Should you wear flip-flops in the dining room? NCL says yes!

• NCL has rolled out a new advertising campaign and it raises some interesting questions about dress codes.
• The new ad pokes fun at the differences between traditional cruising and modern-day family cruising.
• What do you think? in 2026, should cruising be about tradition, or family and flexibility?

Norwegian Cruise Line’s new advertising campaign recognises an important truth about the world of cruising – the face of cruising has greatly shifted over recent years.

While many years ago, taking a cruise was steeped in tradition, including etiquette and dress codes, today many of those norms are challenged by a new generation.

The world’s largest cruise lines are now more about family holidays and fun and making your vacation as comfortable as it can be than upholding tradition.

The cruising era of dining halls requiring collared shirts and dress shoes has faded. Event ultra luxury brand Revent Seven Seas recently relaxed its denim ban, allowing smart casual denim for dining.

Now NCL has gone one sandaled step further, in its new advertising campaign.

NCL’s new television ad depicts the stark contrast between traditional sailors donning leather shoes and a modern-day cruise family being allowed to stroll into the dining area in flip flops (or thongs, as we Australians say).

In NCL’s own words, this is what their new “It’s different out here” tagline means.

“The new platform is rooted in NCL’s history as a pioneer in the industry and the creator of “Freestyle Cruising,” which eliminated rigid traditional dining and entertainment schedules and allowed guests to dine where, when and with whom they wish. 

“The new positioning celebrates the disruptor mentality that has always set NCL apart and is now reimagined for travellers who value curated experiences, flexibility and meaningful time with their loved ones where they can be fully present.”

The campaign raises a great question. Is this elegant touch of cruising something that we’re ready to leave behind?

While cruise lines such as Cunard or Regent Seven Seas may fight to uphold their elegant ambiance – Oceania Cruises, part of the NCL stable, recently decided to go adults only – cruise lines such as NCL, Royal Caribbean and Carnival have fully embraced modern cruising.

Lines like Celebrity Cruises, Princess Cruises and Holland America lie somewhere in between.

Recent years have seen many debates between cruisers, particularly in cruise lines such as Princess. These debates fall between those who still want to see a certain level of sophistication in dining rooms, and would like to see, at the very least, a smart casual dress code maintained and those who firmly believe they should be able to wear what they like and others should keep their opinions on attire to themselves.

In 2026, should we all be accepting someone dining in a tank top and flip-flops, or should cruises attempt to perpetuate their past reputation as holidays that are an echelon or two above family resorts or caravan parks.

NCL appears ready to fully lean into new age cruising, and flip flops in the dining room is their metaphor for this.

Kiran Smith, chief marketing office of NCL said: “We’re not just launching a campaign – we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility.

“For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests. Delivering on this vision takes trusted partners who understand our DNA, and Arnold has helped us bring it to life in a way that is authentic, and unmistakably NCL”

See more about dress codes here.

What do you think? Is cruising more about upholding tradition or enjoy flexibility? Let us know in the comments!