The pool deck on Evrima, Ritz-Carlton’s new vessel
(Picture: Jack Hardy / Ritz-Carlton Yacht Collection)Whether it’s juice cleanses or vagina-scented candles, Gwyneth Paltrow has a way of making things that we’d never normally consider seem desirable. When in autumn 2022 she took to the Med on her Goop at Sea cruise – nine days of wellness expert talks, detox smoothies and yoga sessions aboard a luxury Celebrity Cruises liner – many of us were left wondering if we had missed something. Er, when exactly did cruising go from naff and crusty to, well, chic?
But it’s not just Gwyneth. The cruising industry has been undergoing an under-the-radar rebrand for years. Plenty of factors are to thank for this sea change, including our style-driven Instagram age, rising eco-awareness and a new generation of experience-hungry travellers that prize feel-good, authentic moments over conveyor-belt sightseeing or bottomless margaritas. In response cruise lines have rethought their offerings to bring us – both figuratively and literally – on board.
Design has been one of the more obvious beneficiaries of this ‘new wave’ of cruising. Celebrity Cruises is among those leading the charge with a series of fabulous-looking ships, the Edge Series. Its Celebrity Beyond combines bright, airy spaces designed by Kelly Hoppen with NFT art displays. Meanwhile, Richard Branson’s new adults-only Virgin Voyages ships come with suites by Tom Dixon, plus dozens of intimate restaurants (bye bye, generic buffets). Launching early in 2023, brand new Explora Journeys will channel a superyacht vibe and have ‘homes at sea’ with private terraces, rather than bog-standard rooms.
Advances in design have also allowed cruise lines to put new focus on sustainability – a hot talking point in an industry often on the environmental naughty step. As Edwina Lonsdale, managing director of cruise agent Mundy Cruising, says, “they’re investing heavily in new fuels, battery technology and a whole range of energy recovery projects on board. For example, waste disposal with a byproduct of nutrient-rich fertiliser.” No one’s pretending the cruise industry is perfect, but change does seem to be underway. For example, polar cruise line Aurora Expeditions is carbon neutral certified, and Norway’s Hurtigruten works with coastal communities to create menus with local ingredients for a lower carbon footprint.
As for destinations? It’s not just about the Caribbean; the hottest – or should that be the coolest – new spots are the Arctic and Antarctic, with operators aplenty launching trips. Expedition cruising has exploded as travellers seek more exclusive, immersive experiences, in ever more remote corners of the earth. “With a highly educated team of experts in subjects as diverse as marine biology and geopolitical influences on board, these make for a unique, highly stimulating holiday for those wanting to take their travel experience to the next level,” says Lonsdale.
Likewise, under-visited destinations can allow for a more ‘real’ off-the-beaten-track cultural experience. As an example, both Rainforest Cruises and tour operator andBeyond have new cruises through India taking in remote riverside villages, temples and wildlife-filled landscapes that few mainstream visitors to the country will ever see.
But the biggest news in chic cruising may still be yet to come, with the entrance of some major new players: luxury hotel groups. “Sophisticated clientele are hungry for their favourite hotel to be available at sea,” remarks Mundy. Ritz-Carlton set the tone this October with the launch of Evrima, featuring menus from three-Michelin-starred chef Sven Elverfeld and a spa with 111Skin treatments. Cult luxury group Aman will launch its first ship, Project Sama, in 2025, the same year Four Seasons will take to the seas with its own 95-room vessel.
And to help spoilt-for-choice consumers navigate this increasingly crowded chic cruise market, new luxury agents such as Panache Cruises – launched by cruise industry veteran James Cole – have hit the scene too. They’ll help you find your perfect voyage; that is, if it’s not already on our list below…
6 of the best new-gen cruises
The end-of-the-world one: Antarctica with Aurora Expeditions
If the idea of travelling to the frozen ends of the earth appeals, Aurora Expeditions will help you do it in style. The brand is conscientious about impact; ships are carbon neutral and use Ulstein X-bow technology to decrease fuel consumption, while staff are actively involved in conservation and education campaigns. After sailing across the famed Drake Passage, you can get stuck into a host of Antarctic activities: zodiac excursions through pack ice searching for orcas; sea kayaking; ski and snowboard touring. You can even camp on the ice under the stars – and, if you’re brave enough, go for a bracing dip in the Antarctic waters in a ‘polar plunge’.
From £9,515pp for 12 days from 30 October 2023, auroraexpeditions.co.uk
The wellness one: Italy with Celebrity Cruises
Gwyneth’s favourite cruise line is made for feel-good breaks – its new Celebrity Beyond ship has a spa designed by Kelly Hoppen with more than 120 globe-trotting treatments, F45 Training and Peloton classes, and dedicated Aqua Class Suites that come with Goop goodies, yoga mats and access to a ‘clean’ cuisine restaurant, Blu. After a day exploring Rome or Naples on a 10-night cruise through Italy, Croatia and Montenegro, you can chill out in your two-storey villa with plunge pool or sip booze-free tipples at the multi-level, multi-terraced Sunset Bar – fashioned by interior designer Nate Berkus.
From £3,454pp for 10 nights in an Aqua Class Suite from 28 July 2023, celebritycruises.com
The hyper chic one: Nordic lands with Explora Journeys
Set to launch its first ship, EXPLORA I, in 2023 – with five more to follow by 2028 – this privately owned line from the Aponte shipping family puts fabulous design at the forefront. Spacious suites (or rather, ‘Homes at Sea’) are designed to maximise light and your connection to the ocean via daybed-graced terraces, while four slick swimming pools will rival those at luxe resorts. Investment is being ploughed into reducing environmental impact, and two of the upcoming ships will be powered by hydrogen. Itineraries vary, but kick off with a European White Nights and Iceland itinerary, where you’ll take in culture in Copenhagen, wildlife in the Shetland Islands and volcanoes outside of Reykjavik.
From £3,200pp for 7 nights from 1 August 2023, explorajourneys.com
The young solos one: The Maldives with G Adventures
For singletons on limited budgets, pricey honeymooners’ favourite the Maldives might – to put it mildly – not feel like the obvious pick. But G Adventures, who runs a trip exclusively for 18-to-39-year-olds, lets you experience a more authentic side to the Indian Ocean on a traditional boat, swapping the expensive, romantic resorts for deserted isles, rainbow coral reefs and tranquil lagoons. You’ll get to drum with locals and help with beach plastic clean ups, too – experiences you probably wouldn’t get any other way.
From £1,259pp for 7 days from 18 August 2023, gadventures.com
The hotel-lover’s one: Mediterranean with Ritz-Carlton Yacht Collection
Marriott launched their Ritz-Carlton Yacht Collection with Evrima this autumn, a 149-suite vessel that really is just like a luxe floating hotel. You’ll get all the plush linens, sink-in beds and attentive service you’d expect, plus menus designed by German chef Sven Elverfeld – of three-Michelin-starred Aqua in the Ritz-Carlton Wolfsburg. Sign up to a spring Med sailing drifting through the chic ports of Monte Carlo, Saint-Tropez and Portofino, and after morning sightseeing you can spend lazy afternoons sipping icy rosé on the sunny pool deck.
From £6,727pp for 7 nights from 17 May 2023, ritzcarltonyachtcollection.com
The destination-immersion one: India with Rainforest Cruises
Destination immersion – rather than speedy box-ticking sightseeing – is another characteristic of the new cruise movement, and the latest from Rainforest Cruises is a perfect example: the world’s longest river cruise, running across India and Bangladesh. The 51-day itinerary spans more than 3,000 miles and 27 rivers, taking in corners of the countries typically unexplored by visitors. Meanwhile the new 18-suite Ganga Vilas vessel has colourful 1950’s-inspired décor and butler service.
From £10,004 for an abbreviated 21-day itinerary from Varanasi to Kolkata or from £26,190 for 51 days from 10 January 2023, rainforestcruises.com
