Norwegian Cruise Line Holdings (NCLH) is making waves in the luxury cruise industry with a $5 billion investment over the next five years. This ambitious plan focuses on expanding and refurbishing its two upscale brands, Regent Seven Seas Cruises and Oceania Cruises. According to NCLH CEO Harry Sommer, this is the largest investment in the luxury cruise sector by any company within this time frame. The goal? To elevate guest experiences, enhance operational efficiency, and solidify the company’s leadership in high-end cruising.
Recognizing the need for dedicated leadership to manage this significant investment, NCLH has created a new position: Chief Luxury Officer. Industry veteran Jason Montague, former president of Regent Seven Seas Cruises, has been tapped for this role. Montague’s experience with both Regent and Oceania makes him an ideal candidate. Having helped launch Oceania in 2002 and led Regent for six years, he brings a wealth of expertise and a deep understanding of these brands.
Montague’s responsibilities will encompass ship design, deployment strategies, onboard experiences, and customer journeys from marketing to bookings. “With this level of investment and ambitious goals, having a seasoned executive like Jason ensures we’re charting the right course for the future,” Sommer remarked.
Between now and 2029, NCLH plans to introduce five new ships across the Regent and Oceania brands. The first of these, the Oceania Allura, is set to debut in the Mediterranean in July 2025. These ships will feature larger designs and innovative amenities aimed at enhancing guest experiences while optimizing operational efficiency.
Oceania’s upcoming class, internally dubbed “Project Quattro,” will feature slightly larger ships with expanded dining and public space offerings. The first of these ships is anticipated by 2027. Regent, on the other hand, will introduce significantly larger ships with enhanced passenger capacity, more spacious public areas, and new dining venues. Two of these ships are scheduled to launch by 2029.
Refurbishments are also a key part of NCLH’s strategy. Oceania’s Marina and Riviera will undergo upgrades in 2026 and 2027, respectively, incorporating successful elements from the Vista, such as its bakery concept. Regent’s Seven Seas Mariner and Seven Seas Voyager are also slated for updates to align with evolving guest expectations.
Travel advisors have responded positively to NCLH’s commitment to luxury cruising. Carlos Edery, CEO of Luxury Cruise Connections, sees the creation of the Chief Luxury Officer role as a move to enhance brand alignment while preserving their unique identities. “Jason’s expertise could further solidify their positioning in the competitive luxury cruise market,” Edery stated.
Lainey Melnick, owner of Dream Vacations in Austin, Texas, echoed this sentiment, noting that the investment demonstrates NCLH’s attentiveness to market trends. “This is a promising opportunity for aspirational luxury travelers. My clients have loved Regent’s recent ships, and these developments will only enhance their appeal,” Melnick added.
With this $5 billion investment and the strategic leadership of Jason Montague, NCLH is poised to redefine luxury cruising. From groundbreaking ship designs to elevated guest experiences, the company is making a clear statement: the future of cruising lies in innovation, excellence, and unmatched luxury. For travelers seeking the pinnacle of ocean voyages, NCLH’s vision sets the standard.
