The CTN Take: Can Aqua entice new guests while keeping loyalists happy?
Norwegian Cruise Line is hoping to attract a new strain of clientele with the launch of Norwegian Aqua – but can it do so without sacrificing the tried-and-tested favourites its loyal customers keep coming back for? Will Payne goes onboard to find out
With cruise passengers getting younger and more people identifying holidays-at-sea as a desirable way to travel, cruise lines are under increasing pressure to ensure their ships cater to the interests of an increasingly diverse set of holidaymakers.
However, balancing the need to freshen up onboard offerings with innovations like waterslide-cum-rollercoasters and interactive gaming venues while keeping the traditionalists happy can be tricky. Get it wrong and lines can fall fowl of becoming a jack of all trades yet master of none.
But after experiencing Norwegian Cruise Line’s newest ship, Norwegian Aqua, on a preview sailing from Southampton to Zeebrugge, Belgium last week, the line appears to be intent on blending what cruise is well known for while introducing new offerings to entice first timers to try a holiday-at-sea.
The 3,571-guest vessel is the latest addition to the company’s Prima Plus class and like its sister ships Prima and Viva, has something for everyone – but with 10 per cent more space.
Onboard, customers will find 16 dining choices, including traditional a la carte restaurants and a re-imagined casual eatery, the Indulge Food Hall. Here, guests can order dozens of international cuisines from an iPad at their table, with plates arriving within minutes.
The evolution of the classic buffet food hall found on most cruise ships highlights NCL’s intention to adapt its offering. Guests can wander through the area to watch each station’s chefs whip up dishes like chicken tikka skewers, BBQ ribs and nachos before ordering whichever dish takes their fancy. My honey glazed chicken wings arrived so quickly it was if I had gone to collect the ready-made plate for myself.
Entertainment has also been carefully thought out to appeal to all ages, with options ranging from from beer pong and an augmented reality basketball court to improv comedy nights and musical tributes to the likes of Fleetwood Mac and Prince.
Meanwhile, the Aqua Slidecoaster – the world’s first hybrid waterslide/rollercoaster – is ideal for families. Guests sit in a dingy which is then propelled skywards by an animatronic arm before cascading down multi-coloured tunnels and splashing to a stop at the bottom, not recommended for a post-dinner visit.
For fans of a more relaxed form of entertainment, the line’s first wine bar, Swirl, offers a tasting experience where sommeliers pair reds, whites and fizz with chocolate made onboard exclusively for the bar.
Earlier this year, a survey of 8,000 cruise goers revealed that lone travellers now make up five per cent of the cruise market. It’s no surprise, then, that NCL has bolstered its solo offering onboard Aqua.
The key to attracting new cruisers lies in ensuring all kinds of travellers feel at home onboard
The ship offers 73 solo cabins, with each offering access to the Studio Lounge – a private, keycard-accessed space where individuals can relax and meet other like-minded travellers. The entire Prima Plus class – including Prima and Viva – now boasts 269 solo staterooms.
My overall thoughts on Norwegian Aqua? It’s clear that NCL is pushing the boundaries of what it means to cruise by opening the industry to all holidaymakers, however they travel. The vessel flows seamlessly between sleek, art-deco-style bars and high-tech activities like AR bowling and arcade games in the Aqua Game Zone.
Having a range of cruise types, from 300-guest boutique vessels to 7,500-passenger ships, is critical to the success of the cruise industry. The industry’s product differentiation sets it apart from the rest of the travel sector.
Yet the key to attracting new cruisers lies in ensuring all kinds of travellers feel at home onboard, whether they prefer playing bingo with a cup of tea or downing glass after glass of soda in-between waterslide rides.
