Multi-concept Hospitality Beverage Program :
NORWEGIAN CRUISE LINE
Norwegian Cruise Line paused operations beginning March 2020 and resumed business in the summer of 2021 . “ As with many industries , we have also been affected by supply-chain issues ,” says Wesley Cort , vice president of food and beverage operations . “ However , our onboard operations have the ability to modify menus as needed based on product availability . The team also has the flexibility to substitute products as needed and often source products locally , which adds to a positive guest experience and has been well received by our guests .”
Upon Norwegian ’ s return to service , the goal was to enhance the overall guest experience by introducing new initiatives and experiences focused on sustainability , enhancing room service selections and ordering processes . The company is also committed to crew and team member learning and development .
Pre-cruise , Norwegian offers customers a “ Free at Sea ” promotion , which includes amenities such as free open bar , free specialty dining package and shore excursion credits . On-cruise , specialty beverage events such as tastings and spirit experiences aim to drive elevated consumer perception and sales . Beverage packages ensure all customers have variety and value during the cruise , while programs such as cocktails on tap provide a consistent , fast experience for guests , as well as a short wait time .
Different venues offer specialized drinks . At the Ice Bar , inspired by the original ice hotels in Scandinavia , guests chill out in a 17-degree arctic chamber where the bars , walls , seats and glasses are all made from ice . Sugarcane , a Mojito bar , offers a rum-inspired menu featuring freshly muddled mojitos and a unique Mojito Flight .
The Haven Lounge is home to the most luxurious accommodations on the ship . It features a private bar with the Bespoke Cocktail Program for custom-made cocktails tailored to individual guests . On the more casual side , the District Brewhouse offers omore than 22 draft beers and over 50 bottled beers , from a seasonal light lager to a craft IPA . While Norwegian has introduced a number of new updates to its beverage program as the ships have relaunched , Cort highlights the cruise line ’ s efforts in sustainability .
“ The most impactful change to our beverage offerings was the introduction of the Brand ’ s Sail and Sustain program ,” he says . “ This program features responsibly crafted zero-waste cocktails prepared with surplus ingredients such as coffee grinds , banana and orange peels . The program has proven to be a success and has been a popular hit with our guests . As part of the beverage experience , we provide our
Norwegian ’ s La Madrina cocktail . guests an overview of the Sail and Sustain program detailing thoughtful curated recipes for cocktails that are created responsibly and sustainably .”
Along with a renewed focus on sustainability , all of these initiatives have paid dividends to Norwegian . The cruise line is projected to increase room service revenue with the new SWIFT delivery program by at least 20 % across the fleet for the year 2022 and has
“ The most impactful change to our beverage offerings was the introduction of the Brand ’ s Sail and Sustain program , this program features responsibly crafted zero-waste cocktails prepared with surplus ingredients such as coffee grinds , banana and orange peels .”
– WESLEY CORT , VICE PRESIDENT OF FOOD AND BEVERAGE OPERATIONS
also reduced printing cost on board with the use of electric iPad menus and QR Code implementation .
“ We typically look at guest satisfaction scores when analyzing the success of our product and program ,” notes Cort . “ We also look at guest testimonials , which have been overwhelmingly positive .”
Guest responses speak for themselves : Recorded scores for service satisfaction in shipboard bars and lounges exceeded target expectations , increasing 16 points on average from January 2020 to January 2022 . — JS
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