Agatha Christie was a master narrator of legendary luxury transport. First the nineteenth-century elegance of the Orient Express and then the Art Deco magnificence of the Karnak in Death on the Nile. Despite the latter being fictional, Kenneth Branagh’s 2022 cinematic adaptation of Christie’s novel reignited a desire among luxury travellers to step aboard the vessel.

These experiences (minus the murder) are increasingly coveted among the U/HNW. Many iconic names in hospitality are dedicating capital to crafting their own boutique cruising and yachting collections. A trend we’ve explored previously but one begging for deeper examination. Because the experiences being crafted by these kinds of brands? They’re even better than those in our favourite books.

But beautiful boats alone aren’t enough of a driver to fill a passenger list, even with the continued interest in slow travel and off-the-beaten-path destinations. 

Liners are raising the stakes when it comes to the onboard experience, evoking the sought-after qualities of affluent travellers, from escapism and immersion to purpose and connection.

Laying Meaningful Anchors

Humans are contradictory beings, in which the tensions between values and behaviours can be stark. It is a minority of people who claim they don’t wish to live sustainably. Yet the world hasn’t seen widespread adoption of sustainable behaviour to match these claimed value systems. So the co-existence continues and contradiction persists.

Where brands can make a difference, and simultaneously differentiate themselves, is through the creation of spaces that can harmonise the two. Making it easier for travellers to have the best of both worlds. Whether it’s sustainability, inclusivity or another set of values.

The most obvious fix for the former? Sailing. Or other mechanisms for greener travel on the waves which can connect to travellers' desires to protect our planet.

French company PONANT is one of the few flagships leading forward-thinking fleets toward a more sustainable future via their Blue Horizons programme.

The scheme covers six commitments to optimise their environmental performance alongside a strategy of everyday actions to approach luxury cruising more responsibly.

These range from regular beach cleans and conserving marine biodiversity with zero- and low-emission navigation through protected regions to their circular economy model where PONANT donates equipment and other goods to local businesses to be reused.

In line with these commitments, PONANT’s R&D team have come up with “a pioneering concept that combines six groundbreaking technologies, that will redefine future navigation.” The sailing ship, which will be ready by 2030, aims to be a catalyst for new energy solutions for the brand and the broader industry.

“By 2030, our future ship aims to have zero greenhouse gas emissions when sailing, manoeuvring, in port or at anchor. Her carbon footprint will be reduced throughout her life cycle. Renewable energy supplied by the wind and sun will be combined with low-carbon non-fossil energy associated with fuel cells.”
— Hervé Gastinel, CEO of PONANT

Its unprecedented eco-design approach doesn’t skimp on the opulence either, with around a hundred staterooms and an overall length of 181 metres which will house guests as well as researchers involved in decarbonisation technologies, a major challenge in the battle to control global warming.

In calmer, more linear waters, boutique river cruise operators Uniworld are going after similar metrics when it comes to sustainability: net zero by 2050 or sooner, having already seriously reduced food waste and waving goodbye to single-use plastics. But they’re also going beyond what in 2024 should be considered table stakes, writing values and intent into their stories, under the imperative ‘Make Travel Matter®’.

Uniworld’s experiences are designed to give guests purpose when travelling, supporting sustainable tourism as well as local communities and wildlife. They’re carefully selected using a proprietary assessment tool endorsed by industry experts, which ensures each experience directly advances United Nations Global Goals.

A couple of examples include:

• Indulging in red-wine-and-saffron chocolate and saffron-seasoned jams, vinegars and honey at Wachauer Safranmanufaktur — the home of bio-dynamically certified saffron — in line with the UN’s goal of Responsible Consumption & Production.
• Crafting gifts and products alongside the Iraq Al-Amir Women’s Cooperative to help local women become financially independent and raise their standard of living while simultaneously preserving local heritage. Pushing forward the goals of Quality Education and Gender Equality.

Sustainable and ethical mindsets don’t necessarily have to equate to boat mechanics or environmental commitments. In fact, too often those kinds of claims are dismissed by buyers, increasingly perceived as the bare minimum.

The beauty of boutique travel is connection. With people and place. And brands who leverage that can not only feel good about the connections they foster for their passengers, but about the legacy they leave behind once they reembark.

Mapping Curiosity

We know it’s a distinctly human urge to explore. But with so much of the world known, those who have the privilege want to see it for themselves. Every extreme of nature. Every corner of culture. The good among them want to appreciate, not appropriate.

That starts with intimacy. Small-scale adventures that don’t disrupt. And if they must intervene, it’s to leave a place better than it was found. The calling card of timeless brands.

Selar, a sustainable polar expedition cruise line, captures this in an external promise:

“We travel differently here. Small vessel = more outdoor adventures, more human connections, more thrills and chills.”

With a ship like no other, powered by both wind and sun, its sails lend themselves to silence, leaving no trace and emitting 90% less emission than most boats in the Arctic region. Its small size (70m) can only host 36 passengers (24 crew) and allows no set itineraries or mass standard experiences in further respect of the biodiversity.

Selar is listening. Taking note of the more adventurous and immersive desires of luxury travellers that have turned from ripples to waves in the last half decade or so and designed an experience fully rooted in them. In human connection and the present moment — reconnecting to what really matters. Complete with a really gorgeous digital experience.

Speaking of digital — Singapore-based MOF client, Aqua Expeditions, for whom our team designed a brand new website last year, are a cruise line taking curious travellers to “unspoiled sanctuaries to witness the beauty of nature and wildlife; sailing to remote destinations with minimised human interaction, secluded from crowds.”

On small ships, they explore the world’s most ecologically and culturally significant locales, framed by purposeful excursions and expert-led voyages.

There’s a distinct absurdity to the ocean in its vast and terrifying glory. One many find meaning in; whether they’re in it, on it or splashing in the shallows. Explora Journeys have based their entire proposition on it — The Ocean State of Mind.

“Inspired by the blue waters of our seas and oceans. Characterised by calm, unity, elegance and joy, that encourages inner and outer exploration and discovery.”

Their ethereal language is matched by their visuals as well as their offerings. A lengthy experiences page lists: Bespoke Experiences (in partnership with luxury travel experts Pelorus); Beyond Boundaries, ‘soul-stirring experiences that touch the impossible’; Tailored Experiences, ‘the travel equivalent of haute couture’; Enchanting Explorations, ‘for small, agile groups seeking peerless experiences’; Boundless Discoveries, ‘hidden wonders and VIP access’; In-Country Immersions, ‘deeper into the culture’; and Journey Enrichments, for a seamless end-to-end experience.

What Explora do so well here is tap into the sparks sought out by the modern traveller. Phrases like ‘soul-stirring’ and ‘enchanting’ evoke a feeling more coveted than the kudos earned from being aboard a yacht.

Keeping Luxury Afloat

As (hopefully) already evidenced, the micro-cruising and boutique expeditions represent a significant sweet spot in the world of travel, one primed for luxury launches.

Five-star hoteliers and hospitality groups are flooding the market with yachts, ships and cruises, bringing each name’s iconic brand spirit to a new channel.

In 2022, The Ritz-Carlton launched the first of what has become a fleet for the brand, welcoming guests onto Evrima in Barcelona. The 190m yacht held its naming ceremony in November amid growing hype surrounding the second and third additions to the Ritz-Carlton Yacht collection — Ilma and Luminara. Ilma launched in September 2024, setting sail from Monte Carlo, Monaco, stopping in St. Tropez, Cannes, Bastia, Livorno, and Porto Cervo before reaching its destination in Civitavecchia in Italy. A very Ritz-Carlton adventure indeed.

Four Seasons are also bridging the gap between their world-renowned laps of luxury and the laidback lifestyle of yachting with a fleet of their own and a dedicated campaign titled ‘Love Makes Waves’.

Coming in 2025, passengers will be invited to “revel in the splendour of modern sea voyaging – marked by bespoke craftsmanship, personalized service and a dedication to excellence – offering an unmatched luxury lifestyle experience at sea.”

Making Headway

It’s easy to forget the importance of architecting whole, flowing (not necessarily linear) experiences when the essence of luxury travel is hyper-focused on seeing the unseen or lesser seen. But while emerald gulfs and pearlescent ice caps are undoubtedly wonders, timeless brands gift charm and delight at every touch point — especially when eyes on board can’t find the vista views.

The industry can’t rest on the laurels of incredible locations and very nice boats. For brands offering cruises, expeditions and the like, they need to deck out the plot; infusing meaning within the vessel as well as the places they embark and, most importantly, highlighting your passenger’s place in the journey.

To go further in brand strategy, CX and digital innovation, get in touch with one of our consultants via hello@matterofform.com to map out what could be next.