All-inclusive pricing is a growing trend for cruise lines looking to make life easier for passengers. Jane Archer finds out more
The lines between cruise brands are starting to blur as an increasing number turn to more-inclusive pricing models to cater for clients who like to pay upfront for their holidays.
Celebrity Cruises switched to an Always Included pricing model in 2020, covering drinks, tips and Wi-Fi for all passengers. And those in the top accommodation get premium drinks and other perks included free, along with unlimited access to the speciality restaurants.
A few months later, Holland America Line launched Have It All fares for cruises of seven nights or more that include drinks, Wi-Fi, selected excursions (the number varies depending on the length of the cruise) and some speciality dining.
HAL president Gus Antorcha says the change follows research with agents and clients that “overwhelmingly pointed toward one simple fare that included our top amenities”.
Windstar Cruises has adopted a similar all-inclusive strategy “to be in line with other luxury [lines]”, according to president Christopher Prelog. Its fares now automatically include unlimited wine, beer and cocktails, tips and Wi-Fi, but the inclusive package can be removed on request.
More inclusions
The ultra-luxury lines, which are already pretty inclusive, are also upping their game when it comes to what’s included. Seabourn has just introduced free and unlimited Wi-Fi for all. And new for 2022, Silversea Cruises offers at least one free excursion in every port as well as flights and transfers.
Not having to pay every time you want a glass of wine or cocktail while on holiday has obvious attractions. It’s also much friendlier, as no one worries who is buying the next round.
Besides, coughing up for crew tips has never been popular with British cruisers. P&O Cruises, MSC Cruises and Viking are among several lines that have done away with tips for British cruisers, but others keep the tradition. Notably, Holland America Line’s Have It All package does not include tips.
“We believe this should still be at the discretion of guests rather than a mandatory inclusion,” says UK and Ireland managing director Lynn Narraway. HAL passengers can remove the Have It All package if they choose.
Some lines include everything from drinks and tips to flights and excursions
Celebrity vice-president and managing director EMEA Jo Rzymowska says the move to Always Included had been on the cards but was given a nudge by the pandemic.
“It’s really simple, so easy to explain and understand, and guests like that. The change has been well received.” Cruise fares are certainly a minefield.
Some lines include everything from drinks and tips to flights and excursions; others package selected drinks and tips in the fare; while others still throw in some speciality dining as well.
Carnival Cruise Line is one of several operators that include meals in the self-service or dining room and entertainment in the cruise fare, but use drinks packages as promotional tools.
“Carnival will continue to offer pricing packages at an excellent value that appeal to its broad customer base,” says international sales vice-president Iain Baillie.
Optional upgrades
Princess Cruises likewise includes only meals and entertainment, but also gives passengers the option to upgrade to a Princess Plus package that costs £30 per person per day and covers their drinks, Wi-Fi and gratuities.
The same perks are included in newcomer Ambassador Cruise Line’s Ambassador Fares. Norwegian Cruise Line went all-inclusive in 2017, throwing drinks, tips and some speciality dining into its fares in a move hailed as “game-changing”.
Just two years later, this was replaced with the Free at Sea package, which gives clients the option to pick various perks for an extra £99 for seven nights.
Passengers have more and better choice, which is a brilliant sales pitch
NCL vice-president of international business Eamonn Ferrin says the change was introduced on the back of consumer research that showed guests were looking for offers that promoted “individuality”.
He explains: “While a drinks package and speciality dining might be important to some holidaymakers, for others, free internet minutes or credit for excursions are the drivers.
Free at Sea puts the power of choice in the hands of guests, inviting them to individualise the way they holiday.” What does all this mean for agents? While the whole cruise industry might not be heading for all-inclusive prices, as fare structures evolve, passengers have more and better choice, which is a brilliant sales pitch.
PICTURES: NCL/AMANDA MARSALIS.
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