Nana: NCL has long been known as Forerunner in changing the face of the cruise industry in a lot of ways and not bound by strict dress code, for one, or starting time for dining and various forms of entertainment that you also offer.
In particular, I'm intrigued by your bespoke sort of immersive experiences that are uniquely available at the visiting ports. And I picked up a few brochures when I was on board as well, but I wanted to know some insights and highlights from programs offered at various ports such as Beyond Blueprints, Go Local, and other Gourmet Tour excursions.
Ben: Those are the three core examples of how we're trying to take our guests to go a little deeper behind the scenes of the local destinations – which I think we do best.
Wherever we deploy our ships, we look to immerse our guests in that destination as best we can, whether that's deploying smaller ships to Asia so they can get into the smaller ports and our guests can go and see some of the more hidden jewels of Asia, or whether that's creating shore excursion experiences. That's a big focus on what we do.
We aimed to offer a small group experience to showcase the local people, culture and cuisine, whether it be hiking, an interactive cooking class, or exploring with a local. In response to feedback, we developed smaller bespoke shore excursion options, which have become incredibly popular.
Nana: I see, so the local activities are done in partnership with local agents?
Ben: Yes, with local DMCs on the ground, it goes beyond just where we can dock a ship for a day. It's about regions that can support well-organized touring programs and also offer the freedom for passengers to explore independently.
Port selection is crucial. We need to work with communities that can efficiently handle our 2,000-passenger ships without overwhelming local infrastructure, ensuring we don't put too much strain on their public transportation systems and services.
Nana: I hear ‘solo travelers’ are on the rise. What are you doing to accommodate this sector?
Ben: We are leading the way with our Solo Studios, specifically designed for solo travelers, available on many of our ships. These cabins offer individual beds, bathrooms, and dedicated lounges for solo guests to gather and enjoy refreshments. Earlier this year, we introduced over a thousand additional cabins reclassified from our general inventory to solo cabins, including balconies, ocean views, and inside cabins. This change allows solo travelers to book these cabins without paying the typical surcharge for double occupancy. Our commitment to accommodating solo travelers with additional inventory keeps us ahead in this market.
Nana: I can most definitely see the charm of being a solo traveler on your cruise, especially if there's a choice of meeting others.
Ben: The market is indeed growing, and we cater to it well. Solo travelers can travel knowing there will be other solo travelers on board. Typically, solo travelers are aged 55 to 60+, but we've seen younger solo cruisers too. For example, a 32-year-old recently traveled solo because her husband didn't want to come. Post-pandemic, younger demographics are considering cruises for their next holiday due to value and convenience. At NCL, the average age of cruisers has dropped to 46, reflecting this trend. In Asia-Pacific, the average age is closer to 60, however there’s a significant opportunity within Asia with new cruisers and itineraries so we expect the average age to come down further.
Nana: Now, can you tell us more about Hawaii? I heard it's a popular destination among Japanese travelers, along with Mediterranean cruises.
Ben: Yes, Hawaii, Alaska, and the Mediterranean are top destinations. Pre-pandemic, Japan was a powerhouse source market for us, especially for Hawaii. Despite the slower recovery post-pandemic and the weak yen, outbound travel from Japan is expected to increase significantly. Cruising offers the best value to see Hawaii, with NCL providing a unique option.
Our Pride of America ship is the only one that operates year round 7-day cruises from Honolulu, offering unmatched convenience without needing to enter international waters, thanks to being American-flagged and adhering to American maritime law. This exclusivity makes it a uniquely convenient option, especially for this market.
This is particularly appealing for Japanese travelers, as they can fit the trip into a typical work week, without feeling guilty!
