Norwegian Cruise Line launches new partnership with Alibaba for Chinese cruise market


Norwegian Cruise Line Holdings has collaborated with online and mobile commerce company Alibaba Group ahead of its entry into the Chinese cruise sector.

The collaboration will benefit from both Norwegian Cruise Line's expertise in vacation and cruise offerings, as well as Alibaba's understanding of the distinctive tastes and requirements of Chinese consumers.

The partnership also intends to deliver customised cruise industry products for the local market in China. 

In addition, both Norwegian Cruise Line and Alibaba aim to increase awareness of cruise vacations and ultimately make them a preferred choice of holiday among Chinese travellers.

Alibaba customers will also receive the company’s and online-to-offline (O2O) experiences at sea across Norwegian Cruise Line's China-based and global fleet as part of the new collaboration.

Norwegian Cruise Line Holdings president and CEO Frank Rio said: “Since launching our first cruise over 50 years ago, Norwegian has grown to become one of the most storied names in leisure travel with ground-breaking innovations that have shaped the modern cruise industry.

"Our partnership with Alibaba will combine Norwegian's history of innovation with Alibaba's extensive knowledge of China's consumer base and its unique ecosystem."

“Our partnership with Alibaba will combine Norwegian's history of innovation in the cruise industry and our entry into the Chinese cruise market with Norwegian Joy with Alibaba's extensive knowledge of China's consumer base and its unique ecosystem, which continually reaches consumers in new and ever-expanding ways.”

Norwegian Cruise Line took delivery of its Norwegian Joy vessel last month, which is specifically designed and constructed for the Chinese market. 

The ship is expected to enter the Chinese cruise sector by June and is capable of accommodating 2,850 passengers.

Alibaba Group president Michael Evans said: “Our expanded relationship is another example of how Alibaba is helping international brands to reach Chinese consumers through our robust data, marketing and technology. 

“We look forward to further strengthening our collaboration with Norwegian in the future.”

The company currently serves around half billion consumers every month.