Luxury Cruising Is Growing. Hotel Loyalists Could Be Its Next Big Audience
As Four Seasons, Aman, and Ritz-Carlton expand into cruising, travel advisors have new opportunities to introduce hotel devotees to vacations at sea.
Photo: Courtesy of Four Seasons Yachts
Luxury cruising has emerged as one of the fastest-growing segments of the travel industry, recording 30% growth over the past few years and outperforming other travel categories, according to Drew Daly, senior vice president and general manager of Dream Vacations.
Speaking during last week’s 2026 World Travel Expo in Miami, Daly said cruise capacity is expected to increase by 20% over the next year, bringing an expanding range of products to market and creating new selling opportunities for travel advisors. The momentum comes as established luxury hospitality brands, including Four Seasons and the Ritz-Carlton, enter the cruise market, attracting travelers who may never have previously considered a vacation at sea.
In an interview with Luxury Travel Report, Daly explained that today’s cruise travelers are more informed than ever, thanks in part to technology and artificial intelligence. “They’re coming to the table, in the conversation with the travel advisor, with more information,” Daly said. “Now, it may not be accurate, and it may not be the information they need.”
This makes the role of travel advisors particularly important, he explained, as consumers increasingly research their vacations independently but still need guidance to identify the right products. Travelers are also becoming more aware of the diversity of cruise experiences available, from onboard entertainment and specialty dining to an expanding selection of luxury offerings.
According to Daly, today’s travelers are not only more informed but also more aware of what cruising offers. As cruise lines continue to invest in new ships and onboard experiences, consumers have access to an increasingly diverse range of products, from entertainment and specialty dining to luxury and expedition cruising.
One of the industry’s most significant developments is the arrival of established luxury hospitality brands, including Four Seasons, Aman, and the Ritz-Carlton, which Daly believes will introduce cruising to an entirely new audience.
“Seeing these brands come to the cruise industry is great, because it’s going to bring consumers that never would have ever thought about taking a cruise,” he said. Brand loyalty, he added, plays a significant role. “People are loyal to their hotel brands. Like Four Seasons, they want a Four Seasons experience”.
However, Daly believes these travelers may eventually discover other luxury cruise operators offering comparable, or even more inclusive, experiences. “They’re going to get on board, let’s say, the Four Seasons yacht, and they’re going to realize there are other brands that also have yachts that may be more inclusive, and maybe even more luxurious,” he said.
“Take me, for example. I just came back from a cruise aboard the brand-new Orient Express Corinthian, and I stayed at the recently opened Orient Express Venezia in Venice. That all started with their luxury train,” Daly said.
The example illustrates how established luxury hospitality brands are expanding beyond their traditional offerings, creating new opportunities to introduce loyal customers to cruising.
For Daly, the timing of these new entrants is no coincidence. “The cruise industry’s growth has been significant over the past few years, and make no mistake, these luxury hotel brands are getting into it for a reason,” he said. “They have the data to back it up. They see the potential and want their share of the market.”
He also pointed to a shift in consumer priorities, with affluent travelers increasingly willing to spend on experiences rather than postponing their dream vacations.
“Consumers have an appetite to spend more on experiences than just waiting for that bucket list trip. They’re taking it now.”
With luxury cruising recording 30% growth over the past few years, outperforming other segments of the travel industry, Daly believes the arrival of established luxury hospitality brands, continued investment in new ships, and growing consumer awareness will create even more opportunities for travel advisors.
