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Game Changer For Cruise Pricing?

Celebrity Cruises, which always puts its fleet in the water, is now sticking in its toe.

All-inclusive cruising?

That’s what Celebrity is calling its latest pricing strategy. Actually, it’s calling the promotion Go!Big, Go!Better, Go!Best and, while it’s a mouthful, it is more effective than its predecessor…123Go!

What Celebrity’s doing is disposing of cruise-only pricing for all oceanview rooms, balcony cabins and suites. Instead, everything is bundled, the new industry catch-word, as our colleague Phil Reimer pointed out the other day at Ports and Bows. River-cruise lines have ventured deeper into all-inclusive waters than any of their ocean rivals.

That’s where the toe comes in for Celebrity.

Buy a cruise with Celebrity and you will be either a Go!Big customer, a Go!Better customer or a Go!Best customer. The difference is what you wish to have included: a classic beverage package, free gratuities, unlimited Internet or a $150 per-person spending credit. They’re all pretty good extras, though not exactly all-inclusivity and you get one with Go!Big, two with Go!Bigger…you get the idea.

The pricing will be built into the increased fares, of course, and give cruisers a flashback to way things used to be when “everything” was included. If it works, Celebrity is likely to increase the number of extras until things like shore excursions are also included. If it works, others in ocean cruising will surely follow suit.

And that’s how we’ll know if it worked.

In the news…

• Holland America suspends flightseeing with Alaska company after crash
• Norwegian's parent company opening new office in Australia

• No impact port changes — yet — from Greece economic woes

Today at portsandbows.com: Denali National Park for all

Norwegian Dawn
7 nights
November 28, 2015
Boston (return): Bermuda
Inside: $599
Cost per day: $85
www.ncl.com

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