Commercial Fixed Wing
Air Traffic Control Fully Certified
Air Traffic Control Time Certified In Pos 1 (yrs) 30
Communication Breakdown; Situational Awareness
Deviation / Discrepancy - Procedural Clearance; Ground Incursion Taxiway
Air Traffic Control Provided Assistance; Air Traffic Control Issued New Clearance; Flight Crew Became Reoriented
Human Factors; Airport; Environment - Non Weather Related
The flight was exiting Runway XX Left at Taxiway XX; and had not yet called. I reached out to give them taxi instructions and they asked if the instructions were for them. I assumed I either blocked them or they were transferring frequencies mid sentence; so I reissued the instructions - Taxi via XY to the ramp - as though it was their first call-up. The acknowledged and said they had not received a hand off from the Tower Controller. I told them all was good.A minute or two later; I observed the aircraft turning eastbound on Taxiway XY3 to join Taxiway XZ southbound. I reached out to them by call sign only; and they responded. I followed up with asking them where they were going. The pilot said they were going to the 'north line'; which is on the Ramp Tower apron. I advised them that Taxiway XY4 is the delineation of where the ramp begins and that is where I would have expected them to go to. They apologized and said they were looking for the north line and headed in there. We left it at that.During the slowdown; some crews are probably going to places they either have never been; or have not been to in some time. The only recommendation I can make is to ask; it is not like the frequency congestion would make asking a bad thing.
Ground Controller reported an airliner taxied in the wrong direction toward the ramp.