After two years, NCL drops Premium All Inclusive programme for ‘Free At Sea’ offers

Norwegian Bliss

Norwegian Cruise Line is dropping its Premium All Inclusive programme for Britons after announcing it in a fanfare two years ago.

In the June of 2017, NCL executives said the all-inclusive package would attract more passengers from the UK.

Britons could book a cruise anywhere in the world and enjoy unlimited alcoholic drinks under $15, as well as soft drinks and bottled water, service charges and gratuities, and selected speciality coffees with meals – a package said to be worth $1,400 per stateroom a week.

Nick Wilkinson, who became the NCL MD for the UK and Ireland, said the all-inclusive prices would ‘remove barriers’ to people booking cruises.

The company’s then European managing director Christian Böll said: ‘We are not a company that does “one size fits all”. We don’t have premium all-inclusive in the States, we don’t have it in Australia, we don’t have it in Asia. We see the trend for premium all-inclusive is very strong in Europe.’

And Francis Riley, then NCL’s senior vice president international, said: ‘Premium all-inclusive may not be what everybody wants but we see this as a mega-trend that’s moving towards where business is going.’

Mr Böll and Mr Riley have since left NCL and Nick Wilkinson has become regional vice-president of business development.

Today it was announced that Premium All Inclusive has been scrapped and replaced with ‘Free At Sea’ offers for cruises booked in the UK and Ireland.

Guests who reserve a suite or higher category stateroom, including a Concierge Class cabin or a suite in The Haven, NCL’s ship-within-a-ship concept, will enjoy all five Free At Sea perks. These include a drinks package, shore excursion credits, a speciality dining package, a Wi-Fi package, and Norwegian’s Friends & Family option, which lets the third and fourth guests in a stateroom sail at a discounted rate.

Those booking other stateroom categories can pay from £99 per person to access two offers for a value worth more than £700.

‘Free At Sea puts the power of choice in the hands of our guests, inviting them to individualise the way they holiday,’ said Eamonn Ferrin, now vice president and MD for NCL’s UK & Ireland, Israel, South Africa and Middle East markets.

‘This programme­­ is the next step in the evolution of our commitment to offer more freedom, flexibility and value, all while delivering a top-quality experience.’