In recent years, the luxury cruising sector has witnessed a noteworthy transformation, with several prestigious hotel brands making a significant foray into maritime experiences. The Ritz-Carlton Yacht Collection was the pioneer, establishing its nautical presence in the cruising arena back in 2022. Following closely is the Four Seasons Yachts, set to debut its first luxury ship in early 2025, signifying a trend where premier hospitality brands leverage their reputation to expand into the realm of cruises. Notably, the prestigious brand Aman is also planning to enter this competitive market by 2027, promising a blend of luxury and adventure on the high seas.
The latest entrant to this maritime luxury scene is the Orient Express, which recently took a major step forward by laying the keel of its debut yacht, the Orient Express Corinthian. This ceremonial act symbolizes a pivotal moment for the brand, illustrating its commitment to establishing a luxurious ocean-going experience for its clientele. The Corinthian, featuring 54 opulent suites, is projected to take to the waters in June 2026, navigating the stunning landscapes of the Mediterranean, the Adriatic, and the Caribbean.
What sets the Orient Express Corinthian apart from existing vessels is its staggering size and ambitious design. Spanning an impressive 720 feet, it is set to become the largest sailing yacht globally. Its towering sails, soaring 325 feet above sea level, will dwarf the current-largest sailing vessel, the Wind Surf, which also operates under Windstar Cruises. This innovative venture showcases Orient Express’s intent to not only participate in the luxury cruising market but to redefine it.
This expansion into floating luxury accommodations provides a fresh vacation avenue for ardent fans of the Orient Express brand. More than just a mere extension of their hospitality services, this yacht aims to keep enthusiasts within its brand ecosystem, capitalizing on the growing interest in sea travel. Recognizing the evolving preferences of high-end travelers, brands like Orient Express are focusing on creating unique experiences that merge the luxury of hotel stays with the thrill of oceanic exploration, thus engaging customer loyalty in innovative ways.
The rhetoric surrounding “ecosystems” in the luxury domain is becoming increasingly prevalent. Alejandro Reynal, president and CEO of Four Seasons, highlights this trend, emphasizing the importance of facilitating a lifestyle where customers can seamlessly engage with a brand they trust—one that encompasses accommodations on land and at sea. The Four Seasons Yacht Collection is actively establishing itself by introducing ships designed for high-end travelers who value continuity and trust in their holiday experiences. The company recently announced the launch of the Four Seasons I, with its initial sailing scheduled for January 2026.
This notion of an interconnected brand ecosystem is not limited to luxury hotels alone. Jason Liberty, CEO of Royal Caribbean Group, reflected on this paradigm during the unveiling of a new Celebrity-branded river cruise line. By focusing on the cross-brand loyalty of travelers who have either been on a cruise or express interest in one, the Royal Caribbean Group aims to enhance customer engagement, effectively expanding its service offerings. This trend of ecosystem thinking points to a collective understanding among luxury brands—that creating immersive experiences across different types of travel can significantly deepen customer loyalty.
As luxury hotel brands continue to set sail into the world of cruising, they are adopting strategies to enhance their offerings rapidly. For instance, the Ritz-Carlton Yacht Collection is scheduled to inaugurate its third ship, the Luminara, in July. Meanwhile, the Four Seasons Yacht Collection’s second vessel is also on track for delivery next year. This robust growth indicates a thriving market that is receptive to luxurious and curated sea voyages.
With the backdrop of an ever-shifting travel landscape and an increasing demand for unique experiences, the expansion of hospitality brands into the cruise industry signifies a noteworthy trend. As these brands craft tailored voyages and experiences, they not only appeal to existing customers but also attract new ones, ultimately reshaping the future of luxury travel at sea. The maritime aspirations of these esteemed hotel brands represent an exciting chapter that combines the opulence of land-based hospitality with the allure of oceanic adventures.