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Royal Princess
PHOTO: Royal Princess. (Photo courtesy of Princess Cruises)
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Norwegian Encore to feature ‘Kinky Boots’ production

"Kinky Boots," exclusive to the Encore, will be joined by two other shows that have debuted on other Norwegian ships.
“Kinky Boots,” exclusive to the Encore, will be joined by two other shows that have debuted on other Norwegian ships.
The Norwegian Encore, coming in 2019, will feature a version of the Broadway musical “Kinky Boots” as its showpiece in the main theatre.
The show features music from Cyndi Lauper and is based on a 2005 film about a struggling shoe factory in England whose strait-laced owner turns to making boots for drag queens to save his business.
“Kinky Boots,” exclusive to the Encore, will be joined by two other shows that have debuted on other Norwegian ships.
“The Choir of Man,” which recently debuted on Norwegian Escape, combines high-energy music, dance, live percussion and foot stomping choreography by nine “ordinary guys” who perform everything from sing-along anthems to classic rock.
“Happy Hour Prohibition: The Musical,” the interactive cocktails and theatre show, and the Beatles-themed Cavern Club first appeared on Norwegian Bliss and will also be on the Encore.
Norwegian also said the two-deck go-cart track from Bliss will be expanded on the Encore to 1,150 feet. It will have ten turns and four points that extend up to 13 feet over the side of the ship, along with a covered viewing area in the centre of the track where guests can provide passing go-karts with an additional turbo boost by tagging them with a laser beam.
Also on the Encore will be the Galaxy Pavilion, a 10,000-square-foot indoor virtual-reality complex, with multisensory virtual experiences, simulators and an escape room.
The open-air laser tag arena on the Encore will be themed to the lost city of Atlantis. An Aqua Park and two multistory water slides complete the entertainment package.

Go-to-Market Bundling Paying Off for Norwegian

Free air promotions for Norwegian Cruise Line sailings in 2019 are part of the company’s extension of its go-to-market bundling strategy, according to Frank del Rio, president and CEO of Norwegian Cruise Line Holdings.

Del Rio said it was an extension of the brand’s Free at Sea offering, which allows guests to bundle in various offerings, from internet access to food and beverage and shore excursion packages.

“The advantages of this next evolution of our unique bundling strategy are many. First, it overcomes a major hurdle of what high yielding long-haul customers need and want, easy to book in affordable air transportation,” Del Rio said, on the company’s third-quarter earnings call. “The success of Free at Sea has demonstrated that there is overwhelming demand for an inclusive contemporary cruise product. Free Air is the natural extension of that strategy.”

He said that travel agents are further incentivized to sell Norwegian products, earning an additional commission on air-inclusive packages.

“The offerings strategically focus on capturing more long haul, fly-cruise guests, reinforcing our strategy of sourcing the highest quality guests as long-haul guests tend to be higher paying consumers both in ticket purchase and in onboard,” Del Rio added.

Andy Stuart, president and CEO of Norwegian Cruise Line, explained that the free air promotion for Norwegian Joy’s 2019 Alaska sailings drove bookings, and moved pricing up.

“Because what you get is you get some people who booked inclusive product and some people who buy cruise only,” Stuart said. “And the result of that mix is that you end up with a higher overall pricing outcome. So we’re very happy with it. We are in the early days of the initiative. It’s a 100per cent strategic initiative. Our goal here is to evolve the bundling strategy that has been so successful for us.”