Norwegian Cruise Line Holdings (NCLH) has made a significant strategic decision by reappointing Jason Montague as its Chief Luxury Officer. This move marks a pivotal moment in the evolution of NCLH’s upscale portfolio, specifically targeting the growth and enhancement of its luxury cruise brands: Oceania Cruises and Regent Seven Seas Cruises. Montague’s expertise and deep-rooted history within the company position him uniquely to spearhead the ambitious plans outlined by NCLH in the coming years.
In an interesting shift, Montague will officially assume his role on February 17, taking on responsibilities that include overseeing both Oceania Cruises and Regent Seven Seas Cruises. This comes in tandem with the resignation of Andrea DeMarco, who is stepping down as the president of Regent to explore new avenues. NCLH’s CEO, Harry Sommer, expressed gratitude towards DeMarco for her over ten years of dedication, particularly her contribution in establishing a solid foundation for Regent. DeMarco’s resignation comes against a backdrop of her courageous battle with breast cancer, during which she has significantly raised awareness and advocated for preventive measures.
Montague’s return is set to coincide with an ambitious expansion strategy laid out by NCLH. The company plans to introduce five new ships across its luxury brands over the coming years, which signifies a bold push to strengthen its position within the ultra-premium and luxury sectors of the cruise market. Moreover, refurbishment plans for nearly all existing ships demonstrate a commitment not only to growth but to maintaining high standards in the luxury cruise experience.
Jason Montague’s extensive background in the cruise industry makes him a strong asset for NCLH. He previously served as the CEO and president of Regent until 2022, and before that, held key executive roles at both Oceania and Regent. His journey in luxury cruising began at Prestige Cruises International, where he played a crucial role in launching Oceania Cruises and orchestrating strategic financial moves, such as the acquisition funding from Apollo Global Management. His experience equips him with the knowledge needed to navigate the complexities of the luxury market.
The exciting launch of three new ships for Oceania, including the anticipated Oceania Allura due in July 2023, further amplifies the company’s commitment to expansion. Additionally, refurbishment projects slated for the Oceania Marina and Riviera in the coming years indicate a proactive approach to maintaining the allure and appeal of existing vessels, which is essential for retaining clientele in the competitive luxury cruise market. Regent’s plans to build two new ships and refurbish its fleet further underline the brand’s dedication to providing unrivaled experiences.
As NCLH embarks on this new chapter under Montague’s leadership, stakeholders will be keenly observing the progress that unfolds. The combination of his seasoned expertise, strategic foresight, and commitment to defining luxury cruising standards sets the stage for exciting developments in the not-so-distant future. The reestablishment of Montague within the NCLH leadership structure signifies a belief in continuity and innovation—essential for navigating today’s dynamic travel landscape. While challenges lie ahead, the company’s unwavering dedication to luxury cruising and commitment to enhancing the guest experience suggest that NCLH is on a promising trajectory towards success.