Mason Jones is not an avid cruiser, but he enjoyed traveling on the Ritz-Carlton Yacht Collection so much that he sailed on two of them in less than a year.
Jones, a 50-year-old family doctor from Austin, Texas, and his wife booked a nearly all-inclusive model sailing for March 2023. And because he trusted the Ritz-Carlton ship, which stayed on land several times.
“It's not like we're regulars at the Ritz,” he told USA TODAY. “All we know is that it's a higher level of TLC (tender loving care).” That extends to sailing in the Caribbean on the brand's first yacht, Everyma. , an “incredible” concierge, food and drinks bundled into the price, including a minibar, and a modern interior.
The ship's small size, with a maximum capacity of 298 passengers, meant there was little crowded space and the benefit of “no cattle calls.” Jones and his wife, who had only been on a cruise a handful of times in their lives, enjoyed it so much that upon their return, they and friends booked another cruise for January of the following year.
The Ritz-Carlton is one of several hotel and hospitality companies to get into the cruise game in recent years. And they've brought in travelers like Jones, who are drawn, at least in part, to the brand's love of the land-based brand.
New cruise line attracts hotel guests
According to CEO Jim Mullen, the Ritz-Carlton Yacht Collection is designed to attract people who are “familiar with the brand's exceptional service and accommodations and wanted to see how this level of experience translates at sea. There has been interest from guests at hotels and resorts.
“While they may not be considering traditional cruise lines, they are interested in the level of bespoke travel and experience that The Ritz-Carlton Yacht Collection offers,” he said in an email. Stated.
Mullen said the brand estimates that more than half of its passengers are completely new to cruising. These yachts, which include Irma in September and Luminara in July 2025, were built to reflect customer preferences for Ritz-Carlton properties.
The brand was “created to seamlessly blend the Ritz-Carlton hotel and resort lifestyle with the relaxing freedom of a yachting adventure,” he said. “Our yacht stands out on the horizon and takes inspiration from the world's most luxurious private superyachts.” Even by luxury cruise standards, the vessel's capacity is limited, says Mullen. It features an understated design that “combines form and function, executed at the highest level.”
Perhaps an inversion of that aesthetic, the bright, beachy Margaritaville at Sea has similarly wooed its existing customer base since its 2022 debut. Although the cruise line is an independent entity, it is a franchise partner of the Margaritaville brand, which spans hotels, restaurants and restaurants. Plus, it all stems from Jimmy Buffett's music catalog and lifestyle.
According to Margaritaville at Sea CEO Christopher Ivey, this creates a “big world of potential guests” who know and like the brand. He said research has shown that a “significant” number of passengers choose to sail on the route's Margaritaville at Sea Paradise ships because of some level of familiarity with the overall brand. (However, exact figures were not available).
“And ultimately, what we hear from people is that they want to be able to recreate that on cruise travel,” he said.
The line will tilt even further in that direction with its second ship, the Islander, which launches in June. The 2,650-guest vessel will feature the three-story Landshark Bar at Sea, a floating version of the venue found at many of Margaritaville's hotels and resorts.
“We always strive to make sure our in-flight experience offers what is most popular at other hotels and resorts in Margaritaville,” Ivey said. And while these tend to translate well to cruising, Ivey added, you don't have to be a Margaritaville fan to enjoy the trip.
Do hotel loyalty programs work at sea?
There's another incentive for travelers to stick with brands they know on land and sea. This is because loyalty benefits may carry over.
For example, Ritz-Carlton Yacht Collection guests can earn and use Marriott Bonvoy points. “Members can earn points on cruise fares and hotel packages, accumulate nights toward elite status, and redeem points toward the cost of cruise fares when they set sail,” Mullen said.
Ivey said Margaritaville at Sea is working on integrating the Margaritaville Perks program, which offers perks such as early check-in and free cocktails to land-based guests (though the exact perks will depend on the property). However, the exact schedule could not be shared. roll out.
When is the best time to take a cruise?:I tried dividing it by region.
Virgin Voyages is part of the Virgin Group, which includes a number of travel and leisure companies, as well as companies in other sectors. The adults-only cruise line is currently part of the Triple Red promotion, which brings together products from multiple companies including cruise lines, airlines Virgin Atlantic and Virgin Hotels, including waived resort fees and bonus Virgin Points. It comes with benefits such as.
This offer lasts until April 7th, but there may be similar sales after that.
According to Stephen Hopkins, senior vice president of growth and portfolio performance at Virgin Group, there is a “clear red thread” that runs through all of the brands.
“We are actively working to improve the experience for other Virgin customers because we know they will love our ships,” he said. Approximately one-third of cruise passengers are new to cruising.
Are there any other hotel brands getting into cruising?
Other major hotel brands are also planning to expand into the ocean in the coming years. Four Seasons Yachts announced its first itinerary this week, taking guests to Caribbean destinations including Nevis, St. Lucia and Martinique starting in January 2026, before moving to the Mediterranean in March.
“Since we first introduced Four Seasons Yachts, interest has been overwhelmingly positive, especially from guests who have experienced the brand at Four Seasons hotels, resorts, residences, and in our incredible private jet experiences,” said Four Seasons President and Chief Executive Officer. CEO Alejandro Reynal told USA TODAY. in a statement sent via email. “Our extraordinary first yacht will feature 95 exclusive suites, and the booking process has been carefully managed to balance availability and this demand, initially with Four Seasons loyal guests and travelers. We focus on our partners.”
Reservations are not yet available to the public, but travelers can join the waitlist online. Aman is also planning its own luxury yacht brand, Aman at Sea.
For Jones, a Ritz-Carlton Yacht Collection passenger, choosing a brand associated with a high level of service paid off from the moment he stepped on board. When he arrived at the taxi, he was immediately attended to by the staff, who checked him in and quickly escorted him to the ship. “It was really just a refreshing process,” he said. “It felt like a vacation.”
Nathan Diller is a consumer travel reporter for USA TODAY based in Nashville. Please contact us at ndiller@usatoday.com.
