CRUISERS will be able to experience ‘More at Sea’ with Norwegian Cruise Line’s (NCL) new brand positioning, which will replace the much-loved ‘Free at Sea’ platform.
The new fully commissionable More at Sea package elevates the guest experience with three key pillars: an expanded selection of upgraded premium beverage offerings, more specialty dining meals, and fleetwide access to Starlink wi-fi.
Guests can take advantage of the package from today, for voyages from 01 January, offering a more extensive variety of premium beverage brands & more than 100 specialty cocktails, and wi-fi logins for 150 minutes.
Additional specialty dining will be available for sailings of seven days or longer, and NCL is also replacing its a la carte pricing with a flat charge.
Tips and gratuities are also included for Australian customers as part of the ‘More at Sea’ platform.
Director of Sales Strategy & Operations Damian Borg told travelBulletin the timing is right for the cruise line to extend its ‘Free at Sea’ platform into the more wholly encompassing ‘More at Sea’ brand pillar, which he hoped would be an easier sales pitch.
“It’s really an evolution of that value proposition that we did have in place with Free at Sea…it served us really well for a long time, and we just felt that the time was right to be more bold about our offering on board, and the word ‘more’ was more fitting with what we give to customers,” he explained.
“More is what we do, more is what we want to be seen for, and more is more easily communicated by us to our partners and our partners to our customers,” he added.
More at Sea will also see NCL redefine its onboard entertainment offerings to deliver a greater variety of programming, particularly outside the theatre.
NCL is also introducing a completely revamped mobile app, which will be rolled out by the end of the year.
The greater amount of inclusions will result in a slight increase in fares, Borg said, with adjustments to come this month.
The NCL sales chief put out the call for the cruise line’s partners to “get behind” the move.
“This is the DNA of our business, this is what we’re known for,” Borg enthused.
“It’s about evolution, it’s not about revolution, it’s about making our experience on board our ships stress free…we want our guests to get on board and enjoy the comforts and the inclusions from day one.”
NCL is now bringing to life the creative associated with the new platform, which will see the marketing team replace old assets, and the sales team hit the road in the coming days.
