Celebrity introduces ‘personalised’ pricing structure

Celebrity Cruises is launching a new pricing structure that will allow guests to select the onboard options they want.

The cruise line said Sail Your Way, which launches on November 19, is its most flexible pricing structure to date and will allow passengers to ‘truly personalise their cruise experience’.

It has been designed in response to feedback from guests who have asked for more flexibility when choosing their cruise holiday.

The pricing structure consists of three different packages, which allow guests to select elements, such as onboard credit, drinks packages, wi-fi and gratuities.

The three packages are available to all guests from inside to AquaClass staterooms.

Guests who opt for the top package, Sail All Included, get premium drinks, gratuities, unlimited wi-fi and $300 onboard spend included. Suite Class guests automatically receive this package as standard.

Passengers booking Sail Plus can choose two options.

Sail All Included costs £65 per person per day. Sail Plus costs £25 per day if the two chosen extras do not include drinks or £35 per day if drinks are included as part of the two chosen perks. 

The third option, called Sail, is the lowest available fare with no extras.

Jo Rzymowska, vice president & managing director, UK & Ireland and Asia Celebrity Cruises commented: "Sail Your Way gives guests the ultimate choice, flexibility and value when booking their holiday.

"We’ve listened to guest feedback and decided to give them the power of choice to curate and personalise their perfect holiday. We have also extended this offer to Inside staterooms, previously only available to OceanView and above, to ensure this is truly inclusive.

"We’re particularly proud of our ‘Sail All Included’ package as it reflects the touches of modern luxury that are at the very heart of our brand. We’re confident this truly luxurious offering will become a popular selling tool for agents as we know that guests love the convenience of having everything looked after from the moment they step aboard."

Celebrity Cruises will support the launch with new training assets and collateral created for travel partners, including a new selling guide, toolkit collection, social assets and dedicated flyers.

A dedicated Sail Your Way video will also be available for agents, highlighting the key offers and benefits for guests.

A new module on Celebrity Passport will be introduced to encourage partners to learn about the new pricing structure, with webinars and Facebook Live sessions also available.

Commission is payable on all perk options.