Norwegian Cruise Lines doubles down on giving cruisers ‘More’ in new brand positioning

Norwegian Cruise Lines doubles down on giving cruisers ‘More’ in new brand positioning
Edited by Travel Weekly


Norwegian Cruise Line (NCL) has introduced a new brand positioning, “MORE,” as it continues to expand its onboard offerings and vacation experiences.

As part of this, NCL is upgrading its popular ‘Free At Sea’ package to the new ‘More At Sea’ package, designed to offer additional perks and premium inclusions that matter most to guests.

Starting from January 2025, guests can enjoy this enhanced package on voyages seven days or longer, with upgraded amenities like premium beverage selections from brands such as Grey Goose vodka and Casamigos Tequila, along with access to over 100 specialty cocktails across NCL’s 80 bars, including the award-winning Metropolitan Bar.

The ‘More At Sea’ package also includes extra specialty dining meals, three appetisers and desserts per sitting, and faster, more reliable internet access via Starlink, with each stateroom receiving 150 Wi-Fi minutes per guest.

In response to guest feedback, NCL is replacing á la carte pricing with a flat cover charge for specialty dining, starting in 2025. Guests will also continue to receive a US $50 shore excursion credit and third and fourth guests can sail free on select voyages.

David J. Herrera, President of NCL, said, “We’ve invested a lot of time listening to our guests… what they want is to see more, do more and enjoy more when they vacation with us.”

“They also want to do so with ease and simplicity, which is why today we are excited to announce the evolution of our signature ‘Free at Sea’ package to the all-new and elevated ‘More At Sea’ package.

“It will deliver a best-in-class upgraded experience with more variety, choice and value to enhance the guest vacation…”

Ben Angell, vice president and managing director NCL APAC, added, “We’re providing even more value and choice – put simply, more of what our guests love.”

“Discover a new favourite from over 100 speciality cocktails, choose from our extensive premium beverage selection across every spirit category, enjoy an extra specialty dining credit and connectivity with Starlink’s high-speed Wi-Fi. We’re providing even more value and choice – put simply more of what our guests love”.

With the ‘More At Sea’ package, NCL is elevating the guest experience, offering an enhanced array of onboard entertainment and a new mobile app to streamline cruise planning and bookings.

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