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Norwegian completes crossover into luxury cruising

Norwegian Cruise Line Holdings has officially entered the luxury market, finalising the acquisition of Prestige Cruises International – the parent company of Oceania Cruises and Regent Seven Seas Cruises.

Norwegian Cruise Line Holdings has officially entered the luxury market, finalising the acquisition of Prestige Cruises International – the parent company of Oceania Cruises and Regent Seven Seas Cruises.

The US-based company already operates one mass-market brand – the contemporary Norwegian Cruise Line.

However, the $3,025 billion deal gives Norwegian a wider portfolio of brands, with Oceania operating five premium vessels and Regent Seven Seas sailing three mid-range, all-inclusive ships and an additional ship on order for deliver in 2016.

Earlier this year, Norwegian president Kevin Sheehan said the acquisition would allow the company to offer cross-brand opportunities, whereby travellers can book collaboration packages.

“While for years we have competed successfully with our one brand in an increasingly consolidated industry, our acquisition of Prestige creates a new cruise operator with a range of complementary offerings as diversified as any in the industry.”

Kevin Sheehan, Norwegian Cruise Line president

Mr Sheehan said the next phase will be to integrate the organisations with a structure that allows for sychronisation while maintaining the integrity of the separate brands.

Norwegian ship

Meanwhile in line with changes, the line has also revealed Regent Seven Sea Cruises’ UK managing director, Graham Sadler will now become the UK managing director of Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas.

Oceania’s current UK managing director, Bernard Carter will remain in his role and Norwegian Cruise Line’s Francis Riley has been promoted to vice president international for all three cruise lines.

Do you think Norwegian has what it takes to operate two luxury brands?