Last week, we saw Hilton's Waldorf Astoria announce its entry into the market with a limited, ultra-intimate Nile River cruise featuring just 29 suites.

This approach seems to directly target the ultra-luxury segment's demand for privacy and personalized experiences.

However, the path isn't smooth for everyone. The Ritz-Carlton Yacht Collection's debt issues are well documented, with profitability not expected until 2027 (see also link in comments, need subscription).

While the introduction of the Luminara ship addresses scale with 452 guests , it raises a question for the ultra-luxury segment: can a ship of that size truly deliver the "no crowds, no lines, fully personalized" experience that top-tier customers prefer?

The industry is excited about hotel brands bringing new audiences to cruising , but the challenge lies in balancing scale with the core promise of ultra-luxury. Is extreme intimacy the key to commercial success, or can larger vessels still deliver the bespoke experience discerning travelers demand?

Also Read: Ritz-Carlton Yacht Collection not meeting projections

Ritz-Carlton Yacht Collection isn’t publicly traded, but instead, 55% of the company is owned by private equity firm Oaktree. Let me emphasize that the connection to Ritz-Carlton is primarily just about marketing, as it’s not like Marriott owns the cruise line, or anything.

Hans Lagerweij - Follow
I help companies achieve consistent double-digit growth and maximize topline revenue through strategic leadership, sales & marketing, and global business expansion | CEO, CCO, CRO | Author | Speaker | Growth ArchitectI help companies achieve consistent double-digit growth and maximize topline revenue through strategic leadership, sales & marketing, and global business expansion | CEO, CCO, CRO | Author | Speaker | Growth Architect