Luxury Cruising Editorial

Building on strong momentum and record attendance, Seatrade Cruise Global 2026 continued Tuesday with its State of the Industry keynote, as the sector’s top leaders took the stage to examine growth, demand, and the forces shaping the next era of cruising.

Moderated by CNBC correspondent Contessa Brewer, the keynote brought together leaders from Carnival Corporation, Royal Caribbean Group, MSC Group’s Cruise Division and Norwegian Cruise Line Holdings, alongside CLIA President & CEO Charles “Bud” Darr, for a wide-ranging discussion on the industry’s trajectory.

State of the Industry Keynote

“Cruising, ultimately, is about reducing friction so that people can enjoy the hospitality that we give them,” Josh Weinstein, CEO of Carnival Corporation. “With our crew on board, the food that we give them, the entertainment that we provide and the places that we take them. And our destination partners are a huge piece of that. That’s why they cruise.”

Across the discussion, leaders pointed to sustained global demand and continued expansion, while acknowledging the challenges that come with growth — from infrastructure and policy to fleet development and evolving guest expectations.

“The new generation of cruisers have somewhat different values and also are willing to spend money on somewhat different experiences than in the past. The industry is evolving to satisfy that need as well as the existing customer base,” said Bud Darr, President and CEO of Cruise Lines International Association. “We’re also finding a remarkably higher level of people that had never cruised before that really want to, and I think that means our message is getting through.”

Key topics included the industry’s orderbook, access to new markets, private destination development and the role of sustainability in shaping long-term strategy. The conversation reinforced a central theme: cruise is entering a new phase of growth, one that requires balancing scale with strategic investment across destinations, fleets and guest experience.

River Cruise and Expedition Sectors Accelerate

Throughout the day, panels expanded on these themes across key regions and segments. A European Cruising CEO panel highlighted the region’s continued importance as both a source market and destination, while addressing the realities of tightening environmental regulations, including emissions controls and the EU’s evolving policy landscape. Leaders discussed how the industry is adapting to these pressures while maintaining growth, with a focus on year-round operations, infrastructure readiness and alignment with long-term sustainability goals.

Growth across cruise segments also took center stage. In the River Cruise CEO panel, executives examined a surge in ship orders and demand, raising key questions about capacity, new itineraries and the long-term balance between supply and demand across major waterways.

Meanwhile, the Expedition Leaders’ Debate highlighted how expedition cruising is entering a new phase of maturity, with expanding geographies, evolving guest expectations and increased focus on responsible growth and lower-impact technologies.

“Sixty years ago, the father of our founder, led the very first non-scientific expedition to Antarctica with 53 travelers, and back then it was equivalent to a mission to the moon. And that started that whole segment,”  said Natalya Leahy, CEO of Lindblad Expeditions. “In this experiential travel segment – it’s not where we go, it’s about how we go.”

New Leadership Ushers in a Fresh Perspective

The New Presidents Panel brought together a new generation of cruise line leaders across segments — from luxury and expedition to mainstream and emerging brands — offering insight into how companies are evolving to attract new audiences, adapt to shifting consumer preferences and navigate an increasingly competitive landscape. Discussions touched on everything from AI and onboard innovation to deployment strategy and the changing profile of cruise customers.

Major Brand Investment Shows Continued Industry Growth

The day also saw significant brand-level investment announcements, including a major update from Holland America Line, which unveiled Holland America Evolution: a multiyear initiative to revitalize six ships across its fleet. Described as the most ambitious guest experience update in the company’s 153-year history, the program will deliver a comprehensive bow-to-stern transformation, bringing elements of its Pinnacle Class ships to a broader portion of the fleet.  American Cruise Lines also discussed a broader expansion of its U.S. fleet, including the upcoming launch of American Encore, which will become the first-ever riverboat christened in Idaho. This news underscores the industry’s growing focus on domestic cruising and emerging river regions such as the Columbia and Snake Rivers.

As the week continues, Seatrade Cruise Global will further explore the forces shaping the cruise industry’s future — from destinations and technology to food and beverage, sustainability, and guest experience. Seatrade Cruise Global 2026 runs through April 16 at the Miami Beach Convention Center, bringing together more than 13,000 registrants and 650 exhibitors from across the global cruise community.

About Seatrade Cruise Global

Seatrade Cruise Global is the largest and longest-running event of its kind bringing together every sector of the cruise industry, including cruise lines, suppliers, travel agents and partners. The event offers a comprehensive conference programme, a showcase of innovative products and services, and unparalleled networking opportunities.

Find full details about Seatrade Cruise Global at www.seatradecruiseevents.com/global

Princess Cruises releases its most expansive Asia deployment ever, bringing together its 2027 and 2028 Southeast Asia and 2028 Japan program in a single, comprehensive reveal. In total, the season features 96 departures across 61 itineraries visiting 55 destinations in nine countries, with now two ships homeporting in Japan, offering guests deeper cultural immersion, access to iconic festivals, and unforgettable journeys across some of the world’s most captivating destinations – on sale now.

“This is the most immersive Japan season we’ve ever introduced and one that reflects how our guests want to experience the destination today,” said Jim Berra, Princess Cruises Chief Commercial Officer. “With Diamond Princess and Sapphire Princess homeporting in Tokyo for the first time, late‑night stays timed to Japan’s most celebrated summer festivals, and sailings that visit all four main islands during cherry blossom and fall foliage seasons, we’re delivering unprecedented access to the culture, cuisine and traditions that define Japan. Paired with longer, destination‑rich Southeast Asia voyages that connect multiple countries in a single journey, this program offers a depth, scale and authenticity that simply doesn’t exist elsewhere in the region.”

What’s New for 2027 and 2028

• Expanded late-night stays aligned with major summer festivals across Japan
• New festival inclusion: Osaka Bon Odori, with dedicated visits by both ships

Largest-Ever Japan Season with Two Ships Homeporting in Tokyo

The 2028 Japan season marks a major milestone for the cruise line, featuring 41 destinations in three countries. For the first time, both Diamond Princess and Sapphire Princess will homeport in Tokyo for the full season, offering more convenient access closer to the city center.

Japan season highlights include:

• 85 departures across 52 itineraries, ranging from 7-29 days
• Two sister ships, the 2,706-guest Diamond Princess and 2,678 guest Sapphire Princess, both built in Japan
• Sailings visiting all four main islands of Japan, following peak cherry blossom blooms from south to north
• Six late-night stays in Aomori, Hakodate, Hiroshima, Kochi, Osaka (for Kyoto) and Tokushima
• Access to 19 UNESCO World Heritage Sites, including Mount Fuji (from Shimizu), Himeji-jo Castle (from Osaka), Hiroshima Peace Memorial and Sado Island Gold Mines (from Niigata), Shirakawago Historic Village (from Toyama)
• Signature 29-day Grand Circle Japan voyages, including fall foliage sailings visiting up to 24 ports

Festival-Focused Voyages and Authentic Cultural Immersion
Designed to immerse guests in Japan’s rich traditions, sailings are timed to coincide with the country’s most celebrated seasonal events, many featuring late-night stays for optimal access. Festival experiences include:

• Aomori Nebuta Festival
• Hakodate Minato Festival
• Kochi Yosakoi Dance Festival
• Tokushima Awa Odori Festival
• Osaka Bon Odori Festival
• Kumano Fireworks Festival

Cultural experiences include:

• Traditional tea ceremonies, Kabuki performances, Zen gardens and Shinto shrines

Iconic Destinations and Natural Beauty Across Japan
Itineraries highlight Japan’s dynamic mix of historic landmarks, modern cities and breathtaking landscapes. Featured destinations and experiences:

• Cities including Tokyo, Osaka, Kyoto (via Osaka), Hiroshima and Sapporo
• Landmarks such as Himeji-jo Castle, Kochi Castle, Sannai-Maruyama ruins and Mt. Fuji (from Shimizu)
• Scenic regions including Aomori, the Oga Peninsula and Lake Towada
• Seasonal sailings aligned with cherry blossom and fall foliage periods, mountain landscapes and coastal vistas

Culinary Journeys Showcasing Regional Flavors
Guests can savor Japan’s world-renowned cuisine both onboard and ashore, with a focus on regional specialties and authentic dining experiences. Food highlights include:

• Fresh seafood markets in Shimizu and local specialties like Aomori apples
• Iconic dishes such as sushi, ramen, tempura and wagyu
• Cultural dining experiences in izakayas, tea houses and sake breweries
• Onboard both ships, Chef Makoto Okuwa’s Edomae-style sushi at the cruise line’s acclaimed Makoto Ocean specialty restaurant

Curated Southeast Asia Voyages Connecting Multiple Regions Complementing the Japan season, Princess Cruises’ Southeast Asia program offers a curated collection of longer, destination-rich itineraries operated by Diamond Princess, connecting Japan, Korea and Southeast Asia. Southeast Asia program highlights include:

• 11 departures across 9 itineraries
• Voyages designed as longer-duration sailings up to 28 days connecting multiple regions
• Roundtrip Singapore sailings and Japan–Singapore repositioning cruises
• Visits to 29 destinations across nine countries
• Overnight stay in Laem Chabang (for Bangkok) and late-night calls in Hong Kong and Osaka
• Access to UNESCO World Heritage Sites including Singapore Botanic Gardens and Iriomote Island (from Ishigaki)

Rich Cultural, Historical and Local Experiences
Southeast Asia itineraries offer immersive access to the region’s most iconic landmarks and traditions. Experiences include:

• Cultural sites such as the Giant Buddha (Lantau Island), Batu Caves, Sri Mariamman Temple and the Emerald Buddha
• Historic landmarks including Cu Chi Tunnels, Ayutthaya and Nagasaki Peace Park
• Local experiences like Mekong Delta sampan rides and Bangkok tuk-tuk tours

Tropical Landscapes, Beaches and Natural Wonders
Guests will discover some of the region’s most stunning natural environments, from UNESCO sites to idyllic beaches. Natural highlights include:

• Visits to James Bond Island in Phuket
• Beaches such as Chaweng Beach in Ko Samui
• Rainforests, botanical gardens and vibrant marine life

Vibrant Culinary and Market Experiences
The region’s dynamic food scene offers endless opportunities for discovery. Culinary highlights include:

• Cooking classes in Thailand and Vietnam
• Regional dishes such as Pad Thai, Banh Mi and Nasi Lemak
• Street food experiences in Hanoi, Hong Kong and Bangkok
• Visits to iconic markets including Temple Street Night Market and Bangkok floating markets

Seasonal Sailings and Holiday Voyages
The program also includes special seasonal departures designed for holiday travel.

• 14-day Southeast Asia holiday voyage visiting destinations including Kuala Lumpur and Ho Chi Minh City
• A warm-weather festive escape combining cultural exploration with seasonal celebrations

Distinctive Onboard Experiences

Guests sailing aboard Diamond Princess and Sapphire Princess will enjoy unique features inspired by the region, including the Izumi Japanese Bath (Diamond Princess only), the largest of its kind at sea, as well as specialty dining venues such as Makoto Ocean, offering an authentic extension of the destination experience onboard. Enrichment programming such as lectures and entertainment traditional to the destinations complement the local culture ashore.

Book a Cruise Now

2027–28 voyages are now on sale with up to $800 in instant savings, a FREE room upgrade, and up to $200 bonus savings per stateroom for Captain’s Circle members.

Additional information about Princess Cruises is available through a professional travel advisor, by calling 1-800-PRINCESS (1-800-774-6237), or by visiting princess.com. 

Building on strong momentum and record performance, Holland America Line announced Holland America Evolution, a bold multiyear investment to thoughtfully reimagine six ships. Representing the most ambitious guest experience update in the company’s 153-year history, Evolution will deliver a comprehensive bow-to-stern revitalization while bringing the best of its Pinnacle Class ships across most of the fleet.  

The multiyear renovation will take place ship by ship, delivering substantial transformation focused on expanding onboard choice, adding restaurant and bar options, and refreshing and reinventing key guest spaces — including new stateroom and suite categories — while maintaining the spacious design and intimate ship feel guests value most. 

 “Our guests have been very clear about what they love about our ships and what they want to see more of, and Holland America Evolution is our answer to that,” said Beth Bodensteiner, president, Holland America Line. “This investment allows us to introduce experiences and venues that are new to the fleet, add Pinnacle Class favorites like Grand Dutch Café, and create new stateroom categories designed for the way people travel today, all while preserving the perfectly sized ship experience that defines Holland America.” 

Signature Class and Vista Class Renovations  

Evolution will span the four Holland America Vista Class ships — Oosterdam, Zuiderdam, Westerdam, and Noordam — and the two Signature Class ships, Nieuw Amsterdam and Eurodam. The company will invest over $500 million across these ships in enhancements to guest spaces and additional staterooms and suites, adding capacity and providing more choice for guests.  

The cruise line is working closely with longtime shipbuilding partner Fincantieri, which built all 11 ships in the company’s fleet. The collaboration reflects a shared commitment to quality and precision as each ship’s enhancements take shape. 

Oosterdam Debuts First Chapter of Holland America Evolution    

Oosterdam will be the first ship to undergo renovations, debuting in the fall of 2027.  Ahead of additional details to be announced, Holland America is offering a first look at several guest-focused enhancements on the ship. These include the addition of the Grand Dutch Café, a longtime guest favorite previously available only on Pinnacle Class ships, as well as new stateroom offerings, including purpose-built Solo Verandahs and expansive panoramic suites. Together, the updates reflect a focused investment in comfort, choice, and experience shaped directly by guest feedback. 

New and Expanded Staterooms and Suites 

As part of Holland America Evolution, accommodations will be expanded and reimagined to offer more guest choice and flexibility. The project will include a significant increase in stateroom inventory for Oosterdam, adding 76 staterooms while also preserving the “room at the rail” guests love. New and enhanced accommodations debuting on Oosterdam include: 

• NEW: Solo Verandahs: Thirty purpose-built staterooms created specifically for solo travelers. Each features a private balcony, dedicated workspace and full Holland America Line amenities, responding to strong and growing guest demand. 
• NEW: Bridgeview Suites: Two new suites offering sweeping 180-degree ocean views through panoramic windows, with 900 square feet of space, a wraparound balcony and separate living and sleeping areas designed to maximize comfort and ocean views. Located at the forward part of the ship, these suites emulate the perspective that can be seen from the ship’s bridge, inspiring the name “Bridgeview.”  
• Reimagined Pinnacle Suite: The most expansive suite ever introduced on a Vista Class ship, offering 1,550 square feet of refined living space with panoramic views, a private balcony, separate living room, powder room, bedroom, ensuite bath, and walk-in closet. 
• Vista Suites debut on Oosterdam: Twenty-four Vista Suites, familiar to guests who have sailed on Pinnacle Class ships, will be introduced on Oosterdam for the first time, offering spacious, light-filled premium accommodations with a comfortable sitting area, oversized windows, and a private verandah ideal for taking in ocean views.  

Grand Dutch Café Comes to More Guests 

As part of Holland America Evolution, the Grand Dutch Café is expanding to reach more guests with its debut on Oosterdam. Previously available only on Pinnacle Class ships, the venue’s addition reflects a continued focus on experiences guests consistently rank among their favorites. Inspired by European café culture and rooted in the cruise line’s Dutch heritage, the Grand Dutch Café is a relaxed, all‑day gathering place designed to fit naturally into the flow of the day, whether guests are stopping by briefly or settling in. Located on Deck 3 near the atrium, it serves as a welcoming anchor on board, offering an informal yet refined setting that reflects the communal role cafés play in everyday European life and reinforcing Holland America Line’s unhurried approach to travel. 

“This is a great moment for Holland America and our guests, and we’re just getting started,” added Bodensteiner. “Over the coming months, we’ll be unveiling several more exciting additions to Oosterdam as well as the other five ships that are part of this evolution.” 

Revitalizing the Fleet, Sustainably  

On Oosterdam and throughout the renovations, sustainability is an important element of the updates, with a focus on revitalizing the fleet while improving efficiency and reducing overall environmental impact. The line is refreshing and replacing interiors with a strong focus on waste reduction and circular design, prioritizing upcycling and material reuse while bringing greater lightness and an elevated, timeless look and feel.  

Behind the scenes, the company is making targeted technical investments to improve energy efficiency. This work includes smarter power management and enhanced system performance aimed at reducing energy demand and lowering operational carbon intensity over time.  

What’s Next 

Additional details about Oosterdam’s renovations, including new voyages available following the upgrade, will be shared in the coming weeks for guests at hollandamerica.com/evolution. The site will give real-time updates as plans for all six ships are revealed.   

For more information about Holland America Line or to book a cruise, consult a travel advisor, call 1-877-SAIL HAL (877-724-5425) or visit hollandamerica.com.