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Norwegian Cruise Line Holdings (NCLH) intends to invest approximately $5 billion on new vessels and renovations for its two premier brands over the next five years. This investment exceeds that of any other cruise line in the luxury sector during that duration, according to CEO Harry Sommer.
He mentioned that such financial expenditure requires supplementary support.
“With this level of investment and the financial and guest-experience objectives we aim to achieve, it was crucial to have an executive solely dedicated to this segment,” Sommer remarked.
This individual is former president of Regent Seven Seas Cruises, Jason Montague, who has been designated by NCLH to the newly established role of chief luxury officer, responsible for both the Regent and Oceania brands.
Montague’s responsibilities bring him back to Regent while also overseeing Oceania, which he played a significant role in launching in 2002.
“Naturally, I possess extensive knowledge of both brands,” Montague noted. “Some of the same team members have been on board since the inception of Oceania, and we collaborated at Regent, so I’m very familiar with the team. I’ll be diving in headfirst.”
Sommer indicated that Montague was a sensible selection given his key contributions to both lines, serving as president of Regent for six years and president and COO of Oceania for two. Additionally, Sommer and Montague previously collaborated at Prestige Cruise Holdings, the parent company of Regent and Oceania prior to its acquisition by NCLH in 2014.
When he assumes his position on February 17, Montague will be accountable for the complete brand experience for both Oceania and Regent. (Oceania president Frank A. Del Rio will report to Montague.)
The principal of his duties will entail ship design and development, but Montague will also concentrate on deployment, the onboard experience, and customer interactions through marketing and reservations.
Sommer anticipates that Oceania and Regent will unveil five new ships between now and 2029. The first of these will be the Oceania Allura, set to debut in July in the Mediterranean. Following that, both brands will introduce larger ship categories, enhancing operational efficiency and providing greater returns, he stated.
The forthcoming class of ships from Oceania, internally termed “Project Quattro,” will be marginally larger than previous models, Sommer mentioned. This increase in size will allow Oceania to incorporate more guest experiences, particularly in terms of culinary offerings and communal areas. The inaugural ship is expected around 2027.
Regent’s upcoming class will be considerably larger, accommodating more passengers, providing an improved space ratio, experimenting with new dining venues, and featuring somewhat larger public spaces, Sommer reported. The company aims to construct two of those vessels by 2029.
NCLH intends to renovate the Oceania Marina in 2026 and the Oceania Riviera in 2027. These refurbishments will introduce concepts that have thrived on the Vista, like its bakery. The company will also upgrade Regent’s Seven Seas Mariner this year and Seven Seas Voyager in 2026.
“The industry has transformed over the past five to ten years, so it’s essential to re-evaluate and strategize our future direction,” Montague stated.
Feedback from travel advisors
Carlos Edery, CEO and co-founder of North Miami Beach, Fla.-based Luxury Cruise Connections, expressed his enthusiasm regarding Sommer’s decision to employ a chief luxury officer for brand oversight. He anticipates Montague will foster better alignment and synergy between Oceania and Regent while maintaining their distinctive identities.
“I see this leadership change as a sign of a push for even more robust differentiation and innovation to entice new clients while enhancing the experience for returning ones,” Edery commented. “Jason’s expertise and insight could further solidify their standing in the competitive luxury cruise sector.”
Montague also has a proven history of harmonizing innovations with an emphasis on what made Regent special for its loyal guests, Edery added.
Lainey Melnick, owner of a Dream Vacations in Austin, Texas, conveyed optimism regarding NCLH’s decision to reintroduce a seasoned cruise industry veteran.
“It signifies positively for my luxury clientele that they are attuned to market trends, launching new vessels, undergoing refurbishments, and investing in the future of luxury travel. My clients have adored the new Regent ships, and as more travelers are exploring their aspirations as luxury clients, this presents a tremendous opportunity to engage them,” she noted.
While Melnick is pleased to witness Montague’s return, she expressed regret over the exit of current Regent president Andrea DeMarco, who will resign on March 4 following the transitional phase.
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