There are more flights every day and despite a few hiccups along the way, the world is truly opening up. This means that we are likely to see more flights open up as well as other travel options such as cruises by providers like the Norwegian Cruise Line or Royal Caribbean Cruises.
However, the changing consumer behaviours mean that innovation is required to stay relevant as travellers start to stream back. In the cruise line business, we are seeing a lot of changes in the industry.
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In Asia, cruises continue to be a popular option with ‘cruise to nowhere’ options being a popular choice for travel-starved Singaporeans. This was a short cruise around the island that never docked anywhere else, but offered a short break from a lock-down.
Now as travel eases, there are more options available to travellers. One of the major providers is the Norwegian Cruise Line. As one of the largest operators in the industry, they have been at the forefront of change and innovation in the industry. We speak to Braydon Holland, Senior Director for Asia for Norwegian Cruise Line, about the evolution of the cruise industry.
What’s the difference between close-to-home cruising and fly/cruise?
Some cruise lines offer voyages from a local home-port – for example, guests who choose to ‘cruise to nowhere’ from Singapore – while others such as Norwegian Cruise Line offers ‘cruises to somewhere’.
These international ’fly/cruise’ itineraries are typically further afield and reached by taking an overseas flight first. Then once onboard, guests can explore multiple countries on one itinerary, while unpacking just once. Whether travellers choose to cruise close-to-home or farther afield, the benefits abound, including the ability for them to extend their stay pre or post-cruise by book-ending their trip with land touring.
How has the response been from Asian travellers?
There is no doubt the cruise industry has faced challenging conditions, but as vaccination programs accelerate and nations around the world open their borders, 2022 will be the year that travel comes roaring back.
In Asia, there is increasing interest in cruising, and we expect to see a continued positive trajectory.
As an international cruise line, our guest mix is incredibly diverse – our guests come from across the Asia region and we’re ready to welcome them back on board when the time is right.
Where do you see the most potential for growth in this segment in Asia?
Now that the majority of our fleet is now back in the water and back to doing what we do best – delivering exceptional holidays at sea – there are even more opportunities for Asian travellers to cruise again. Backed by our comprehensive health and safety protocols, our full fleet is expected to resume cruising this month and our guests who are cruising again are telling us they’ve never felt safer.
Europe and the Mediterranean are perennially popular destinations for Asian travellers. As Europe’s leading cruise line, we offer an incredible variety of itineraries in the region, having recently unveiled our greatest season yet with eight ships visiting more than 100 ports of call, including longer stays and immersive touring options.
And of course, Asia remains an incredibly important market for us, both as a source market and as a destination. It’s a particularly diverse region, made up of many unique countries and cultures. We see an opportunity for growth in a range of segments, such as MICE and multi-generational family groups, as well as premium cabin choices such as suites in The Haven, as guests make up for the lost time.
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What’s next for NCL?
The big story for 2022 is the launch of the brand-new Prima Class – marking our first new class of ships in a decade.
Norwegian Prima will be the first of six ships to launch over six years. With her premium offerings, she is particularly attractive for the Asian consumer who has had their wings clipped for some time.
Norwegian Prima has been designed around four key pillars – more space, elevated service, thoughtful design and showstopping experiences. We’ve also just announced Katy Perry as godmother, and we look forward to launching our beautiful, innovative ship with her in August 2022.
In Asia, we hope to resume cruising from October 2022, when Norwegian Sun debuts in Japan, followed by Singapore in January 2023. We’re committed to Asia for the long-term and will continue working with authorities to ensure that we can return when the time is right.
