As Norwegian Cruise Line (NCL) gears up for its highest Asia
deployment ever from September 2025 to March 2026, with the Norwegian
Sun and Norwegian Sky joining the recently debuted Norwegian Spirit in the region,
a question emerges: Should travel advisors focus their efforts on
selling long-haul fly-cruises or lean into the rising demand for
close-to-home sailings?
This delicate balance is crucial in the evolving Asian cruise
landscape, where consumer preferences and market dynamics are
ever-shifting. NCL’s VP and managing director, APAC Ben Angell and
director of sales, strategy and operations, APAC Damian Borg weighed in
on the opportunities for both approaches.
Fly-cruise: Unbeatable convenience and immersion
Long-haul fly-cruises continue to be the cornerstone of NCL’s Asian
business strategy. The numbers from the “bread and butter” fly-cruise
segment speak volumes, with approximately 50% of NCL's Asian guests
opting for European sailings, a significant portion of their business,
according to Angell. Other long-standing fly-cruise favourites include
Hawaii and Alaska, with the latter especially popular among affluent
guests from the region.
Norwegian Cruise Line has kickstarted its biggest deployment in Asia, starting with the Norwegian Spirit in Japan.
A key selling point for fly-cruises, according to both NCL
executives, is the unparalleled value and convenience they offer,
particularly for time-strapped travellers. Borg highlights the
relaxation aspect of extended cruises. "On a long cruise, you might have
experienced this yourself – when you go on holidays, it can take you
four or five days just to unwind. And if you're on a seven-day cruise or
a seven-day holiday, that means you've got two days when you're
actually relaxed."
Regional sailings, while offering their own appeal, cannot match the
immersive experiences and hassle-free nature of fly-cruises, making them
an attractive option for clients seeking maximum value from their
limited vacation days.
Embracing opportunities closer to home
While fly-cruises remain a core focus, NCL is cognisant of the
growing demand for close-to-home sailings, particularly in the initial
stages of the industry's recovery. Angell stated, "There is a fantastic
opportunity with having this local deployment here for us as a brand and
for all of our guests who prefer close to home."
Borg noted a broader trend emerging post-pandemic, with travellers
initially gravitating towards close-to-home options before eventually
returning to fly-cruise offerings. "What we've seen in other parts of
the world is that we get back to a really nice balance between domestic
close-to-home performance and fly-cruise performance. And that's what I
imagine you'll see from this part of the world as well."
Finding the sweet spot
Norwegian Cruise Line has kickstarted its biggest deployment in Asia, starting with the Norwegian Spirit in Japan.
NCL’s Asian deployment itineraries for the 2024-2026 season reflect
its commitment to cater to the diverse preferences of both fly-cruise
and close-to-home guests. According to Angell, the itineraries strike a
strategic balance, featuring "landmark" destinations alongside "hidden
gems" and offering extended port times averaging 10 hours, including
over 30 overnight port calls in cities like Hong Kong, Incheon, and
Bali.
"We want to give our guests a beneath-the-surface opportunity to
explore these places," Angell explained, referring to the extended stays
that allow guests to immerse themselves in the local culture and
nightlife.
This balanced approach, combining the allure of long-haul fly-cruises
with the convenience of regional sailings, is a testament to NCL's
commitment to catering to the evolving needs of the Asian market.
Helping travel partners capitalise opportunities far and near
As the Asian market gradually recovers, NCL is committed to
supporting its travel partners in capitalising on both fly-cruise and
regional sailing opportunities. Borg emphasised the importance of
fostering strategic partnerships with agents who can become "experts in
our products and share the success of the recovery."
To achieve this, NCL plans to roll out comprehensive training
programmes, events, and resources to educate agents on the latest
offerings, ships, and systems. "We want to work more strategically with
our partners, and we want to be more present. We want to understand what
our partners need from us," Borg stated.
Angell reinforced this sentiment, recognising the critical role
travel agents play in the industry's resurgence. "Getting the right
balance of domestic and fly-cruise purchases is critical to [travel
agents'] recovery as well," he asserted.