Free drinks, shore tours and more: Cruise lines tout all-inclusive deals to reignite bookings
How are cruise lines going to lure us back to cruising?
With freebies, it seems.
As cruise companies look ahead to a wider restart of cruising in 2021, they are rolling out a smorgasbord of promotions that include free drinks, gratuities, shore excursions and other "value add" items that are making their fares more all-inclusive.
For more cruise news, reviews and tips, sign up for TPG's new cruise newsletter.
In many cases, the offers are temporary. A flurry of "throw in the kitchen sink" Black Friday deals announced in recent days only extend for a week or two. Other similar offers in recent months also have had a finite end date. But, a few lines are making the extra perks permanent.
In just the last few weeks:
- Celebrity Cruises has begun including unlimited drinks (cocktails, wines by the glass, beer and sodas), unlimited Wi-Fi and daily gratuities in its base fare as part of a new Always Included fare structure that it says is a permanent change.
- Mostly all-inclusive luxury line Silversea announced it would get even more all-inclusive with the addition of free round-trip air and transfers, and at least one complimentary shore excursion in every port of call, as standard perks for all passengers. The change will be effective for sailings in 2022 and beyond.
- Start-up "luxe-adventure" line Atlas Ocean Voyages said it would include a shore excursion in every port for passengers in its fares as part of its new All Inclusive All the Way commitment. Scheduled to debut in July with a single ship (the 196-passenger World Navigator), the line also recently said it would throw in emergency medical evacuation insurance for all passengers as part of its base fare.
"We are consistently seeing a trend for cruise lines to offer more-inclusive pricing to provide optimal value for customers," Vicky Garcia, the COO and co-owner of Cruise Planners, a large travel agency network, told The Points Guy. The Cruise Planners network includes more than 2,500 travel agents in all 50 states.
"If cruise lines aren’t already offering all-inclusive or more inclusive offerings, we foresee them starting to consider it an option," Garcia said. "These packages are a wonderful way to lure existing customers back and bring on new clients, since the cruise lines aren’t just competing with each other, they are also competing with other vacation options, many of which offer inclusive amenities."
Related: The best credit cards for booking cruises
The trend to more inclusive offers has been building for several years, even before the new coronavirus brought cruising to a halt. Cruise lines in recent years have been loath to discount rates to move unsold inventory, preferring to throw in "value add" perks such as free Wi-Fi and gratuities to boost sales. But some of the all-inclusive offers that lines have been touting recently suggest a longer-term change.
"Certainly, some such initiatives have been tactical and others are indeed long-term strategic changes," David Harris, CEO of Ensemble Travel Group, a consortia of 700 independent travel agencies in the U.S. and Canada, told The Points Guy. "Drinks, gratuities, internet and excursions are all on the list of considerations – and no doubt (there are) more, like some portion of airfare and even pre/post hotel accommodation for certain more-luxury product offerings."
Among the lines that have been offering short-term promotions lately that throw in a lot of freebies with new bookings are Holland America and Norwegian Cruise Line.
A Black Friday Sale announced Monday by Holland America brings a free Wi-Fi package, beverage package, specialty dining package and prepaid gratuities with new bookings. It continues through Dec. 1, with a secondary promotion that includes all the above except free Wi-Fi available through Dec. 8. The offers are good on all sailings except Grand Voyages departing through spring 2022.
Related: How to plan a cruise with points and miles
In addition, as part of the Black Friday Sale, Holland America also is giving cruisers who purchase a $500 gift card an additional $50 bonus gift card. The gift cards can be applied to new bookings made during the Black Friday Sale.
A Norwegian Cruise Line sale for Black Friday unveiled Tuesday offers a similar array of perks. The line is offering a free open bar, free specialty dining, a shore excursion credit and a Wi-Fi package with every booking, as well as discounted rates for friends and family. The perks are available on all departures, all itineraries and all published voyage dates through 2023.
"All-inclusive packaging appears to be the alternative solution to driving down prices," Garcia said.
Garcia said she didn't expect cruise lines to drop their base pricing for 2021 sailings, in part because passengers holding credits for cruises that were canceled this year are rebooking for next year. That's driving up demand for 2021 sailings and allowing lines to hold the line on pricing.
But lines are using and will use value-add promotions to incentivize people to book.
Ensemble's Harris said it's unclear, for now, whether some of the recent moves to more all-inclusive pricing are here to stay.
"One thing about trends is that they can either be temporary or more lasting," Harris said. Whether we see some of the latest all-inclusive offers sticking around for the long term might "depend on whether there is market contraction or not."
Related: 21 tips and tricks to make your cruise go smoothly
"If cruising returns strongly and safely, I would view these initial tactics as more temporary – then again, consumers may not be happy with (the lines) rescinding such benefits as they are typically very well-received by the consumer market," Harris said.
"Ultimately, it could depend on pricing strategies – e.g., some lines would prefer to race to the bottom on price as historically most consumers understand price," Harris added. "The more savvy operators will build the value proposition around price, and while both approaches have merit, consumers will ultimately drive the results."
Planning a cruise? Start with these stories:
- The 5 most desirable cabin locations on any cruise ship
- The 8 worst cabin locations on any cruise ship
- A quick guide to the most popular cruise lines
- 21 tips and tricks that will make your cruise go smoothly
- 15 ways cruisers waste money
- 12 best cruises for people who never want to grow up
- What to pack for your first cruise
TPG featured card
Rewards
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.