Cornering the Hawaii Cruise Market

Over the past 14 years, Norwegian Cruise Line (NCL) has cornered the Hawaii cruise market, an impressive accomplishment despite some setbacks along the way.

NCL’s Hawaii fleet, which once comprised three vessels, now consists of just one: the 2,186-passenger Pride of America—and it’s quite the history-maker Pride of America entered service in 2005 as the first new U.S.-flagged ship built for a major line in nearly 50 years, featuring a mostly American crew, which enabled it to avoid arcane maritime rules that preclude non-U.S. flagged vessels from sailing an all-Hawaii itinerary.

Throughout the year the ship departs Honolulu each Saturday on cruises that include 100-plus hours in port. The sweeping vistas, volcanic slopes and jagged coasts that welcomed Hawaii’s earliest explorers are a daily experience for guests aboard Pride of America. Pride of America guests enjoy a late departure from Honolulu, allowing time to explore iconic Waikiki Beach, Pearl Harbor and other Oahu sights.

The ship then continues to Maui, with an overnight in Kahului. Guests can venture out onto the legendary Road to Hana, with its hairpin curves, waterfalls and plunging cliffs. Or, they may choose to visit one of the island’s many artisanal agribusinesses.

The ship also calls at Hawaii Island’s (The Big Island) Hilo and Kona. Helicopter rides above the impressive volcanic landscape are much in demand as shore excursion options here.

The next day, a pass along Kauai’s stunning Na Pali Coast is a cruise highlight. An overnight in the port town of Nawiliwili offers the chance to explore Kauai’s unique topography of rivers and canyons.

Without a doubt, Pride of America offers an impressive way to experience the islands. It is also one of the line’s most popular itineraries.

But everything needs a boost now and then, which was the case in late spring and early summer of 2018. Unprecedented lava flow from Kilauea Volcano made front-page headlines nationwide. Safety concerns forced Norwegian Cruise Line to suspend calls to Hawaii Island for a while.

The island’s popular Hawaii Volcanoes National Park actually closed for four months. No sooner had the lava worries begun to dissipate than Hurricane Lane packed another punch in late August.

Eager to blunt the negative news, the line stepped in to revive enthusiasm for the Aloha State. NCL President and CEO Andy Stuart and Senior Vice President of Sales Camille Olivere hosted a group of media and top-producing travel agents on an October sailing. The goal was to reassure them that Hawaii—along with Pride of America—was open for business.

It was an especially good time for agents to experience the ship. Many were either on board for the very first time or for the first time since an extensive 2016 dry dock, which updated the restaurants’ décor and menu selections. Other transformations included a new gelateria, updates to the Conservatory and the expansion of the Mandara Spa. Staterooms, more than half of which feature balconies, were also refreshed with new furnishings.

While Pride of America’s pool deck was the recipient of new finishes, guests won’t find elaborate slides and water features similar to those on NCL’s newer ships. With the islands as a backdrop, there’s no need for extra distractions.

Wide-open decks with plenty of lounge chairs are the perfect vantage point for admiring mist-covered volcanic slopes and rugged coastlines.

Norwegian Cruise Line is providing an added incentive for clients. During the October cruise, Stuart announced a “Free at Sea” offer, which provides free or reduced airfare from 37 airports nationwide as well as from Vancouver, British Columbia. As of press time, no expiration date is in effect.

“We are so proud to continue supporting this incredible destination by investing in this effort,” said NCL’s Olivere. “Our travel partners will be instrumental in not only driving guests to Pride of America but [also encouraging] additional tourism to this beautiful state.”