Norwegian Cruise Line Holdings’ Frank Del Rio

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Norwegian Sky will cruise from Cuba.

Norwegian Cruise Line Holdings CEO Frank Del Rio has been seeking permission for his U.S.-based cruise ships to dock in Cuba for over a year. On Dec. 7, the Cuban-born Del Rio was called to Havana to sign agreements that finally enable all three of the company’s brands to sail there next year. He spoke with senior editor Tom Stieghorst about the process.

Q: Were you aware when you were down there that the other cruise lines had also been approved?

Frank Del Rio
Frank Del Rio

A: I was pulling into the terminal building where the signing ceremony was taking place, and as I was pulling up with my driver and my team, [Royal Caribbean Cruises Ltd. president and COO] Adam Goldstein was walking out with his team and we exchanged pleasantries as we always do, congratulated each other and had a good laugh about it.

Q: So you almost had a CLIA quorum?

A: Adam even mentioned that. He said, “Frank, I understand there’s a CLIA meeting today,” so that was one of the reasons we had a good laugh.

Q: What building were you in and who were your Cuban counterparts?

A: Oh, there’s too many to mention, and they may not want us to mention them, but the ceremony took place at the terminal building where the cruise ships actually tie up. It’s a very nice building. As I told the officials there, I think that terminal facility is as nice a facility as any in the world, certainly the premier one in the Caribbean basin and Central America that I’ve been to, at least.

Q: Do you plan to visit other ports besides Havana?

A: We do, but not in this first round that covered 10 sailings of the three brands through May 31.

Q: Do you have any insight as to why the Cubans acted now? 

A: I don’t. I think one could speculate. Is it because Fathom pulled out? Is it because of the rhetoric around president-elect Trump’s views on Cuba? It could hypothetically mean that after some time Cuban authorities felt comfortable with additional cruise lines. I didn’t ask. I don’t really care. I’m just happy as all can be that we’re finally in.

Q: Will this be too much at once? Is there anything that concerns you about the infrastructure arrangements?

A: No, on both counts. Because of the infrastructure limitations, the maximum number of vessels in Havana at any given point in time are two: a mid-size vessel like a Sky or a Marina, for example in our case, and one smaller ship, like an Oceania R ship or Regent Mariner. So the number of cruise guests who can be in Havana at any given time is in the 2,500 to 2,700 range. Havana’s a large city. Cuba handles over 3 million tourists a year. So I don’t see that as a burden whatsoever.

Q: Will your shore-excursion department plan the people-to-people program? Do you have someone in Cuba that can help?

A: Both. I don’t see the shore excursions that we would offer in Cuba to be significantly different than the ones we provide when we go to any major historical metropolitan area. Whether it’s Rome or Istanbul or St. Petersburg, Russia, our target customer, especially for the upscale brands, isn’t going to the beach when they go to the Greek islands; they aren’t necessarily going to the beach when they go to Hawaii. They’re looking for experiences, they’re looking for cultural exchanges, they’re looking to visit museums and things of that nature. That’s a lot of what Havana has to offer.

NCL, Oceania and Regent get permission to sail Cuba cruises

The Norwegian Sky will sail Cuba voyages from Miami.

After waiting for six months, Norwegian Cruise Line Holdings (NCLH) finally got the call it had been seeking from the Cuban government allowing it to start cruises to Cuba from Miami, beginning in March.

The authority is temporary and will expire in May. But it covers three brands (Norwegian Cruise Line, Regent Seven Seas Cruises and Oceania), the first time a cruise company has won approval to marshal multiple brands in a strategic foray into the Cuban market.

“We are tremendously excited to have all three of our award-winning brands receive approval from authorities in Cuba to offer cruises to Cuba from the United States,” said Norwegian Cruise Line Holdings CEO Frank Del Rio, who was born in Cuba.

“This is truly a dream come true for me, and I cannot wait for our loyal guests to experience the sights and sounds of my hometown of Havana and get to know its rich culture and its warm and welcoming residents,” he said.

Cruises will sail on the 1,928-passenger Norwegian Sky, the 1,250-passenger Marina and the 700-passenger Seven Seas Mariner.

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Seven Sea’s Mariner,

The first Oceania cruise to Cuba will depart Miami on March 7, leaving less than three months to prepare the ship, the itinerary, the crew and to sell the cruises. The Marina voyages will include “many multiple-day calls to allow guests to explore Havana and its environs,” the company said.

The Norwegian Sky will sail a series of four-night voyages over nighting in Havana in May, while Seven Seas Mariner will call on Havana during two cruises in April.

Pricing was not released. On Carnival Corp.’s Fathom, the only other cruise line to gain approval to sail between Miami and Cuba, fares start at about $1,900 for a seven-day cruise.

Fathom’s ship, the Adonia, is older and much less luxurious than the Marina, which was built in 2011. The Adonia is about the same age as the Norwegian Sky.

It isn’t clear why Cuba is giving NCLH such a small window in which to operate. However, Fathom’s authority to sail to Cuba will also expire in May.

The opening for NCLH comes at a crossroads in relations between the U.S. and Cuba with both countries going through a transition in top leadership. Some analysts had expected a pause in new business approvals, while others saw an acceleration to take advantage of the Obama administration’s open stance towards Cuba.

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Fathom Cruise entering Havana

Cruise tourism to Cuba remains bound by the “people-to-people” framework in place since 1982. That requires shore excursions to be structured to promote exchange activities, such as cultural and humanitarian visits. Norwegian said its cruises would comply with Treasury Department rules.

To sail the new itinerary, Norwegian and Oceania will have to re-accommodate guests already booked. The March 7 Marina departure is currently listed as a 14-day cruise to ports in the western Caribbean, Central America and Colombia. The ship was scheduled to leave for Europe on April 10.

The Norwegian Sky does three- and four-day cruises from Miami that typically attract late bookings.

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Regent Seven Seas Explorer

NCLH’s application to sail to Cuba has been pending for at least a year. At a July news briefing onboard the new Regent Seven Seas Explorer, also an NCLH-owned ship, Del Rio said he was “literally waiting on a phone call for the final, final approval” from Cuba.

But after the Adonia’s authority was granted in March, no other cruise ship approvals followed until now.

Royal Caribbean Cruises Ltd. is among the cruise companies with applications pending. It plans to use Royal Caribbean International’s Empress of the Seas to ply the Florida-Cuba route.

MSC Cruises sails to Cuba but does not market the cruises to U.S. residents. Celestyal Cruises offers seasonal Cuba cruises that Americans can take by flying to either Havana or Montego Bay, Jamaica, and enrolling in a people-to-people group program for shore excursions.

Frank Del Rio, CEO, Norwegian Cruise Line Holdings

I think 2016 will be very, very good for the travel business and the cruise industry in particular.

Overall, the world economic picture is improving. The Fed raising interest rates for the first time in eight years is about as bullish a signal as you could have that the economy is strong and not likely to fall back on recessionary conditions. The travel industry in particular wants that because travel is a discretionary expense; you travel when you have money in your pocket. If the government confirms what we’re seeing in our everyday business, that will help boost consumer confidence, which will lead to more business for everyone. So I’m bullish on what we’re seeing in America.

In some parts of the world, what’s hurting our industry is foreign exchange. The Canadian dollar is very weak. The euro is very weak. The pound, miraculously, has stayed very level-headed, and our business in the U.K. is growing double digits across all three brands.

In Asia, currency is not an issue. It’s all about the emerging Asian market, dominated by China, and we believe that that will continue. A survey by UBS came out that confirmed the Chinese consumer is now more engaged than ever in the cruise space as a vacation alternative. They’re learning more about what differentiates the brands. That’s very, very good news for us.

Mexico is a little weaker than it has been in the past. But as far as markets go, perhaps the biggest weakness, from a pure economic structural perspective, is South America. Brazil is the big engine there, and they’re going through their recession now. Although different operators do have some capacity there, South America is not a dominant source market for the cruise industry, so I don’t see that as a huge headwind.

We’re now a global industry in every sense of the word. We source globally, our ships travel globally, so it’s impossible to pitch a perfect game. Somewhere in the world, where we source or we travel, will have problems. Sometimes they’re economic, sometimes they’re geopolitical, sometimes they’re both, but barring a proliferation of what we saw in Paris, what we saw in San Bernardino — that’s always the elephant in the room.

We used to say that the Europeans would bounce back faster than the Americans [from terrorism] because Europeans were perhaps better prepared to deal with these shocks. But Americans, perhaps not at the same level, do realize that terrorism is a fact of life these days, and it could happen in New York City, it could happen in Paris. The shock comes, and I think it fades more quickly than it would’ve faded pre-9/11.

The cruise industry as a whole is gaining vs. other vacation alternatives. The whole world is engaged in cruising, and that’s good for everyone, good for the economies of the places that we visit, good for the shipbuilding industry, good for the major cruise lines.

The Escape cost nearly $1 billion. You can enjoy it for under $150 a day. You can’t stay at the Dew Drop Inn in Pahokee for $150 a day.

And I think the good news is that the major cruise lines are all publicly traded and in the hands of professional managers. There is a board of directors, and there are shareholders to answer to. You have to run the business professionally, and I think that if you speak to my colleagues, they will tell you that what we all want is measured growth. The industry is growing, but we don’t want overcapacity. We don’t think overcapacity is around the corner anytime soon, and I think that the limitation in the shipbuilding side of the equation is sort of the regulator for that. The industry can well handle the six to eight ships that the shipbuilding industry can deliver annually.

We’ve publicly stated that 2016 will be a record year, a breakout year for Norwegian Cruise Line Holdings. We expect to have more revenue, more passengers booked, higher occupancies and higher pricing than we did this time last year. The Caribbean is particularly strong, Alaska is particularly strong, Europe has been trending very well. Right now, it’s looking very good, and the commentary that I’ve heard from my colleagues in the industry mirrors what we’re seeing at Norwegian: strong worldwide demand, which is allowing prices to rise. That’s good news for our travel agent partners because they’ll earn higher commissions, and the consumer is still getting one heck of a value. The [Norwegian] Escape is a ship that cost nearly a billion dollars, there’s everything on her that you can possibly want on any vacation, and you can enjoy all of that for under $150 a day, per person. You can’t stay at the Dew Drop Inn in Pahokee for $150 a day.

On the Norwegian side, 2016 will be a year of execution, another year where we’ll elevate the customer experience. I’ve said many times that Norwegian is not the bottom dweller. It’s at the highest level of the contemporary space, and we intend to dominate that space, not only with our new ships like the Escape, Getaway, Breakaway and Epic but also by keeping the legacy fleet in tip-top condition. You’ll learn more about our plans about that early in the coming year. We’ll have a major announcement to make. And, of course, we’re getting ready for two new destinations: China, with the Norwegian ship that comes out midyear 2017, and I believe that at some time in 2016 an American cruise ship will sail into Havana harbor. That’ll be historic for both countries and the cruise industry. The last time Cuba was open to Americans, the cruise industry as we know it today didn’t exist.

And we’re excited about the two additions to the Oceania and Regent fleets. We’ve got the Sirena coming online in April, the fourth of our R-class vessels. She’s undergoing a top-to-bottom refurbishment, which will instantly bring her up to the Oceania standard. And she’s selling very, very well.

And then there is the Explorer, the first vessel launched by Regent since 2003. She will be, without question, the most luxurious cruise ship ever built. Her public rooms are magnificent. Her suites and staterooms are the largest at sea. The balcony isn’t just a place to peep your head out and catch some wind but actually to go out and enjoy the sea. The cuisine, how do I articulate how good it is? I can look you in the eye and tell you that there is no restaurant in Miami — and I’ve not been to any restaurant in New York — that has the kind of quality and variety of styles that you’re going to find aboard the Explorer. We have an exciting inaugural planned, and I’ll tell you this: It is the antithesis of Pitbull [the godfather of the Escape]. I’ll let your mind wander as to who that might be.

She is selling like we’ve never seen anything before, with per diems in excess of $1,000. The $10,000-a-night owner suite is sold out for all the sailings that we have published. There’s a waiting list on every single one of those departures. People recognize this is the best of the best of the world, and there’s plenty of money floating out there, and they all want in.

And I get to be the first one who ever sleeps on that bed and enjoys that suite.