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November 10 2020 by Tom Parry

Celebrity Cruises is set to include Wi-Fi, drinks and tips as standard in a bid to end “confusing promotions, complicated add-ons and limited time offers”.

The line’s new Always Included package launches on 17 November and offers a “simplified” pricing structure. Always Included will become Celebrity’s new entry rate fare.

Drinks include classic cocktails, wines by the glass, beer, sodas, specialty coffees and teas, juices and bottled water, while guests can also choose to upgrade to one of two packages:

  • Elevate - with unlimited premium drinks and shore excursions up to $400pp

  • Indulge - which includes everything featured in Elevate, plus unlimited streaming Wi-Fi and up to $200pp onboard credit.

All guests staying in Celebrity’s all-suite accommodation, The Retreat, will receive the same amenities as the Indulge package at no additional charge.

To support the launch of Always Included, the line has created a range of training assets and collateral for agents.

The new approach will also see a change to the Celebrity Rewards programme through to the end of February, doubling the current points when selling balcony accommodation and above, as well as a tweaking to its loyalty programme to offer Captain’s Club members new perks and special onboard experiences.

Always Included is available for all new bookings on any of Celebrity’s itineraries, excluding Galapagos holidays.

President and chief executive Lisa Lutoff-Perlo said: “Everything we do at Celebrity is driven by the desire to redefine what today’s luxury looks and feels like, with experiences modern travellers want.

“With the launch of our Edge Series ships, Celebrity Edge and her brand-new sister ship Celebrity Apex, we tapped into a powerful ‘New Luxury’ culture - relevant, relaxed, design-focused and inclusive.

Celebrity’s vice-president and chief marketing officer Peter Giorgi added: “After this challenging year, ease and peace of mind have become even more invaluable commodities.

“People want to spend more time being inspired, not getting lost in a myriad of booking options. Our new Always Included approach makes the purchase process simple and incredible – one decision and the wonder of a Celebrity cruise awaits.”

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