Norwegian Cruise Line adopted many Chinese characteristics on its new ship Joy, from the “phoenix” on the topsides of the ship to tea houses and Karaoke rooms. Ironically, “foreignness” turned out to be an attribute valued by Chinese tourists, who were looking for an exotic, western cruising experience.

The kettle was part of Norwegian Cruise Line’s customization: the Chinese love drinking hot water, but having access to it also gave them a reason not to buy drinks onboard. The gross margin of beverage could reach to 85%, yet beverage consumption remained low on Joy.

Chinese travelers’ love of high-end brands is well-known, so is their reputed affection for gambling. Yet the customer segment Norwegian Cruise Line ended up with was the emerging middle class, people who could afford a nice vacation but were prudent with their money.