The vice-president of Norwegian Cruise Line believes consumers are prepared to pay a higher price for its newest ship, Norwegian Prima, which launches in August.
And the price is important for attracting the right sort of passenger, according to Eamonn Ferrin, who heads up the international business at NCL.
Commenting on bookings for Prima, he told a Travel Weekly webcast: “It is priced at a premium, as it should be, because it’s a premium product. And we make no bones about that.
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“And we’re very pleased with that. Because the bookings have been so strong, it shows you that customers are willing to pay a premium price for a premium product.
“And it gives us great hope for the six [Prima class] ships that we’ll launch in the next years.”
He also backed the policy of Frank del Rio, Norwegian Cruise Line (NCL) Holdings president and chief executive, who said last month that the company will focus on the price of its cruises rather than the occupancy of its ships as the company’s full fleet returns to service this spring.
“We all stand behind that. We believe that it’s better to get a great price from the consumer, and then they get the right consumer as well,” he said.
“It’s not just the ticket revenue…it’s also when they come on board; what they’re spending on board.
“It’s really about getting the right quality of customer.
“Anyone can fill a ship.”
He said the cruise line will “gradually increase” occupancy as its fleet returns to operation, adding: “It’s like walking up your stairs: you do not jump to the top of the stairs, you walk up one step at a time.”
Ferrin said the cruise line saw record launch sales when the 3,215-passenger ship Prima first opened for bookings in May last year, in spite of the pandemic.
“It was absolutely in huge demand for across the world, but particularly for UK guests as well,” he said.
The ship will offer northern Europe itineraries from Amsterdam and Copenhagen to the Norwegian fjords then transfer to the Caribbean for the winter, sailing from ports such as Miami and Orlando.
In summer 2023, it will offer 10-night open-jaw itineraries between Southampton and Reykjavik, taking in Norway’s fjords, Amsterdam and Brussels.
Also in 2023, NCL will launch a sister ship, Viva, with similar features and innovations yet to be revealed.
Ferrin said Prima appealed to existing customers as well as those who have not sailed with NCL before.
He also outlined the return to service of NCL ships and said there is huge pent-up demand for cruising, which had grown from 18 million passengers in 2009 to 30 million in 2019.
“We are hopeful that all capacity will back in place and operating by peak season. It’s all going very well,” he told the webcast.
“One [ship] at a time across our fleet has been very successfully welcomed by our customers.
“We see a very, very bright future these six Prima ships coming…they will give us 40% or so more capacity.”
In the short term, he said sales may well be boosted by the dropping of the requirement to wear face masks on ships from March 1.
“Some people are comfortable, even today, wearing masks, and they will choose to do so going forward. And some people don’t like them and may not choose to do so,” he said, adding that NCL still recommends wearing a mask if passengers are moving about the ship.
Passengers must still be fully vaccinated and have a negative Covid test result – although children aged 11 and younger can now join cruises unvaccinated.
He said this policy for children will “definitely help” family bookings.