Breaking Down Cruise Line Value-Add Programs & Why Client Communication Is a Must

Cruise line value-add programs are a marketing tactic that works. Prospective cruisers are lured by promises of all-inclusive drinks and unlimited Wi-Fi, making cruise sellers’ jobs that much easier

And, many experienced cruisers specifically choose a line that offers the program.

“Some of my clients will book a Celebrity or NCL cruise over their competitors because they want the drinks, dining or gratuities included in the price,” said Carl Bruno, owner of an Oklahoma-based Cruise Planners.

But, not all cruise line value-add programs are the same. Some are a single offering, regardless of the length of sailing or cabin booked. Some, but not all, are inclusive of taxes and gratuities. Making sure your clients understand what’s on offer – and what’s not – is essential for avoiding confusion and frustration.

The Offers
Within the premium cruise segment, three cruise lines offer included value-add programs, though only two offer them year-round.

Celebrity Cruises

One of the longest-standing value-add programs, Celebrity’s “Always Included” promo is included with most cruises of seven nights or longer and applies to all guests staying in the cabin.(Some lower rate fare codes do not include the package.) It includes a classic beverage package (with tips), unlimited basic Wi-Fi, and onboard gratuity fees.

The beverage package includes most alcoholic drinks, bottled water, juice, sodas, and premium coffees. Basic Wi-Fi lets clients browse the web, check email, post to social media and use messaging apps.

Norwegian Cruise Line
NCL’s “Free at Sea” is a selection of perks that guests booked on cruises of three nights or longer can choose from. Historically, those staying in studio, inside, oceanview, balcony, and Club balcony suites could choose two of the five perks. Since the cruise line returned to service, passengers in all cabins have been receiving all five, but that is expected to change.

Among the perks NCL cruisers can choose from are a premium beverage package (tips not included), limited Wi-Fi, specialty dining (tips not included), and a shore excursion credit.

The beverage package includes a variety of alcoholic drinks, sodas, and juice. It does not include bottled water or specialty coffees. Guests must pay a 20% gratuity on the retail value of the package.

How many specialty dinners are included depends on the length of the sailing and cabin category. Cruisers on sailings of three to six nights get one free dinner. Cruisers in studio, inside, and oceanview cabins on sailings of seven to 11 nights also get one free dinner, while those in balcony and above cabins get two free dinners on the same length sailings. In all cases, cruisers must pay 20% gratuity on the retail value of the package. For cruises of 12 nights or longer, one additional dinner is added for each category. The dining package can only be applied to the first and second guests in each cabin.

The “Free Wi-Fi” package includes limited minutes (no streaming) depending on the length of the cruise. On one-week cruises, it’s 150 minutes per person and applies only to the first and second guest in each cabin.

The shore excursion credit is $50 and is per cabin, though technically it’s actually the first person on the reservation who gets the credit.

Princess
Princess’ “Best Sale Ever” is only available at select times of year, but when it is, it provides guests on seven-night cruises with a premium beverage (tips included), unlimited high-speed Internet, onboard gratuities, and one-night specialty dining (tips included). Only the Wi-Fi and onboard gratuities apply to more than the first and second guests in the room.

Managing Expectations
As you can see from the above, each cruise line’s value-add program is different. Two offer unlimited Internet; one does not. One’s “free” open bar isn’t actually free. For travel advisors with clients who sail on multiple lines managing expectations is key.

“Some of the confusion for guests is comparing one program with another, say NCL and Celebrity, because the programs are different and they (and many agents) have a hard time keeping the differences straight,” said Joy Teet, co-owner of a Florida-based Dream Vacations franchise.

The same is true for advisors with new clients tempted by ads that tout “Free Specialty Dining” or “Free Shore Excursions.”

Once clients understand what is and is not included, most do not object, advisors said.

“The majority of my clients do not object to the beverage and dining service charges, since the service charges are fess less than if they purchased the drink package or dining packages outright,” said Bruno, speaking specifically of NCL’s Free at Sea program. “Besides, guests do have the option of declining the beverage of dining packages if they don’t want to pay the beverage and dining service charges, but most people don’t.”

Explain First
Whether your client is an experienced cruiser or not, explaining the value-add program before starting the booking process is a good idea, according to Tony Lostumbo, owner of a Weston-Florida-based Cruise Planners.

“I always disclose everything upfront,” he told TMR, adding it’s especially important with Norwegian’s Free at Sea because of how the line advertises it. It’s not until he’s explained the promotion and is sure people understand that he moves forward with quoting fares.

Overcome Objections
In cases where clients or prospects feel misled by ads plugging “free” inclusions, pointing out the overall value of the program is usually all that’s needed.

“Guests do not get confused when you explain it to them fully however, they do think if the package is ‘free’ the gratuities should be included,” said Teet. “I tell them, for a 7-night cruise the gratuity is around $120, so if they spend more than that on beverages, it’s worth it… I also explain that the package is [worth] about $69 per day/per person, and that helps a lot as well because then they see the value.”

Lianabelle Pinero, cruise specialist, and owner of Nautical Dreams Travel said much the same thing.

“Many times clients do question the service charge for both the beverage and the specialty dining with NCL when they see it on the invoice. Once I explain it to them and compare the bottom line price, they are fine.”

While most travel advisors don’t mind the extra communication required, some do.

“It’s a communication nightmare: what’s included, what’s not included, service fees or gratuities added on, if include water isn’t [included],” said Susan Reder, of Frosch Classic Cruise and Travel, a high-touch luxury agency within the Signature Travel network.

“Here you have this so-called all-inclusive and it doesn’t include water. How on earth are these people paying thousands and thousands of dollars and they don’t get water?”

Reder said it’s even more confusing when booking multigenerational families with different people in different category staterooms. Who gets which perk? Where can some people eat and where not?

During a recent multi-gen family booking, Reder said she gave up on booking the grandparents into a suite because it was too confusing keeping track of all the pieces. It was easier to put them all in regular cabins, she said.

But most advisors TMR spoke with said they like the value-add programs, despite the fact they can be confusing at times. It’s that confusion that makes the advisor’s advice to their clients more valuable.

“It can be confusing, especially to guests who are new to cruising or not familiar with the cruise line, which is why they need a travel agent who can guide them through the different variables and figure out which is the best for them,” Teet added.