Norwegian Cruise Line pushes "freestyle" cruising

Norwegian Cruise Line pushes "freestyle" cruising
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Australian seafarers are being urged to "cruise like a Norwegian" as Norwegian Cruise Line targets a broader demographic.

Additional facilities for families and children are integral to the new push along with the incorporation of different themes and cultures into onboard restaurants and entertainment.

The idea of "freestyle cruising" is also a key part of the strategy with vice president and general manager international, Francis Riley, explaining “freedom and flexibility" are at its core. 

"That has been they key differentiator for us,” he said.

Riley reported steady growth in numbers over the last five years with nineteen consecutive quarters of growth.

“2012 was a record breaking year for us in terms of growth in our business in Australia and Asia,” he said.

He revealed numbers for Asia Pacific had climbed 24% year on year. Australia saw a 30% increase, and this year to date has already surpassed final numbers from 2012.

Australia now drives the biggest volume of passengers from outside North America to Hawaii. Its Pride of America vessel carries 15,000 Australian guests to the island destination each year.

The whole vessel was refurbished in a US$30 million make over in April with the addition 24 luxury suites.

Plans exist for three extra vessels to be added to the existing fleet of 12 during 2014, 2015 and 2017 but there are still no plans to base a ship in Australia or Asia.

“But I hope at some stage in the future that we will come down,” Riley added. 

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