NCL Corp. will withdraw the Pride of Aloha from the Hawaii market effective May 11. The ship will be transferred to Star Cruises and will be re-flagged and deployed in Asia in the summer. The remaining year-round ship in Hawaii will be the Pride of America, introduced in 2005.
The company announced and put on sale Pride of America’s sailings through 2010; it offers inter-island cruises departing every Saturday from Honolulu. A year ago, NCL announced the transfer this month of the Pride of Hawaii to Europe, and rename it Norwegian Jade.
“Our Hawaii business has been extraordinarily difficult, and although we have progressively established a stable operation, delivering a good product in a great destination, the overall price level in the market has been driven down, to a significant degree, by an unprecedented expansion of capacity from low-cost foreign flag ships based on the West Coast operating domestic Hawaii itineraries that the Customs Service has indicated are legally the preserve of U.S. flag ships,” said NCL President and CEO Colin Veitch.
“We have invested heavily in U.S. flag cruising in reliance on our nation’s cabotage laws providing a level playing field in Hawaii. Our remaining ship, Pride of America, is generating an encouraging profit now, and we project a continued improvement in this one-ship operation as the unique nature of Hawaii, from a cabotage standpoint, is clarified and restored. In due course, we would then expect, and hope, to be able to grow our U.S. flag business back to two profitable ships by reintroducing Pride of Hawaii.
” The U.S. Customs and Border Patrol is investigating the legality of foreign-flagged ships departing San Diego or Los Angeles for Hawaii and making only a cursory stop in Ensenada, Mexico. Foreign-flagged ships are required to stop in a foreign port on U.S. itineraries.
NCL recently embarked on a fleetwide initiative called Freestyle 2.0 featuring product and hardware upgrades to its fleet, including Pride of America. Enhancements include a major investment in the dining experience; upgrading the stateroom experience; new wide-ranging onboard activities for all guests.
Additional recognition, service and amenities for balcony, suite and villa guests; and the establishment of casual action-station restaurants taking the place of the traditional buffet. Freestyle 2.0 will be in place on Pride of America and across NCL’s fleet by mid-May. “Pride of Aloha pioneered the new inter-island market, but as we move forward with Freestyle 2.0 to take our product to the next level across what is already the youngest fleet in the industry.
We cannot justify further investment in this ship,” said Andy Stuart, NCL’s executive vice president of marketing, sales and passenger services. “Withdrawing Pride of Aloha was an extremely difficult but necessary commercial decision; however we see a strong future for the long-term flagship in Hawaii, Pride of America.
In Pride of America, we have created a commercially successful modern U.S. flag cruise ship homeported in Hawaii — the first time that has ever been achieved. With Pride of America, we are offering a high quality product, on a world class ship sailing one of the most exciting itineraries available in the industry….
In the longer term, as demand continues to grow for this premium experience, we hope to bring back our other modern purpose-built U.S.-flag ship, Pride of Hawaii.” For guests booked on Pride of Aloha from May 11 and beyond, NCL is holding space and will offer the same cruise fare as they currently have paid on their Pride of Aloha cruise if they would like to transfer to the same week on Pride of America, departing one day earlier.
In addition, guests will receive a $100-per-person onboard credit (up to $200 per stateroom). For guests who made their air and/or hotel arrangements through NCL, NCL will protect the rates they currently have paid and cover any air or hotel change fees.
For guests who purchased their own air, NCL will protect up to the first $100 per person of any increase in air costs and cover up to $75 per person in air change fees. For guests who made independent hotel arrangements, NCL will cover any hotel change fees up to $25 per person. Guests may book any other NCL cruise and receive a $100-per-person onboard credit (up to $200 per stateroom) if they rebook by March 7.
In addition, NCL will cover up to $75 per person in air change fees and up to $25 per person in hotel change fees. Guests may cancel their cruise and receive a full refund if NCL is notified by March 7. In addition, NCL will cover up to $75 per person in air change fees and up to $25 per person in hotel change fees. After March 7, cancellation fees will apply in accordance with NCL’s cancellation policy.
Following a 14-day scheduled dry dock in Hawaii from April 26 to May 10, Pride of America will sail its four-island itinerary with a change in order of ports, including an overnight in Nawiliwili, Kauai; an afternoon cruise of the Napali Coast; Hilo, Hawaii; an evening sail by Mount Kilauea; Kona, Hawaii; and an overnight in Kahului, Maui. All of the Freestyle 2.0 enhancements will be rolled out on Pride of America during the ship’s dry-dock.
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