Norwegian Cruise Line Video
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About Norwegian Cruise Line
Miami-based Norwegian Cruise Line (NCL) is notable for revolutionizing the cruise experience via its "Freestyle Cruising" philosophy. Meant to eschew traditional cruise line stuffiness -- in dress codes, dining options and even entertainment offerings -- NCL has inspired other lines to copy its more successful "freestyle" concepts. NCL has also carved itself a niche in the homeland cruising specialty, featuring departures from a number of continental U.S. homeports that include New York, Seattle, Charleston, Houston, New Orleans, Boston, and Philadelphia, among others.
Aiming to operate the cruise industry's youngest fleet, the line is focused at present on selling off pre-Freestyle designed ships. As such, NCL recently announced that three -- Pride of Aloha, Norwegian Majesty and Norwegian Dream -- will be departing the fleet in the next two years. Though the line actually reversed its plans in one instance: Pride of Aloha, which finished its Hawaii slate of itineraries, will be transferred to Miami. There, under the ship's original name -- Norwegian Sky -- the vessel will sail three and four night Bahamas cruises from Miami.
With its newest ships, NCL is testing a number of land-based amenities, like luxury villas, martini and champagne bars, interconnecting cabins, onboard bowling alleys, and electronic restaurant reservation systems. Another distinction is NCL's revolutionary (for mass-market cruising) disembarkation policy, so relaxed that it is more resort-like than cruise-like. In addition, it is the only cruise line to offer year-round Hawaiian itineraries. At present, the one time NCL America fleet of three ships has been significantly downsized; only Pride of America remains in Hawaii.
Starting with one ship in 1966, NCL was first established by Oslo-based Klosters Rederi A/S, one of Norway's oldest and most respected shipping firms. Its first ship (M/S Sunward) repositioned from Europe to the then-obscure Port of Miami for Caribbean cruising. Adding four more vessels by 1971 and the former S/S France (renamed the Norway) in 1979, NCL was on its way to becoming an industry leader and one of the largest cruise companies in the world.
Malaysia-based Star Cruises acquired NCL in 2000. As a result of the investment by Star Cruises, the largest Asian-based cruise line, NCL underwent an unprecedented growth spurt that resulted in the introduction of ships specifically designed to carry out its Freestyle innovations. To date, the line has launched eight brand new ships since 2001.
In 2007, NCL entered into another chapter when Apollo Management agreed to become a 50 percent owner of the cruise line, sharing leadership with Star Cruises. The cost for half the company? A mere $1 billion. Since then, NCL has massively committed to Freestyle 2.0, a new initiative to upgrade services and programs on existing ships -- including spending $50 million alone on dining enhancements.
The line is also selling off older vessels, and plans to launch an entirely new design of ships, called F3, in 2010.
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