Ritz-Carlton is effectively attracting newcomers to cruising with its latest Yacht Collection.

One year ago, the Ritz-Carlton Yacht Collection (RCYC) officially entered the cruise industry with the launch of its 298-passenger superyacht Evrima, making waves for the luxury hotel brand and aiming to draw in new travelers to the open seas. Now, a year later, the cruise line is discussing plans to expand its fleet by adding up to 10 new ships.

Operating separately from Marriott International, the Ritz-Carlton Yacht Collection is contemplating a public offering in about three years, as stated by Jim Murren, the brand's executive chairman and CEO, who previously led MGM Resorts.

“Cruising is an entirely new experience for affluent individuals,” Murren shares with Dinogo. “I believe this trend of luxury travelers new to cruising will persist.”

During a ceremony known as a float out at the Chantiers de l’Atlantique shipyard in Saint-Nazaire, France, where the 448-passenger Ilma was launched, Murren expressed his view on the significant potential to convert hotel guests into cruisers. “We can’t produce ships quickly enough,” he remarks with a laugh. Currently, Ilma is set to make its debut in 2024, followed by its sister ship, Luminara, in 2025. However, it seems that many more vessels could be in development if the new venture maintains its positive momentum.

The Ritz-Carlton approach to cruising

Currently sailing the Caribbean in winter and the Mediterranean in summer, the Evrima—which I had the pleasure of experiencing last November during a voyage from Lisbon to the Canary Islands—has received rave reviews from guests. Murren notes it ranks among the top-rated offerings in guest satisfaction within the Marriott International portfolio.

Aboard the 623-foot ship, guests enjoy complimentary Moët & Chandon, a vibrant social atmosphere, and the option to dine in the elegant main dining room, indulge in sushi at the Asian restaurant Talaat Nam, or savor grilled steaks outdoors at Mistral—when they're not lounging by various intimate pool areas, dressed in casual designer attire, perhaps imagining they are on their very own private yacht.

Families are welcomed aboard, with a Ritz Kids program offering paid activity sessions for children aged 4 to 12. Just like at Ritz-Carlton hotels and resorts worldwide, the onboard Ritz Spa features extravagant treatments, including options that use diamond dust, with prices to match (a lavish black diamond facial costs around $400). The ship's unusually high ceilings caught my eye; in public areas like the Living Room, a space for relaxation and socializing, you might feel as though you're in a hotel lobby.

While touring the 790-foot Ilma at the shipyard, donned in a hard hat and protective boots amidst hanging wires and missing ceilings, I struggled to envision the finished vessel, though a sense of spaciousness was palpable. This new ship evolves from the design of Evrima, offering more square footage, including additional outdoor sunbathing areas, open-air dining options, and upscale suites—all based on customer feedback. It will feature eight Owner’s Suites, the largest spanning 1,033 square feet with a 721-square-foot terrace complete with a whirlpool and outdoor shower.

The outcome will evoke an even more resort-like atmosphere, aligning with guest preferences as noted by Murren. Externally, the profile remains unchanged—a sleek, modern yacht that exudes elegance right from the start.

Notably, Ilma and Luminara will operate with dual engines fueled by liquefied natural gas (LNG), recognized as the cleanest-burning fossil fuel. Murren states that when sustainable bioLNG or synthetic LNG becomes more widely available, the engines will be able to convert accordingly.

Appealing to first-time cruisers

Currently, many cruise lines are seeking ways to convert new travelers into loyal customers. Murren notes that the Ritz-Carlton Yacht Collection is thriving in this area. Approximately 50 percent of those who have booked the Evrima are new to cruising, and 75 percent are members of the Marriott Bonvoy loyalty program, which boasts around 177 million members. Similar to hotels and resorts, cruise guests can redeem points for discounts on bookings and earn points while traveling.

While Ritz-Carlton was among the first major luxury hotel brands to enter the cruise market, it will soon have competitors, including Four Seasons Hotels & Resorts, Orient Express (owned by Accor), and Aman Resorts, all of which have announced plans for their own cruise offerings in the upcoming months and years.

If recent trends are any indication, Ritz-Carlton's performance has been encouraging. This past summer in the Mediterranean, the Evrima achieved average fares of $1,500 per person, per day. "We were fully booked for summer sailings," Murren reports. Premium suites are commanding prices of $18,000 per accommodation.

Onboard, you'll find families, couples, and solo travelers aged 30 and above. The average passenger age is 53, with most guests coming from North America. "They tend to be younger, more adventurous, and discerning customers," Murren notes. "They have a strong affinity for the Ritz-Carlton brand and expect the service we provide."

The cruise line offers carefully curated itineraries focused on destinations, allowing time in port to experience local nightlife, with some packages including visits to Ritz-Carlton hotels, such as enjoying a spa day at a land-based Ritz-Carlton property. There’s also the chance to extend travel plans with stays at Ritz-Carlton resorts before or after the cruise.

The outlook for the Ritz-Carlton Yacht Collection

As reported by Bloomberg, the Ritz-Carlton Yacht Collection is seeking $400 million in funding for its fourth and fifth vessels. These new ships will feature a completely fresh design, incorporating enhanced sustainability elements, although Murren has not disclosed specific details. The company intends to construct these ships at Chantiers de l’Atlantique, as mentioned during the float-out ceremony.

With a fleet of five ships, particularly faster vessels, the cruise line can expand to new destinations like the Pacific, where longer distances between ports are required, according to Murren.

In the future, Murren envisions introducing more Marriott luxury brands into the fleet, suggesting the possibility of floating adaptations of brands like Edition or Bulgari. He also hints that the fleet may not stick to a single super-yacht design as it grows. "We might explore expedition vessels, larger ships, or even smaller ones," he states.

Eventually, Ritz-Carlton ships could sail to destinations lacking any Marriott luxury hotels, including remote areas like Antarctica and the Arctic.

However, this might mean missing out on one of my favorite features of the Ritz-Carlton yacht: the Marina, which boasts a terrace just above the waterline. During the day, it's the perfect spot to launch a paddleboard or take a plunge into the sea. Come nighttime, it transforms into a magical nightclub right at the water's edge.