Norwegian Cruise to operate in a way where price is not the main driver
President and CEO Frank Del Rio said that he expects to see pricing deterioration in the short term in the cruise industry due to the coronavirus.
“I will tell you that we’re not going to allow what we believe is a temporary situation to derail us from our long-term proven go-to-market strategy of focusing on value to consumers over using low price as a lever to stimulate demand. Having said that, given what we’re seeing in Q2 primarily, and what our competitors – how our competitors are reacting you’re going to see pricing action across the spectrum, we need to stay competitive. But we will not do it in a way in which we believe will hurt the long-term brand equity and our long-term desires to increase pricing year-over-year,” stated President and CEO Frank Del Rio.
Maritime Business World