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Building on the success of its 123go! campaign in 2013, Celebrity Cruises has launched an ongoing program that gives guests choices on several levels. The Go Big, Go Better, Go Best offering includes options from cruise-only fares for inside staterooms to Big, Better and Best amenities that cost less than they would onboard and result in higher agent commissions.
The move seems to be part of an industry trend toward a more inclusive product that brings more onboard income to the cruise lines, better commissions to agents and more amenities at a better price to the consumer.
Regent Seven Seas Cruises has had great success with its included shore excursions, and MSC Cruises’ offering last fall of four pricing levels, which ran the gamut between cruise-only and an all-inclusive product, was popular with travelers. Silversea Cruises has been providing more amenities both across the board and on specific cruises; every passenger on next year’s sailings will receive at least an hour of free Wi-Fi access daily.
Celebrity’s system caters to cruisers who don’t want to feel nickel-and-dimed and don’t want to pay for inclusions they won’t use. The program allows two passengers per stateroom to choose from four perks: unlimited Internet access, the Classic Beverage Package, prepaid gratuities and an onboard credit of $150 (both guests must pick the same package). The Go Big level includes one perk, Go Better includes two perks and Go Best has all perks included. Go Best level guests will also receive an upgrade to the Premium Beverage Package. Each additional guest beyond the first two in a stateroom will receive a complimentary 40-minute Internet package and a free Classic Non-alcoholic Beverage Package on any of the levels.
The pricing system is effective from October 2015 to April 2017 for oceanview and above categories onboard all cruises on all Celebrity ships, with the exceptions of Xpedition Galapagos itineraries and trans-Atlantic and trans-Pacific crossings.