Oceania Cruises to sink long-standing OLife campaign

President Frank A. Del Rio confirms new 'all in' offer to launch in mid-July

Oceania Cruises is preparing to scrap its long-standing ‘OLife’ promotion as the upper-premium cruise line looks to streamline its offering to guests. Frank A Del Rio, President of Oceania Cruises, announced the move onboard the brand new Vista on Sunday morning during a travel partner and media update.

Returning to the cruise industry with Oceania Cruises in March last year, after more than 25 years in the space and having taken a break to spend more time with his young family, Del Rio Jr said he’s lived by the adage: it’s all about the deal.

“My dad taught me that,” Del Rio Jr said of Frank Del Rio Sr, who is standing down from his post of President and CEO of NCLH. “Yeah, we have beautiful ships and we go to great places, but you have to have the best deal.”

He continued: “And you have to make sure that you’re communicating that message very clearly and making it easy to make a transaction.”

Nikki F Upshaw, SVP Sales, Oceania Cruises; Harry Sommer, CEO-Elect Norwegian Cruise Line Holdings and Frank A Del Rio, President, Oceania Cruises

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Frank A Del Rio, President, Oceania Cruises

Over the past year and after a long evaluation, Del Rio said it was apparent that the OLife Choices, while on paper looked transparent, “wasn’t as simple as we thought internally”.

OLife has been viewed by the trade as confusing, and involved guests selecting from a range of free amenities, such as shore excursions, house beverage packages and shipboard credit. Different OLife promotions provide different inclusions and offers.

“So we’ve been looking at opportunities…to really streamline things, come up with a more simple message and one that shows what its value is, and that it’s very clear.”

That strategy will see the OLife promotion dropped in favour of an “all in” offer.

“We’re taking that choice component out. We’re making it very easy because instead of making choices, you’re just gonna get it all,” Del Rio Jr said.

Oceania Cruises Jason Worth, VP Sales & GM Asia Pacific, Jason Sitter, BDM Queensland; Nikki F Upshaw, SVP, Sales; Martine Nunes, BDM AU-NZ (Home based travel networks) & Oceania Club Ambassador; and Ryan McPherson, BDM VIC,NSW/ACT/TAS

The new promotion will launch in mid-July, for the release of Oceania Cruises’ 2024/25 seasons.

Nikki F Upshaw, Senior Vice President, Sales for Oceania Cruises said the new offering was all about “being very easy” for travel partners, and coincides with the start of operation of Vista, and in 2025, her sister ship Allure.

Until the formal launch of the new promo, the cruise line will continue to push its current Extraordinary Saving and OLife Ultimate promotions that are in-market until 30 May 2023. During June, Oceania Cruises will start to educate and train travel advisors on the new ‘all in’ offer ahead of the July roll-out.

Guests will have the opportunity of staying with the promotion they have booked or moving to the new offer, Upshaw said, “so there’s no reason to stop pushing and promoting Oceania.”

More details on the new offer will be revealed soon.

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