The rising tide of cruise holidays
Cruises have undergone a remarkable transformation in recent years, and the surge in demand is shaping the industry’s future. Norwegian Cruise Line’s Ben Angell talks about trends, challenges and innovations that are defining the modern cruise experience
The cruise industry remains one of the fastest-growing segments in global tourism, a testament to its enduring allure that draws over 30 million passengers annually. Weathering the storm of the pandemic, the industry has not only survived but emerged stronger, setting sail into the Asian waters with renewed vigour. With cutting-edge ships, captivating itineraries, and onboard experiences tailored for diverse travellers, the cruise renaissance is at its zenith.
After a hiatus of over three years, Norwegian Cruise Line (NCL) made its long-awaited return to Asian waters last November with its Norwegian Jewel ship, commencing an extensive six-month season of voyages to 11 countries in the region.
A well-known cruise line known for its innovative approach to cruising, (NCL) was founded in 1966 by Knut Kloster and Ted Arison. It began its journey as a modest cruise operator with a single ship offering affordable Caribbean cruises. Over the years, NCL has become a major player in the cruise industry, boasting a fleet of 18 ships of various categories that sail to destinations worldwide, offering a wide array of itineraries and experiences.
Firmly underlying the brand’s commitment to Asia, both as a source market and destination, NCL will have a record four ships deployed in the region during the 2024/25 season, providing travellers with unrivalled choice. Highlighting this exciting line-up is a 12-day cruise aboard the spectacularly furbished Norwegian Spirit, which will sail from Manila, Philippines and include a stop in Hong Kong for the first time in four years. The collection also includes a range of itineraries suitable for a range of traveller preferences, including those who prefer longer, more immersive experiences. This season also signals Norwegian Sun’s first foray into the region.
“Having more ships and an expanded selection of itineraries in Southeast Asia underscores NCL’s firm commitment to this region as a source market and destination. Cruising is the ideal way to explore the range of fascinating destinations and immersive shore excursions on offer without having to pack and unpack constantly,” says Ben Angell, vice-president and managing director for NCL Asia Pacific.
For many in Asia, cruising has been more than a mode of travel; it is an embodiment of convenience, luxury, and uncompromising value. The grand return of NCL to Asia heralds a new era in cruise travel, beckoning passengers to join the adventure and discover the vibrant tapestry of the region in a way that is truly unique and unforgettable. In an interview with Options, Angell shares his insights on the Asian appetite for cruise holidays.
How much have cruises grown in the last couple of years?
The cruise industry has been experiencing significant growth, notably in Asia. According to the Singapore Tourism Board, Singapore recently welcomed nearly 1.2 million cruise passengers. While this figure has not yet surpassed the 1.8 million passengers seen in the pre-pandemic year of 2019, the uptick is nonetheless impressive. Passenger numbers rose from 723,799 in 2021, a marked increase from 409,564 in 2020.
The surge in demand can partly be attributed to people making up for lost time. In today’s age of the “experience-hungry” traveller, cruises now offer more than just sunbathing on a deck or enjoying a buffet. Modern travellers seek diverse experiences, such as cultural immersion, exploration of lesser-known ports, and adventures that stray from the beaten path such as NCL’s Go Local Tours and Gourmet Tours. Coupled with state-of-the-art onboard amenities, the modern cruise holiday has evolved into an array of travel delights to satisfy this new wave of holidaymakers.
Demand for NCL cruises continues to strengthen as guests return to doing what they love – exploring the world with the benefit of unpacking only once and the benefit of visiting multiple destinations combined with the freedom of no set schedule on board. We also see more multi-generational family groups cruising together and using travel as the ultimate way to reconnect.
What do holidaymakers want in a cruise holiday now?
The preferences of holidaymakers are undoubtedly evolving, and the industry rides along this wave. From what we gather from our guests, they seek immersive experiences
and more than just a sun-and-sea vacation, so we have also tailored our itineraries to reflect that, including various destinations catering to travellers’ varied tastes.
Smaller vessels are becoming increasingly popular, too. For example, with a smaller ship like Norwegian Spirit, slated to sail into Asia in the 2024/25 season, travellers can expect a more intimate ambience, enhanced attention to detail, and a greater focus on creating custom-made experiences.
Cruise lines, including ours, are strategically exploring destinations closer to home, so we at NCL also seasonally deploy our ships in Asia. As for the trip durations, they’re becoming more varied and nuanced. Cruise voyages are extending, often ranging from 10 to 14 days, allowing our guests the luxury of longer stays at ports, unique overnight experiences, and fewer days at sea, amplifying the sense of a rounded, immersive adventure.
Is sustainability important to NCL?
While we navigate the complexities of evolving travel tastes, preferences, and competition, we see the current landscape as an opportunity for innovation and greater sustainability — a challenging and rewarding commitment.
Sustainability is increasingly at the helm of our operations. It’s not so much a challenge as it is a timely imperative, driven in part by a growing demographic of travellers who are keenly interested in more sustainable practices and experiences.
We’re exploring cutting-edge green technologies like methanol engine retrofits for our last two upcoming Prima Class ships, designed to accommodate the use of green methanol. This not only drastically reduces emissions by up to 95% but also aligns with the recently released Environmental, Social, and Governance (ESG) Report from our parent company — Norwegian Cruise Line Holdings — where we’ve committed to a reduction in greenhouse gas intensity by 10% by 2026 and 25% by 2030. To further our sustainability efforts, we’ve been innovative in waste minimisation, recovering heat from our engines to produce freshwater on board — 90% of the freshwater used across our fleet in 2022 was generated this way.
Besides environmental stewardship, our approach to sustainability also extends to the communities in our different ports of call. For example, our Go Local shore excursions were developed to provide cultural immersion and benefit local communities, tying in the social aspect of sustainable tourism.
Why would people choose NCL if it has little presence in Asia?
One of NCL’s core principles is our attentiveness to guest feedback, which we actively incorporate into our offerings. This has enabled us to curate itineraries that resonate with various traveller preferences.
We offer closer-to-home sailings through our seasonal deployment. In November 2023, Norwegian Jewel was the first NCL ship to return to Singapore after more than three years as part of our 2023 deployment. Subsequently, in 2024/25, we’ll triple our offering in Asia with three ships set to visit the region — Norwegian Sky, Spirit and Sun.
As for our international offerings, travellers are looking more into fly-cruises, and with these, Asian travellers can jet off to perennially popular destinations like Europe and the Mediterranean and, once aboard, explore multiple countries in one go — all while unpacking just once.
When it comes to value-for-money, NCL stands out. The upfront cruise fare gives travellers access to various dining, entertainment, and cultural activities. With us, travellers are getting much more than just a cruise; they are getting a complete travel experience that offers excellent value.
What are you doing to rival your key competitors?
What truly sets us apart is our unyielding focus on guest satisfaction. We offer unparalleled value, aiming to provide an exceptional travel experience that makes cruise-goers want to come back for more.
NCL takes great pride in being the innovator in global cruise travel. Our new Prima Class ships, Norwegian Prima launched in 2022, and Norwegian Viva in August 2023, are prime examples. With four more ships in the pipeline, this class of ships features expansive, elegantly designed interiors, elevated experiences, and culinary delights that cater to the most discerning tastes.
Highlights of the Prima class include multiple entertainment options from family-friendly activities such as the Galaxy Pavilion, slides and racetrack to more adult-centric spaces such as the expanded Mandara Spa, an extensive range of onboard lounges and bars, and a wide choice of accommodation, including The Haven for those who like a more intimate, high-end experience whilst enjoying access to diverse dining and entertainment that’s only available on larger vessels.
Our Prima class ships also provide an expanded dining offering to cater to all types of guests and culinary preferences — an unprecedented amount of choice - from healthy salads to high-end Japanese to traditional steakhouses to French, Italian, Mexican — and a first for our brand the Indulge Food Hall on Prima-Class ships which has been a huge hit.