The grand hotel has set sail

A cruise is no longer just a way to travel between different destinations. It has become a way of staying. The ship transforms into a luxury hotel on the move, featuring suites, stylish design, fine dining, a spa, and five-star amenities. And it offers a privilege no hotel can match: changing your view without changing rooms.

It was the Italian-American Francesco Galli Zugaro who foresaw this evolution nearly twenty years ago. In 2007, with Aqua Expeditions’ river motorboats, he introduced a novel concept to the Amazon River: a few spacious cabins, tastefully designed interiors, fine dining, and itineraries inaccessible to larger vessels. More than just a cruise, it was a small floating hotel capable of reaching places where finding a hotel would be impossible. After the Amazon came Indonesia, and today Aqua Lares brings the same concept from the Seychelles to Tanzania and all the way to Svalbard. On board, the kitchen is led by Mexican chef Karime López, who gained experience working with Massimo Bottura at Osteria Francescana and at the Gucci Osteria in Florence, where she earned a Michelin star.

What once seemed like a very unusual idea is now the direction in which the entire high-end segment of the market is heading. The point is no longer simply to add luxury to a cruise, but to reimagine it according to the principles of the hotel industry—that is, fewer cabins and more space, signature design, refined cuisine, wellness, and above all, service capable of creating a personalized experience. The destination is thus reached while still on board, while the itinerary simply complements the stay.

Explora III, the new superyacht from Explora Journeys, is an example of this evolution. The Owner’s Residence—as the yacht’s largest suite is called—was designed by Patricia Urquiola, a designer well-known for her luxury hotel projects, from Rome to Capri to Milan. There are about ten pools—large and small, cool and warm, with whirlpools and beach-style settings—and everything needed for wellness and sports, from a jogging track to tennis, complete with an “In Balance” program inspired by Jannik Sinner’s training regimen. The most significant change is the appointment of Anna Nash as president, who brings with her extensive experience with Aman Hotels.

On the one hand, cruise lines are drawing inspiration from luxury hotels to enhance the onboard experience; on the other, high-end hospitality brands are venturing into the world of cruising to seize new opportunities, such as offering new views and destinations every day. In 2022, The Ritz-Carlton Yacht Collection was launched with Evrima, the first floating hotel managed by the Marriott group, featuring 149 suites. Just step aboard to experience a unique style, defined by the many details reminiscent of the historic group’s hotels, creating an experience quite different from that of traditional cruises. There are now three superyachts, each offering white-glove service and a beach club that is set up and taken down at sea, complete with a pool, cabanas, and water toys. Even the partnerships follow the trends of grand hotels: a Bulgari boutique, an Espa wellness center, and Ginori 1735 tableware—which has customized the decks with umbrellas, lounge chairs, and towels made from luxurious fabrics, just as you’d find on the most elegant beaches.

Orient Express, the brand reborn under the Accor Group banner, set sail on May 2 with the Corinthian, the world’s largest sailing ship, featuring cutting-edge technologies that reduce CO2 emissions. It is a true resort on the water, featuring leather-upholstered columns, marble floors inspired by a backgammon board, Lalique lamps, and details that evoke the historic train, such as the luggage nets in the suites. The design is by Maxime d’Angerac, the cuisine is by Yannick Alléno—one of the chefs with the most Michelin stars in the world (eighteen, like Alain Ducasse)—and the spa is by Guerlain. In short, the Corinthian is the epitome of a new French grandeur that President Macron has not failed to celebrate, even on Instagram.

Sensing a business opportunity—with a market that today, in 2026, is worth 11 billion—and is projected to reach 18 billion in 2034—other hotel chains have also entered the fray. In February 2026, Four Seasons took delivery of its first yacht from Fincantieri in Ancona; the yacht began sailing in the Mediterranean on March 20, and guests in its 95 suites are now in the Mediterranean enjoying the company’s renowned hospitality in Dubrovnik, Valletta, Porto Cervo, Nice, and Saint-Tropez, before heading to the Caribbean in the winter and exploring new routes in 2027, such as Alexandria, Egypt.

Itineraries and shore excursions are another innovative aspect of five-star cruises. From Alaska to Indonesia, expert concierges plan what to do ashore. Every port of call is a cultural enrichment, a moment of social glamour—from lunch on the beach at Paraggi or along the canals of Port Grimaud to arrivals timed to coincide with major events, such as the Cannes Film Festival in May, the Grand Prix in Monte Carlo in June, and the Military Tattoo shows in Edinburgh in August.

In May 2027, Aman will also make its debut in the Mediterranean with the motor yacht Amangati. Since the pursuit of luxury in hospitality knows almost no bounds, the design features just a few suites—47 very large ones in the ryokan style—a holistic spa with a Zen garden spanning over 1,000 square meters (the first of its kind on board), and two helipads. And only they will be granted the privilege of reaching the St. Mark’s Basin in Venice. With all due respect to the Venetians, one hopes.