Costa Cruises Takes a Cue From Airlines With New Branded Fares
Skift Take
Cruises have always been complicated to book, so we're curious if customers will appreciate Costa's new approach.
Italian cruise operator Costa Cruises is changing the way it sells cruise vacations in a way that might look familiar to anyone who has booked a plane ticket recently.
The cruise line, part of industry giant Carnival Corp., has restructured its fares into four categories, ranging from a no-frills version, Basic, to the Deluxe level that includes just about every amenity. Costa, which operates 15 ships, announced the new pricing plan in North America this week after rolling it out earlier in core European markets. It will not apply to several Asia-based ships or world cruises.
Unlike airlines, Costa says, the cruise line is not going to start charging for things that used to be free, with one exception: The cheapest level will not include the ability to choose a cabin. Scott Knutson, vice president of sales and marketing for Costa Cruises North America, said any resemblance to airline branded fares is coincidental.
"They seem to be go
