NCL’s Groups 2.0 Initiative Results in Record Bookings

Norwegian Cruise Line launched Groups 2.0 in December, and its group booking volume skyrocketed in the program’s first 30 days, resulting in a record 400 percent increase year-over-year. Groups 2.0, which is part of NCL’s Partnership 2.0 initiative, is an enhanced group booking program allowing travel agents more flexibility to market and sell cruises to groups.

Groups 2.0 allows agents to hold up to 16 staterooms with no deposit required until four months prior to sailing. Individual bookings can be transferred into groups up until the day prior to sailing. It also features an expanded consumer facing amenity menu for all bookings, including options such as alternative dining, spa treatments and Freestyle Bowling.

Groups can also make advance Freestyle Dining reservations in any restaurant prior to sailing. Agents receive commissions up to two months faster than before via NCL’s Global Commission Payment program. Groups 2.0 also allows agents to convert an existing group into new FIT pricing, should overall rates be lowered.

For group bookings requiring between 16 and 99 staterooms, agents have 60 days to hold space with no deposit. Then, a deposit of $25 per stateroom will be due. Travel partners who book more than 100 staterooms will work closely with NCL to negotiate a timeline that meets their needs.