MW 'It kind of takes the joy out of cruising.' Some Norwegian Cruise Line passengers balk at new food-and-drink policies.

By Charles Passy

But it's all about paying heed to the bottom line, say Wall Street analysts

Norwegian Cruise Line's new rules call for a $5 surcharge with each additional entree ordered in the main dining rooms.

For many cruise passengers, the make-or-break aspect of a trip is the food and drinks. And that goes doubly for the option to indulge in an all-you-can-enjoy fashion, as in ordering multiple entrees at mealtime and bellying up to the bar whenever they choose - without paying an extra penny beyond the price for the cruise and perhaps an add-on drink package.

But Norwegian Cruise Line, the flagship brand of NCL Holdings Co. $(NCLH)$, has put new restrictions in place that curb some of that enjoyment.

And some passengers are none too happy about the changes.

The cruise operator will now be charging an extra $5 for any additional entree ordered in the main dining rooms. And it will be restricting those who order room service to two meals per person - as opposed to the previous no-limit policy.

Finally, starting next March, Norwegian will no longer extend its onboard drinks package, which allows passengers to order unlimited alcoholic beverages each day, to those traveling to Great Stirrup Cay, its private island in the Bahamas. That means cruisers will have to pay an additional fee for their cocktails, wine and beer once they step off the ship. Up until now, those drinks have been included as part of the island experience, provided passengers opted-in for the onboard package.

NCL said the changes have been made for a variety of reasons. Specifically, in the case of the new room-service policy, a company spokesperson said, "This update will help us to improve our efficiency, maintain freshness, reduce waste and wait times so that all guests can receive their room-service orders in a prompt and timely manner."

The spokesperson also noted that the change in the drink policy at Great Stirrup Cay comes as NCL is "rolling out significant enhancements to the guest amenities" at the island destination, including a new pier, an expansive pool area and a kiddie-oriented splash-pad area. "As we look to transform the on-island experience, we have evaluated our policies," the spokesperson said, noting that certain beverages, such as iced tea and juice, will be complimentary.

'What's next, a per-plate charge at the buffet?'Commentator on the Cruise Critic site

Still, none of this may appease certain Norwegian regulars, who told MarketWatch that the new restrictions speak to a nickel-and-diming approach that takes the fun out of sailing the high seas.

"It does give me pause for wanting to book future cruises with Norwegian. It makes me wonder about their financial stability and if there are going to be more cost cuts coming," said Allie Hubers, a data analyst and freelance travel writer who's behind the Candid Cruise & Travel site.

On online forums, passengers have been similarly vocal about the changes.

"It kind of takes the joy out of cruising," said one commentator on a Cruise Critic message board, speaking in particular about the $5 surcharge for additional entrees.

Another commentator wondered how far Norwegian will take things. "What's next, a per-plate charge at the buffet?" they said.

Norwegian's new restrictions come at a time when its parent company has seen its share price decline - it's down more than 8% in 2025, as of Wednesday's close. That's in spite of the fact that the cruise industry has been enjoying booming business of late and Norwegian's chief competitors - Carnival Corp. $(CCL)$ and Royal Caribbean Cruises $(RCL)$ - have seen solid share-price gains.

Wall Street analysts who spoke with MarketWatch said NCL, whose brands also include Oceania Cruises and Regent Seven Seas Cruises, has had a reputation for being somewhat looser with managing costs, and the new policies for its flagship line could speak to a change in that mindset. In that regard, analysts also said it's perhaps not coincidental that the changes come after a management shakeup at the flagship line, with President David Herrera departing earlier this year.

The company is "just trying to make sure they're being as efficient as possible," said Melius Research analyst Conor Cunningham.

And while the new restrictions won't necessarily have a tremendous impact on the bottom line, they can potentially add up to some savings, analysts said. NCL's food costs top $300 million a year, after all.

But there's always the possibility things could backfire, said Truist analyst C. Patrick Scholes. "You risk your customer loyalty and reputation for excellent customer service," he said.

Other industry watchers are not so sure the changes will matter that much to customers.

"I don't think this is going to make or break someone's decision to cruise or not," said Northcoast Research analyst Drew May.

Not every cruise line has the same restrictions in place as NCL. For example, Carnival Cruise Line allows passengers to order an additional entree in the main dining room with no surcharge, though it will apply a fee starting with a third entree. And Royal Caribbean extends its drink package to passengers who are visiting CocoCay, its private island.

However, Colleen McDaniel, editor in chief of Cruise Critic, warns that it's not unusual for one cruise line to follow another's lead when it comes to changes in pricing and other policies. "It's entirely possible," she said.

For some NCL passengers, the new policies are hardly cause for alarm.

Michael Geake, a Roanoke, Va., resident who travels regularly with the cruise line, says he appreciates NCL's exemplary service, especially as a disabled individual who requires special assistance.

"They fall over themselves helping us," Geake said. He added that when it comes to room service, all he needs is coffee and a pastry in the morning, not an unlimited spread.

Similarly, Debbie Cabral, another NCL regular who calls Warwick, R.I., home, says she's got no need for an additional entree at dinnertime, given the ample portions.

"I can barely eat the food they give you now," she said.

-Charles Passy

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October 16, 2025 08:00 ET (12:00 GMT)

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