In the competitive world of cruising standing still means going backwards and in an attempt to stay ahead Norwegian Cruise Line recently unveiled enhancements to the line’s loyalty program, Latitudes Rewards. Now Norwegian is going even further in changing the modern cruise market by bringing popular all-inclusive holidays to the global cruise sector.
Beginning January 2016 Norwegian Cruise Line introduced an all-inclusive concept onboard Norwegian Sky. Since then guests sailing the three- and four-day roundtrip cruises from Miami to the Bahamas are offered free unlimited beer, wine and premium spirits. The all-inclusive experience also provides guests the freedom to enjoy unlimited premium beverages while soaking up the sun on Great Stirrup Cay, Norwegian’s private island in the Bahamas.
At the same time the company started offering their Free at Sea promotion giving guests a choice of complimentary onboard amenities. These included a free Ultimate Beverage Package, a free Specialty Dining Package, free $50 per port shore excursion credits or a free 250 minute WiFi package.
Now Norwegian Cruise Line is taking another step by introducing Premium All Inclusive cruising. As from this month all European guests sailing on one of the 14 ships in NCL’s fleet receive the new Premium All Inclusive package.
Christian Boell, Managing Director Europe, Middle East and Africa, explains: “A considerable number of what were once considered ‘extras’ are now taken care of including a large choice of premium drinks as well as service charges and gratuities.”
The new Premium All Inclusive includes a selection of premium alcoholic and non-alcoholic drinks in all bars, lounges and dining venues throughout the cruise, Lavazza speciality coffees in all dining venues and unlimited juices, soft drinks and water (including a free bottle of water per guest per day delivered in the stateroom). Premium All Inclusive also means from now on guests no longer have to worry about service charges and gratuities as they are all included. 
In addition to the Premium All Inclusive, guests booked in suites and in The Haven, Norwegian’s exclusive ship-within-a-ship, will receive 250 minutes of free Wi-Fi, gourmet dining in the specialty restaurants and a $100 onboard credit.
Nick Wilkinson, Senior Director and General Manager Northern Europe & MEA, added: “The launch of our product as Premium All Inclusive is a game-changer for the large ship ocean cruise market and it offers a wealth of opportunity for our valued travel partners.We have armed them with a powerful sales tool, helping to convert customers who may not yet have considered cruise as a holiday option, while also introducing new-to-brand cruisers to the Norwegian product. We know that our travel partners have seen an increase in enquiries for all-inclusive holidays, and our new pricing will continue to keep a cruise holiday with Norwegian in the equation.”
At the moment Customers in North America still remain on the old pricing system, but we are confident that Norwegian will also introduce the US market to the Premium All Inclusive concept in the near future.