Post-pandemic, advisors are seeing many more clients booking luxury cruises – smaller ships, fewer passengers, personalised experiences and inclusive fares are all part of the appeal. Here we reveal what’s driving the trend and the luxury ships on the horizon.
Not so long ago, luxury cruise lines were generally considered to be Crystal, Regent Seven Seas, Seabourn and Silversea, with Hapag-Lloyd’s Europa II and SeaDream Yacht Club’s two boutique ships regularly topping the ratings in the annual Berlitz Guide to Cruising & Cruise Ships.
While these lines are still the best-known in the world of ultra-luxe cruising, several notable new players have joined the scene. A bevy of beautiful ships of various sizes and styles are due to launch in the next few years and there’s no sign of the demand for luxury travel slowing anytime soon.
What’s driving the demand for luxury?
There are many reasons for the increase in demand for luxury cruising, but after the pandemic there was a surge of ‘revenge’ travel regardless of the expense – and a desire to escape to uncrowded places on uncrowded ships.
The distinction between classic luxury and luxury expedition cruising is also becoming more blurred – ultra-chic ships operated by Ponant, Seabourn, Silversea and Scenic Eclipse in non-polar regions are attracting clients who want immersive, cultural experiences, but not necessarily the formality or glitz found on (slightly) larger luxury ships.
Other factors influencing the continuing growth of luxury cruise include:
- Value. Although the initial price tag for a luxury cruise is higher than for a mainstream cruise, it’s all about what is included and the quality of the overall experience. When all meals (including at specialty restaurants), all drinks, transfers, gratuities and in some cases shore excursions, are covered, there’s no “bill shock” at the end of the voyage.
- Accommodation and personal space. Luxury ships offer more spacious staterooms and suites – mostly with private balconies – and more space per guest around the ship. Queuing for anything onboard is not an issue.
- Service. High crew-to-guest ratios translates to attentive, professional service.
- Itineraries. Smaller luxury ships can sail into harbours and bays that big ships can’t, so you can avoid shiploads of people crammed into over-touristed hot spots. They offer itineraries that may include overnight and longer stays in port, mid-cruise land trips, and an extensive choice of shore experiences.
- Culinary expertise. Luxury lines recruit top chefs from around the world to design menus, oversee teams of onboard culinary teams and present an extraordinary choice of dining experiences.
New luxury cruise players
- MSC Group founded its new luxury line Explora Journeys in 2021. Explora I and Explora II made their maiden voyages in August 2023 and September 2024 respectively. Four more identical, highly regarded 956-guest ships are due to set sail between now and 2028.
- Scenic Group introduced its Discovery Yachts, Scenic Eclipse I and Scenic Eclipse II in August 2019 and April 2023. The 228-guest yachts operate polar expeditions as well as ultra-luxe voyages in the Americas, Asia, Europe, the Mediterranean and the Pacific. Scenic Eclipse II is cruising in Australia, New Zealand and the Pacific until 2026.
- Abercrombie & Kent’s newly formed Crystal made waves in 2023 when it invested millions in breathing new life into the former Crystal Cruises’ Crystal Serenity and Crystal Symphony.
Full steam ahead for superyachts
Scenic Group’s Emerald Cruises has just cut the steel on its third superyacht, Emerald Kaia, scheduled to join her near-identical sisters, Emerald Azzura and Emerald Sakara in 2026. These elegant ships accommodate up to 128 guests and sail in the Caribbean, Mediterranean, East Africa and the Seychelles Islands.
Luxury hotel groups Ritz-Carlton, Four Seasons, Orient Express and Aman are also launching ultra-luxe superyachts.
Ritz-Carlton Collection’s third vessel, Luminara, is due to make her maiden voyage in July 2025; Four Seasons’ first yacht is scheduled to debut in the Caribbean in January 2026; Orient Express Corinthian is also due in early 2026. Aman at Sea is scheduled for early 2027.
Cruise month for travel advisors
Sharyn Kitchener, Managing Director of the long-established, privately operated Mosman Travel, says the company is dedicated to all aspects of cruising, encompassing river, ocean, expedition and luxury travel.
Sharyn and the team have seen a marked increase in the demand for luxury cruising post-pandemic, particularly in the small-ship and luxury expedition sectors.
“We’re experiencing a surge in inquiries and bookings for newer companies like Explora Journeys and the Ritz-Carlton Yacht Collection,” Kitchener says.
“Our team has had the opportunity to enjoy a variety of cruises this year, spanning expedition, river and ocean experiences. The luxury cruise market continues to grow and evolve, making it an exciting sector within our industry.
“Another trend we’re seeing is that cruising now appeals to all generations, making it an excellent option for multi-generational getaways.
“At Mosman Travel, we celebrate Cruise Month all year round!”
Notable new luxury ships coming soon
- Although Viking doesn’t claim its ocean-going ships are in the luxury category, the 930- to 998-guest ships have proved enormously popular among travellers who enjoy all-inclusive, kids- and casino-free cruising. Viking Vela is due to set sail in December 2024 and next year, Viking Vesta will be the 12th ship in the fleet. Another six Viking ocean ships are due to debut between 2026 and 2029.
- Regent Seven Seas Cruises is introducing a new class of ship in 2026, the 850-guest Seven Seas Prestige. She will be number one of two ships in Regent’s first new ship class in 10 years, following the highly acclaimed Explorer-Class vessels which were launched in 2016, 2020 and 2023.
- Oceania Allura will be the eighth ship in the self-described “ultra-premium” Oceania Cruises’ fleet when she sets sail next year. Like 2024’s 1,200-guest Oceania Vista, Allura will be slightly larger than Marina and Riviera but accommodate fewer guests. Two more 1,400-guest ships are on order for 2027 and 2028.
For more information, visit the CLIA Cruise Month toolkit.
