When Virgin made its entrance into the cruise industry and decided to go with “Voyages” over “Cruises” in its name, the brand made an intentional choice.
It’s a marketing strategy that has been mirrored by legacy lines, as well. Crystal Cruises, Seabourn Cruise Line, Silversea Cruises and Viking Cruises now go by Crystal, Seabourn, Silversea and Viking.
There are other brands new to the segment, too, that are eschewing the word “cruise” and going for more distinct monikers that are setting them apart. But why — and why now?
The most immediate answer is that the omission of “cruise” gives brands a better chance to sell to first-time cruisers, or those who are hesitant to cruise. This upending of the traditional market is an opportunity to redefine what a seagoing vacation can mean to travelers. Changing the perception and definition of cruising is a tall order, though, so it will be critical for companies to gain sufficient recognition to make inroads with both travel advisors and their novice and loyal clients.
Virgin Voyages helped pioneer the perception change around cruising.
Credit: 2024 Virgin Voyages
“Any time new products arrive on the market, travel advisors have the opportunity to expand their offerings,” said Erika Richter, vice president of communications for the American Society of Travel Advisors. “And it may be very attractive for a client to experience a brand and a level of service that they’re familiar with.”
From legacy companies to hoteliers, here are some of the suppliers shaking things up.
Redefining What It Means to Cruise
Although Explora Journeys is not entirely new to the cruise industry, it is a fresh face exemplifying this trend. A spin-off from corporate cousin MSC Cruises, Explora is an all-luxury line in the vein of MSC Yacht Club. The brand’s differentiating strategy is to focus on its “category of one” concept, which avoids looking to other cruise lines and replicating traditional models.
Explora Journeys is inspired by ultra-luxe properties and hopes to attract ocean cruisers as well as first-timers.
Credit: 2024 Explora Journeys“Our vessels are inspired by yachts, ultra-luxury resorts and boutique hotels,” said Chris Austin, president of North America for the line.
Austin says that Explora Journeys was conceived with the hope to redefine ocean travel and attract both avid ocean cruisers and land vacation loyalists alike.
Disrupting a Traditional Market
Virgin took a similar approach to Explora, just with larger premium ships and a no-children-allowed pronouncement.
“[Virgin Group founder] Richard [Branson] enters an industry if he believes that he can address the pain points of that industry and make it better,” said John Diorio, vice president of North American sales for Virgin Voyages. “The team conducted a ton of market research and saw that there was a real opportunity in the space to design an adults-only experience.”
And again, it was based not on an existing cruise product, but on the idea of a super-yacht or a boutique property brand such as Soho House or W Hotels.
“Our experience appeals to new cruisers because it mimics more of a land-based getaway,” said Diorio, noting that about one-third of Virgin Voyages travelers have never sailed before on a cruise.
Expedition Travel Joins the Shake-up
One of the disruptive newcomers is from the expedition segment. Atlas Ocean Voyages caters to upper-premium clients and employs exemplary hardware and craftsmanship. The brand also pairs polar adventures with epicurean and culturally immersive itineraries.
"I believe we will see more well-known luxury brands making plans to cash in on this lucrative segment of the cruising market over the next decade or two."
And the move is paying off. June 2024 was a record sales month for the year-round brand, which is on track for a banner year overall.
“As ships get larger or over-the-top luxurious for an elite group of travelers, Atlas is in a sweet spot as an attainable and accessible expedition product,” said James A. Rodriguez, president and CEO of the company. “Our all-inclusive value proposition is also one travel advisors can appreciate for their clients.”
Hoteliers Break Onto the Scene
Just as boutique hotels have inspired new-to-cruise brands so, too, have some hoteliers begun oceangoing ventures. While the market has yet to see a “Marriott of the Seas,” there is Margaritaville at Sea and The Ritz-Carlton Yacht Collection — and more such brands are on the way.
“It was a natural fit for Margaritaville to expand into the cruise industry,” said Brad Schwaeble, chief operating officer for Margaritaville. “Our brand is all about sun, sea and sand, and what better way to experience all of those than on a floating island vacation?”
Margaritaville at Sea’s cruises range from two to seven nights.
Credit: 2024 Margaritaville at SeaWith its trips ranging in length from two to seven nights, the brand is a perfect way for travelers to “dip their toe” into cruising, says Christopher Ivy, CEO of Margaritaville at Sea.
“Many travelers prefer to take baby steps when it comes to their first cruise, and that’s where Margaritaville at Sea comes in,” he said. “Our ships also accommodate a more intimate number of passengers, so guests don’t feel so overwhelmed in public spaces, yet can still experience what makes cruising such a popular vacation option.”
The Ritz-Carlton’s fleet of yachts, meanwhile, is at a higher price point. The brand’s first ship, Evrima, launched in 2021 to carry 298 guests; Ilma will accommodate 448 passengers when it’s introduced this year. A third yacht, Luminara, will host 452 travelers in 2025.
With brand messaging to “live untethered, live fully,” The Ritz-Carlton Yacht Club combines classic ship style with a refined residential feel carried over from its shoreside properties. The brand promises unparalleled personalized service and luxurious amenities, along with world-class specialty restaurants and spacious suites, not to mention its existing brand recognition.
“The entrance of Ritz-Carlton into the cruising world undoubtedly [brings] along its brand loyalists, even if some of those are new to the cruising world,” said Cruise Planners franchise owner Kyle Nichols.
The accredited cruise counselor considers a new product less daunting for many clients when it is presented by a company they already trust.
“[Its] strong brand reputation and history help to reassure consumers about the quality and luxury they can expect while trying something new,” he explained.
And Julie Howard, vice president of cruise partnerships for Signature Travel Network, says her members are especially excited about Ritz-Carlton for the opportunity the brand provides families seeking a luxury cruise experience, given its “company-wide culture of serving all guests.”
“Ritz-Carlton Yacht Collection will attract new guests to cruise, benefiting the entire cruise industry,” she added, indicating that overall, the network has observed a growing demand for all-inclusive luxury cruising, particularly on intimate small ships and yachts.
Still More Will Enter the Market
Soon, The Ritz-Carlton will have competition, as Accor, Aman and Four Seasons have luxury ships of their own on the horizon — and it’s possible the newcomers won’t end there.
"We are beginning a new chapter in our history, taking the experience and excellence of luxury travel and transposing it onto the world’s most beautiful seas."
“I believe we will see more well-known luxury brands making plans to cash in on this lucrative segment of the cruising market over the next decade or two,” Nichols said.
In 2026, Accor expects to debut Orient Express Silenseas, a sailing ship spin-off from the storied train brand that will feature 54 suites, two swimming pools, two restaurants and a speakeasy.
“We are beginning a new chapter in our history, taking the experience and excellence of luxury travel and transposing it onto the world’s most beautiful seas,” said Sebastien Bazin, chairman and CEO of Accor. “This exceptional sailing yacht, with roots in Orient Express’ history, will offer unparalleled service and refined design spaces, reminiscent of the golden age of mythical cruises.”
The Aman at Sea brand from Aman Group, meanwhile, just celebrated the keel-laying for its new vessel, slated to debut in 2027. The ceremony for the yet-to-be-named ship took place in July at the T. Mariotti shipyard in San Giorgio di Nogaro, Italy.
Aman at Sea, a joint venture with Cruise Saudi, will result in a 50-suite, ultra-luxury motor yacht with informal and international dining, an Aman Spa and Japanese garden, two helipads and a Beach Club with direct access to the ocean.
“Aman at Sea will create a new category of ultra-luxury super yachts, which will provide exceptional travel experiences alongside Aman’s core values of privacy, peace, generosity of space and unparalleled service,” said Vlad Doronin, chairman and CEO of Aman Group. “This represents a significant milestone for the brand as we … bring the renowned spirit and architectural distinction of Aman to the world’s oceans for the first time.”
As for Four Seasons, the Four Seasons Yachts offshoot is on track to set sail in 2026 and hopes to be a natural extension of its existing luxury offerings.
“We’re continuing to create an integrated ecosystem for guests to travel with Four Seasons under a single brand,” said Marc Speichert, executive vice president and chief commercial officer for Four Seasons Hotels and Resorts.
The yacht product will follow the launch of the brand’s private jet service, Speichert adds, meeting demand for even more end-to-end travel experiences. Onboard, the line promises 50% more living space per guest than what is currently available on the market, a 1:1 guest-to-staff ratio and in-house-managed personalized service.
“Our focus has been on distinguishing Four Seasons Yachts from traditional cruise offerings,” Speichert said. “When people think about traditional cruises, they envision large ships and crowds, standard amenities and rigid itineraries. Four Seasons offers something completely distinct in the market.”
Still, what goes around might come back around. After all, Azamara Club Cruises reduced its name to Azamara, only to return to Azamara Cruises.
Once “cruise” has been sufficiently redefined, perhaps the next shift in the industry will be a return to the label. Whatever the case — and whatever we want to call these seagoing voyages — the travel advisor community is primed and ready to guide clients in this new seascape.
