It has been widely reported that superyacht sales have gone crazy during the pandemic as the ultra-rich seek greater privacy and isolation. This was perhaps unsurprising given that the collective wealth of the planet’s billionaires has increased by more than £3 trillion. While sales of both old and new ships have generally fallen since then, the market for used ships longer than 60 meters (197ft, so the really big ones) has gained a foothold in the $6.4bn (£5.1) global yacht market. This figure, which will be billion in 2022, is expected to reach $13.67 billion (£10.89 billion) by 2030.
It seems there will always be an appetite for very ostentatious yachts, and perhaps it’s no surprise – given its clientele – that the luxury hotel world wants a piece of the action. Many of the leading international brands, such as Ritz-Carlton, Aman, Four Seasons and Orient Express, have launched “superyacht” collections in recent years that embody everything guests love about their hotels at sea. But with between 50 and 150 suites on each yacht, can they truly deliver the lifestyle involved?
What exactly is a superyacht?
Although there is no official definition of superyacht, it is widely accepted that these are privately owned vessels, over 24 meters (80 ft), used for recreational purposes, with a captain and crew throughout the year.
“[Hotel-owners vessels] Superyacht Life Foundation Executive Director Dilan Saraç says, “They are not technically a ‘superyacht’ due to the large number of guests they host on board, but they definitely enjoy the yacht experience.” “Even the most luxurious hotel in the world cannot offer a different view like these every morning. “So their guests may be more inclined to rent a superyacht or attempt to own a superyacht.”
A growing trend
Crystal Cruises was taken over by luxury tour operator Abercrombie & Kent when the cruise line declared bankruptcy last year. Two of its most popular ships, Serenity and Symphony, were given a lavish refurbishment, reducing their capacity by a third; Now 70 percent of the cabins are suites. Even though they have dreams of five-star hotels and are very well done, it’s clear to see that these are still cruise ships.
But what A&K realized is that while privacy and exclusivity are extremely important, people also like to socialize and be among like-minded individuals; dressing for dinner, seeing and being seen. You can do this in hotels and on cruises, but not so much on private yachts in the middle of nowhere. This is where the superyacht small cruise ship concept fills a gap in the market.
Brands that lead the way
Arguably the world’s most exclusive hotel chain, Aman has always been ahead of the rest.
A decade ago, it waded into yachting waters by introducing the five-cabin, twin-masted phinisi-style Amandiri in Indonesia and has been successfully floating ever since between Amankila in Bali and Amanwana on the island of Moyo.
Another notable ship is the Four Seasons Explorer, a luxury catamaran that bills itself as an 11-cabin floating resort and has been around even longer. After moving between different Four Seasons properties in the Maldives for two decades, he recently moved to the Micronesian nation of Palau.
What drives demand?
“I think there are a number of forces at play here,” says Jonathan Goldsmith, product manager at Cazenove+Loyd, another luxury tour operator. “Whether traveling by train or boat, temporary explorations are more popular than ever. The idea is to unpack once, travel slowly, and take as much as you can.
“Also, if you’re a large international hotel chain, you may have noticed that some of your customers have gone on trips with someone like Silversea in the year they haven’t been to you, so they want a piece of those chains. The goal of this action is to do that a lot better.”
With competition fiercer than ever, hotel groups are having to get creative to succeed and keep regular guests coming back. On a practical level, hotel-branded yachts are an excellent way to transport clients from one property to another.
“People all over the world are looking for ways to diversify their offerings,” says Nick Van Gruisen, founder of The Ultimate Travel Company. “It’s interesting to see that these luxury brands offering cruise travel have led to first-time interest from people who have undoubtedly never considered a cruise before, but are familiar with the brand. It narrows the transition from luxury hotel to luxury yacht experience.”
What’s on the horizon?
The Ritz-Carlton launched its Yacht Collection in fall 2022 with the goal of attracting the 50 percent of new-to-cruising guests with an average age of 55 who likely wouldn’t consider a more mainstream option.
Its first ship, Evrima, can accommodate 298 people in 149 spacious suites. Although obviously large, it has the shape and feel of a private yacht and offers everything you’d expect from a Ritz-Carlton hotel. A second ship, Ilma, is planned to be launched later this year, and in 2025 Luminara will become the third ship.
Next up will be Four Seasons, whose first residential-style ship will be ready in late 2025 and the second a year later. The first will have 95 suites, all with large terraces, and will be spread over four levels, with the top 9,500 sq ft Funnel Suite (including a 5,000 sq ft deck) with its own wading pool and spa. The yacht will also feature a transverse marina offering guests easy access to water sports toys traditionally associated with private yachts.
There will also be custom-built sea limousines available for hire to explore the coastline and a saltwater pool that transforms into a dance floor.
Then in 2026, Orient Express will take its historic and elegant brand to the sea and unveil the world’s largest sailing yacht: the ultra-modern 722ft Silenseas, which will have 54 suites and be powered by a pioneering wind propulsion system. Inspired by the French Riviera’s golden age of travel but also unapologetically modern, the project will feature two pools, two restaurants, a luxury 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 600ft “luxury motor yacht” with 50 spacious suites, all with their own balconies, emphasizing the idea of “creating sanctuaries in infrequently visited places.” Its route is designed to cover multiple Aman properties around the world.
“I saw an opportunity and a gap in the market,” says Vlad Doronin, CEO and president of Aman, which sums it all up nicely. “Until now, there has been nothing that truly stands between cruising and a private superyacht, and similarly there has been little in either of these spaces that puts design at the heart of the experience, as we do on Aman. “Given the size of our ship and all its amenities, you’ll feel like you’re staying on your own private yacht, while also having the option to socialize with like-minded guests.”
how to
A seven-night Mediterranean cruise in the Terrace Suite at the Ritz-Carlton’s Evrima starts from £6,696 per person (ritzcarltonyachtcollection.com).
Four Seasons Explorer, Palau costs from £2,630 per night for two people, including all meals, three dives per day, snorkeling excursions, guided shore excursions and non-motorized water sports (fourseasons.com/explorerpalau).
Seven-night expedition on Amandira to the Spice Islands or Komodo National Park, five cabins (sleeping up to six people) from £12,752 per night, all food and non-alcoholic beverages, dive master and all dive equipment and all other including things, activities and excursions (aman.com/amandira).
