Luxury hotels are taking their five-star service offshore, launching a new wave of superyachts designed to lure travelers who have long avoided traditional cruises, according to reports.
For years, many wealthy travelers avoided traditional cruises, dodging notoriously crowded decks, buffet lines and megaships.
Now, some of the world’s most recognizable hospitality brands are betting they can change that perception by offering more intimate superyachts that feel like floating five-star hotels on water, according to the Hollywood Reporter.
Brands including Four Seasons, The Ritz-Carlton, Aman and Orient Express are among those launching smaller, sleek vessels that emphasize privacy, curated itineraries and high-end service and often host just a few hundred guests or fewer.
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“What these brands have done is remove the psychological barrier that cruising once carried for this audience,” Jules Maury, the head of travel agency Scott Dunn’s private division for top clients, told Town & Country.
“When a guest already trusts a brand on land, the transition to sea feels intuitive rather than experimental.”
The shift reflects a broader trend in luxury travel as more travelers prioritize personalization, wellness and unique experiences, according to Town & Country.
The line between being either a “cruise person” or a “hotel person” is beginning to blur.
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The Ritz-Carlton helped set the tone with the 2022 debut of its yacht Evrima, designed for fewer than 300 guests and outfitted with residential-style suites, an infinity pool and refined dining options such as Maine lobster pasta, seared foie gras and sashimi salads, according to reports. The company has since expanded its fleet, with itineraries spanning the Mediterranean, Caribbean and beyond.
Four Seasons is following closely behind, launching its first yacht this year with just 95 suites and a focus on flexible itineraries and secluded destinations.
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Orient Express is debuting the Corinthian, a sailing yacht with only 54 suites, Michelin-level dining and experiences like private concerts and curated shore excursions. Aman is also sailing into the space with a 47-suite vessel emphasizing privacy and wellness-focused amenities.
The emphasis is as much on what’s missing as what’s included, experts say.
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“There is nothing cruise-like about them,” Mandy McKaskle, founder of Creosote Journeys & Co., told The Hollywood Reporter, noting the absence of themed parties, Broadway-style shows and large crowds.
Instead, guests can expect features typical at luxury resorts, from spas and chef-driven menus to highly personalized service and even onboard specialists to plan excursions.
Some vessels even include helipads, 10,000-square-foot suites, private pools and cigar lounges, according to Business Insider.
Another major selling point is access. Smaller ships can reach remote coves, fishing villages and polar regions that larger cruise ships cannot get to, allowing for exclusive trips to destinations in the Mediterranean and Antarctica.
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And the strategy appears to be working.
About half of Ritz-Carlton’s yacht guests are reportedly first-time cruisers, signaling that these offerings are successfully attracting travelers who have long avoided such vacations.
