The cruise industry continues to grow by leaps and bounds and according to Cruise Line International Association’s (CLIA) president and CEO Kelly Craighead, cruise capacity for the association’s 30 members is forecast to grow by 10 percent from 2024 to 2028, with 35 new ocean-going ships debuting through 2028. By 2027, as Craighead reported during Seatrade Cruise Global and as stated in CLIA’s State of the Cruise Industry Report, it’s forecasted that there will be over 39 million ocean-going cruise passengers. While the newbuilds come in all sizes for planners to choose from, CLIA’s report reveals that 34 percent of these ocean-going ships will be in the small ship category with even more slated for the rivers.
In this article, Prevue shines the spotlight on four luxury cruise lines that are debuting new intimate ships and we ask the line’s executives about luxury incentive cruise trends—today and into the future.
“We see planners wanting more of an intimate experience,” says Elizabeth Fettes, VP of Sales for Scenic Group, “so definitely something high-end [on] small ships and anything that can be bespoke and customized from an itinerary perspective. They also want more immersive destinations. For instance, island-hopping—off the beaten track in the Caribbean islands is a delight for incentive groups. We’re also seeing wellness and culinary coming into play. So, themed experiences like Scotland for whisky tasting, or tailoring our onboard F&B offerings from a destination [perspective]. For wellness, that means great spa amenities, watersports and a great gym, and we can customize menus with a farm-to-table approach and include a lot of healthy options. Emerald Kaia can really deliver on this.”
Scenic Group’s newest ship, Emerald Kaia (the name means “pure”), is debuting in 2026. It’s a 128-passenger, 393-ft.-long superyacht designed for “luxury at sea” with six guest decks and 88 percent of accommodations offering verandahs. This ship differs from its two sister ships, Azzurra and Sakura, which hold 100 passengers each, as the wellness area will be expanded by 50 percent with a larger gym featuring an outdoor workout space and an Elements Spa with an infrared sauna. Kaia also has increased ceiling heights to 10 ft. across the main deck giving a sense of openness. On the culinary front, Kaia has an expanded La Cucina al fresco terrace and has added a new Night Market Grill, an Asian-style private dining experience. Also changed is the new indoor/outdoor Sky Deck, now offering 5,500 sf of space with an enclosed Sky Bar and Lounge.
Kaia’s inaugural season will offer groups or charters access to smaller ports in the Mediterranean, Aegean and Adriatic seas as well as the Red Sea and the Seychelles. In total, the Emerald Superyacht collection will be offered at 137 ports and 37 countries.
“Luxury incentive cruisers are now seeking profound, intimate experiences that blend relaxation with immersive exploration of destinations,” says Chris Austin, President, North America, for Explora Journeys. “They crave soul-stirring moments that shift their world view.
“Explora Journeys caters precisely to this demand with its curated small ship luxury, offering bespoke destination experiences and onboard enrichment. Whether it’s truffle hunting in Meteora, a Temazcal ceremony in Mexico, photography masterclasses, or sunrise yoga, these transformational encounters are more sought-after than ever by incentive groups. Moreover, within the realm of luxury travel, there’s a growing emphasis on high-end wellness programs that cater to enhancing overall health and well-being. This trend in wellness-focused travel is aimed at providing fitness experiences, nutrition guidance, sleep optimization, and mindfulness practices, all contributing to improved work-life balance. Explora Journeys recognizes this evolving need and integrates wellness elements seamlessly into its offerings all aimed at delivering that peaceful ‘Ocean State or Mind.’ Whether it’s personalized fitness sessions, expert-led nutrition workshops, rejuvenating spa treatments, or mindfulness activities amidst stunning natural surroundings, our journeys are designed to elevate not just your travel experience but also your overall wellness and life balance.”
Explora Journeys, which Austin describes as an ultra-luxury boutique hotel at sea, will debut the 461-suite Explora II, sister ship to Explora I, this August. It will feature nine culinary experiences and will sail in the Mediterranean this summer and fall and then in winter of 2024/2025 both Explora I and II will head to the Caribbean.
The debut of Explora III in 2026 will mark the line’s first LNG-powered vessel. The vessel will be 62 ft. longer than its predecessors, providing more suites and other spaces on board. Explora IV is planned for 2027. All the ships use the latest technology possible in order to reduce emissions and provide the least impact on the environment. Additionally, these are all-suite ships, with each suite featuring terraces, luxury Italian bed linens, heated bathroom floors and its own router, so attendees can stay connected without an issue.
“Culinary will continue to increase in importance,” says Jennifer Halboth, CEO, Riverside Luxury Cruises. “Exceptional culinary is a hallmark of luxury incentive travel and those cruise lines that excel at delivering high-quality, creative and local culinary experiences will attract more luxury incentive groups.
“Also, less is more. Smaller ships and river cruises with lower capacity will shine. Intimacy and fewer guests ensure more personalized service and makes the guests feel even more special. Finally, creativity in shore excursions [is also essential]. Whether it’s offering private tours as requested or getting really unique when it comes to excursions offered for charters, clients are going to be looking for options that give their clients ‘braggable’ experiences that really showcase the destination.”
Riverside Luxury Cruises—which acquired the former Crystal River ships—debuted its third ship, the 55-suite Riverside Debussy, this past March (identical to Riverside Ravel) with its first ship the Riverside Mozart the largest but still intimate with only 81 suites.
The line prefers only 35 to 40 percent max for incentive groups when not a full charter. The all-suite accommodations on Debussy offer 24-hour room service, panoramic French Balconies, 40-inch flat-screen HDTVs with suite sizes ranging from 194 to 764 ft. The suites range from the Seahorse Suites, of which there are 21, to the Symphony (8), Melody (8), Riverside (16), Debussy (2), and Owner’s (2).
All three ships will continue to sail in Europe on major rivers (Rhine, Danube, Rhone/Saone, Moselle, Main), giving groups and charters more choices when it comes to booking true luxury on the river. Halboth says that the cruise line always includes transfers for groups, along with gratuities and port charges.
“Our all-inclusive pricing really is all-inclusive,” she notes. “We can also be very creative, accommodating with groups of 20+ for wine, golf, garden or any kind of special interest group, building in exclusive amenities and excursions.”
“Corporate incentive groups are increasingly seeking experiential and over-the-top gatherings, embracing themed parties, Champagne brunches, celebrity entertainment, and highly personalized gifting to create unforgettable memories,” says Karen Shiers Gioitta, VP, MICE & Partnerships for The Ritz-Carlton Yacht Collection. “Similarly, charters are witnessing a demand for exploration and exclusivity, with clients eager to explore new, undiscovered destinations and smaller locales, perfectly suited to the intimate size of our yachts. Groups desire meaningful experiences infused with adventure, cultural immersion, elevated culinary offerings and seamless service. We’re also observing a rise in resale events within the charter community, where charterers enhance the yacht experience and leverage it for affinity groups or charity, showcasing the versatility and impact of luxury charters.”
With two superyachts slated to debut soon—the Ilma in September 2024 with 224 suites and the Luminara in 2025 with 226 suites—The Ritz-Carlton Yacht Collection will offer three ships that will resonate with luxury incentive planners, says Shiers Gioitta.
“Our new ships will maintain an intimate feel while offering welcoming design, intuitive features and spacious suites with panoramic sea views. From extraordinary culinary experiences against breathtaking backdrops to legendary service, we’re committed to delivering unparalleled guest-centric experiences,” she says.
The yacht environment naturally lends itself to versatile indoor and outdoor spaces that cater to groups seeking a blend of meeting spaces and outdoor inspiration. Ilma and Luminara will feature a unique Marina, offering a direct connection to the sea and include a larger Marina Terrace, providing ample space for receptions and innovative meeting opportunities. Focusing on mindfulness, the new ships will sport increased spa and salon space and will continue to offer in-suite amenities for relaxation and rejuvenation.
Among an array of elevated dining offerings catering to diverse palates, Mistral, the expansive indoor/outdoor Mediterranean venue, and The Beach House, an open-air dining venue, can set the stage for group dinners and events.
The two new ships will offer new destinations such as Northern Europe, sailing to Amsterdam, Copenhagen and Reykjavik, alongside stops in Belfast, Bergen and many more. Fulfilling the desire for distinctive experiences, The Ritz-Carlton Yacht Collection explores off-the-beaten-path islands like Monemvasia, Kos and Milos, as well as yachting havens like Monte Carlo, Saint-Tropez and St. Barths, ensuring diverse and exciting itineraries.—Laurel Herman
emeraldcruises.com/charters; explorajourneys.com; riverside-cruises.com/en; ritzcarltonyachtcollection.com/charters