More of everything with NCL's new 'More at Sea' brand positioning

It expands (and replaces) the long-running 'Free at Sea' package with more generous inclusions but is more comprehensive, entailing more entertainment choices — as signaled during the recent Norwegian Aqua preview, switching out specialty dining á la carte pricing with a flat cover charge and a new mobile app with the ability to more easily plan and book vacation elements.

More value, choice and ease

'Experience More at Sea' means 'more to see and do and more value,' Herrera told Seatrade Cruise News. 'It's enhancing what we had before ... We are trying to provide more value and choice and make it easier, one thing we heard consistently from guests and travel partners.'

More premium spirits, more generous specialty dining

The 'More at Sea' package gives more premium beverages, with 45% more premium brands such as Grey Goose vodka, Casamigos Tequila and Woodford Reserve bourbon whiskey included. The specialty dining inclusion allows more appetizers and desserts with up to three of each included at each sitting.

Starlink Wi-Fi

The Wi-Fi feature entails faster, more robust connectivity with Starlink and more minutes included, with each guest in the stateroom now getting their own dedicated login for 150 minutes on cruises of seven days and longer. 

Still included in the package is a $50 credit per shore excursion for the first guest, free airfare for the second guest and, on select voyages, third and fourth guests sail free. 

Starting today, all marketing materials will tout the 'More' brand positioning.

Flat-fee specialty dining

For those who don't purchase the 'More at Sea' package or for those who want more specialty dining than the package includes (it depends on the cruise length/category purchased, for example, cruises of seven nights in balcony accommodations and above include three specialty restaurant meals), NCL is going to a cover charge instead of a la carte pricing.

This will group specialty restaurants into three tiers, with Cagney's steak house, for instance, in the top pricing tier.

A better app

As for the in-house-developed app, going fleetwide by the end of 2024, 'it will be easier to book spa, dining and shore excursions,' Herrera said, and more intuitive and interactive.

There's an easier check-in process with fewer steps. Users will get a more transparent folio view of purchase history. And a dynamic home screen will display relevant voyage information at each phase of the cruise vacation.

'More at Sea' specifics are detailed at www.ncl.com/sites/default/files/1813003-MAS%20Flyer.pdf