Norwegian Cruise Line to enter China cruise market in 2017 with new purpose-built ship
Norwegian Cruise Line is entering the Chinese cruise market in 2017 with the introduction the second of its Breakaway Plus class ships currently being built in Germany.
Norwegian’s CEO, Frank Del Rio, making the announcement today during the CruiseWorld China summit in Shanghai, said the new ship is designed specifically for the China market with accommodation, cuisine and onboard experiences that cater to the unique holiday preferences of Chinese guests.
How the new China-bopund Breakaway-plus ship will look
“Our new purpose-built ship for China will have characteristics that are authentic to Norwegian Cruise Line and yet distinctively Chinese in all of its sensibility,” Del Rio said. “With this new ship, Norwegian will unquestionably offer our Chinese guests a superior product and introduce a new standard of innovation and excellence into the marketplace, with an unrivalled level of customisation for the Chinese consumer. It will perfectly suit what modern Chinese travellers value from an upscale cruise experience.”
The new ship will be the second of Norwegian Cruise Line’s Breakaway Plus class. With a capacity of 4,200 guests, it will provide the same sense of freedom and flexibility found on all Norwegian Cruise Line ships, but with experiences and amenities designed specifically with Chinese guests in mind.
The level of customisation will go beyond the physical design of the ship. Working with partners in China and local experts on the subtleties of Chinese culture, Chinese guests who sail on this new ship will be provided with an unmatched quality-level for service, cuisine, entertainment and overall experience that is simply not available in the China market today.
To better support the company’s expansion efforts in China, Norwegian Cruise Line Holdings has opened offices in Beijing (Guomao CBD) and Hong Kong (Quarry Bay) and today opens its Shanghai office in Xintiandi. These China-based offices support all three brands in the company’s portfolio – Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises which span the upper end of the contemporary, premium, and luxury cruise categories and relevant to each segment and each stage in the Chinese consumer life cycle.
“Our China offices house a dedicated leadership team uniquely focused on ensuring the success of our local travel agent partners, which is crucial to the success of our expansion in what will soon be the world’s second largest cruise market,” said Del Rio. “These offices will provide sales and marketing support to our travel partners whose customers not only wish to sail on our new China-based ship, but also on any of the incredible voyages around the world offered across our portfolio of brands.”
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