The "FREE" Drinks Package TRAP: Why It Costs You $300 Anyway

The "FREE" Drinks Package TRAP: Why It Costs You $300 Anyway == #cruisenow #cruiseship #cruise == The "FREE" Drinks Package TRAP: Why It Costs You $300 Anyway When cruise lines advertise a “FREE drinks package,” most travelers take the phrase at face value. Free means included. Free means no extra charge. Free means one less thing to worry about on vacation. But for thousands of passengers each year, that assumption quietly collapses before they ever step onboard. What many cruisers discover—often only after reviewing their final booking statement—is that a “free” drinks package can still cost hundreds of dollars upfront. Not because of fraud or hidden charges in the illegal sense, but because of how cruise lines structure pricing, fees, and mandatory add-ons that are disclosed, yet rarely understood. This is not a story about scams. It’s a story about framing, psychology, and fine print. Let's find out on today's episode of Cruise Now: The "FREE" Drinks Package TRAP: Why It Costs You $300 Anyway Cruise lines operate in one of the most competitive sectors of the travel industry. With dozens of ships offering similar itineraries, comparable pricing, and nearly identical onboard experiences, standing out in a crowded marketplace becomes essential. As a result, marketing differentiation plays a critical role in influencing booking decisions. Among all marketing tools available, few are as powerful as the word “free.” Behavioral studies consistently show that consumers are far more likely to choose an option labeled free, even when the total cost ultimately exceeds that of paid alternatives. Cruise companies understand this dynamic and use it strategically. The "FREE" Drinks Package TRAP: Why It Costs You $300 Anyway Norwegian Cruise Line’s “Free at Sea” program is one of the most visible examples. Depending on the promotion, passengers may be offered “free” drinks, Wi-Fi, specialty dining, or shore excursion credits. Other major cruise lines employ similar language, even if the branding or structure differs. To the average traveler, the message appears straightforward: choose this cruise, and drinks are included. However, the reality is more complex. When a cruise line offers a free drink package, it does not mean the package lacks value. Internally, cruise companies assign a full retail price to that package, treating it no differently than if it were purchased outright. That assigned value then becomes the basis for additional charges, setting the stage for fees that many passengers do not anticipate.