Why Small-Ship Cruising Is Emerging As the Luxury Advisor’s First Call
Advisors are prioritizing yacht-style itineraries for their intimacy, cultural depth, and flexibility beyond traditional river and ocean sailings.
Photo: Courtesy of Unforgettable Travel Company
The tides are turning on cruising as a high-end travel experience—and it’s largely thanks to small ship itineraries.
Multiple travel agents told Luxury Travel Report that they haven’t booked traditional ocean liners in years, with clients preferring the intimate and more culturally in-depth experience that only small ship cruises can offer—and it’s easy to see why.
Small-ship cruising offered by brands like Cruise Croatia by Unforgettable Travel Company gives travelers the option to experience yacht-level personalization and access without the price tag of booking a luxury yacht; think of it almost like a yachting timeshare.
“Approximately 20% of our bookings are for milestone celebrations, and are some of the most memorable journeys we create, as the intimate setting of a yacht provides the perfect environment for sharing life’s most important moments with family and close friends,” Graham Carter, co-founder of Cruise Croatia, told LTR.
What Defines a Small-Ship Cruise Today
There are many cruise lines that call themselves small-ship cruises; the technical definition is 200-500 guests per vessel. We’re not talking about smaller-than-average ocean liners here but rather intimate sailing experiences with fewer than 40 guests onboard.
At Cruise Croatia, that looks like a maximum of 36 to 38 guests on each vessel with a staff-to-guest ratio of 1:4. “The intimate nature of the sailing allows travelers to get to know one another, the crew, and their surroundings extremely well, as the experience is often an up close and personal one,” explained Carter.
For advisors, it’s key to position a small ship cruise as something distinctly outside the realm of ocean liners or river cruises. While a small ship cruise still has a higher number of cabins than you’d find booking an intimate yachting experience, clients are still sailing on a yacht and receiving white-glove service.
Who Is Booking—and Why Boutique-Minded Travelers Are Driving Demand
At Cruise Croatia, more than 70% of guests are new to cruising and interested in trying it, but are put off by big ocean liners. “A lot of our guests enjoy staying in boutique hotels when they travel and they see small ship cruising as an extension of this, akin to a floating boutique hotel with the same level of personalized service,” said Carter.
“Small ship cruising is a great match for families with teens, couples, or even extended families,” Jill Koeppen, a travel advisor with Blue Ridge Travel Group, told LTR. “One of my clients who sailed a few summers ago hopes to sail again with her college-aged children. To date, most of my bookings have been couples or friends traveling together.”
Where Small Ships Outperform Traditional River Cruising
River cruises are confined to major inland waterways with scheduled port stops, whereas small-ship cruising blends that concept with the open sea, combining river-like destination focus with ocean access.
“We can, of course, offer the intimate port access, but also offer swim stops, which are a huge plus for our guests,” Carter said. “Allowing time each day for snorkeling, paddleboarding, and just floating in the sea means a bit more activity outside of port stops, and something guests may begin to crave from other lines and experiences as well.”
Carter also pointed out that many travelers are looking to become more mindful of sustainability in their decision-making when booking trips. “There is a lot of information out there about the impact of overtourism, and travelers are looking to cruise lines where they can escape the crowds and visit smaller and more immersive destinations,” he said, adding that this is where small ship cruises play an important part in introducing travelers to these destinations and communities with a minimal environmental impact compared to ocean liners and larger river cruise itineraries.
Carter also added that many guests seek out smaller-capacity cruises to create a deeper, more authentic connection with the destinations they visit and with their fellow passengers onboard. “Guests start out as strangers but after spending a week together, often form long-lasting friendships and sometimes even go on to travel together again. The intimate nature of the vessel offers plenty of time to get to know fellow passengers,” he said.
How To Position Small Ships as a Distinct Luxury Category
Success with the small-ship itinerary depends on the ability to differentiate and highlight that these cruises, while still only semi-private, are decidedly not ocean liners. There might be more cabins than a high-level superyacht experience, but the benefits outweigh the price point for travelers looking for a higher-end experience without exceeding budget constraints.
“When I’m selling a small ship cruise, I mention the benefits of the experience,” said Koeppen. “There is time for relaxation, time to be active at swim stops, and time for exploration in ports where larger ships can’t dock.”
“Some of my clients who have sailed on larger ships have mentioned that they didn’t have enough time in port to truly enjoy the destination,” added Koeppen. “When you are sailing on a small ship, there are overnights in port that allow guests to try local cuisine and nightlife.”
Sabrina Larson, an advisor at Flathead Travel Service, presents small ships to her clients as the pre-eminent option. “I always tend to offer small ship cruises first, unless clients already have a very tight budget or are people with kids who have their mind set on big ships,” Larson said.
Larson’s selling points include the following: fewer people on board; the personal touch of staff onboard; high-quality service and an overall experience onboard and during excursions; exclusivity of the experience, something not everybody else has done; a chance to meet new people and know every other passenger onboard; and a personal experience.
