Norwegian to target China market with second Breakaway Plus-class ship

By Phil Davies

Norwegian Cruise Line's second Breakaway Plus-class ship will be used to mark the line's entry into China in 2017.

The new vessel is being designed specifically for the China market with accommodation, cuisine and onboard experiences that cater to the holiday preferences of Chinese passengers.

The 4,000-passenger ship will be the second in the new class to be introduced by the line following Norwegian Escape which is Due for delivery next week.

Chief executive Frank Del Rio said: "Our new purpose-built ship for China will have characteristics that are authentic to Norwegian Cruise Line and yet distinctively Chinese in all of its sensibility.

With this new ship, Norwegian will unquestionably offer our Chinese guests a superior product and introduce a new standard of innovation and excellence into the marketplace, with an unrivaled level of customisation for the Chinese consumer. It will perfectly suit what modern Chinese travellers value from an upscale cruise experience."

The company says it is is working with partners in China and local experts on the subtleties of Chinese culture.

Further details, including the ship's name, home port, accommodations, dining and entertainment will be disclosed in the coming months.

Norwegian Cruise Line Holdings has opened offices in Beijing and Hong Kong in addition to Shanghai.

The offices will support all three brands in the company's portfolio - Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises.

"Our China offices house a dedicated leadership team uniquely focused on ensuring the success of our local travel agent partners, which is crucial to the success of our expansion in what will soon be the world's second largest cruise market," said Del Rio.

"These offices will provide sales and marketing support to our travel partners whose customers not only wish to sail on our new China-based ship, but also on any of the incredible voyages around the world offered across our portfolio of brands."

Two additional ships in the Breakaway Plus class are on order for delivery in 2018 and 2019.