It comes after the cruise line revealed earlier this month that its second Breakaway Plus ship would be homeported in China, and would be solely designed for the Chinese market.
Speaking to TTG onboard the line’s latest ship, Norwegian Escape, chief executive Andy Stuart revealed that the port of Southampton had petitioned the line to return to the UK.
“They were very enthusiastic about us bringing a ship here,” he said when the line met with port officials for the arrival of Norwegian Escape.
“I am excited about the European market – it’s growing relatively quickly, and the UK is the fastest growing in Europe,” he added. “We wouldn’t rule out returning to the UK.”
Stuart and Harry Sommer, executive vice president international business development at NCL also discussed the line’s next ship, which is due for delivery in March 2017.
The vessel was previously set to be called Bliss, but Stuart admitted the name would now be changing to suit the Chinese market.
The cruise chiefs also took the opportunity to have a veiled dig at rival Royal Caribbean, which recently placed its newest ship Quantum of the Seas in China, and has plans to also homeport Ovation of the Seas out of Shanghai once it’s launched in 2016.
“People are really excited about having a big ship that is customised for the Chinese market – we’ve approached things differently to our competitors,” said Sommer.
“Royal Caribbean went in with [older ship] Legend of the Seas six years back. This is a new ship that has been solely designed for the Chinese market.
“It’s in design stage at the moment, so we had the design team onboard Escape to see what they could do for the Chinese market. I think everyone will be surprised,” he added.
Stuart said the hull would look the same as sister ship Escape, but there would be “significant differences” to the inside of the ship. He would not disclose what these would be, but did reveal that it would have a larger casino and more shops.
“We’re a different cruise line that is focused on different elements of the market,” said Sommer. “Princess Cruises is focused on food, Costa Cruises on entertainment and Royal on hardware.
“We want to take a holistic view and do everything - to have the best hardware, food and entertainment. We want to delver a product that is superior to what other lines are doing.”
Sommer also stressed that Chinese designers had been included on the team for the new ship, and that it would be solely for the Chinese market, unlike Royal Caribbean, which is also hoping to attract western passengers.
“Royal are trying to attract both Eastern and Western guests, so they haven’t modified it as much. We want to do a ship that is 100% for the Chinese market,” he said.
“If you’re going to go for something, you should commit to delivering 100% the right experience for that market,” Stuart added.
Norwegian also has two other ships in the same class scheduled for delivery in 2018 and 2019, however Stuart would not reveal which markets they would serve.
“The two next ships will also have the same hull, but could have different venues, and different spaces,” he said. “It’s possible it could be for the Chinese market.”
“But we have to gauge the reaction of the next ship first”, Sommer added.
Elsewhere, Harry Sommer, executive vice president international business development admitted that Cuba presented “a very attractive opportunity” as a new destination for itineraries, although it is unlikely that Norwegian will be the company’s first line to call there.
“Cuba is a very interesting destination. We don’t have anything to announce around that, but when there is a chance for one of our brands – that is a very attractive opportunity.
“Cuba would work well for three brands,” he added, “but the smaller ship size would be more well-suited for the opportunities that Cuba has. You wouldn’t see us taking Norwegian in there as our first.”
NCL chief: 'In China we’ve approached things differently to our competitors'
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