2025 has been a milestone year for the convergence of luxury hospitality and the yachting world.

Several iconic hotel brands have introduced “yacht-like cruise” experiences — vessels that combine the scale of a boutique ship with the service and intimacy of a five-star resort.

Rather than competing directly with traditional yacht charters, these projects could expand the market by drawing a new wave of affluent travellers onto the water.

The New Players at Sea

Four Seasons Yachts

The brand’s first yacht is designed more like a private club at sea: 95 suites with floor-to-ceiling windows, generous terraces, a near one-to-one guest-to-crew ratio, Michelin-inspired dining, and tailored excursions.

The Ritz-Carlton Yacht Collection

With Evrima already sailing, the collection delivers 149 terrace suites, refined gastronomy, curated shore experiences and concierge-led service, bridging the gap between cruising and yachting.

Aman’s Project Sama

Launching in 2026, this 183-metre vessel will host only 50 suites, feature a signature Aman Spa, and offer a standard of calm and privacy rare for ships of its size.

A Shift in Perspective

Some in the yachting sector see these ventures as competition — each suite potentially taking a charter client off the table.

But the picture is more complex:

Why it’s not a zero-sum game:

• Cabins, no matter how opulent, cannot match the privacy and bespoke nature of a full-yacht experience.

• Ultra-high-net-worth clients who value exclusivity will continue to choose private yachts.

Why it could be good for yachting:

• These vessels lower the entry barrier, attracting travellers who may have hesitated to charter a full yacht.

• Guests who enjoy these curated at-sea stays are often inspired to explore the next step — a private yacht charter or ownership.

From Exposure to Expansion

At Yachtify, we see this trend as market expansion, not erosion.

By bringing more people to the water under the banners of trusted global brands, the luxury-hospitality-at-sea sector is effectively seeding tomorrow’s charter and ownership clients.

For the yachting industry, the opportunity lies in:

• Conversion: welcoming these first-time sea travellers into private charter.

• Education: showcasing the difference between a premium cabin experience and the full freedom of a private yacht.

• Innovation: evolving services, technology, and fractional access models to make that next step seamless.

The Takeaway

Rather than asking whether these new entrants are competitors, the better question is:

How do we turn their guests into future yacht clients?

The growth of luxury sea-based hospitality expands the audience.

For an industry built on bespoke experiences, that’s not a threat — it’s an invitation.