Norwegian Cruise Line Seeks to Distinguish Itself from 'Inferior' Competitors
Skift Take
NCL is building a big niche with its new Breakaway and Getaway sister ships, but it is tough to compete when larger rivals have the resources to arrive in new destinations first, and with more scale.
Earlier this week, Norwegian Cruise Line CEO Kevin Sheehan sought to draw a distinction between his cruise line -- with its "free-style cruising" proposition -- and competitors Carnival and Royal Caribbean.
He referred to them several times as "inferior," and each time he sort of took it back, adding that he was joking about the name-calling.
In addressing the media January 28 on board NCL's newest ship, the Norwegian Getaway, during a preview cruise for the press and travel agents, you had a feeling that Sheehan, the NCL CEO, wasn't fooling around about his larger rivals.
His cruise line, with its 13 ships, only commands about 10% global market share, compared with 50% for Carnival and 30% for Royal Caribbean, Sheehan said.
The Getaway, which can carry around 3,970 passengers, is the line's first to homeport in Miami, and it will conduct 7-day Eastern Caribbean cruises year-round starting next
