Oceania Cruises is ditching its long‑standing Olife Choice free add‑ons in favour of a simpler, more-inclusive pricing model.
Details are under wraps until July, but global sales senior vice-president Nikki Upshaw promised it would be less confusing and easier to explain to the trade and passengers.
She said the change will be implemented in October; clients already booked will have the choice to stay with Olife or switch.
Olife has been in place for more than a decade and allows customers to pick one free extra from a choice of either selected drinks with lunch and dinner, some excursions from a limited pool of tours or onboard credit. The number of free excursions and amount of credit depend on the length of the cruise.
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UK managing director Bernie Carter predicted its replacement will appeal to a younger audience – the line typically attracts an older demographic – and new-to-cruise customers because it is simpler to understand.
He said UK bookings this year started slow due to competition from the six-star market but things had “turned around” and the line was now taking “above its fair share”, adding: “We have promotional fares for Q3 and Q4, as there is some space to fill, but we are pulling in forward business at full pricing. We are doing really well and on track to meet our targets.”
Carter and Upshaw were speaking on the maiden cruise of Vista, Oceania’s first new ship in more than a decade. It was named in the Maltese capital of Valletta in May by godmother Giada De Laurentiis, an Italian-American food chef.
The vessel, which will be joined in 2025 by sister ship Allura, can carry 1,200 passengers and 800 crew. In keeping with Oceania Cruises’ claim to serve the best cuisine at sea, it has one chef for every 10 guests.
New restaurants include Ember, a casual venue for those who want a break from the two to three-hour fine-dining in Oceania’s other eateries, and Aquamar Kitchen, which is open in the day and serves healthier cuisine. “We needed something to balance the indulgences,” said Upshaw.
An enlarged Culinary Center has 24 individual cooking stations and a new chef’s studio for up to 36 people that Upshaw said groups can use for cookery talks, demonstrations and private dinners with guest chefs.
Agents’ views of new ship Vista
Mike Davies, franchise owner, GoCruise
“Vista has taken Oceania Cruises another step up from the high standards of Marina and Riviera. They have taken things forward in every area, including with the big showers, the 1,000-thread-count bed linen, the more elegant and intimate design of the Grand Dining Room, and Aquamar Kitchen, which just needs to be bigger! Oceania’s past passengers will not be disappointed.”
Edwina Lonsdale, managing director, Mundy Cruising
“Vista’s contemporary style is a welcome evolution from Marina and Riviera: classic Oceania stepped up a notch. We particularly liked the additional space for the culinary programme, the healthy dining in Aquamar Kitchen and the Bakery at Baristas. It represents a fantastic step up for premium cruisers looking for something a little more intimate and sophisticated on their journey towards top‑end luxury.”
James Cole, founder and managing director, Panache Cruises
“Oceania Cruises is a progressive brand and Vista continues that progression. It’s an amazing ship. The Grand Dining Room is a fantastic space and Aquamar Kitchen is a great concept, open‑air and offering a break from the richer food served elsewhere. This is for customers who like food, choice and attention to detail. It represents a real evolution for the line.”
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