Celebrity Cruises has this week rolled out a new tagline of ‘Always Included’, building on the marketing jargon of ‘New Luxury’.

The ‘Always Included’ phrase come as Celebrity Cruises aims to provide guests with a simplified approach to its offering, “putting an end to confusing promotions, complicated add-ons and limited-time offers,” the line said.

Now, Celebrity’s pricing includes base package Wi-Fi, drinks and service charges.

Announcing the ‘Always Included’ positioning last week, Lisa Lutoff-Perlo, President and CEO of Celebrity Cruises, 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.

“Today, nothing is more luxurious than when things are extra-simple, and extra-special. We wanted to bring that big, wonderful feeling of ‘everything is taken care of’’ to life for our guests.”