In becoming an adults-only product, joining a small club of cruise lines, Oceania Cruises said it's embracing what it already does best.
The cruise line's typical customer is 55 or older, and the line does not offer any onboard experiences for children. Some sailings don't have any children onboard at all, said chief commercial officer Nathan Hickman.
As Oceania initiated a period of rebranding last year, it asked itself who its ships are really for, he added.
"Quite honestly, the Oceania experience is not a multigen, lots-of-children-running-around experience," Hickman said.
The adults-only rule took effect Jan. 7 for all new bookings and is one of a series of changes the line has rolled out in the last year. Oceania now calls itself luxury rather than upper premium and introduced a "luxury of choice," allowing guests to include beer and wine with dinner or a shore excursion in the fare.
Along with redefining itself as luxury, Hickman said Oceania's decision to become adults-only was guided by guest feedback and is more about cementing its existing onboard ethos than introducing new elements to it.
Customers already felt that Oceania was a luxury line, he said, and most sailings have few if any children, even though they've been allowed onboard. Some customers already thought Oceania was an adults-only brand, Hickman said, which created "almost a disconnect" when there were kids aboard. Oceania wants to offer guests a consistent atmosphere across its itineraries, he added.
Viking, Virgin and Oceania
Just two other ocean cruise lines are 18-plus: Viking and Virgin Voyages. But that doesn't mean the three lines are attempting to cater to the same set of adults. If there's overlap, it is likely between Viking and Oceania, both of which curate a more low-key and traditional onboard experience.
Virgin offers a more lively atmosphere, priding itself on modern entertainment and its signature Scarlet Night party, though its executives have emphasized in recent public appearances that they offer a product for adults of all ages.
Advisors can help steer clients toward the adults-only line that best suits their travel experience preferences, said Bridgett Quinn Webber, a Cruise Specialists advisor based in Fulshear, Texas.
Having one more option will be an asset, since some clients have a child-free criteria for cruises, she said.
"While we don't typically see a lot of kids on Oceania, it's nice to know that going forward, we don't even have to worry about it," she said. "Especially for spring break, sometimes during the summer in the Med and holiday cruises -- they can now confidently know that they can book this product and not have to worry about it."
Orlando-based Cruise Planners franchise owner Nick Pena is also happy about the change. "Travelers collectively benefit most when these brands are honest about who they serve the best," he said, "and I think that Oceania, by making this very clear, very bold, effective immediately, just made that very clear."
Josh Tolkin, vice president of supplier relations for World Travel Holdings, said he trusts the brand is making the right decision. "Data-driven research and a customer-first culture are embedded at Oceania."
The change also further distinguishes Oceania from its sister brand, the more upscale Regent Seven Seas Cruises, which offers children's programming on some voyages. Oceania's adults-only restriction solidifies that distinction.
"I wouldn't say that the decision to be adults-only is a definition of luxury. It's a definition of the Oceania experience," Hickman said. "Regent still delivers that ultra-luxury experience and does not have the restriction on children, but they have a program on board that helps deliver the Regent experience to that age group."
Azamara, which sits in a similar category of the industry as Oceania and Viking, allows youth but does not have a kids club or family-centric programming. CEO Dondra Ritzenthaler said that works for families -- including ones with older kids -- who are focused on the land-based aspects of a cruise.
"Our smaller ships, longer stays in port, and destination-focused programming naturally lend themselves to meaningful intergenerational travel, where parents, grandparents, and older children can connect through travel rather than structured onboard activities," she said.