In no uncertain terms, Norwegian Cruise Lines Holdings (NCLH), the owner of Norwegian Cruise Lines, Oceania Cruises, and Regent Seven Seas Cruises, has been experiencing significant turmoil stemming from what clearly appears to be the very mismanagement and problematic treatment of its guests that I have been complaining about for years. However, what I see is an incredible opportunity for Oceania Cruises to right its ship and, with the newly pronounced philosophies and targeted areas of improvement announced by its new CEO, become the true leader in the Premium, not Luxury, cruise market. 

Without getting too far into the weeds, NCLH stock has been in a downward trend while Royal Caribbean stock has enjoyed a strong upward trend, and Carnival Corp seems to have somewhat steadied itself. A group of shareholders raised serious concerns, and a tumultuous series of events has been underway, including the installation of a new CEO and Chairman, John Chidsey. Originally, I was skeptical because his resume included turning around Subway, and let’s face it, there isn’t much in common between the two operations. However, since his frank and honest speaking at the Seatrade Cruise Global Conference last month, I have grown to respect him and his candor. As he stated, “We are not comparable to our peers at the moment,” Chidsey said. “I said this is a turnaround. That’s why the change was made. That’s why I’m sitting here now.” He made clear that drastic changes are going to be implemented in the areas of marketing, revenue management, and organizational alignment, framing it all as major changes to “culture, cost, and commercial execution”. 

At the fore of the shareholder anger (not an understatement) and years of my consistent protests,  is the need to end the extravagance, egocentric, and narcissistic approach and spending of Frank Del Rio and the nepotism of installing his son, Frank Del Rio, Jr., to just about anything he could before his retirement…extracting a perverse what I will call “retirement package”.  

• Back in 2021, I wrote this article: Non-Endorsement of Frank Del Rio-Related Cruise Line
• Earlier this year, I wrote this one: Possible Shakeup at NCLH (NCL, Oceania & Regent Seven Seas) – What Could It Mean? 

I am not going to get into the debacles at Norwegian Cruise Line (because it is not really my market) other than to say, there is nothing “Free at Sea”, satisfaction levels are way down, as are sales, and nickel-and-diming is way up.  And, while I have always had some issues with marketing and delivery by Regent Seven Seas, other than wording, it has stripped its problematically strict “included” airfare from its now standard “All Inclusive Fare” and incorporated seemingly less restrictive air into its “Ultimate All Inclusive Fare” (I know, the wording makes no sense, but that is exactly the marketing I find objectionable) with $500 towards airport transfers and included group transfers. It is a fairly stable product.

Oceania Cruises, however, is another story! 

Just before the beginning of the shakeup, Oceania decided to declare that it is a “luxury” cruise line and always has been.  I mean, I get the Del Rio hyperbole and grandiosity, but especially when you know there are numerous failures in the delivery of your product, and you have a sister brand that is firmly in the luxury market, why would you stick your neck out like that? And, of course, such ridiculousness degrades the overall perception of Oceania because it simply fails as a luxury product.  Heck, there was enough difficulty trying to marginally justify its “Finest Cuisine at Sea” motto. But with some tweaking (not an overhaul), it can regain itself as being at the top of the premium cruise industry.

Before I get to what is good at Oceania…and there is a lot that is good, a baseline needs to be set.  Two years ago, I sailed on the Oceania Riviera (launched 2012), which, at the time, was probably its second best/newest ship (Oceania Vista – launched 2023), being its then newest, most modern ship.) Oceania insisted that I only sail on either of these two ships for that reason. My Riviera cruise was a disaster in pretty much every possible way (guest services, tours, service, cuisine, wi-fi, etc.), though the itinerary was near perfect (something Oceania has always excelled at). Oceania Riviera in Japan – Discovering a Premium Experience: Reflections (What Does One Problematic Cruise Tell Me?).

Oceania Has Focused on Modernizing Its Fleet 

The good news is Oceania’s modern hardware has a bright future! It is clear that Oceania is focusing on providing the market with three new 1,200+ passenger ships, two significantly refurbished 1,200+ ships, and at least one smaller, but mostly suite, 470 passenger, totally refit, long-range ship.  That sounds pretty good to me!

Since my troublesome experience, Oceania has focused on more new ships (Allura – 2025, Sonata – 2027, and, Arietta – 2029) and interestingly, significantly modifying the much older Nautica – 1999 renaming her Aurelia and reducing its capacity from 684 to 476 with 179 suites (up from 52) and 59 staterooms (down from 287) and focusing on longer cruises, plus significantly refurbishing Marina – 2011 later this year and it is hinted that Riviera will receive its long overdue significant refurbishment in 2027.

Aurelia (formerly Nautica) has a very interesting concept: Revitalize an older ship such that it offers a product consistent with Oceania’s newest ships and sail her on World and Half World Cruises (plus a few shorter ones that you can extend them with), thereby not tying up the larger ships that can earn higher per diems on relatively shorter cruises. While I don’t know what the plans are on the circa-1999 Regatta, Insignia, and Sirena and their very inconsistent product (inside, oceanview, small veranda, and smaller suite accommodations), it would seem that with the new ships coming online, there may well be an overcapacity and offloading the almost ancient hardware may well be in play.

Oceania Must Now Focus on 

the Guest Experience, Consistency of Pricing & Promotions, Upgrading its Culinary Offerings, Etc.

As it is obvious to the luxury market, “It’s not the hardware, but the software!“ And this has consistently been Oceania’s downfall. But it is all fixable if the philosophy and focus change from the Frank Del Rio grandiosity and misleading marketing to a guest-centric one.

A. The Need for Guest-Centric Customer Service

Oceania is well known for its very troublesome customer service. In fact, I have clients who are loyal to Oceania, but apologize to me every time I am required to contact Customer Service. I have even reviewed everything from Trust Pilot, and believe it or not, Cruise Critic, to see if my experiences are unique to find the same issues. I even queried the AI “assistant” Claude, and it returned:

Pervasive complaints center on poor customer service and slow responses, particularly tied to refund and billing disputes…Oceania has resolved zero of 27 complaints on one consumer complaints platform.

While the old days of guest services not being able to say, “No” are pretty much gone, the days of, “I understand and appreciate your issue. Let me see what I can do,” need to surplant Oceania’s current, “The answer is No. Now, what was your question?” This troublesome philosophy is generally caused by a focus on the pennies rather than the dollars. As it is far less expensive to keep a client than to acquire one, this should be an easy area to fix, and it is probably the most important!

B. The Need for The Cuisine To Improve (And Drop, “The Finest Cuisine at Sea”)

Onboard, there are consistent complaints about inconsistent service (though I haven’t heard, seen, or read about as many abject failures as I encountered on Riviera). However, they pale in comparison to the consistent, vocal complaints that the cuisine is anything but “The Finest Cuisine at Sea”. (It is noted that about five years ago, almost all of the top end of the culinary team left and joined Explora Journeys and a more expansive, creative, and quality, and less cost-focused philosophy, but it’s been five years later!). Again, I have reviewed a number of sites with consistent issues. As Claude noted:

This is the single most frequent complaint, especially from repeat guests. Long-time customers who enjoyed 12 or more previous Oceania cruises have reported a noticeable deterioration in food quality in recent years…[After numerous examples] The irony is sharp given Oceania’s signature marketing claim of “The Finest Cuisine at Sea.”

C.  Align Amenities with Expectations…and Be Consistent

Over the past few years, Oceania has changed up what is included – or not – with a dizzying array of changes. These vary so much that different guests are receiving different amenities on the same sailings. What I have seen are a number of comments about not receiving included beer and wine being a significant issue, and others complaining about sticker shock over the price of beverage packages.

For purposes of determining what is included, I will focus on what is offered today, May 2026:

1. Gratuities
2. Starlink Wi-Fi (but very restricted, even with paying extra)
3. House Beer and Wine by the glass at lunch and dinner, or
4. In Lieu of Beer & Wine, a Shore Excursion Credit (and no other purpose)
5. Most restaurants are included (but with very limited access)
6. Coffee, Tea, and Soda
7. Ice Cream, Smoothies, and Juices
8. Lauderette access (laundry with limits in concierge and suites)

I fully understand that every cruise line runs promotions, but there is a difference between a promotion and a constantly changing of what is included in the product. Oceania went from Onboard Credits to be used for any purpose and beer and wine, to no beer and wine, to beer and wine with Shore Excursion Credits, to Beer and Wine or Shore Excursion Credits.  Nobody knows what will be next!

D. Spending the Money Will Increase Sales…and Drop the Misleading Marketing!

Now, the question becomes if Oceania is going to persist with its claim of being a luxury product competing with its sister, Regent Seven Seas, Silversea’s fleet, Explora Journey’s fleet, and Seabourn’s smaller fleet (among others), why does it even mention “house beer and wine” and beverage packages, and why does it not include:

• Open Bar with Premium Spirits
• Eliminate House Beer and Wine and Offer Higher Quality Choices of Both
• High-speed Starlink Wi-Fi (premium may cost extra)
• Full access to most Restaurants
• Don’t highlight Launderette Facilities as being included.
• Don’t highlight Ice Cream, etc., as being included.

I am, however, cautiously optimistic that with the new regime in place, and with some of the Del Rio survivors of the first round of changes being replaced, Oceania will take one of two routes, noting the hardware seems to be in pretty good shape:

• Make focused (and less expensive) improvements I’ve discussed to bring Oceania Cruises to the lead as a Premium cruise line, which will quiet the disgruntled and improve loyalty, or
• Commit to increasing the quality and extent of its offerings so that it might be a legitimate player (albeit at the lower end) of the luxury market.

My bet and hope are that Oceania goes with the first option. With a better philosophy and at less cost, it can quickly return Oceania Cruises to the stature it once had…and I am looking forward to that!