weather, compared to 59 per cent in 2010 and just 43 per cent in 2009. It is interesting to note that 97 per cent of sailings left within one hour of scheduled sailing time. 100%

customer feedback
In 2010, Marine Atlantic initiated a new research program that solicits feedback from customers within two weeks of the date they travelled with us. Every week, passengers are contacted by an independent, professional research firm to ask them about many aspects of their travel experience, from making a reservation through to disembarking at their destination. The positive impact of the changes we have made in the past year are evident when comparing customer ratings from the summer of 2010 with 2011. Most of the items measured on this survey use a ten point scale, where a rating of 1 is very poor and 10 is excellent. Our goal is to achieve at least 8 out of 10, and we focus on the percentage of customers who rated an item as an 8, 9, or 10. A score of 8 or better indicates a high degree of satisfaction or performance. Performance

VESSEL ON-TIME PERFORMANCE

50%

43
0% 2009

59
2010

91
2011

Predictability and reliability are key measures for our customers. Outside of the uncontrollable factor of weather, passengers expect that we will sail on time, keep the fleet on schedule, and offer a service they can count on. This summer, our customers rated us much higher on the overall reliability of the service and on our ability to keep the vessels on schedule. Marine Atlantic introduced two new ships to its fleet in 2011. The MV Blue Puttees and the MV Highlanders are proving to be extremely suitable for our service. Their interior design and layout, expanded customer amenities, increased vehicle capacity, and demonstrated ability to successfully manoeuvre in each of our ports is resulting in greater reliability for our customers. The fleet performed very well during the busy summer season with only one return sailing cancelled for maintenance. Customers reserved to this sailing were notified four days in advance and provided an opportunity to sail on an alternate crossing within four hours of their original time. In comparison, vessel breakdowns during the summers of 2009 and 2010 resulted in thousands of customers being rebooked to alternate sailings more than 24 hours from their original reservation.

availability of crossings
With our increased capacity, customers could make a crossing any day this summer. Of the 464 crossings that were available for reservation (excludes 160 sailings by the MV

Leif Ericson, which was dedicated to first-come, first-served commercial traffic), only
six sold-out to passenger vehicle traffic; other crossings were available within hours of these sailings. In previous years, customers indicated they waited more than seven days for a reservation during the peak weeks. This year, customers could drive up to one of our terminals and board a vessel 99 per cent of the time, even without a reservation . The ability to make a reservation on the crossing of choice continues to be a strong indicator of customer satisfaction. In the past, limited capacity combined with a lack of reliability has negatively affected customer satisfaction.

100%

PERCENTAGE RATING 8, 9, OR 10 OUT OF 10

Satisfaction Customers have reported high levels of satisfaction with many aspects of the service this summer, from the quality of the food to the comfort of the cabins. Comments received from passengers via email and through onboard comment cards have also been overwhelmingly positive.

50% 2010
CUSTOMER SATISFACTION

47
0%

81

34

77

2010 2011

100%

2011 83 73 50 55 74 58 64 85

OVERALL RELIABILITY

ABILITY TO KEEP ON SCHEDULE

50% Employee Interaction Marine Atlantics employees, both onboard and onshore, were challenged to increase their focus on providing excellent service to our customers this year, and additional training was provided to help them achieve that goal. Our customers reported that our employees rose to the challenge, improving even where they were performing strongly last year. 0%

QUALITY OF FOOD

COMFORT OF SEATING

AVAILABILITY OF SEATING

COMFORT OF CABINS

PERCENTAGE RATING 8, 9, OR 10 OUT OF 10

100%

2010 2011 75 49 72 82

96 78

91 83

95

Most notable have been the reported improvements in overall satisfaction, our ability to exceed expectations, and likelihood to refer Marine Atlantic to friends and family. With respect to overall satisfaction, there has been a significant improvement. It is also interesting to note that while a smaller percentage of residents of Newfoundland and Labrador report satisfaction levels of 8 or higher than do non-residents, the improvement from 2010 to 2011 is greater amongst residents.

50%

47

0%
COMMITMENT ACTING TO HIGH QUALITY ON CUSTOMER SERVICE CONCERNS RESERVATIONS STAFF TERMINAL STAFF VESSEL CREW

Amazing. The Vision is without a doubt as nice as any cruise ship that we have been on. We were pleasantly surprised. Excellent all the way around. comment card feedback

What is most gratifying is that the percentage of customers reporting we exceeded their expectations has more than doubled, from 15 per cent in 2010 to 37 per cent in 2011.
MEETING EXPECTATIONS

100%

OVERALL SATISFACTION: PERCENTAGE RATING 8, 9, OR 10 OUT OF 10

100%

15

37
Exceeded expectations

50%

50%

70 55

Met expectations Did not meet expectations

51
0%

74

2010 2011 0%

15
2010

8
2011

OVERALL SATISFACTION

SATISFACTION AMONGST RESIDENTS AND NON-RESIDENTS: PERCENTAGE RATING 8, 9, OR 10 OUT OF 10

The likelihood to refer a service to others is widely seen as a key indicator of a companys performance, as customers are more reluctant to recommend services to a friend or family member unless their personal experience has been exceptional. In 2011, 93 per cent of customers indicated they would likely refer Marine Atlantic to others.

100% 2010 2011

LIKELIHOOD TO REFER MARINE ATLANTIC

50%

100%

43
0%

70

55

80
50%

38

60
Very likely to refer

NL RESIDENTS

NON-RESIDENTS

40
On average, Marine Atlantic met or surpassed the expectations of 9 out of every 10 customers this summer, and only 8 per cent did not have their expectations met. 0%
2010

33
2011

Likely to refer

wait time for commercial traffic

With two new ships able to transport approximately 50 per cent more vehicle units than the vessels they replaced, we have greatly enhanced the timely movement of commercial customers. Even with a growth of 2.8 per cent over the same period in 2010, commercial traffic travelling on a first-come first-served basis waited much less than they did under the same system in previous years. By reducing wait times, Marine Atlantic helps to improve the efficiency of the flow of goods between the Island of Newfoundland and the mainland, enabling the economy to grow and benefit business and consumers. To compare wait times under the first-come first-served system, data from the summer of 2011 is compared with 2009, as there was a commercial reservations system in place in 2010. The wait time for an average commercial drop trailer or tractor trailer dropped 63 per cent, from just over 18 hours in 2009 to less than 7 hours in 2011. Given that the gap between sailings is typically between 6 and 7 hours, this means that the vast majority of commercial units sailed on the next vessel departing port. The MV Atlantic Vision with its improved amenities and significantly more cabins was well-received on the service. Customers were much more satisfied with their sailing experience on the route this year, with 87 per cent rating their satisfaction as 8 or higher on a 10 point scale, compared to 58 per cent in 2010. Ratings for the quality of the food improved from 52 per cent of customers giving it an 8, 9, or 10 in 2010 to 81 per cent, and selection from 50 per cent to 71 per cent. Cabins received similar ratings; the comfort of cabins was rated as excellent by 86 per cent of passengers versus 48 per cent in 2010. Almost half of customers reported that the MV Atlantic Vision exceeded their expectations, 45 per cent, compared to only 16 per cent reporting the same on the Argentia service in 2010. Similarly, while only 34 per cent would be very likely to recommend the route to friends and family in 2010, 64 per cent would be very likely to recommend it this year (in fact, 91 per cent of customers said they would be likely or very likely to recommend in 2011.)

argentia-north sydney ferry service

Investments to the Argentia terminal building and docking facilities combined with a new vessel for the service and an advertising campaign resulted in a 28 per cent increase in the number of passengers carried on the Argentia-North Sydney ferry. The reliability of the Argentia service was also greatly improved this year, with no cancelled sailings versus four cancelled round trips due to mechanical issues in the summer of 2010. It should also be noted that even adjusting for the 3,600 displaced passengers from these crossings, the growth in passenger traffic on the route is an impressive 15 per cent.

ARGENTIA-NORTH SYDNEY GROWTH

30k

15k

2010 2011

25k

10k

Because of the pleasant crossings, we plan on using Marine Atlantic again soon. comment card feedback 20k

21,600 27,766 5k
PASSENGERS

8,904

11,475

PERSONAL VEHICLES

customer quotes
I would like to send a bouquet this morning to Marine Atlantic; after hearing all the negative comments recently about crossing the Gulf, we were a bit apprehensive about the trip on the Blue Puttees. We were pleasantly surprised yesterday to find the ferry to be clean, comfortable, the food was delicious, it was reasonably priced. The staff was kind, courteous, and helpful. except from email read out by host, open line, vocm | august 24, 2011 Customers often look for additional comfort while on board our vessels and Marine Atlantic was pleased to offer an increased selection of cabins this summer, and despite the decrease in passenger volume, cabin sales increased significantly. . A beautiful boat with excellent food, great service and friendly staff. All eight of us were equally impressed. Hats off to Marine Atlantic for their service, professionalism and for helping to make our trip such an enjoyable experience! We look forward to our next trip. excerpt from a letter to the editor, the advertiser | july 28, 2011 In comparison to 2010, 25 per cent more cabins were sold during the summer of 2011. In response to input from our customers and the tourism industry in Newfoundland and Labrador, the MV Blue Puttees and MV Highlanders offer 96 modern and efficient cabins during each crossing, doubling availability from previous years. During night crossings, cabins sold out on a regular basis, and even on daytime sailings cabin usage has been higher than in previous years. The MV Atlantic Vision has 150 cabins, more than three times the amount available in previous years on the Argentia-North Sydney crossing. Cabins continuously sold out on this crossing, with all cabins used during the peak months of July and August. The more expensive deluxe cabins were the most popular choice for customers selling out for all sailings for the entire season well in advance of each crossing.
NUMBER OF CABINS SOLD

vessel cabins

. From the moment we arrived in Argentia, the Marine Atlantic staff were so friendly and very efficient. They loaded the entire ship within minutes. Once we were on board the ship I started to look around. I was very impressed! Ive told friends that it rivals the cruise ships we have been on beautiful. Gleaming hardwood, colourful furniture and clean. Offloading was a breeze, and fast, too. excerpt from a letter to the editor, telegram | august 22, 2011

30k Everything was wonderful. Food was fantastic! This has been the best time weve enjoyed our crossing. Thanks! comment card feedback 20k I have been using the ferry almost yearly for 29 years, and it was always something to be endured. For the first time, I am able to say that I really enjoyed the experience. comment card feedback 10k

2010 2011

18,300

22,948

2010 2011

conclusion
The summer of 2011 has truly been a summer of success for Marine Atlantic. The hard work has paid off, with a widely acknowledged improvement in service from our customers, and with a renewed sense of pride amongst all of us who are working to transform Marine Atlantic into a modern and efficient ferry company providing a high level of customer service. The evidence suggests the transformation is well underway. Change will continue, as we work hard over the coming months and years to make further improvements for our customers, including the renewal of all three Marine Atlantic terminal properties and a review of business processes. We are proud of what we have accomplished in the last couple of years, and particularly in what we have achieved over the last few months. And we are delighted that our customers have responded so positively to the changes we have made to our service. We are excited about the possibilities ahead of us, and look forward to welcoming you onboard in the near future.

Thank you so much for such a relaxing and exciting trip. Our first on a ship. This was very special. Thanks to all the amazing staff who made us feel at home. comment card feedback

WOW! Such improvements over travel to NL. Memories of childhood, even bringing my own children back and forth and having no cabins,ugh! Well,well, well. Beautiful and no problems . comment card feedback

Very pleasant staff. Makes me want to travel again with you. comment card feedback

201 1 sta k eho l d er report card

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