NCL Announces Booking Changes That Will Benefit Agents, It Sez

Norwegian Cruise Line president and COO Andy Stuart announced new policies aimed at giving travel agents opportunities to earn higher commissions along with changes designed to make cruises more appealing to clients.  

In a conference call last week with travel professionals, Stuart highlighted what he called “compelling and lucrative promotions that are going to deliver to your bottom line in a more effective way than we potentially have in the past.”

The call came 90 days after Stuart’s promotion to president and COO.

Norwegian Sky
Perhaps the most significant news for agents was the announcement that starting in 2016 the company will be including the beverage package in bookings for Norwegian Sky allowing agents to earn a higher commission on all-inclusive cruises.

“I am really excited about this experience; it’s going to differentiate Norwegian Sky,” said Stuart. “It’s going to raise the price which means a higher commission.

“The way that works is that it drives demand, [which means a] higher price and higher commission [for agents].”

The new option will include all alcoholic beverages and soft drinks (for drinks up to $11 each) in the cost of the cruise fare.

The Sky will be sailing three- to four-night cruises in 2016, and for Stuart, the new inclusion makes the ship “the only one you should be selling.”

Cruise Next
The company also announced changes to its onboard sales policy that it said will benefit agents.

Agents who have clients that book a cruise with Norwegian sales representatives during their sailing will now be credited for the new cruise and agents will earn an automatic commission on a future cruise.

“Adding [this] element to our onboard program increases your margins; it’s a great opportunity for you to have another sell without doing anything at all,” Stuart said.

The company will also now notify agents with clients onboard if the clients buy cruise rewards during the sailing. Cruise Rewards are deposits on future cruises that allow guests to earn $100 onboard credit for every $250 they apply toward a future sailing.

Agents can then plan to book a future cruise for those clients.

 “This gives you the opportunity to call them and sell them a future cruise. You know they’re sailing with Norwegian again, all you have to do is get them to pick a date,” Stuart said.

‘Marketing to sell versus pricing to sell’
Norwegian is introducing a ‘Freestyle Choice’ promotion this summer. The promotion, to last for more than a month, will give agents enough time to market it to clients, Stuart said.

The promotion includes friends and family sail free offers, unlimited beverages, specialty dining, and unlimited Wi-Fi.

“This is a huge, high-value promotion that we really believe makes it easier for you to sell,” said Stuart. “I hope this takes the conversation from talking about price to talking about value; really making price the last question they ask.”

The pricing of the ‘Freestyle Choice’ option is designed to increase demand for bookings because agents will be able to guarantee the lowest prices for clients at the time of booking.

The price of cruises will increase the closer clients get to the sailing date so that agents can tell clients that booking sooner will get them better prices.

If clients do wait to book, agents will earn higher commissions.