Silversea Redefines Its Pricing Model With ‘Luxury of Choice’
All-Inclusive Plus, All-Inclusive, and Last-Minute options debut this fall.
Photo: Courtesy of Silversea
Silversea has introduced a new fare structure designed to strike a balance between consistency and flexibility. Announced Sept. 11, the “Luxury of Choice” model creates three distinct fare categories—All-Inclusive Plus, All-Inclusive, and Last-Minute—each calibrated to different booking behaviors and traveler preferences.
The change reflects a wider industry trend of giving affluent travelers more control without diluting the all-inclusive promise that underpins the segment. While competitors have increasingly packaged elements such as flights and hotels into bundled rates, Silversea is differentiating by letting guests decide how comprehensive they want their booking to be. “Our guests consistently tell us that they value flexibility in their travels,” said Silversea president Bert Hernandez. “With our new fare options, we’re empowering them to personalize every aspect of their journey—from start to finish—while continuing to enjoy our signature all-inclusive onboard experience.”
At the top tier, the All-Inclusive Plus Fare provides a refundable deposit, protection under the brand’s Fare Guarantee Program, and, for oceangoing voyages, a shore excursion credit that scales by itinerary length and region. Expedition sailings remain bundled with excursions, Zodiac tours, and in-country flights. The standard All-Inclusive Fare applies only to oceangoing voyages and allows excursions to be purchased à la carte, though deposits are non-refundable. The Last-Minute Fare, available within five months of departure, requires full upfront payment but offers reduced pricing.
The fares are also linked to Silversea’s evolving shore-side product. Alongside the new structure, the brand has broadened its land programming into five categories, ranging from seamless “Highlight” tours of iconic sites to fully tailor-made “Custom Experiences.” Notably, Silversea is emphasizing “City Stays,” curated pre- and post-cruise packages in gateway cities such as Rome, Copenhagen, and Athens.
For travel planners, the development suggests Silversea is hedging against the rising complexity of client expectations. The affluent cruise market is no longer content with one-size-fits-all inclusivity; instead, it values optionality, whether that’s choosing between a refundable deposit, building out a city break around embarkation, or leveraging credits for bespoke excursions.
As Silversea readies the debut of its Antarctica gateway hotel, The Cormorant at 55 South, in early 2026, the Luxury of Choice framework extends the brand’s emphasis on flexibility across both sea and land. The fare shift builds on Silversea’s positioning as an experiential leader, aligning its pricing with the breadth of its expanding portfolio.
