Norwegian announces big improvements

The Norwegian Gem ABOARD THE NORWEGIAN GEM -- Get ready for better meals on Norwegian Cruise Line, says Colin Veitch, the line's president and CEO. And that's not all that's slated for improvement, he says.

"We are revamping a great deal of what we do," Veitch told reporters this afternoon aboard the new Norwegian Gem, which was christened Tuesday in New York and is on its inaugural sailing out of the city.

In a heavily-attended press conference called to make the announcement, Veitch unveiled what the line is calling "Freestyle 2.0" -- a major fleetwide overhaul of its trademark "freestyle" formula that will include upgrades to the dining experience, cabin amenities, onboard activities and more.

The changes -- the biggest Norwegian has announced in years -- come as investment firm Apollo Management begins to exert its influence. Apollo is in the midst of investing $1 billion into the line for a 50% stake, and although the deal isn't quite finalized, the firm's executives already have begun taking an active role. During the press conference, Apollo partner Steve Martinez looked on from the front row. Another Apollo heavyweight, Adam Aron, watched from the back.

Veitch says the changes will roll out over the next year, with most in place by summer 2008. What can customers expect? Better meals is a big part of the makeover. Veitch says the line will budget $50 million more for food over the next two years to make dining a better experience.

"You've seen the industry gradually tighten (spending) on food," he says. "We will be spending more money on food."

One example: Norwegian will bring back lobster in its main dining rooms on all sea days and serve it regularly in speciality restaurants.

The line also plans to gut and rebuild the buffet areas on many of its ships, replacing the single-line, food-in-tubs layout with a series of separate "action stations" where dishes are made to order -- a emphasis-on-freshness formula already in place on the Norwegian Pearl and Norwegian Gem.

"The intent is to have the best buffets in the industry," says Veitch, adding that he doesn't even want to call them buffets. "The best non-buffet buffet," he jokes. Veitch also points to little touches that will begin shortly, such as welcoming all cruisers with a glass of champagne as they board.

Upgrades coming to cabins include better mattresses and bed linens; better towels; the addition of coffee and tea makers in every cabin; and better grade toiletries. The plan also calls for more premium service and amenities for passengers in high-priced suites, including a private dining room for breakfast and lunch, and a private day lounge.

Other changes coming:

-- Libraries on Norwegian ships are getting a makeover. Rather staid affairs now, they'll become "more of a coffee shop/book selling/book browsing" location," says Veitch. Picture Barnes & Noble at sea. "It will be more of a social setting than it is today."

-- The line will make better use of its decktop sports facilities, which include basketball courts with stadium seating. Veitch envisions new tournaments to bring more passengers to them.

-- The goofyness around Norwegian pools will be toned down. "We're going to emulate a true land resort experience around the pools and move away from what we call the 1970s pool games," says Veitch.

Photo of Norwegian Gem pool deck courtesy Norwegian Cruise Line