Already under attack by an advocacy group demanding that changes be made, Norwegian Cruise Line Holdings’ new CEO admitted it has “not been performing to its full potential.”
While getting things back on track promises to be a longterm project, the company believes there is at least one bright spot on the horizon: Great Stirrup Cay.
Big Changes Coming to Great Stirrup Cay
Looking at the company as a whole, relatively new President and CEO of Norwegian Cruise Line Holdings John W. Chidsey admitted, “We have some challenges that need to be addressed.”
While some of the areas in which the company needs to reinvent itself are longterm in nature, both Chidsey and Mark Kempa, see Great Stirrup Cay as a relatively easy quick fix.
Ironically, Norwegian being slow to develop and monetize Great Stirrup Cay was one of the major issues addressed by Elliott Investment Management, which owns approximately a 10 percent stake in the cruise company.
In a recent letter sent to NCLH’s board, the investment group took NCLH to task, saying in essence that they’d dropped the ball where the private destination was concerned.
Despite being the first cruise line to operate a private island/destination, Norwegian was slow to develop the property. Meanwhile, others in the sector — led by Royal Caribbean’s Perfect Day CocoCay — made major investments which reaped huge rewards.
Now, at long last, Norwegian is doing the same, with phase one of a massive reimagining having recently opened. “We are very encouraged by the early results,” said Kempa during NCLH’s quarterly investment call. He went on to say that “initial guest feedback” to the addition of a pier, large pool and other amenities “has been very positive.”
Great Stirrup Cay promises to become even more of an in-demand destination with the opening of Great Tides Waterpark this summer.
Why Great Stirrup Cay Is So Important
They say you have to spend money to make money, and the race to develop private destinations would seem to prove as much.
A recent report by Travel Weekly, citing information from the Cleveland Research Center, took a closer look at both CocoCay and Great Stirrup Cay, as well as Carnival Cruise Line’s Celebration Key.
The report indicated that in 2026, Great Stirrup will make approximately $80 million in revenue, with Celebration Key expected to rake in $150 million.
And CocoCay? It’s expected to bring in approximately $600 million, making it clear why cruise lines in general — and Norwegian in particular — are eager to develop the popular destinations.
Get Ready to Spend More
Of course, all of that money generated by the private destinations comes from the pockets of consumers. Over the past few years, cruise lines across the board have worked hard to increase onboard spending. And because the islands are operated by the cruise lines, money generated there counts in that regard.
As it currently exists, Great Stirrup Cay is leaving a great deal of money on the table. While visitors can spend their hard-earned dollars on everything from ziplines to private cabanas, the waterpark promises to not only generate additional income, but become a big draw for multi-generational families.
Speaking of the Caribbean in general and Great Stirrup Cay in particular, Kempa said the company sees a “long-term opportunity in the region,” especially where new-to-cruise and family guests are concerned.
