Tag Archives: Norwegian Cruise Line Holdings

Norwegian Cruise Line Holdings Maintaining Strong Pricing, Won’t Discount to Fill

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Norwegian Cruise Line Holdings won’t be discounting ticket prices to chase short-term occupancy levels, said Frank Del Rio, president and CEO of Norwegian Cruise Line Holdings, on the company’s second-quarter earnings call.

“We could, like others, chase short-term occupancy and sell cruises for crazy prices, but we don’t want to do that. We never have done that. That is not our strategy,” he said.

“I remind you what happened back in ’08 and ’09, when (during) the great recession, certain cruise companies did drop their prices to ridiculous levels. And it took them, in some cases, 10 plus years, and in some cases, they’ve not yet reached those pre-great recession yields. I’m not willing to mortgage the company for 10-plus years in order to window dress the next quarter or so. I just won’t do it. We’re here for the long term,” he said.

“We’re managing the business on a long-term basis. COVID had a major impact. We were shut down for 18 months or so, and the recovery is not instant mashed potatoes. If you want instant mashed potatoes, you got to go elsewhere because we’re here for the long run. And our pricing strategy, how disciplined it is, is proof of that.

“We simply don’t want to chase short-term occupancy at the expense of long-term pricing. Pricing has a long tail,” he added.

Del Rio said the company had 40% more ticket sales on the books right now compared to 2018 despite a 20% increase in capacity.

“And I’ve been doing this for 30 years. I’ve managed cruise companies in good times and in bad times, and I am convinced beyond a shadow of a doubt that you don’t sacrifice the long-term pricing power of your brand in order to achieve short-term load factor gains,” Del Rio continued.

Norwegian Cruise Line Raises Onboard Prices and Posts Strong Onboard Revenue Numbers

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Onboard revenue is seen as a real-time now indicator of how guests are feeling about their financial situation right now and while onboard company ships, according to Frank Del Rio, president and CEO of Norwegian Cruise Line Holdings.

“Onboard revenue generation has continued to be impressive, even as we continue to ramp up occupancy carrying more guests across all ships and cabin classes. In the second quarter, onboard revenue per passenger cruise day was approximately 30 per cent higher than during the comparable 2019 period,” he said, on the company’s second-quarter earnings call.

Mark Kempa, CFO, added that the company had raised prices for “all of our offerings” onboard the ships.

“We’ve gotten smarter in the pre-marketing of our products, creating that sense of urgency before the consumer steps onboard,” he said. “Those consumers who have a stronger propensity for presales, they also spend more, about 30% or 40% more once they’re on board. So, it’s a combination of all those. But the numbers are strong. We’re seeing a strong consumer today, spending today’s dollars. And we feel that bodes well for ourselves and the industry.”

Del Rio said that pre-cruise revenue was up 50 per cent compared to 2019 levels.

“We continue to focus on enhancing our market-leading bundled offerings and increasing quality touch points with our guests starting from the time of booking to capture even more revenue pre-cruise, allowing guests to arrive on board with an ever fresher wallet, which ultimately results in higher overall spend. In fact, our pre-cruise revenue on a per passenger day basis for the second quarter of ’22 is up over 50% versus 2019 levels. At a high level, guests who make pre-cruise purchases tend to spend approximately double that of guests who do not pre-book onboard activities,” he said.

Players in a Likely Crystal Cruises Acquisition

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With Crystal Cruises suspending operations through April with owner Genting Hong Kong warning of cash troubles, there is no shortage of speculation of what will happen to one of the key luxury brands in the industry.

According to sources familiar with the situation, Crystal is drawing interest for its brand name, past passenger list of wealthy American clients, its new 200-guest expedition ship and fleet of river ships. Less interesting, according to sources, are the company’s larger ocean-going ships.

Catching up with industry sources, Cruise Industry News put together a list of possible suitors and scenarios.

Potential Players:

  • Genting: Could Genting reorganize using bankruptcy protection and continue to operate Crystal? The company could emerge stronger with reduced debt loads, new money and a fresh outlook if a reorganization takes place.
  • Lindblad: Lindblad Expeditions and Genting have already been at the negotiating table as Lindblad bought the Crystal Esprit in 2021. Lindblad has been active in the acquisition space, also having bought up complementary companies in recent years. While Crystal’s big ocean-going luxury ships don’t fit the Lindblad product, the river ships, new Endeavor and passenger list could be ideal.
  • MSC: MV Werften and a 75 per cent-finished 5,000-gest Global Dream could present an interesting opportunity for fast-growing MSC Cruises. The family-owned company is known to make quick decisions and wants to dominate the cruise industry. Could a shipyard and newbuild designed-for-China give them a platform to accelerate future growth even more? It could prove tempting. The Endeavor would also allow the company to enter the expedition market overnight.
  • Carnival/Royal/Norwegian: Could one of the three major players acquire Crystal into their portfolio of brands? It would prevent potential new competition. However, chances are the answer is no, as all three would see significant pushback from the investment community, which is focused on short term financial performance.
  • Azamara/Sycamore: After buying Azamara Cruises from Royal Caribbean Group in early 2021, Sycamore Partners, a private equity company, added the fourth ship with the acquisition of the Pacific Princess. It’s no secret in the industry circle they have been looking for more. A new parent company could operate both brands, with a lean shoreside organization, and vessel management from V. Ships Leisure, which is already running the Azamara fleet. It would allow Sycamore to add to its ocean-going capacity while entering the expedition and river markets.
  • Ponant: Another small cruise line that has been quickly growing is Ponant. With well-financed French owners, the boutique luxury operator has acquired both Travel Dynamics and Paul Gauguin and introduced a fleet of new ships for the Ponant brand.
  • National Investment Fund: It’s not a matter of if, but when, as it relates to a major public investment fund from a Middle Eastern country buying majority control of a cruise line.
  • Hotel Chain: The Ritz-Carlton Yacht Collection and Margaritaville enter the cruise industry in 2022. For hotel chains with a fear of missing out, this may be a key opportunity to get into the business.
  • New Money: The pandemic has brought new private equity money, hedge funds and new investors into the cruise industry. According to sources, there are still multiple deep-pocketed investors waiting for the right time to buy-in.
  • River Operator: The Crystal river ships are said to be drawing interest from a number of existing European river operators.