Guest feedback shapes innovations on the Norwegian Aqua

Travel Weekly

13-05-2025

ONBOARD THE NORWEGIAN AQUA -- Hospitality executives often say that they listen and learn from their guests. Norwegian Cruise Line president David Herrera can give an entire ship tour to show how that knowledge has been put into practice.
Many of the features on the Aqua, which debuted in April, were added or changed from previous vessels based on guest feedback.
Guests who have sailed with NCL before have the highest propensity to fill out the passenger surveys, Herrera said, "especially when they know that we listen to them."
For example, on the first two ships in the Prima class, the Prima and the Viva, the Galaxy Pavilion features virtual reality games and experiences. A different arcade, the Game Zone, has more traditional arcade games.
On the Aqua, the first ship in the line's Prima-plus class, there is one Game Zone that merges both types of gaming -- retro arcade games and four virtual reality chairs -- plus there's a bowling alley and air hockey.
"We found it to be not only more functional, but it's built for a purpose, from the feedback we've gotten from our guests," Herrera said. "This is a multigenerational space. When you cruise with your 11-year-old, you're probably not going to want to hang out and just watch him do his arcade games."
The Norwegian Aqua's Game Zone has a mix of games to appeal to guests of all ages, including retro arcade machines and air hockey. Photo Credit: Norwegian Cruise Line
On the Aqua, people of all ages can go into the Game Zone and observe or participate, he said. "That's what we mean by multigenerational: grandparents and their grandkids playing air hockey or bowling, and the parents are looking on. It's great. We hit the mark on that."
The cruise line uses not only feedback but what Herrera calls "proof points," or the empirical data the line has on its guests.
Guests on previous Prima-class ships might also notice that the two-bedroom Haven suite now has a sofa that converts to a bunk bed rather than the queen bed the second bedroom used to have.
Why? Herrera said the line took the data from everyone who has ever sailed in a two-bedroom Haven suite and sorted by age. The vast majority of the time, it was a family sailing with two kids. Rarely do two couples share the two-bedroom suite, so having two separate beds is more attractive for most of those groups.
Harr Travel CEO Danny Genung, who has stayed in the suite on the two previous Prima-class ships, is a fan of the swap.
"I really do think it is a positive change," he said. "Having two separate bunk beds in there, I believe, will be a win for a lot of families. … They also made the second room a little smaller and added the space to the living room. I really do like that."
Pad thai a big winner
The number of pad thai orders in the Indulge food halls on the Prima and Viva inspired one of the two culinary concepts that debuted on the Aqua.
Christian Pratsch, NCL's vice president of food and beverage operations, said that Sukhothai became the line's first standalone Thai specialty restaurant on the Aqua because pad thai was the most popular dish at Indulge. Planterie, the vegan eatery in the ship's Indulge Food Hall, also came as a result of people asking for more plant-forward offerings.
Planterie, the vegan eatery in the Norwegian Aqua's Indulge Food Hall. Photo Credit: Norwegian Cruise Line
Using empirical data and guest feedback, Herrera said, "gives you more conviction, and it gives you more confidence that you're making the right decision."
Guests also help the line understand when it makes a mistake. Last year, NCL decided to remove the option to choose from multiple sides on the menu at Cagney's, the line's signature steakhouse. Instead, they plated specific sides with the entrees. Before the change even rolled, Herrera said, there was a "significant and vocal" response.
"The people who care about us and pay the most attention, they were adamant," he said. "They didn't like it. We fixed it."
Herrera said the biggest mistake his team could make would be to assume that being in the industry means they know what people want.
"You know who knows?" he said. "Your customer knows. You know how they tell you? They buy stuff. So if people like what you're selling, they're going to buy more of it."
Genung was among the advisors who thinks that when it comes to the Aqua, that's what clients will do.
"I think every major change was meaningful, a win for guests," he said. "Aqua feels more spacious and open, and I really love all of the improvements."