New-to-cruise market hailed as ‘huge area of growth’

The new-to-cruise market has been recognised as a “huge area of growth” for the luxury travel sector.

Industry leaders discussed the increasing demand during a panel session at Aspire’s Leaders of Luxury conference in June.

Paule Beale, vice-president of sales for the UK and Ireland at Oceania Cruises and Regent Seven Seas Cruises (pictured), attributed this growth to the wealth of hotel brands entering the sector, as well as cruise lines forging partnerships with luxury hotel brands, which is bringing new clientele into the market.

He said: “We’ve got The Ritz-Carlton moving into the sector, bringing their access to the Marriott Bonvoy database of around 30 million-plus [customers].

“[There’s also] Explora Journeys partnership with Hilton, which has a network of 100 million-plus, and Regent Seven Seas Cruises is part of the Global Hotel Alliance, which has brought high-net-worth hotel clientele [to the brand].”

Other hotel brands were also hailed as driving awareness of the sector from new-to-cruise guests, including Four Seasons Yachts, which launched its inaugural vessel in March, Aman’s yachting arm, debuting in the Mediterranean in spring 2027, and Orient Express Corinthian, expected to begin sailing in April 2027.

Beale said: “The entrants of luxury hotels into the cruise sector has created this incredible awareness, so nearly half a billion people who never would have considered this type of travel before are now looking at luxury cruise.”

He also cited partnerships with luxury brands as shifting the sector into a “new bracket of clientele”, such as Regent Seven Seas Cruises collaboration with Formula One and high-end jewellery brand Fabergé.

Gemma Antrobus, owner of Haslemere Travel, agreed, adding: “The new-to-cruise market and making cruise part of larger itinerary is a huge area of growth. There’s a real perception change that is happening right now because of innovative cruise lines.

“I suppose there was this perception that high-net-worth travellers didn’t cruise because they probably had their own yacht, but I think now they’re looking for those top suites, exceptional service and smaller ship experiences, so there’s a massive opportunity.”