It was widely reported that superyacht sales soared during the pandemic as the ultra-wealthy sought even more privacy and isolation. This was perhaps unsurprising as it coincided with a rise in the collective wealth of the planet’s billionaires by over £3 trillion. While sales of both old and new ships have fallen overall since then, the market for used ships over 60 meters (197 feet, i.e. the really big ones) has held up, as has the global yacht market, which appreciated at $6.4 billion (£5.1 billion). billion) in 2022, is expected to grow to $13.67 billion (£10.89 billion) by 2030.
It seems there will always be demand for ultra-luxury yachts and it is perhaps unsurprising – given their clientele – that the luxury hotel world wants a piece of the action. Several of the top international brands, including Ritz-Carlton, Aman, Four Seasons and Orient Express, have launched “superyacht” collections in recent years, embodying everything their guests love about their hotels – at sea. But with between 50 and 150 suites on board each yacht, can they really deliver the lifestyle that comes with it?
What exactly is a superyacht?
Although there is no official definition of a superyacht, it is generally accepted that they are privately owned vessels used for pleasure boating that are larger than 24 meters (80 feet), with a captain and crew present all year round.
“[Hotel-owners vessels] are generally not technically ‘superyachts’, due to the sheer number of guests they welcome on board, but they certainly provide a taste of the yachting experience,” says Dilan Saraç, Executive Director of Superyacht Life Foundation. “Even the most luxurious hotel in the world can’t offer a different view like this every morning. Their guests may then be more inclined to charter a superyacht or, as a result, to venture into superyacht ownership.”
A growing trend
When cruise line Crystal Cruises went bankrupt last year, it was taken over by luxury tour operator Abercrombie & Kent. Two of the most popular ships, Serenity and Symphony, received a lavish makeover and their capacity was reduced by a third; now 70 percent of the cabins are suites. But while they have aspirations for five star hotels and are doing very well, it is clear that this is still mainly cruise ships.
But what A&K has capitalized on is that while privacy and exclusivity are extremely important, people also like to socialize and be among like-minded people; to dress up for dinner, to see and be seen. You can do this in hotels and on cruises, but not so much on private yachts in the middle of nowhere. And that’s where the idea of a small superyacht cruise ship fills a gap in the market.
The brands that lead the way
Perhaps the most exclusive hotel chain in the world, Aman, has always been at the forefront.
Ten years ago it dipped its toe into the watersports waters by unveiling the five-cabin, two-masted, phinisi-style Amandiri in Indonesia, which has since floated successfully between Amankila in Bali and Amanwana on Moyo Island.
Another notable ship is the Four Seasons Explorer, a luxury catamaran that describes itself as an 11-cabin floating resort and has been around even longer. After two decades of bouncing between various Four Seasons properties in the Maldives, it recently moved to the Micronesian country of Palau.
What drives the demand?
“I think there are a number of forces at play here,” says Jonathan Goldsmith, head of product at Cazenove+Loyd, another luxury tour operator. “Transient exploration is more popular than ever – whether by train or boat. The idea is that you unpack once, travel slowly and take in as much as you can.
“And if you’re a large international hotel chain, you may have noticed that some of your customers are traveling with someone like Silversea in the year that they’re not coming to you, so those chains want a piece of that action, but to make it much to do better.
With competition fiercer than ever these days, hotel groups must get creative to stay successful and keep repeat guests coming back. And from a practical perspective, hotel-branded yachts are a brilliant way to transport clients from one accommodation to another.
“People all over the world want to diversify their offerings,” says Nick Van Gruisen, founder of The Ultimate Travel Company. “It’s interesting to see these luxury brands offering cruises, no doubt encouraging people who may not have thought about a cruise before but are familiar with the brand, to express interest for the first time. It shortens the leap from a luxury hotel to a luxury yacht experience.”
What’s on the horizon?
Ritz-Carlton launched its Yacht Collection in fall 2022, aiming to attract 50 percent of new cruise guests at an average age of 55, who would likely not consider a more mainstream option.
The first ship, Evrima, can accommodate up to 298 people in 149 spacious suites. Although obviously large, it has the shape and feel of a private yacht and offers everything you would expect from a Ritz-Carlton hotel. A second ship, Ilma, will be launched later this year, and Luminara will be the third in 2025.
Next up is Four Seasons, with its first houseboat ready at the end of 2025 and a second one a year later. The first will have 95 suites, all with spacious decks, and the upper 9,500-foot Funnel Suite (including a 5,000-square-foot deck) will be spread over four levels, with a private wading pool and spa. The yacht will also feature a transverse marina on board, offering guests easy access to the kind of watersports toys traditionally associated with private yachts.
There will also be custom-made sea limousines available for hire to explore the coastline, and a saltwater pool that turns into a dance floor.
Then in 2026, Orient Express will take its historic and refined brand to sea and unveil the world’s largest sailing yacht: the ultra-modern 722ft Silenseas, which will have 54 suites and be powered by a ground-breaking wind propulsion system. Inspired by the French Riviera’s golden age of travel, yet unapologetically modern, it will have two pools, two restaurants, a lavish spa and an oyster bar and wouldn’t look out of place in St. Tropez.
Also in 2026, Aman will launch Aman at Sea, a 180-meter “luxury motor yacht”, featuring 50 spacious suites, all with their own balconies and emphasizing the idea of “creating havens in unvisited locations”. The route is designed to visit multiple Aman properties around the world.
“I saw an opportunity and a gap in the market,” says Vlad Doronin, CEO and Chairman of Aman, who sums it all up nicely. “Until now, there has been nothing quite between cruising and a private superyacht, and very little in these spaces, putting design at the heart of the experience, as we do at Aman. Given the size of our ship and all its amenities, you will feel like you are staying on your own private yacht, but with the opportunity to interact with like-minded guests.”
How to do that
Seven-day Mediterranean cruise aboard Ritz-Carlton’s Evrima in a terrace suite from £6,696 per person (ritzcarltonyachtcollection.com).
Four Seasons Explorer, Palau from £2,630 per night for two people, including all meals, three dives per day, snorkelling excursions, guided land excursions and non-motorized water sports (fourseasons.com/explorerpalau).
Seven-night expedition aboard Amandira to the Spice Islands or Komodo National Park, with five cabins (accommodating up to six) from £12,752 per night, including all food and non-alcoholic drinks, dive master and all diving equipment, and all other activities and excursions (aman.com/amandira).
