Oceania Cruises ‘redefines ultra-premium’ with revamped amenities package

Oceania Cruises will include more amenities for all passengers booking around the world from October.

The Your World Included value promise will replace the Simply More programme, which was introduced last year, with gratuities, unlimited Starlink Wi-Fi, dining at all gourmet specialty restaurants, in-room dining, non-alcoholic beverages, group fitness classes and laundry services now included in pricing.

This applies to all new bookings from October 1, 2024, for all sailings leaving on or after January 1, 2025.

On average, Oceania calculated passengers would receive $1,800 in amenities per stateroom based on a 10-day cruise following the change.

Nikki Upshaw, senior vice-president for global sales at Oceania Cruises, told Travel Weekly, the change was based on feedback from guests, agents and staff, and means new inclusions will be “embedded in your price” across all regions, categories and ceilings.

She added: “What it does is simplify the sales process, the marketing positioning of Oceania Cruises, and at the same time, elevates us into redefining the ultra-premium category.”

On the trade sales side, Upshaw believed this change would “simplify” how a travel agent could sell Oceania cruises and would be attractive to both avid cruisers and new-to-cruise customers.

She added: “At first glance, the Oceania price compared to a premium cruise line’s price will appear higher because those other lines don’t include certain elements, and as you get on board, you have a price before you cruise, and then your price as you check out.

“For Oceania, much of what you would have to pay when you come off your cruise, you are already paying upfront.”

All ships in the fleet will have Starlink Wi-Fi by November 2024, and the non-alcoholic beverages package comprises soft drinks, juices, specialty coffees and teas, still and sparkling Vero Water, fruit smoothies, gelato and artisan ice cream.

Upshaw stressed that these inclusions, particularly the gourmet speciality dining, non-alcoholic beverages, and unlimited Wi-Fi were “huge value” compared to other premium lines which have a surcharge for these amenities.

In terms of how this changes Oceania’s market positioning, Upshaw explained: “We’re redefining ultra-premium and want to offer the avid cruiser that’s ready to evolve in their travel lifestyle from a premium cruise line when they are not quite feeling the ultra-luxury experience is for them.

“By being in that ultra-premium segment, we actually give that stepping stone with a smaller ship as well as these inclusions.”

She added travel agents could customise their client’s holidays through excursion, beverage, air or pre or post-cruise land packages.

For any agents that had already booked passenger sailings leaving after January 1, 2025, their reservations “stay intact”, Upshaw stressed, and there are no requirements to make any change.

If passengers would like to switch over to the new programme come October 1, “they absolutely can without any penalty”, she added.

However, she advised agents: “If guests decide on the new programme, it’s at the prevailing rate, so, if they made a reservation six months ago, they have a certain fare with the Simply More programme. On October 1, that cruise might have changed in price.”

Upshaw revealed that typically Oceania would assess and raise prices accordingly every quarter but had taken the decision come October 1 to “leave prices as they are” globally, while there may be “some fluctuations” in certain regions for certain cruises.

Pictured: Oceania Vista