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Norwegian Cruise Line is still being cautious about overmarketing, despite the amount of pent-up demand for cruising.

News about advances with Covid-19 vaccines is good for the travel industry, but for Norwegian Cruise Line Holdings (NCLH), nothing beats good old product marketing.  

Speaking on a Zoom chat, Travel Leaders Group (TLG) president John Lovell told NCLH CEO Frank Del Rio that TLG’s U.K. offices experienced “a great uptick in sales” for travel in Q2 and beyond, related to the recent vaccine news. Del Rio said that on this side of the pond, marketing has been a far more effective way to spur bookings than vaccine news.

“We saw a very small bump when the vaccine was first announced,” Del Rio said. “We didn’t see a huge spike. What we have seen is every time we do any kind of marketing, the bookings just pour in. Our philosophy has always been market to fill, not discount to fill. When you stop the marketing, you literally shut down the sales tube. And for a long time we did because there was so much uncertainty.”

“I worry about just about everything these days,” Del Rio said. “But consumer demand is not one of the things I worry about. It’s there, and it will be there and it will come back quickly.”

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