Last updated: 10:44 AM ET, Thu July 02 2015

Celebrity Launches Value-Added Pricing Structure

Cruise Line & Cruise Ship | Celebrity Cruises | Theresa Norton | June 30, 2015

Celebrity Launches Value-Added Pricing Structure

Photo of the Celebrity Solstice courtesy of Celebrity Cruises

Celebrity Cruises is introducing a new inclusive pricing program that lets consumers choose which extra amenities they want during their cruise.

The new “Go Big, Go Better, Go Best” program is similar to the “1-2-3Go!” and “Pick Your Perk” limited-time promotions the premium line has offered to great success for nearly three years.

The “Go Big” pricing structure goes into effect July 6 for sailings starting in October 2015 through April 2017. It is good for ocean-view stateroom categories and up, but excludes the already all-inclusive Celebrity Xpedition voyages in the Galapagos as well as trans-Atlantic and trans-Pacific sailings.

All bookings, except inside cabins, can choose from four amenities — prepaid gratuities, $150 onboard credit, a Classic Beverage Package, and unlimited Internet.

Those who choose to “Go Big” get one amenity while “Go Better” would bundle in two of those extras at a slightly higher price. And “Go Best” gets all four for an inclusive product for a higher price, which is still lower than what they’d pay onboard for the same things, said Dondra Ritzenthaler, Celebrity’s senior vice president of sales. What’s more, the “Go Best” prices include a premium beverage package instead of the Classic package.

The goal was to keep it simple and easily understood, she said.

“Those four amenities never change,” Ritzenthaler told TravelPulse. “It doesn’t matter if they book ocean-view staterooms, Concierge Class, Aqua Class or a suite. It’s all ships, all cabin categories, and all destinations.”

The travel agent commission is calculated based on the fare booked, which is better for the retailer, who otherwise is left out when their clients purchase drink packages and the like onboard. Plus, the previous limited-time promotions proved that consumers like and respond to inclusiveness on a cruise.

“What we learned from '1-2-3Go!' and 'Pick Your Perk' is that the consumer really wants these things to be included. That has been proven to us by consumer behavior. What we’re doing is making it much easier for them," Ritzenthaler said. “We’re very fired up. Travel agents are loving it, and it’s good for the consumers. And if it’s good for them, it will also be good for us.”

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