Norwegian Targets Marketing Overhaul with New Leadership, Leaner Spend
Norwegian Cruise Line Holdings is moving to rebuild its marketing function at the Norwegian Cruise Line brand, bringing in new leadership and cutting overall spending, said Chairperson and CEO John Chidsey.
Speaking on the company’s first quarter 2026 earnings call, Chidsey acknowledged that marketing underperformance has been a significant part of the brand’s occupancy shortfall, and that correcting course will require both new personnel and a more disciplined approach to how dollars are allocated.
“We are looking to bring in new leadership in marketing at NCL and better align that function with revenue management, deployment, and sales,” Chidsey said. “This work is critical and will strengthen the business over time, but it may result in some near-term variability in top-line performance as we work through these initiatives.”
NCLH recently completed a search for a new chief people officer, and Chidsey said the company is continuing to build out its revenue management team, noting that new hires across both functions have not yet fully gelled, contributing to the wide guidance range the company issued for the full year.
On the spending side, NCLH expects to reduce marketing outlays as part of a broader spending cutback.
Chidsey said the company had lost its way on marketing efficiency, saying that spend had grown disproportionate to results over the past several years.
“Our spend increased dramatically, and we’re not nearly as efficient as our competitors,” Chidsey said.
CFO Mark Kempa offered a stark data point on the inefficiency, noting that NCLH had been spending approximately twice as much per berth as competitors.
“It’s about putting the dollars to work in the right places versus volume,” Kempa said.
After undergoing its drydock, the Oosterdam is set to offer eight itineraries and 15 departure dates across Europe, the Caribbean and North America starting in late 2027.
Holland America said that the sailings “give guests the earliest opportunity to experience Oosterdam’s onboard enhancements, paired with destination-rich itineraries.”
The company highlighted the multi-year refurbishment program, which was designed to modernize its fleet by bringing features from the newer Pinnacle Class to more ships.
Following the project, the Oosterdam will introduce new stateroom and suite categories, in addition to expanded access to signature venues.
“We’re excited about what Holland America Evolution represents for our fleet and for our guests,” said Michael Stendebach, senior vice president of food, beverage and rooms division for Holland America Line.
“We can’t wait to welcome guests aboard the elevated Oosterdam through these new voyages, where they’ll be among the first to experience what this transformation brings. From the first step on board, guests will feel a more refined and thoughtfully designed experience, with new spaces like the Grand Dutch Café providing a sense of comfort and welcome as their vacation begins,” he added.
Among the new features coming to the Oosterdam are Solo Verandah staterooms, which offer solo travelers a private balcony and dedicated workspace.
Guests seeking premium accommodations can also choose from newly introduced Bridgeview Suites that feature panoramic windows and living space, as well as Vista Suites, debuting on Oosterdam for the first time.
As part of its Evolution enhancements, the ship will also introduce the Grand Dutch Café, a European-inspired coffee shop that first debuted on Pinnacle class ships and builds on the company’s Dutch heritage.
Following its refurbishment, the Oosterdam will return to service in Europe in early December 2027, kicking off a seven-day itinerary in the Western Mediterranean.
The cruise features visits to destinations in Spain, Portugal and Morocco and will be followed by a 13-night trans-Atlantic crossing to Fort Lauderdale.
The 2003-built vessel is then set to spend the 2027-28 season sailing from Port Everglades to the Caribbean, with 11- and 12-night itineraries that highlight destinations in the Southern Caribbean and the ABC Islands.
In spring 2028, the Oosterdam will transit the Panama Canal while repositioning north to the Pacific Coast.
Holland America said that the journey includes ports throughout Central America and Mexico, followed by scenic sailings along the U.S. West Coast before concluding in the Pacific Northwest.
MSC Cruises is ready for the Poesia’s debut in Alaska, as the ship will spend the summer sailing Alaska cruises on Mondays from Seattle, marking the company’s entry to the region.
“We’re so excited for this moment,” said Lynn Torrent, president of MSC Cruises North America.
“From the time we announced the program until now, we’ve been approaching Alaska with the understanding that this is a highly seasonal destination. A destination-driven market where the itinerary and the natural environment are such an important part of the experience for our guests.”
The Poesia emerged from drydock freshly refurbished and readied for the market.
“We’ve really thought very carefully about the refurbishment,” she said. “At the same time, we’re making sure that the destination is really reflected in the journey. We’re incorporating Alaska-inspired dining, wellness and enrichment programming. Even the small touches, we have cocktails that bring together the itinerary and the onboard experience, like ‘Unwind in Juneau.’”
Among the headline additions to Poesia is the Yacht Club, MSC’s exclusive ship-within-a-ship concept.
“We know we see not only strong demand for the Yacht Club, but very, very high guest satisfaction,” Torrent noted.
New dining venues including Butcher’s Cut steakhouse and Kyoto sushi bar have also come aboard, along with an enhanced spa.
“Butcher’s Cut rates very high in terms of guest appeal,” she added.
On the responsible tourism front, MSC has inked a partnership with Orca that Torrent called a key differentiator.
“We will have a dedicated Marine Mammal Observer onboard during peak whale season,” she explained. “That allows us to add a strong educational layer to the experience and really give guests something to be excited about.”
From Europe to North America
When MSC first opened Alaska for sale, early bookings skewed heavily toward the line’s established European loyalist base, something Torrent said was fully expected.
“As soon as we opened for sale, our very loyal and robust past guests from around the world came in,” she said.
But the North American mix has strengthened considerably since.
“We’re seeing a very healthy mix from North America,” Torrent said. “It gives us another opportunity to introduce MSC Cruises to new guests and new travel advisors in another part of the country, just like we’re seeing with Galveston. “
Sandy Cay: A Second Private Island
Beyond Alaska, Torrent pointed to Sandy Cay, MSC’s second private destination in the Bahamas, as more major news in the brand’s near-term growth story.
The island, set to open in 2028 within the same 64 square miles of protected waters surrounding Ocean Cay MSC Marine Reserve, is being designed with both MSC Cruises guests and the line’s Explora Journeys ultra-luxury brand in mind.
“We think of Sandy Cay as a natural extension of what we’ve already built in Ocean Cay,” Torrent said. “It complements that experience and really stays true to the nature-rooted identity.”
The island will be a tender operation, with ships docking at Ocean Cay and guests ferried across. It will feature five beaches.
“The goal is really to create something that’s a bit more refined, while maintaining that very relaxed, genuine atmosphere,” she said.
Seashore Updates and Flexible Dining
Coming off an April drydock, the MSC Seashore has received a pair of new food and beverage concept.
Red Cactus BBQ & Ribs, offering breakfast burritos, pulled pork hash, brisket, and ribs from Deck 8 aft. In addition is The Chicken Man, a fried chicken and comfort food venue on Deck 18 aft.
“These venues are good examples of how we continue to evolve the onboard experience based on guest feedback and invest across the fleet,” Torrent said. “It’s not only about new ships, although we’re very focused on that, and new destinations, but it’s also about that constant evolution.”
MSC is also piloting a new flexible dining program called “Dine on Your Time,” currently available on Seashore and Seaside, allowing guests to forgo fixed dining times in favor of open seating. Traditional fixed dining times remain available for those who prefer them.
Eyes Forward
“We’re constantly innovating, expanding, and listening to travel advisors and guests as we really think about how to enhance our product,” she said.
“North America continues to be a key growth market for us, and you’re seeing that as we continue to expand our deployment in Galveston and Alaska, and strengthen our presence in our key U.S. homeports.”
In addition is the new World-Class ship, the MSC World Atlantic, which begins service from Port Canaveral in late 2027.
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