Luxury hotels are setting sail – but can they master life at sea?

Luxury hotel brands are venturing into the cruise industry, aiming to capture the ultra-wealthy market by offering an experience akin to a private superyacht. Following the lead of Ritz-Carlton, companies such as Four Seasons, Orient Express, and Aman are launching their own vessels, trading traditional mass-market cruising for curated itineraries.

The Four Seasons I, for example, glided through the Saronic Gulf, its sleek design drawing stares from shore. Onboard, passengers experience the familiar comfort and personalized service of a Four Seasons Hotel, but with the added allure of waking up in a new destination each day. "Our guests receive the comfort, personalisation and service of a Four Seasons Hotel while onboard," said Vladimir Savic, the Four Seasons I’s general manager. "But the main difference is when they wake up each morning, they find themselves in a new and unique destination."

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Our guests receive the comfort, personalisation and service of a Four Seasons Hotel while onboard. But the main difference is when they wake up each morning, they find themselves in a new and unique destination.

These new ventures target non-cruisers, leveraging brand loyalty to attract hotel guests to the sea. Suites on these ships start at $31,000 and can exceed $200,000, reflecting the exclusive nature of the offering. The draw is a lavish, private ecosystem that guarantees the comfort of a luxury hotel, a stark contrast to crowded tourist spots on land. Philippe Hetland Brault, president of Orient Express Sailing Yachts, noted that travelers increasingly seek privacy and exceptional service, which these sailing yachts provide.

The ships themselves are designed for ultimate luxury and convenience. The Four Seasons I boasts 95 suites, 11 dining venues, four pools, a wellness spa, and a marina for direct sea access. Orient Express's Corinthian is a 721-foot sailing yacht that can be wind-powered, while Aman's Amangati is set to sail next May. These vessels promise to take guests to iconic places while allowing them to arrive slowly from the sea, minimizing travel friction.

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The deployment of our sailing yachts allows us to take guests to iconic places while discovering these exceptional destinations arriving slowly from the seas, removing the friction that often comes with travel.