NEWS — SPECIAL REPORT
Line’s chief Andy Stuart aims to shake up new ship’s inaugural celebrations. Report by HOLLIE-RAE MERRICK
Andy Stuart
Customers invited by agents to attend the inaugural celebrations for Norwegian Cruise Line’s new ship Norwegian Escape will be able to book on board for the first time. Over the past couple of years, the line has welcomed agents and their guests on new ships in a bid to entice new-to-cruise bookings. At the launch of Norwegian
Getaway last year, agents were invited to ask non-cruise customers to the launch celebrations; now, for the launch of Norwegian Escape in Southampton in October, the line plans to evolve the inaugural celebrations even further.
New-look launch Andy Stuart, the line’s chief executive and president, said: “We recognise our travel partners’ ability to bring new-to-cruise and new-to-brand customers on board. We work with them on that through our very successful Partners First programme. “The inaugural celebrations of
Escape will be a true evolution from past events. We want to get as many new-to-cruise guests as we can and this year we’re changing things slightly because we will be adding booking desks on board so guests at the inaugural can book there and then. “The agent gets the commission
because it’s their customer. “We think it’s important to seize the opportunity while people are enjoying our product.” Stuart, who was promoted to chief executive in March, said
Haven courtyard
this was something guests had been calling out for on previous inaugural sailings and that special offers would be available to encourage bookings.
Escape’s facilities Stuart believes the new ship has something for all types of customers – particularly families, empty-nesters and the affluent, who like to book The Haven By Norwegian suites. He said family bookings were
strong in the UK market, and that a new nursery on board would help to entice younger families. For the first time, Norwegian will
offer a nursery for children aged six months to three years, and if deemed a success, nurseries could be introduced across the fleet. Stuart said the line had “taken it up a notch” with the dining and entertainment offerings. New venues on board include Food Republic; The District Brewhouse, which will serve craft beers; and The Cellars wine bar. Entertainment will cover music
from the 1920s, 50s, 60s and 80s, according to Stuart, with new shows including the Million Dollar Quartet, which features the music of Elvis Presley, Johnny Cash, Carl Perkins and Jerry Lee Lewis. The ship will
visit Southampton on October 27 for an overnight event and Stuart said the line would be doing lots of activity in the run-up to get agents excited.
He said: “We have big plans ahead of Escape’s arrival and it’s important for us to get our travel partners involved. We will continue to support travel partners in every way we can.”
Epic intentions Before Escape enters service, the line will be getting agents geared up for the arrival of Norwegian Epic, which will sail year-round in Europe for the first time from May. This weekend, the line will be working with three agencies to showcase some of its onboard entertainment at events in the north of England and in Scotland. Norwegian will be partnering with Barrhead Travel at an
event in Glasgow’s Braehead
Centre; with Vision Cruise at The Trafford Centre in Manchester; and with Hays Travel for an event in Newcastle’s Metro Centre.
Line to appoint a managing director for Europe
Norwegian Cruise Line is close to appointing a managing director for Europe. The new role follows changes to the line’s structure in the wake of its $3 billion acquisition of Prestige Cruises International, operator of Regent Seven Seas Cruises and Oceania Cruises, last year. Initially, Graham Sadler, UK managing director of Regent
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travelweekly.co.uk — 23 April 2015
Seven Seas Cruises, was put in charge of all three brands. However, Norwegian has since decided that the three brands will continue to run as separate businesses, with Sadler returning to solely head up Regent, and Bernard Carter continuing at the helm of Oceania. Confirming the changes, Francis Riley, senior vice-
president international, said: “Nick Wilkinson, as director of business development, is running UK and Ireland and Scandinavia sales, and Norwegian is close to announcing a European managing director.” Norwegian will relocate its UK office this summer from London to Southampton, where Regent and Oceania are based.
SPECIAL REPORT
Norwegian unveils Escape launch plan
“The agent gets the
commission
since it’s their customer”
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