As Norwegian Cruise Line (NCL) welcomes its 20th ship, Norwegian Aqua, the line is doubling down on understanding the unique needs of its global markets—particularly in Asia Pacific, where Australians are proving to be savvy cruisers with a strong eye for value.
Speaking exclusively onboard the new Norwegian Aqua, Ben Angell, Vice President and Managing Director of NCL Asia Pacific, shared some telling insights about what’s driving cruise decisions in our region.
“They tend to prioritise value in their decision making when they’re booking these holidays,” said Angell, highlighting a trend that’s been gaining momentum post-pandemic. He explained that the APAC market often books holidays well in advance, especially when heading to far-flung destinations like Europe or Canada. In those cases, Aussies are increasingly favouring longer itineraries or cruise-and-land combinations that deliver better bang for their buck.
“But on top of that, what we’re seeing out of Asia Pacific is that air is still continuing to stabilise post-pandemic,” Angell added. “So whether that’s capacity or fares, there’s still an element of stabilisation happening. Combine that with cost of living pressures that much of Asia Pacific has experienced over the last two years, and we’re seeing two very clear emerging trends from our guests. The first is that, again, they’re prioritising value in the decision making. The second is that more and more… are considering cruising closer to home.”
While traditional favourites like Europe, Alaska, and Hawaii are still drawing plenty of interest, NCL is seeing a growing appetite for cruise destinations that are a little closer to home. “Destinations like Asia, South Pacific, and even Australia and New Zealand,” are emerging as attractive options for travellers looking to avoid long-haul flights and still enjoy world-class cruising.
This stands in contrast to trends in the US and European markets, where NCL is seeing a shift towards shorter itineraries and a growing interest in local destinations. The strongest growth from continental Europe at the moment is Asia, with Japan proving to be especially popular. In the Middle East and Africa, demand for Asian sailings is also on the rise. In response, NCL has expanded its offerings in the region, capitalising on the momentum. The South Pacific is another standout, offering unique itineraries that appeal not only to niche markets, but also to a growing number of European travellers seeking something a little different.
As cruising continues to evolve post-pandemic, one thing is clear: Aussie cruisers are keen to maximise value without compromising on experience, and destinations closer to home are ticking all the right boxes.
