Norwegian Cruise Line expects millennials to account for the majority of the company’s bookings by “2021/2022”.

Speaking to Cruise Trade News at a trade event in London, Harry Sommer, executive vice president, international business development, Norwegian Cruise Line, explained that the projection was based on current trends across the company’s three brands – Norwegian Cruise Line, Oceania Cruises, and Regent Seven Seas Cruises.

Sommer said: “The millennial generation is our fastest growing segment and we think over the coming years it will be our largest.

“Right now, the baby boomers are still larger, but millennials will overtake them in 2021/2022 if the current trends continue.”

Sommer added that this change in cruise customers has led the company to the consider how it appeals to people from all age groups.

“We think our freestyle cruising concept, which has so much flexibility, coupled with premium all inclusive, is a way to appeal to different guests,” he added. “It all ties into this trend that people want to buy experiences, not things.”

On the issue of technology, Sommer also explained that Norwegian has focused more on the personal experience, rather than on board device enhancements.

“You can break it down into components. Technology is huge in the pre-cruise experience, where having a great website is vital when people are in the consideration and purchase phase.

“It is also important in the check-in process, as you have this big bottleneck of people all wanting to get on the ship. We spend a lot of time giving people the tools to pre-check-in. Our goal is to get people from the terminal on to the ship in five minutes. We’re not quite there yet, but we’re working towards it and we should be there in the next year or so.

“Once you get on the ship, I’m not sure people really want technology. Yes, guests want WiFi, but on the ship it’s more about personal experience.

“So, while we will absolutely make improvements to the shipboard product, for us it’s more important to have a great person-to-person experience.”