Company will also use Alibaba's ecosystem of consumers to promote cruises to new audience
By
Rebecca Gibson |
Norwegian Cruise Line Holdings (NCLH) has joined with online and mobile commerce company Alibaba Group to develop a cruise offering customised for the Chinese market.
NCLH will use Alibaba’s extensive understanding of Chinese consumers’ behaviour and spending habits to tailor its cruise offering to meet their preferences. The cruise company will also leverage Alibaba’s expansive network of Chinese consumers to promote its cruise offering to new audiences.
In return, NCLH will provide existing Alibaba customers with new and unique online-to-offline experiences at sea across its China-based ships and global fleet.
“We are pleased to partner with Norwegian Cruise Line on this tremendous initiative,” said Michael Evans, president of Alibaba Group. “Our expanded relationship is another example of how Alibaba is helping international brands to reach Chinese consumers through our robust data, marketing and technology.”
News of the partnership comes as NCLH’s Norwegian Cruise Line brands prepares to introduce Norwegian Joy, its first cruise ship that has been purpose-built for China. The 3,850-passenger newbuild is due to sail welcome cruise in June and be officially christened on 27 June in her new Shanghai homeport.
“The partnership with Alibaba complements our strong, existing relationships with our loyal travel agents to provide unmatched insight into what Chinese travellers look for in a vacation experience,” said David Herrera, president, NCLH China. “The combination of Norwegian’s expertise in delivering memorable vacation experiences, Alibaba’s insights into Chinese consumer behaviour and our travel agents’ knowledge of the preferences of Chinese travellers will create a cruise product unequalled in China.”