‘A Cruise for Everyone’—Luxury Expeditions to Yacht-Style Sailings

SEABOURN‘A Cruise for Everyone’—Luxury Expeditions to Yacht-Style SailingsBy Paloma Villaverde de RicoWhether you’re working with an affluent client who wants to explore Australia on a luxury expedition ship or a traveler who wants to experience all the bells and whistles a mega-ship can provide, there “truly is a cruise for everyone,” as Kelly Craighead, President and CEO of Cruise Lines International Association (CLIA) noted during the Cruise360 conference. “The current order shows 56 new [ocean-going] cruise ships scheduled for delivery by the end of 2028. That includes more than 121,000 lower berths, at a total investment of more than $38 billion. Now, one thing that you might be surprised to know, or at least some people might be surprised to know, is that there is a solid balance among the size of ships in the fleet today,” noted Craighead. “Thirty-four percent of ships today are considered small, which means they have fewer than 1,000 berths. Thirty-nine percent are considered mid-range, between 1,000 and 3,000 lower berths, and 28 percent have 3,000 or more berths. That means three quarters of the fleet is considered smaller or mid-size. These numbers, just so you know, are quite consistent with what we see through 2028 based on the current order book,” she told the audience of travel advisors in attendance at the conference. “So, for [travel advisors], when you consider the number of net new lower berths, you should really see this as an opportunity to grow your business.” She continued, “Ultimately, we’re counting on you to, as the largest and most professional network, be able to invite…new cruisers to help fill these new ships.” With that in mind, here's a look at what’s happening in the cruise landscape.AMA LILIAAmaWaterways—Colombia CallingNext January will see the 60-passenger AmaMagdalena sailing down Colombia’s magical Magdalena River, with the second ship, the 64-passenger AmaMelodia, joining in June 2025. “There’s nothing on the Magdalena River—no ports, no docks,” says Michal Maguire, VP, Marketing for AmaWaterways. “We’re the first passenger-carrying ship to [get on] that river in more than 75 years.” And, interestingly, Maguire points out that for many of the clients sailing this itinerary, “it will be their first ever river cruise.” The river cruise line will offer two 7-night itineraries on the South American river,
with sailings from Cartagena and Barranquilla (and vice-versa), along the way stopping in towns that showcase the country’s traditions and cultures and participating in birdwatching tours, hikes and historic sightseeing. “There’s all this great history,” points out Brenda Kyllo, VP, Strategic Alliances for AmaWaterways, “plus coffee and chocolates. So, it’s a great mixture. There’s history, music, dance and great museums.” Over in Europe, the upcoming Paris Olympics this summer are putting the spotlight on France as a river cruise product, with Maguire noting that it’s especially driving interest for 2025. Adds Kyllo, “Everyone is expecting a halo effect on the destination afterwards,” but she notes, for next summer, they’re pointing clients to Bordeaux and the 7-night Taste of Bordeaux itinerary. “It’s like Paris—it has beautiful architecture and the beauty of Paris, but in a more manageable size with less tourists,” Kyllo adds. AMA WATERWAYS QUOTE A new itinerary in France is the 7-night Flavors of Burgundy on the Rhone and Saone, sailing from Dijon to Lyon. “It goes up into a lesser-known area,” making it ideal for clients looking to avoid the crowds and explore hidden gems. In Egypt, where AmaWaterways sails the Nile, the river cruise line has just introduced a new ship, the newly designed, 41-stateroom AmaLilia, featuring upscale regionally inspired decor. In Egypt, says Maguire, “people have a wonderful time.” She notes that travel advisors should focus on both the seasoned traveler as well as the less-experienced traveler when it comes to Egypt bookings, because “it’s so culturally immersive.” That said, Kyllo reminds travel advisors that there are mobility limitations, “because you’re walking a lot in the Valley of the Kings and the Queens, you’ve got a lot of sand, you’ve got a lot of heat. So,
for anyone who has some restricted mobility, it can be difficult. It’s good to advise the traveler.” In other news, there’s a second ship coming to the Mekong and a third ship heading to Portugal, plus 2026 deployment is already open. Explora Journeys—Double the OfferingsThis uber-luxe cruise line is about to double up on its offerings with the debut in August of the 461-suite EXPLORA II, and by 2028, “we’re going to have six ships on the water,” says Achille Staiano, Chief Commercial Officer for Explora Journeys. But he stresses, the brand is “not a ship operator. We are a journey creator. We’re a floating hotel...with ocean views. “We’re sailing off the beaten track, when all the other bigger ships are not around,”he continues. “This allows guests to really live, enjoy and pay attention to details of that specific experience, of that specific place. So, all of this, it’s what will give the perception to our guest that this is a real ultra-luxury vacation to which they’ve never been exposed to before.” And, he notes, the company is listening to its passengers. “They tell us if something is right or not right; if they want to have it better; if they want it in a different way. This gives us the possibility to constantly fine tune our product, to really respond and provide the best level of service for our guests. And if we’re going to be in this ultra-luxury category, the quality that we will deliver will be always top-notch and actually will be improved. This is [our] commitment to our passengers,” he says. Chris Austin, President, North America, says that Explora Journeys has, in fact, been living up to the bold story told at the beginning. “Many of our travel partners, quite frankly, didn’t believe us. Now, they do. We’ve created a category of one.” The new ship, sister ship to EXPLORA I, will sail her maiden journey from Barcelona, Spain to Civitavecchia (Rome), visiting Ibiza; Port-Vendres; Portofino; Monte-Carlo and Port Santo Stefano. She will then continue to sail in the West Mediterranean until November 2024 when she will cross the Atlantic to offer Caribbean journeys during the winter months. For EXPLORA III and IV, says Austin, they’re going to up the ante when it comes to suite accommodations and will “probably be increasing the number of residences. “We’ve often been told by many of our travel partners we should have [more] Owner’s residences, so we may be delivering on that as well.” They’re also working with Italian designer Unopiu for design elements on board EXPLORA II, with the adults-only Helios Pool area featuring the designer’s new Davos collection. Sofas, chaises longues, armchairs and coffee tables are all being engineered around a lightweight, aluminum structure, with the color palette in Explora Journeys’ signature shade of blue. Austin adds that, “Everything we’ve done and will continue to do has been thoughtful, and it’s not by accident that guests say. ‘I feel I’m in a luxury resort that’s at sea as opposed to being on a cruise ship.’”MARGARITAVILLE AT SEAMargaritaville at Sea—Rolling Out the Red Carpet for AdvisorsMargaritaville at Sea has a new ship on the horizon, the 2,650-passenger Islander, set to embark on its maiden voyage from Port Tampa Bay in June of this year. Currently undergoing an extensive transformation, Islander will feature 1,105 fully redesigned staterooms with custom styling reminiscent of the sand, sea and sky and all new furnishings including Margaritaville’s signature bedding, pillows and linens. Onboard, clients can choose from more than 700 Breezy Balcony staterooms, Grand Terrace Suites, luxurious Corner Suites, and ultra-exclusive Islander Signature Suites, plus there’ll be a range of entertainment, including two new scripted live production shows, themed nights and poolside activities and music unique to
the ship. Islander will be sailing 4- and 5-night Mexico itineraries with stops in Cozumel and Progreso as well as 5- and 6-night sailings that visit ports in Mexico and stops in Key West. In 2025, your clients can choose to sail five limited-edition 7-night sailings on the Islander, stopping in Costa Maya, Grand Cayman, Ocho Rios and Belize. “The perception is that [Margaritaville’s] offerings are very short, very adult-oriented. We get asked if it’s okay for kids,” says Amanda Travaglini, Chief Marketing Officer. “Yes, it is. We have kids’ clubs on board, we have children-centered entertainment, we have kids’ menus. We do a lot of things to cater to kids.” She notes that with the Islander they’ve been able to build spaces specifically for kids, tweens and teens, so there’s a water slide, a teen lounge, an arcade, a pickleball court. “We have all these spaces that are really designed to be family-friendly,” she says, “so the hope is that, given the longer duration of the itineraries, the spaces that are designed for kids, the entertainment, that we will attract a great percentage
of families.”MARGARITAVILLE QUOTE When it comes to travel advisors and their partnership, the cruise line, which also operates an itinerary out of Port of Palm Beach to The Bahamas on its ship Paradise, has launched a dedicated trade initiative. In addition to attending trade shows and conducting one-on-one meetings with agents, the Margaritaville at Sea team has begun a series of webinars showcasing various elements of the Islander. Another educational offering includes the hosted Parlay on Paradise programming aboard their ship Paradise, where first-hand experiences complement instruction and digital sales tools for agents. To facilitate the on-demand booking process, the cruise line has also allocated significant resources to build a new platform to ensure a quick and efficient reservation process. While the new platform is being built out, Margaritaville at Sea has completely refreshed and enhanced its current booking engine, simplifying the registration process and providing new assets for agents. Says Frank Belzer, Sr. VP of Sales and Partner Relations for Margaritaville at Sea, “I think the opportunity with the travel advisor is getting them to feel comfortable enough to convert people. We’re going up against a lot of established cruise lines and it’s getting the advisor comfortable enough that they can say, ‘You know...have you thought about Margaritaville at Sea?’ “I think the most compelling thing for an agent is to be able to say either, ‘I’m sailing on the ship in X number of months myself or I just sailed on the ship, and it was wonderful.’ I think those two things mean a lot to the customer.” Belzer says he’s very focused on the trade initiative “with a concerted strategy to grow our business, both direct and through the travel trade. We recognize that we need both of those avenues working in tandem.” Both Belzer and Travaglini say that Margaritaville at Sea is ideal for new-to-cruise, with many passengers wanting a taste of the cruise experience via a 2-, 3-, or 4-night cruise. “We get quite a healthy amount of people who are new to cruise because it’s a 2-night sailing, it’s relatively affordable, it’s a nice taste of cruising,”says Travaglini. "Maybe a 7-night might be intimidating for them, so they try out [our cruises]. So, we get a lot of people who are new to cruise that we have to educate on just cruising in general, and that’s where the travel advisor comes in. We really see them as brand ambassadors.”MSC CLIFFHANGERMSC Cruises—Taking Over the WorldFirst there was MSC World Europa, which debuted in 2022. Coming online in April 2025 will be MSC World America—set to be christened at PortMiami at MSC Cruises’ dedicated terminal— and MSC Cruises recently announced that the third in the World Class ships will be MSC World Asia, set to offer, says Pierfrancesco Vago, Executive Chairman of MSC Cruises, “even more advanced new features in terms of future-proof marine and onboard hospitality technologies as well as guest experiences.” Speaking of guest experiences, MSC World America is hitting it out of the ballpark—it will be MSC Cruises’ largest ship to serve the U.S. and its first in the region to be powered by LNG. It will span 22 decks, will feature 2,614 staterooms, contain more than 420,000 sq. ft. of public space with 13 restaurants and offer seven distinct districts for passengers to play in. These include the MSC Yacht Club, a ship-within-a-ship experience that offers a private and secluded retreat; the family-centric Family Aventura, located on the top deck; Aqua Deck, featuring two main pools; Zen Area, an adults-only playground; Galleria, lined with dining options and shopping opportunities; The Terraces, with nine restaurants and bars, four retail shops and a comedy club; and the outdoor Promenade, framed by a spiral architectural masterpiece—an 11-deck dry slide. “I think the districts really make it so that there’s some division on the ship, but they all flow together,” says Koreen McNutt, MSC Cruises’ Sr. VP of Sales & Trade Engagement and CSO. “Especially when you have multigenerational groups—you can have your kids up in the Family Aventura area and the parents can be in the Zen Area.” Come nighttime, she says, “the whole group can be on the promenade and get some ice cream and get a drink and be looking out the back of the ship, which is my favorite.” MSC QUOTE One of the ship’s most unique features is its water swing ride at sea, Cliffhanger, said to be the first of its kind. The ride structure will tower above the new U.S. flagship’s top deck, nestled in the heart of the ship’s Family Aventura district, with four seats that start off close to the deck before powered arms lift them into the starting position—up and out over the edge of the ship. From there, riders are propelled back and forth, high above the waterline and dangling 160 ft. above the ocean below. “There are so many things that we’ve put on ships that you would never have thought you could put on a ship,” McNutt tells Recommend. “So, I think it’s fun that we came up with something that will be a great memory, great fun.” Another showstopper for MSC is its Yacht Club, which McNutt says is gorgeous, most especially the outdoor space. When the ships sail in the Caribbean, she says, passengers “want to be outdoors and our outdoor space is fantastic. The Yacht Club has a beautiful pool, beautiful furniture, an outdoor restaurant, an outdoor bar. It’s an area that has been very clearly designed for the Yacht Club guests. And on the World America, it’s going to be even more stunning. We work very hard to make sure agents are well educated about the Yacht Club because we know if their guests sail in this [district], they will book again.” Home to the World America will be the new terminal at PortMiami, which McNutt says will be a “game-changer because I think people will feel so comfortable in the terminal because of the way it’s designed, and so welcoming that they won’t think of it as the hassle part of their trip.”RIVERSIDE QUOTERiverside Luxury Cruises—Putting a Spin on River Cruising“We want every part of the ship(s) to be a destination and have a vibe, be welcoming and fun,” says Jennifer Halboth, CEO, Riverside Luxury Cruises, when speaking about the three ships that make up the current fleet of the luxury river cruise line. The 110-passenger Riverside Debussy, the 110-passenger Riverside Ravel and the 162-passenger Riverside Mozart, all sailing the rivers of Europe, are geared, says Halboth, to the traveler who wants a spin on traditional river cruising. “We want to grow the pie of people taking a river cruise,” she says. “It’s such a magical way to travel. I mean, you just won’t get it anywhere else. Within 24 hours, you feel like you are home. It’s so special, it’s so intimate. “And we do want to go for a younger [demographic]. I really think people should be going on river cruises at a younger age. I tell advisors who are coming into the business who are young, don’t wait to start selling river cruises; don’t wait till your clients retire to sell them a river cruise. They will have missed out on a ton of fun, and you will have missed out on a lot of money. So, it’s a win-win,” she says. Halboth adds that the cruise line is “striking for something a little more authentic, engaging, open, friendly and not so stuffy.” For 2025, the cruise line will offer more than 170 departures on 52 distinct itineraries, ranging from three to 23 nights. New for Riverside in 2025 are itineraries that combine cruises aboard both Riverside Debussy and Riverside Ravel for extended vacations, ranging up to 19 nights, exploring the Rhine and Rhone rivers, respectively. Riverside Debussy will also cruise the Main and Moselle rivers and join Riverside Mozart on the picturesque Danube River. On all voyages, Debussy, Ravel and Mozart stay late or overnight in some of Europe’s most captivating towns and cities, so guests can immerse in authentic cultures and the destination’s social life. On board, Halboth says the cruise line has to “nail the food. If you don’t have food, you do not have the luxury traveler. Period. And we know that. The owner knew that. We budget more, probably twice as much as our nearest competitor for the procurement of the best meats and ingredients. We have a larger galley because we have less people on board. “On a typical 135-meter ship, other lines put anywhere between 130 and 190 [passengers]. We put 110, which means we have more space,” Halboth continues.
“We have more cooks and we cook everything on demand. So, when you’re dining on Riverside, it’s like going to a restaurant. It’s not a turn and burn. It’s an experience. It’s an event.” For an upgraded dining experience, Halboth points to the Vintage Room, featuring a 7-course wine and food pairing menu. “You’re there for three hours and you come out a changed person,” she says. In terms of shore excursions, Halboth notes that the cruise line has “done some very cool things. I did a 5-mile kayak under the Ponte du Gard, and then we got picked up and taken to a winery for our private lunch in a beautiful setting, surrounded by art. Our goal is to have a traditional walking tour—if someone hasn’t been to a particular town who wants to do that, but maybe with a little twist—an active option and a more immersive option, perhaps go do a chocolate tasting or go do a wine tasting. So that’s going to be our goal, is to have usually three choices. Sometimes you might have four, sometimes you might have two, just depending on the load factor on the ship, the town in terms of variety. But our goal is to always have those choices.” She adds, too, that the ship has bikes and sometimes there are bike excursions available, although passengers can just grab the bikes and take off to explore a town or city. “Really, there’s just no other way to travel in Europe in my opinion [than on a river cruise],” Says Halboth. SCENIC QUOTEScenic Group—A Yacht Lifestyle From updates to its river cruise vessels to announcing a new Emerald ocean yacht, Scenic Group is upping the ante across its entire fleet. The biggest news? No doubt the unveiling of its next-gen luxury ocean yacht, the Emerald Kaia. “The Emerald Kaia will allow its guests to experience the world’s most captivating coastlines, connect with the sea like never before, and walk away with extraordinary memories. Accommodating 128 guests with 92 crew, 88 percent of the staterooms will have verandahs with our lead-in balcony suite measuring a luxurious 344 sq. ft. up to our sumptuous Owner’s Suite with its own jacuzzi at 1,410 sq. ft. Boasting six decks, Emerald Kaia will measure 393 ft.,” says Ken Muskat, Managing Director of Scenic Group USA. Compared to the two smaller ocean yachts, the Azzurra and the Sakara, the Kaia’s Sky Deck has been expanded, now incorporating a new internal Sky Lounge, all cabins and suites boast a 10 percent larger floorplan, there are enhanced dining venues, and a reimagined gym, spa and wellness features, including a new outdoor workout space. “We have also increased the ceiling height throughout the main deck of the ship to 10 ft. for the most open and expansive feeling you will find on any ship this size,” adds Muskat. Additionally, “the entire front deck has received a design enhancement which allows for maximum use for our guests. Lounge chairs, comfortable seating and a new-to-the-area spa pool have been carefully curated to enhance our guest experience,” he says. “Moving up to the expansive 5,500-sq.-ft. Sky Deck, which hosts a slew of activities, we have transformed it to have an indoor lounge and a custom bar. A new stainless steel spa pool will be used for a transformative guest experience, along with additional seating and cabanas for guests to use at their leisure,” he notes. Regarding dining, “La Cucina is the culinary gathering space on board our super-yacht, allowing guests to recount stories of their shoreside exploration. We’ve enhanced the galley design to connect more with our guests, providing a window to view the extraordinary culinary team crafting the meals for the day. La Cucina also received a further transformation, with the addition of Night Market Grill.” Emerald Kaia will debut in April 2026 and join her sisters Azzurra and Sakara in Europe. All three ships will primarily sail 7-night voyages with some 10- and 11-night opportunities as well. Muskat tells Recommend that “there’s a huge market of people out there that really like the idea of being on a small super-yacht with only 100 or in this case 128 guests. It feels like your own yacht, and going to destinations that really nobody else can go to. It’s also more affordable than many people think. It’s still something that’s a very unique bucket list for a lot of people. But when you look at where people are spending their money today, it’s not so out of range for a lot of people—when you really break it down and look at what you get and what’s included and the kind of experience that you get. “People that don’t want to be on a ship with thousands of people,” he continues, “now see there are a lot more ships that are actually smaller, that are going to places that I want to go to, that I can afford, so they’re going to try that.” He notes that travel advisors are becoming more educated on smaller ships and the “different options that are out there. Most importantly, they feel comfortable asking the right questions of their clients to position them on the best product and evaluating who their client is. Are they celebrating something special? Who are they traveling with? What’s their past experience? What are their expectations? And then putting them on what’s right for them. And not being so afraid of offering something that may be a little bit exotic or expensive or longer. Because there’s more people out there that are willing to do that, and you can only start there and then work your way down. “More people are paying higher prices,” he says, “and travel advisors are learning and earning more commission for those kinds of sales. I’ve seen a lot more advisors becoming specialists in small ships and luxury, carving out agents within their organization that only focus on luxury to make sure that they’re appealing to that clientele.”Seabourn—A Focus on Destinations Seabourn likes to do things a bit differently, and it shows with the recent announcement that the Wunambal Gaambera Traditional Owners will be godparents of the Seabourn Pursuit, the line’s newest expedition ship. “We believe no one can give a better blessing to our ship than the communities we visit. We truly believe in the transformative power of travel, and when we visit local communities, we are able to both celebrate their culture and drive positive sustainable change in the places they call home,” says Natalya Leahy, president of Seabourn. “When we set out to name the godparent for Seabourn Pursuit, we knew we wanted to do something that celebrates this special moment for the ship and also allows us to drive long-term sustainable positive change in line with the values Seabourn and our guests stand for.” The Wunambal Gaambera people are the Traditional Owners of a region in the Kimberley that includes the sea country of Ngula Jar Island (Vansittart Bay) and Yirinni (Hunter River), and the freshwater country of Ngauwudu (Mitchell Plateau). Representatives from the Wunambal Gaambera Aboriginal Corporation will be at Ngula Jar Island on the Uunguu Coast to welcome Seabourn Pursuit guests and to participate in the inaugural dedication ceremony on June 29. Seabourn Pursuit, which features 132 oceanfront verandah suites, is led by a 24-person expedition team with each voyage offering exclusive experiences such as curated shore excursions, cultural tours, guided Zodiac cruises, hikes, nature walks, snorkeling and scuba diving. “The whole purpose [of expedition cruising],” says Jen Martin, Director of Product Development and Expeditions for Seabourn, “is to take people to a place that’s hard to get to, or a place they may not have thought of going and connecting them with the location. It’s about the destination, not as much about the ships. That said, the ships are these beautiful, luxurious platforms, all of them. Expedition cruising, I think, is a nice niche part of the market that really appeals to people who are not looking for traditional cruise products.” Adds Leahy, “We’re seeing that expedition ships are incredibly popular. I think it’s explained by two things—one, it’s a smaller ship, a very intimate environment, and two because almost every one of the experiences is so engaging. You’re surrounded by the expedition team’s attention. And everyone has something to choose from, whether it’s a hike or kayak or whatever.” Leahy points out, too, that expedition cruising can lure the new to cruise, who will then try other cruise itineraries. “The expedition cruise will be a gateway to trying a cruise,” she says. “For us it certainly opened up the opportunity to introduce luxury cruising to people who have not cruised before. We don’t track new to cruise, but I suspect that most of [those going on expedition cruises] are probably new to cruise. What we see is that they make several more bookings within six months after they finish their first voyage. I think a lot of times they try an expedition cruise because Antarctica or the Arctic is on their bucket list, but then they go in and they say, ‘Whoa, I really appreciate it and I loved how I felt on board Seabourn. And why don’t I now do the Kimberley? And then, by the way, I’ll book a Mediterranean cruise,’ and on and on. “[Expedition cruising is] a fantastic experience for new to cruise.” Contact InformationAmaWaterways: amawaterways.com/agent-loginExplora Journeys:
explorajourneys.com/int/en/travel-advisors/loginMargaritaville at Sea: margaritavilleatsea.comMSC Cruises: msccruisesusa.comRiverside Luxury Cruises: riverside-cruises.com/en/taScenic Group: scenicusa.com/travel-advisor-hubSeabourn: onesourcecruises.com/onesource/login

COVERSANDALSTable of ContentsSANDALS SPREADEditor's NotesWEBINAR HOUSE ADIndustry Insights: Cruise Industry—Overcoming Challenges & Leveraging OpportunitiesPALLADIUMAdvisor Speak: Selling Luxury TravelTURKISH AIRLINESCONDOR AIRLINES SCCONDOR AIRLINES‘A Cruise for Everyone’—Luxury Expeditions to Yacht-Style SailingsCruise: Alaska's Wonders on the MenuATLAS OCEAN VOYAGES SCATLAS OCEAN VOYAGESDISNEY CRUISE LINE SCDISNEY CRUISE LINEEMERALD CRUISES SCEMERALD CRUISESEXPLORA JOURNEYS SCEXPLORA JOURNEYSALASKA ADAsia-South Pacific CoverAsia/South PacificCUNARD SCCUNARDVIKING SCVIKING CRUISESCaribbean/Mexico: The Lavish Life—A Spotlight on LuxuryEDU HOUSE AD