The premium all inclusive concept that Norwegian Cruise Line will introduce in the UK and Scandinavia for all bookings made after 6 April is a product change rather than a promotion, said Christian Boell, Managing Director Europe, Middle East and Africa.

The new concept will cover all bookings in the said markets and unlike e.g. drinks package promotions that many cruise line offer, there will be no charge added to the basic cruise fare for customers to enjoy it. However, the introduction of the concept is likely to increase the fares of Norwegian, but their actual amount will depend on commercial considerations that change at high frequency.

Speaking in London on 3 April, he said that the time to introduce the concept in the UK and Scandinavia had come after it had been in place in the German speaking market for about 16 months and also in France. In both cases, the reception of the concept that widens the range of offerings included in the fare had been positive.

Boell said that as Norwegian now has the right hardware, it was the right time to introduce the premium all inclusive concept in further markets. “Norwegian is not a British brand, but an international one,” Boell said, adding that this means the management felt it should be positioned in premium contemporary market segment – a new definition in the cruise industry.

However, Ocenia Cruises that is also part of the Norwegian Cruise Line Holdings group, has described itself as an upper premium market brand ever since it started business some 15 years ago.