Norwegian Cruise Line Holdings (NCLH) has made a significant move by reinstating Jason Montague to a pivotal leadership role as the chief luxury officer. This transition not only reflects the company’s commitment to enhancing its luxury offerings but also positions Montague to steer the development of two of NCLH’s premier brands: Oceania Cruises and Regent Seven Seas Cruises. His appointment comes at a critical time when the cruise industry is seeing a resurgence, and the demand for upscale travel experiences is on the rise.
While Frank A. Del Rio, the president of Oceania, will continue to lead his brand under Montague’s guidance, this restructuring indicates a strategic consolidation of high-end cruise operations to create a more cohesive luxury experience. NCLH’s CEO, Harry Sommer, acknowledged the considerable contributions of Andrea DeMarco, who served as the president of Regent, highlighting her foundational work in uplifting the brand’s market presence.
Montague’s return is particularly timely given NCLH’s ambitious plans to expand its luxury fleet. The company aims to launch five new ships over the coming years and refurbish nearly all existing vessels within the Oceania and Regent arsenals. This strategy not only addresses consumer desire for new and modern cruising experiences but also ensures that the fleet remains competitive in an increasingly crowded market. The introduction of three new Oceania ships, including the highly anticipated Oceania Allura set to debut in July, exemplifies NCLH’s commitment to enriching their luxury portfolio.
Simultaneously, the plans to refurbish notable vessels such as the Oceania Marina and Riviera by 2026 and 2027 respectively demonstrate a proactive approach to maintaining high standards and offering upscale amenities. For the Regent brand, the addition of two new ships by 2029 alongside refurbishments for the Seven Seas Mariner and Voyager enhances their luxury proposition.
Jason Montague brings with him an impressive legacy within NCLH’s luxury segment. Before his hiatus, Montague served as the president and CEO of Regent, where he successfully navigated significant transformations that aligned the brand with the industry’s luxury trends. His extensive background, including as CFO and executive vice president of Prestige Cruises International, showcases a deep understanding of both operations and finance in upscale cruising. Montague’s experience in securing investments and launching new projects positions him as a formidable force to lead the luxury brands through this new phase of growth.
DeMarco’s decision to resign from her position comes with a personal narrative that resonates deeply in today’s society—a champion for breast cancer awareness, she has used her platform to promote critical health conversations among women. As NCLH bids farewell to her leadership, they are aware of the integral role she played in shaping the current landscape of luxury cruises.
In sum, Jason Montague’s return as chief luxury officer marks a pivotal chapter for NCLH as it aims to redefine luxury sailing experiences. With strategic expansion and innovative enhancements to the fleet, Montague is well-positioned to lead the charge in a competitive market, setting a trajectory that promises to elevate both Oceania and Regent to new heights in cruising excellence.