Introduction to Luxury Cruising
Cruising is no longer just for retired couples enjoying their golden years. The industry has evolved into a world of luxury trips, with large companies investing in state-of-the-art new ships. Global travel players like Virgin are entering the market, and luxury hotel brands such as Ritz-Carlton, Aman, and Four Seasons are joining the movement. Cruise companies are responding to the gastronomy boom, offering the latest food trends, finely coordinated fitness and wellness trips, and sustainable travel options.
Growth Potential in the Luxury Sector
The luxury sector has enormous growth potential, with the entire travel market currently accounting for only 2.7 percent of the cruise sector. A current Bloomberg report shows that the Ultra Luxury cruise market is growing 2.5 times faster than the wider cruise industry, with projections estimating 1.5 million luxury cruisers by 2028. Rebecca Ransom, Business Development Manager at Norwegian Cruise Line, notes that high-networked markets such as the United Arab Emirates, Saudi Arabia, and Qatar have shown a quick and stable post-pandemic recovery.
Expanding Luxury Offers
To satisfy the increasing demand, many cruise and hospitality brands are expanding their luxury offers or starting new luxury lines. Norwegian Cruise Line introduced The Haven, an exclusive ship-within-a-ship concept, which offers spacious suites, 24-hour butler and concierge services, a private sundeck, and a private restaurant. The Haven is available on only 15 NCL ships and offers luxury cruises in Europe, Alaska, and the Caribbean.
Shattering Stereotypes
The cruise industry is working to shatter stereotypes and change its image. Many travelers still view cruises as dusty and formal, resembling a Titanic experience with captain’s dinners and strict clothing rules. However, the industry is evolving to offer more modern and sophisticated experiences. Ransom notes that the United Arab Emirates, particularly Dubai, is an important player in the global luxury cruise market, serving as a strategic embarkation point and marquee port for premium cruise routes.
Trends in Luxury Cruising
Sapna Aidasani, Marketing Director at Pluto Travels, notes that the COVID-19 pandemic had a significant impact on the industry, with smaller, more intimate cruises gaining popularity. The offers have diversified, with many cruises now focusing on detoxification, mindfulness, and wellness retreats on board. Luxury at sea has reached a new level, with legendary five-star brands like Ritz-Carlton and Four Seasons entering the cruise industry.
Luxury Cruise Experiences
The Ritz-Carlton Yacht Collection offers retractable marine platforms, serving as a private lounge at sea level, blurring the border between the ship and the sea. A nine-day cruise in the Mediterranean or Northern Europe can cost travelers at least $15,400. The Four Seasons Yacht, set to open in January, will offer a week-long sail against Antigua, costing over $32,500 per suite. The Orient Express will start its 220-meter ship with a 54-suite ship, featuring a Guerlain spa, water sports, and food from Michelin-starred chef Yannick Alléno.
Dubai’s Growing Luxury Cruise Market
Dubai benefits from the growing luxury cruise market, welcoming some of the world’s leading cruise ships during the European off-season. The routes include the United Arab Emirates, Oman, and Qatar, ranging from short two-day sails to immersive five- to six-day trips. Aleksei Makarov, co-founder of the Octanta Maritime Academy, notes that the industry has undergone a calm revolution, changing high-end travel from mass tourism to transformative experiences.
The Future of Luxury Cruising
The pandemic has been a reset for the industry, with travelers seeking privacy, security, and meaning. Cruising offers all three in its new form, with younger generations demanding modern design, sustainability, and authenticity. The industry has responded with new product offerings, including smaller ships, immersive routes, smart tech, and heart-rated service strips. As the luxury cruise market continues to grow, Dubai is poised to become a major player, offering exclusive experiences for the elite, including luxury cruise routes from Dubai to Abu Dhabi and Sir Bani Yas Island.
