It has long been a travel cliché that cruise holidays were for the ‘newlywed, overfed, and nearly-dead’. And while some cruise lines still lean into this tired trope, others are leading a wave of innovation, reinventing the cruise experience without losing the indefinable magic of voyaging at sea.
And the allure of a holiday afloat is evident in the numbers. With 31.7 million passengers setting sail, cruise travel exceeded its pre-pandemic levels in 2023, well ahead of global tourism. By 2027, the cruise industry is forecast to grow to nearly 40 million passengers per year, with millennials showing the most interest in cruises. So much for the ‘nearly-dead’.
With a vast and diverse market to cater for, some cruise lines try to be all things to all people. But not Cunard.
As one of the most storied brands in ocean travel – the line dates back to 1840 – Cunard champions its quintessentially British charm, combining classic elegance and contemporary luxury. That’s especially evident in the Queen Anne, which set sail in May 2024 as the first Cunard ship to launch in over a decade. It’s a vessel that combines Cunard’s much-loved and unabashedly traditional style with a host of updates and aesthetics catering to a new generation of travellers.
This is largely thanks to the handpicked ensemble of designers who brought the ship to life. Under Creative Director Adam D. Tihany – who created icons like The Beverly Hills Hotel and Belmond Hotel Cipriani – the design ethos of Queen Anne channels Cunard’s rich heritage while offering a bold new expression of modern luxury.
Simon Rawlings of David Collins Studio – the creative force behind Franschhoek’s Delaire Graff Estate – made his maritime debut. Terry McGillicuddy of Richmond International curated the theatre and open-air decks, while French interior architect Sybille de Margerie infused the spa, retail spaces, and the Queens Room with Parisian flair.
That refreshed look – “recapturing the beloved spirit of Cunard travel in this next-generation cruise liner,” says Adam – combines with a host of memorable spaces. The Observation Deck and Sky Bar gives uninhibited ocean views while you sip on a cocktail or partake in one of the many deck games (think shuffleboard and paddle). The Mareel spa has the widest selection of wellness, thermal, and spa facilities seen on a Cunard ship. After a cruise to Norway aboard Queen Anne, Conde Nast’s Paul Brady revelled in “how delightfully, well, British the whole thing was”. If that appeals, you’ll be glad to know the Queen Anne – which debuted in South Africa this year – returns in May 2026.
SAIL AWAY
Sadly, there’s little chance of Norwegian Aqua calling at a local port anytime soon. Launched in April this year, the first vessel in Norwegian Cruise Line’s new Prima-Plus fleet sails itineraries in the world’s cruising hotspots: Europe and the Caribbean. But she’s worth flying abroad for.
With a striking hull design by street artist Allison Hueman, Aqua introduces at-sea innovations that will undoubtedly appeal to the millennial cruiser. Start with the splurge: new Duplex Suites in The Haven, an exclusive ‘ship-within-a-ship’ that offers a more exclusive experience aboard. Haven guest or not, you’ll have access to a host of new attractions, including the Aqua Slidecoaster, the world’s first hybrid rollercoaster and waterslide that coils its way across the top of the ship, and the tech-enhanced Glow Court that seamlessly transitions from daytime sports complex to late-night club.
Aqua also boasts NCL’s first plant-based eatery at sea. You’ll find Planterie in the Indulge Food Hall, an à la minute dining concept that has proven hugely popular aboard Norwegian’s Prima and Viva ships. Another new addition is Swirl Wine Bar, with striking architecture by Miami-based Studio DADO taking its cue from the ethereal swirls of Arizona’s Antelope Canyon. Swirl is one of 35 restaurants and bars aboard Aqua. With a capacity for more than 3 500 passengers, there’s no escaping the fact that this is no boutique voyage.
LUXE LINE
But what if your taste, if not your budget, leans more toward a private yacht? Happily, luxury hotel brands now offer yacht-style experiences that combine all the comforts of their brands on land with the moveable feast that is a holiday afloat.
Ritz-Carlton unveiled its Yacht Collection in 2022 with the launch of Evrima, a 149-suite ultra-luxury ship that takes the Ritz-Carlton experience to the high seas. In Evrima’s wake comes Ilima, which launched last year to up the ante: 224 all-balcony suites and the illusion of an opulent resort afloat. Think glamorous outdoor lounges, inflatable swimming platforms and over-water bar seating. On the walls, a 700-piece art collection ranges from Picasso to Hockney.
Four Seasons has also reimagined its hotel experience. Their Four Seasons Jet pioneered the notion of ‘air cruises’, and in early 2026, the first of two Four Seasons yachts will set sail in what CEO Alejandro Reynal calls “a key pillar of our future growth and strategic vision.”
Sailing seven-day itineraries in the Mediterranean and Caribbean, Four Seasons I will feature 95 suites – notably smaller than the Ritz-Carlton offering – focusing on breaking down barriers between guests and the surroundings. It’s a residential approach to life on the water with an all-suite layout and expansive balconies stretching up to 457 square metres for the four-level Funnel Suite.
“Our goal was to craft an environment that feels both familiar and extraordinary, with warm hues and open designs… creating an elegant yet simple interior that stands out on its own, while blending beautifully with the majestic seas that will surround it,” says Fredrik Johannson, Partner and Executive Director of Tillberg Design of Sweden.
Throw in 11 bars and culinary experiences, a built-in marina for watersports, and a curated collection of excursions, and you have all the makings of a cruise unlike any other. Certainly, don’t miss the custom-designed ‘sea limousines’ available for exclusive transfers and coastal touring.
If there’s a downside to this remarkable experience, it’s that – due to demand – you might not be able to book a voyage on Four Seasons I just yet. Priority access is offered on an invitation-only basis to past Four Seasons guests.
