Norwegian Cruise Line’s new premium all-inclusive pricing packaging is going “fantastically” well, according to the line’s executive vice-president, international business development, despite a few initial “hiccups”.

The move in April to introduce all-inclusive pricing permanently for the UK market was seen as a bold move by the sector, raising eyebrows among both agents and competitor lines, but Harry Sommer says he is “thrilled by its results” – though he concedes it has not all been plain sailing.

“It’s really elevated the brand,” he explains. “We’re no longer competing with other cruise lines where it’s price, price, price – we’re now competing on product and the guests like it. Yes they spend a bit more money,” he adds. “But they get a better experience.”

I point out that some in the sector have suggested offering all-inclusive is not practical long-term due to the pressures it can place on onboard service. But Sommer is frank in his response: “When we first started there were hiccups, I’ll be honest. And then we learned lessons and staffed accordingly.”

He adds that all-inclusive passengers (which only applies to European guests) comprise “only a segment of the ship” meaning the pressure on staff is less, as Europeans traditionally only make up around 30-40% of all onboard guests.

“It’s a much better experience overall for guests,” he adds. “The crew are happier [because the gratuities are already included]. And it’s better for travel agents because they are now getting a good commission on the whole package.”