4 Things Luxury Travel Advisors Should Take Away From Norwegian’s Q2 Update
From Oceania’s rebrand to Regent’s record bookings, here’s what matters most for the high-end cruise seller.
Photo: Courtesy of Oceania Cruises
Norwegian Cruise Line Holdings used its second-quarter earnings call, held last week, to quietly reset the narrative around its luxury brands. “We continue to see strong demand and pricing power in the luxury and upper premium markets,” said CEO Harry Sommer, setting the tone for a conversation that centered as much on positioning as performance.
Oceania is getting a brand refresh that pushes it closer to true luxury territory, while Regent continues to outperform on pricing, loyalty, and demand. Together, they’re signaling a shift in how NCLH wants to compete for high-end travelers—and where travel advisors fit in.
From repositioning Oceania for the land-luxury crowd to expanding long-haul deployments, here are four things worth noting:
Oceania Is Stepping Fully Into the Luxury Space
Oceania Cruises is shedding its “upper premium” positioning in favor of something more aspirational.
“We’re evolving our branding for Oceania Cruises to better reflect its position in the luxury space and the value it provides relative to land-based alternatives,” said CEO Harry Sommer. President Frank Del Rio Jr. added, “Allura will elevate the guest experience even further with new dining concepts, enhanced public spaces, and larger staterooms that align with the expectations of today’s luxury traveler.”
Advisors should take note: The brand is targeting the luxury land traveler more directly than ever before.
Demand Is Shifting Toward Longer, Farther-Flung Itineraries
Both Oceania and Regent are focusing growth on longer voyages and less traditional cruise destinations.
“We’re leaning into exotic, bucket-list destinations—Asia, the Middle East, South America—where we can deliver longer sailings and more culturally immersive experiences,” said Sommer. This aligns with rising client demand for experiences that go beyond the familiar, particularly in regions with rich historical depth or limited luxury infrastructure.
Regent Is Outperforming—and Not Just on Price
Regent Seven Seas continues to set the bar across pricing, loyalty, and onboard spend. According to Sommer, “We’re seeing exceptional strength in the luxury market… Regent’s forward-booking position is significantly ahead of this time last year.”
Advisors with repeat clients on the ultra-luxury side may find that loyalty to Regent is strengthening in parallel with broader interest in longer sailings and extended pre- and post-cruise land packages.
Advisors Are Key to the Growth Plan
Travel advisors remain central to the company’s luxury growth strategy. “We continue to see the travel advisor channel as our most important source of new-to-cruise luxury guests,” said Del Rio Jr. “As we reposition Oceania, we’re giving our partners more tools to tell that story.”
With updated sales resources and co-op opportunities in the pipeline, advisors are being directly invited to help lead the reintroduction of these brands to a luxury-minded audience.
