Oceania Cruises is bullish about the year ahead as the cruise line starts 2026 with a new brand positioning, a simplified strategy and a new adults-only policy.
Speaking on board Oceania’s Riviera, which made her maiden port call to Auckland at the weekend, Oceania’s director of sales ANZ James Sitters (pictured) updated invited agents on its refined offering as ‘the lead into luxury’ cruising.
With the addition of its Your World inclusion (free gourmet restaurants, wifi, gratuities and non-alcoholic drinks) Sitters says the cruise line has also simplified its proposition for agents to sell. “We are a luxury brand but we’re not fully inclusive so we’re giving guests the choice of either the beverage package or the excursion package,” Sitters told the agents.
The cruise line has ‘seen some incredible growth’ from the Kiwi market, adds Sitters as he points out that Oceania is still committed to cruising in New Zealand, as well as the trade distribution.
. . . Cruising Longer
In terms of Kiwi sales trends Sitters says Kiwi cruisers are still ‘buying up the ship’; and in terms of hot destinations, Japan and Europe continue to lead the charge. However, Sitters urges agents with clients considering both destinations to book as early as possible to ensure clients’ preferred dates. In Apr Oceania’s 2028/29 Japan cruises go on sale, he adds.
The Med continues to be a key seller from the Kiwi market, but the cruise executive says New Zealanders are now cruising longer—with an average cruise length of 21 days ‘which is up significantly’ on past years.
At the same time, Oceania’s new ship Allura is moving to year-round selling out of Europe, offering shoulder season cruise options and even the chance to take in Europe’s cruise markets from an ocean cruise, he adds. “It’s a new ship, and a new concept for us, so I think it’s going to appeal to Kiwis looking to avoid the crowds.”
Another change, which is bene fitting Oceania sales out of New Zealand, adds Sitters, is the NCL Holdings move to a tri-brand loyalty program. “We are seeing some great results from that,” he adds.
