Cruise lines chase luxury travelers with suites costing up to $25,000 a night

Cruise operators are pushing deeper into luxury travel, with Regent's Seven Seas Splendor charging between $1,800 and $15,000 per night for its top Regent Suite, and the line's next ship set to raise that ceiling to $25,000 a night.

The Regent Suite spans roughly 5,100 square feet and includes a Steinway piano, a private dining room and a wraparound deck with a hot tub and a view comparable to the ship's bridge. Multiple passengers sought the suite for the Splendor's 151-night global cruise embarking in January, Regent told CNBC, and it is almost always occupied.

Regent plans to debut the Seven Seas Prestige in December, its first new ship class in a decade. Its top suite will cost $25,000 per night.

Smaller ships, bigger profits

While megaships with surfing and waterslides can carry more than 7,500 passengers, smaller elite ships — some carrying fewer than a thousand — are powering profits for companies like Norwegian Cruise Line Holdings, which owns Regent and Oceania. CEO John Chidsey has said he is focused on sharpening the luxury brands' positioning, improving products and guest experience, and strengthening commercial performance. He said Regent and Oceania are in good shape for 2027, though he did not break out metrics between the companies.

Competitors are also investing. Regent faces established luxury lines including Royal Caribbean's Silversea and Carnival's Seabourn, plus newer entrants such as Four Seasons, Aman and Orient Express bringing hotel names to yacht-style vessels.

The luxury cruise fleet is projected to grow from 104 ships in 2026 to at least 130 by 2036. Global cruise passengers are forecast to rise about 11% between 2025 and 2028, according to the Cruise Lines International Association, while investment dollars increasingly flow to luxury and expedition brands, with orders rising for smaller ships and fewer berths. From 2020 through 2025, luxury ships increased 71% and berths 84%, per CLIA. Orders point to another 26% jump in ships through the end of 2029 and a 32% increase in capacity.

A broader luxury bet

Other travel companies are expanding upscale offerings. United Airlines launched larger Polaris Studio suites with privacy doors and caviar service. American Airlines increased lie-flat capacity and reported premium passenger unit revenue rose 18.5% in the third quarter, compared with 14.4% in its main cabin. Marriott's second-quarter results showed luxury revenue per available room growing 9.1% year over year in the U.S. and Canada, versus 5% for all Marriott hotels in the region; CEO Anthony Capuano told CNBC in June there is an "almost insatiable appetite" for luxury travel. Wynn Resorts has kept high Las Vegas room rates even as visitation slowed, with CEO Craig Billings saying the focus is on the most comfortable experience and the highest possible EBITDA.

But luxury does not guarantee success. The Ritz-Carlton Yacht Collection has struggled with occupancy and accumulated nearly $700 million in losses since 2017, according to the Financial Times. Las Vegas Sands missed revenue and profit expectations Wednesday, hurt by high-end segments in Macao and Singapore. CEO Patrick Dumont said "When the customers don't show up, it's a little problematic," and could not point to a single cause, suggesting people may not feel as good about the market, though he called the quarter an aberration. Asked by CNBC at the NBA China Games in Macao on Oct. 9 whether luxury travel could become overcrowded, Dumont pointed to long-term wealth creation in Asia and said the challenge is creating experiences customers find indispensable.

Source: CNBC.