Following the stir caused by its introduction of a $5 surcharge for a second main dining room entrée last week, Norwegian Cruise Line (NCL) has announced another significant operational change affecting its all-inclusive experience: the shipboard “More at Sea” drink package will no longer be valid on their private Bahamian island, Great Stirrup Cay, starting March 1, 2026.
This policy shift, communicated to booked guests, marks a notable change to one of the major perks of NCL’s popular “More at Sea” offering, which previously included unlimited open bar access on the ship and ashore at the private destination. For many travelers, the ability to effortlessly transition from ship to shore with their beverage package intact was a key aspect of NCL’s Freestyle Cruising value proposition.
The Policy: Details and Industry Context
Under the new rules, the ship’s popular “More at Sea” drink package, which features unlimited beverages for guests over 21 and is often included as a complimentary perk, will no longer be honored on Great Stirrup Cay. NCL has clearly stated that package benefits will resume once guests are back onboard the ship.
Crucially, NCL is introducing a new, separate drink package crafted exclusively for Great Stirrup Cay, which will come at an additional cost. The cruise line has yet to release the full details, including pricing and inclusions, but the island-specific package will become available for purchase starting January 1, 2026. Guests will still be able to receive complimentary non-alcoholic beverages on the island, such as water, iced tea, and juices, by presenting their key cards.
While NCL’s decision has ignited significant controversy among the cruising public, it is not an entirely new concept within the cruise sector. The move effectively brings NCL’s private island policy in line with certain competitors. For instance, Carnival Cruise Line’s shipboard drink packages do not currently apply at its newest destination, Celebration Key. By requiring a separate purchase for alcoholic beverages on the island, NCL is repositioning the boundary between what is “all-inclusive” on the ship and what is priced separately on the shore.
Driving Forces: Island Enhancements or Revenue Generation?
NCL has not provided an official, detailed public statement quantifying the expected revenue from this change, but industry analysts and commentators overwhelmingly point to a dual motivation: funding significant capital investment and maximizing revenue.
The Case for Island Transformation
The most visible argument is the need to offset the enormous cost of a major investment to upgrade Great Stirrup Cay. The cruise line is currently undergoing a massive, $150 million investment to completely transform the destination.
These enhancements are substantial and include: the construction of a new, multi-ship pier to eliminate the need for tendering and improve accessibility, expected to be completed by the end of 2025; the upcoming opening of the highly anticipated Great Tides Waterpark in the summer of 2026, which will feature 19 slides, a lazy river, and a dedicated splash pad area for children; and new amenities like an expansive pool area with complimentary loungers.
The company’s position, as they look to “transform the on-island experience,” suggests that these costly, enhanced amenities necessitate a new commercial model to manage the high operational expenses associated with a luxury destination.
The Revenue Aspect
Beyond funding the enhancements, the separate island package is an undeniable new stream of ancillary revenue. By unbundling the island’s beverage service, NCL creates a new opportunity to generate income from every guest who wishes to enjoy an alcoholic drink while ashore. This tactic falls under the broader industry trend of generating incremental revenue outside the base fare to maintain profitability amid rising costs. The revenue generated effectively helps service the debt and operational costs of the new island infrastructure.
Cruisers’ Response: A Value Proposition Under Scrutiny
The move has been met with immediate and vocal criticism within the cruising community. Many guests, having already paid a daily fee for the “More at Sea” package that they believed covered their entire vacation, feel they are being unfairly charged a second time. Guests have aired their concerns across various cruise platforms, frequently interpreting the new policy as a “money grab” and another instance of “nickel-and-diming” that diminishes the perceived all-inclusive value.
Critics point out three main issues: first, it erodes the core psychological contract of the ship’s drink package, which was the convenience of an “all-inclusive” price that covered both ship and private island; second, it forces guests to make a separate, additional purchase on a day that was previously covered, thus complicating the vacation budget; and third, the policy takes effect for cruises already booked, retroactively changing the value of the original purchase.
Part of a Larger NCL Policy Evolution: The Precedent of Water
The Great Stirrup Cay drink policy is not an isolated event; it is the latest in a series of strategic updates from NCL that signal a strategic overhaul of its guest offerings and cost structure. These changes, taken together, demonstrate NCL’s commitment to tightening up operational inefficiencies, driving revenue from previously uncosted services, and nudging guests toward a more digitally engaged and transactional vacation experience.
This shift echoes a similar, more recent change concerning water packages on the Pride of America, the cruise line’s ship sailing in Hawaii. In an announcement on August 5, 2025, NCL updated both the Hawaii Beverage Package and the Vero Water Package, discontinuing the inclusion of single-use bottled water in favor of eco-friendly, unlimited premium Vero Water accessed via keycard-activated dispensers.
The company justified this change under its “Sail & Sustain” initiative to reduce single-use plastics. However, this change also removed a tangible perk (bottled water, which is highly valued for excursions) from the pre-paid package; and required an additional purchase of $14.95 for a branded reusable bottle for guests who lacked one, or an upcharge to the $29.95 Vero Water Package to include a reusable bottle.
Like the $5 entrée fee for the second course and the new Great Stirrup Cay package, the Vero Water change demonstrates a pattern where a complimentary or included item is swapped for a service that requires a minor, additional cost or a shift in guest behavior (refilling their own bottle), all while being framed by a positive corporate rationale (sustainability).
Ultimately, the removal of the beverage package validity on Great Stirrup Cay, in conjunction with the new $5 entrée fee and the shift away from bottled water, fundamentally alters the psychological contract of NCL’s Freestyle Cruising. While the cruise line points to necessary funding for luxurious enhancements and sustainability, the consumer focus remains on the shrinking list of truly “included” perks. As NCL continues to roll out these new transactional points, the industry awaits to see how this re-shaping of value will impact brand loyalty.
Pictures: Norwegian Cruise Line
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