Luxury Hotel Brands Are Launching Elevated Cruise ‘Yachts’

At first glance, the difference between a cruise ship and a yacht seems obvious. One conjures images of a floating city built for the masses; the other, of exclusivity and intimacy. But now some of the world’s most prominent hotel brands are muddying the waters. The Ritz-Carlton, Four Seasons, Aman, and Orient Express have all marketed their new vessels as “yachts” to set them apart from cruise ships. But are they?

“Anytime that cabins are sold individually, or there are groups on board that are independent of each other, that is just not yachting,” says Alexander Coles, cofounder and senior broker of Bespoke Yacht Charter. “That is a cruise ship, however high the level.” For traditionalists like Coles, yachting means tailoring every element—menus, destinations, activities, even formality—to an owner or a charter guest, with the crew creating a familial experience usually limited to 12 passengers.

That’s a far cry from the 298, 448, and 452 guests aboard the Ritz-Carlton Yacht Collection’s trio of ships—Evrima, Ilma, and Luminara—the only hotel-branded “yachts” currently on the water. According to president and C.F.O. Ernesto Fara, the goal was never to replicate a private superyacht but to offer something equally luxurious with greater service and scale.

Consider the 794-foot Luminara: 226 suites, seven restaurants (some with menus by Michelin-starred chefs), pools, a full gym, and a comprehensive spa—all rivaling any of the hotel chain’s flagship properties on land. The “marina” at the stern, Fara argues, is what confers true “yachting” credentials, giving guests direct access to water sports, swimming, and even diving straight into the sea—amenities traditional cruise ships lack.

Orient Express is charting a similar course with its Silenseas fleet. Orient Express Sailing Yachts C.O.O. Vianney Vautier believes the service standard is the key differentiator. “We do consider ourselves a yacht, since we offer that extreme level of service and attention to detail in the way we take care of our guests.” The 722-foot Corinthian will launch in 2026 as the world’s largest luxury sailing yacht. Its SolidSail rig comprises three 328-foot masts and about 48,500 square feet of sail—a technical feat designed to promote daily sailing. Guests can even take a turn at the helm. “Imagine telling your friends you skippered the world’s largest sailing vessel,” Vautier says.

Aman’s future 600-foot Amangati is much closer in appearance to a traditional superyacht, styled inside and out by Sinot Yacht Architecture & Design. The 47-suite interior has a serene, minimalist ambiance inspired by traditional ryokan architecture, with clean lines, floor-to-ceiling windows, and large balconies in each stateroom. Even the spa has a Japanese garden for meditation.

The floating resorts are betting on brand loyalists to fill their suites. Fara notes that even superyacht owners have cruised on Ritz-Carlton’s leisure craft. “It lets them meet like-minded people—something you couldn’t do on a private charter,” he explains. Four Seasons is making its own splash with the Loft and Funnel residences aboard Four Seasons 1. The four-story 9,975-square-foot Funnel complex runs $350,000 per week—about the same as chartering a 160-foot private yacht.

For affluent travelers new to yachting, these branded aquatic sanctuaries offer an easy, low-risk entrée to life at sea. A “valuable gateway,” says Ruud van der Stroom, C.C.O. of Dutch yacht builder Heesen. “These are clients who appreciate the highest standards of quality and service but who might not have considered yacht charter or ownership.”

Yet even when considering all the superyacht trappings, purists like Coles remain unconvinced. “People love the hotels and trust the brands,” he says. “Bringing them onto the water is a good move, but it’s not yachting.”