How cruising got cool

An unfortunate image of cruise pervades that it's all giant ships, buffets and sequined entertainment. However, this booming travel sector is full of high-end innovation. On the right line you're more likely to find big brand collaborations, butler service and caviar on tap, while intimate expedition cruises can deliver remote wildlife encounters. With even familiar luxury hotel brands getting in on the act, there's never been a better time to take the plunge.

Trends in Luxury Cruising 

At luxury tour operator Carrier, holidays afloat have been a growing request. Helen Tabois, product manager for cruise, says: “We're working hard to challenge outdated perceptions of what a cruise holiday looks like.

“At Carrier, our focus is firmly on small ship and ultra-luxury cruising, curating bespoke itineraries that pair time at sea with enriching experiences ashore. This shift is driven by choice and customisation, from ocean and river voyages to private yacht charters and remote expedition sailings.”

Explora Journeys is among the brands Carrier recommends. Its all-inclusive fare structure extends to onboard malt whisky bars and thermal spas, while upgrade opportunities include private chef's table dining. Boutiques include Cartier and Rolex and the paintings have been curated by Mayfair gallery Clarendon Fine Art.

A partnership with Steinway & Sons brings top pianists to select sailings. The best suites, Ocean Residences and Owner's Residences, come with butler service. On Explora III and Explora IV, the Owner's Residences were designed by renowned Spanish architect and art director Patricia Urquiola. Explora Journeys president Anna Nash says: “Discerning travellers, many of whom have historically gravitated only towards the world's most exclusive terrestrial retreats, are now looking to the horizon.”

She finds guests are seeking unhurried time ashore, adding: “There is also a significant movement away from the ‘theatre' of traditional luxury. The modern high-net-worth traveller is moving past the formalities of designated dining times and rigid dress codes in favour of something far more effortless.”

The line has worked hard to enhance what Nash calls an “ocean state of mind”. She highlights an onboard wellness programme created in partnership with tennis star Jannik Sinner, which incorporates mental clarity, breathwork and nervous system recovery.

At Regent Seven Seas Cruises, Steve Odell, senior vice president, international and consumer sales, says today's ultra-luxury cruisers are seeking “space, privacy and experiences that feel authentic and enriching”. He adds: “They also expect seamless, all-inclusive travel that gives them the freedom to pursue their passions, whether that's gastronomy, culture, wellness or fine wine.”

The line's themed Spotlight Voyages feature tastings, masterclasses and behind-the-scenes cultural insights. Collaborations are key, from tie-ups with Michelin-starred chefs to the creation of a Fabergé egg, which now resides within the art collection onboard Seven Seas Grandeur.

This year the line will debut Seven Seas Prestige, a vessel that will be 40 per cent larger than previous Regent ships but welcome only 10 per cent more guests. New two-storey accommodation will include Grand Loft suites, inspired by Manhattan apartments, and Skyview suites, with rooftop terraces featuring whirlpool tubs.

For those seeking old-school elegance and transatlantic sailing, the UK's 185-year-old heritage brand Cunard may suit. Think afternoon tea served by white-gloved staff and the largest ballroom at sea, teamed with modern touches such as a golf simulator. The line claims the world's “only true ocean liner” Queen Mary 2, which regularly sails between Southampton and New York. Norwegian fjords itineraries are among Cunard's other most popular voyages.

Astronaut Tim Peake will share his experiences onboard Queen Elizabeth's Alaska voyage this year, while Michelin-starred chef Michel Roux will host four dining experiences aboard the line's newest ship, Queen Anne. Two world cruises are lined up for January 2028 departures.

Exclusive Access

Silversea serves 900 destinations, with a high staff-to-guest ratio and butler service as standard. Having smaller ships than some rivals, it can often access city centres. Andreas Nuessel, Silversea's managing director for Europe, the Middle East and Africa, says: “Luxury travel today is defined by personalised, immersive experiences with exclusive access, rather than material goods. At Silversea, we create journeys that feel enriching, seamless and bespoke.”

The line has increased opportunities for cultural and culinary discovery plus VIP access at global events such as the Monaco Grand Prix, Rio Carnival and Tuscany's Puccini Opera Festival. Last year, it secured exclusive use of the Palace of Versailles for a banquet in the spectacular Gallery of Battles. Silversea also offers intimate and adventurous expedition cruises, including to both poles and the Galápagos Islands.

Expedition cruises typically have fewer than 200 people on board and are often wildlife-focused, with some shore excursions by Zodiac. Onboard luxury varies by brand but high-end tour operators including Carrier, Abercrombie & Kent and Audley can steer clients to the right experience.

Those looking to voyage closer to home could consider a river cruise. Luxury lines to seek out include the much-awarded Uniworld and Crystal, a brand that also offers all-butler service ocean cruises and Nobu Matsuhisa's only restaurant at sea.

Cruise and Stay

Many lines enable guests to do back-to-back cruises, twinning two different itineraries. But there are other options for extended time away. “We're also seeing clients maximise their cruise experience through tailored pre and post-cruise stays, creating multi-centre holidays that feel cohesive and highly personalised,” explains Carrier's Tabois.

Requests for tailor-made three or four-week pre-cruise itineraries are not unusual for the operator. In recent years, Carrier has booked a £2.3 million itinerary that blended a round-the-world journey with a two-week superyacht charter in French Polynesia. “We're even seeing multi-cruise holidays, with land stays woven between sailings,” Tabois adds.

Hotel- branded yachts

With several luxury hotel companies poised to enter the cruise sector, it's a good opportunity for newbies to sail with a brand “they already know and trust”, Tabois says. Ritz-Carlton Yacht Collection has three vessels with between 149 and 226 suites, each featuring an onboard spa, multiple restaurants and a mini marina that enables water sports directly from the ship.

Four Seasons Yachts will debut in April with 11 onboard dining options and suites with walk-in wardrobes, floor-to-ceiling windows and private decks. The three-bedroom Funnel suite is set across four levels. The first Orient Express sailing yacht, the 54-suite Corinthian, sets sail in July, followed next spring by her sister, Olympian.

The yachts feature state-of-the-art glass and carbon fibre panels in place of sails. Onboard diversions include a tailor and a recording studio with resident musicians. A programme of VIP-access excursions is promised.

Finally, you can book the May 2027 maiden season of the 47-suite Amangati from Aman at Sea. Japanese styling, familiar from Aman's hotels, will include ryokan-like suites and a spa serenity garden. Enticingly, the yacht is also available to charter.