Cruises

Norwegian Cruise Line adopts new pricing strategy to strengthen market position

Norwegian Cruise Line Holdings is implementing a new base-loading pricing strategy with lowest fares early in the booking cycle to build demand sooner and maintain price integrity closer to sailing. CEO John Chidsey stated the shift targets premium families and seasoned travelers, a 35-million-strong pool. The company disclosed it remains below optimal booked position for the next 12 months, with 2027 expected to be a transitory year and 2028 the first normalized year.