Ritz-Carlton’s third superyacht, Luminara, is set to launch this July – and with it, a clear message: the future of luxury travel may well be at sea. Long appreciated by retirees and multi-generational families for its convenience and ease, cruise travel is now undergoing a striking evolution, as high-end hospitality brands increasingly set their sights on the open water. In 2023 alone, the global luxury cruise market grew by an eye-catching 113%, with yacht cruising surging 52% year on year.
Recognising the shifting tides, major players are investing heavily. Four Seasons will unveil its first 679-foot yacht in early 2026, complete with 95 expansive suites and an exacting one-to-one staff-to-guest ratio. Orient Express is preparing to debut Silenseas, the world’s largest sailing ship, that same year. Even Aman – known for its ultra-exclusive approach to luxury – is entering the fold with a vessel due in 2027.
Luxury ships are fast becoming extensions of their flagship hotels, crafted to deliver the same level of exclusivity, service and aesthetic precision – only now, with uninterrupted ocean views and constantly changing horizons.
Here’s a closer look at the rising trend – and what it means for Asia’s evolving luxury travel market.
The Origins
While cruise ships – and luxury cruise ships, in particular – are certainly not new, The Ritz-Carlton Yacht Collection was the pioneer among luxury hotel brands to launch its own vessel, effectively kickstarting the burgeoning trend. Its first ship, the 624-foot-long Evrima, debuted in 2022, setting a new standard for intimate, high-end cruising. According to Business Insider, Evrima features 149 airy suites with private ocean-view terraces, accommodating up to 298 guests in an ambiance that is both exclusive and elegant.
The fleet quickly expanded with Ilma, the second superyacht, launched in September 2024. At 790 feet, it offers 224 spacious, light-filled accommodations for up to 448 guests, elevating the seaborne experience with an extraordinary level of comfort and design. Luminara, set to debut in July 2025, will continue this legacy, introducing new itineraries that range from iconic cities to secluded harbours.
What sets these vessels apart is their exceptional luxury, far beyond what a typical cruise ship offers. They deliver exclusive amenities, world-class dining, impeccable service, and all the hallmarks of a five-star hotel experience on water – albeit with a much higher price tag.
Following suit, Four Seasons is embracing the trend, unveiling 11 restaurant and bar concepts aboard its inaugural yacht, which will make its maiden voyage in January 2026. This move promises to create unforgettable moments for guests, blending gourmet dining and vibrant social spaces at sea.
“Our guests are both those who love Four Seasons and are excited to travel with a brand they know and trust in an entirely new way, as well as luxury yachting enthusiasts,” Nils Lindstad, Vice President, Business Development and Sales Excellence, Marc Henry Cruise Holdings LTD, Joint Owner/Operator, Four Seasons Yachts, told BurdaLuxury. “In each destination visited, guests will be offered experiential offerings with choices ranging from adventure to relaxation and they will be able to customise experiences ashore exactly to their wishes. This will allow them to discover these destinations as they never have.”
The inspiration behind Four Seasons’ venture into yachting is to craft an immersive, end-to-end travel experience onboard an exceptional vessel that allows guests to explore new and cherished destinations in a way only possible at sea. “Guests can expect the same legendary service, personalised experiences, and attention to detail that they would expect at hotels and resorts around the world,” said Lindstad.
Meanwhile, Aman’s flagship yacht, Amandira, invites guests to explore the remote islands of Indonesia’s Flores Sea. This custom-built, two-masted Phinisi sailing and diving vessel boasts five spacious cabins and a dedicated crew of 14, promising an intimate and adventurous escape. Looking ahead, Aman at Sea – the brand’s 50-suite luxury motor yacht – is set to embark on voyages across the world’s oceans in 2027, further expanding Aman’s reach into maritime luxury.
Orient Express is trading its iconic rails for open water with the launch of its first ship, the Orient Express Corinthian, scheduled for June 2026. Guests can savour culinary masterpieces by Michelin-starred chef Yannick Alléno, relax in sophisticated lounges, or indulge at Le SPA. The ship also offers a Marina for water sports, live entertainment including an intimate cabaret, and even an onboard recording studio – blending refined luxury with unique experiences at sea.
While many luxury brands are staking their claim on the open seas, others are embracing a more tranquil, inland route. Les Bateaux Belmond offers a different kind of voyage – one defined by slow travel, intimacy, and the charm of France’s picturesque waterways. These beautifully restored barges accommodate between four and twelve guests, each vessel uniquely designed, with some featuring heated panoramic pools and sun-drenched decks outfitted with loungers. Bicycles are also available onboard, encouraging leisurely rides along the leafy towpaths that wind beside serene canals. “In recent years, there has been real resurgence in the appeal of slow travel, considered as the time to reflect, listen and rest one’s mind, while reconnecting with our values and loved ones,” Eugenie Jason, General Manager of Les Bateaux Belmond, tells BurdaLuxury. “The desire for privacy has never been higher, and our luxury boats are perfect for those who look to spend quality time with their loved ones in an unparalleled, intimate setting.” This year, Les Bateaux Belmond welcomes three-Michelin-star chef Dominique Crenn as its first culinary curator. She has created two exclusive menus for the fleet’s Northern and Southern itineraries, each inspired by local, seasonal ingredients.
The brand also debuts a new journey along Bordeaux’s famed winemaking waterways aboard Aloutte, with highlights including visits to Saint-Émilion and the legendary Château d’Yquem.
Explora Journeys is another standout in this growing space, offering a refined take on ocean travel with its European sensibility and focus on slow, immersive exploration. Launched in 2022, the brand reimagines cruising through a lens of elegance, space, and connection – what it calls an “Ocean State of Mind.” Guests enjoy the freedom of no fixed dining times, with à la carte restaurants and tailored private experiences. Explora Journey’s Ocean Wellness concept enhances this with ocean-inspired spa treatments, Technogym-equipped fitness spaces, and holistic programmes – from yoga to sleep retreats – designed to restore and rejuvenate.
Increasing Demand
The pandemic accelerated a notable shift in luxury travel preferences. According to The Telegraph, COVID-19 prompted affluent travellers to seek more exclusive, isolated experiences – a trend perfectly suited to the rise of luxury yachts and small-ship cruising.
The global yacht charter market reflects this surge. Valued at US$8.33 billion in 2024, the market is projected to grow to US$15.53 billion by 2032, expanding at a robust CAGR of 8.1%, according to Fortune Business Insights. Europe remains the dominant region, accounting for nearly 70% of the market share in 2023.
“People now want privacy,” Nicolas Monges, founder of AGY Thailand, told BurdaLuxury. “They don’t want to go to crowded places like Phi Phi. They prefer quiet bays, small islands and a peaceful experience with only their family and friends.”
This demand is already translating into strong bookings. Four Seasons’ inaugural year voyages have seen several journeys sell out well in advance. “While the majority of our guests are from the United States, there is also a global component to our mix,” explained Four Seasons Yacht’s Lindstad. “In total, we have bookings from 54 unique countries, with Canada as the second strongest market, followed by the UK, Mexico, and China. Greece, Croatia, and the Lesser Antilles are our most popular itineraries.”
Beyond Hotel-Branded Yachts: Boutique Luxury on the Rise
Outside the realm of hotel-branded yachts, a growing number of boutique operators are capitalising on the surge in demand for personalised, intimate maritime experiences. Silolona Sojourns, for example, specialises in cultural cruises and environmental adventures tailored to guests’ preferences, carving out a distinct niche in Southeast Asia. “Private yacht charter is ideal for guests seeking privacy and exclusivity, or families who want to gather together,” Caroline Payen, yacht charter manager at Silolana Sojourns, told BurdaLuxury. “The experience is unique, and many guests now prioritise customised sojourns and seclusion.” Their itineraries span Thailand, Myanmar, and Malaysia, focusing on immersive regional exploration.
Unlike some traditional cruises, which primarily operate cabin cruises with fixed routes and scheduled stops, private charters can offer greater flexibility. “Private yachts deliver tailored meals, customised itineraries that vary with each cruise, and an attentive crew,” adds Payen. “Our yacht feels more like a second home than a hotel, fostering a loyal clientele who return time and again.”
Similarly, Rascal Voyages leads guests on adventures across the Indonesian archipelago. Steve Ebsworth, co-founder of Rascal Voyages, told BurdaLuxury, “Our guests seek space, privacy, nature, and experiences that feel personal, not packaged. Since the pandemic, luxury has evolved to mean connection with nature, being with loved ones, and doing something meaningful.”
AQUA The Dahabeya, a member of Small Luxury Hotels of the World, offers a serene, culturally immersive journey along the Nile, far from the crowds typical of conventional cruises. “Unlike modern vessels, AQUA is tugged and sails gracefully with the wind, avoiding noisy, polluting engines,” Amro Said, founder and CEO of AQUA and The AND Group, explained to BurdaLuxury. “It’s intimate scale allows guests to form genuine bonds with the crew, local guides, and communities along the river. Unlike larger, commercial operations, AQUA’s strength lies in its authenticity and deep cultural integration.”
The Asian Pull
Asia is swiftly becoming a critical growth engine in the luxury yacht and cruise market. Traditionally dominated by European and North American travellers, this sector is witnessing rising interest from affluent Asian clients, driven by increasing wealth, a growing appetite for experiential travel, and a desire for privacy amid crowded urban environments.
Nicolas Monges of AGY Thailand has witnessed a notable uptick in demand from the region. “After COVID, when international tourism resumed, we saw renewed movement, especially among Chinese and other Asian travellers entering the yachting world,” he explained.
“Hotel-branded yachts certainly help raise awareness of yachting in Asia,” Monges added. “But for us at AGY, it’s not really competition. We operate at the ultra-luxury end of the spectrum, catering to clients seeking something more personal and exclusive. It’s an entirely different market.”
Indonesia represents a unique charter destination. “Unlike places with glamorous marinas or a ‘see-and-be-seen’ culture, bookings here are driven by the experiences, the destinations, and the stories we offer,” said Charles Bastard of Yacht Marketing Agency, based in Bali. “Design and styling are increasingly important, but they still come second to the sense of adventure and authenticity.”
There is also growing interest in “explorer” vessels like the Kudanil Explorer – fully equipped with water toys and engineered to tackle diverse weather and terrain. “These yachts are redefining luxury at sea: it’s no longer just about marble bathrooms and fine dining – it’s about freedom, versatility, and access to the unexplored,” Bastard noted.
The Future of Hotel-Branded Superyachts
The rise of hotel-branded superyachts signals a strategic evolution in luxury travel. These vessels are not simply floating hotels; they are immersive experiences designed to blend the highest standards of hospitality with the freedom of the open sea. Brands like Ritz-Carlton, Four Seasons, Aman, and Orient Express are leveraging their hospitality expertise to create seamless journeys. that merge bespoke service with unique, off-the-beaten-path itineraries.
Looking ahead, the market is poised for further expansion, particularly as these luxury hotel operators refine their offerings to attract younger, experience-driven travellers from Asia and beyond. Expect innovations around sustainability, personalised wellness, and cultural integration to become standard, appealing to a clientele that demands more than just opulence, but meaningful connection and authenticity.
Moreover, the growing competition from boutique, privately operated yachts will push hotel-branded vessels to continuously elevate their customisation, exclusivity, and destination curation. The result will be a dynamic market where the definition of luxury travel at sea becomes broader and richer, appealing to a more discerning and diverse audience.
“Over the next decade, I see ultra-luxury travel on the water moving towards a more thoughtful, purposeful kind of journey,” said Les Bateaux Belmond’s Eugenie Jason.
BurdaLuxury’s Lens
The luxury yacht market is no longer a niche for the ultra-wealthy seeking traditional cruising experiences. Instead, it has transformed into a vibrant ecosystem where exclusivity, authenticity, and innovation converge. The expansion of hotel-branded superyachts underscores a broader trend: luxury travellers want more than just a destination – they want a story, a lifestyle, and an emotional connection.
Asia’s rapidly expanding wealth base and evolving travel tastes position it as a key player in shaping this future. As more affluent Asian travellers embrace yachting, operators who can balance luxury with cultural resonance and privacy will lead the charge.
Ultimately, the luxury yacht sector’s trajectory hinges on its ability to marry tradition with modernity, offering bespoke experiences that speak to a global clientele hungry for discovery and meaning, all while navigating the challenges and opportunities of an ever-changing world.
