The Ritz-Carlton Yacht Collection is doubling down on ultra-luxury cruising. This time, the brand is bringing a high-end Italian touch to the seas through a brand-new partnership with Ginori 1735 aboard Evrima.
If you’ve never heard of Ginori 1735, the Florentine luxury brand is known for its handcrafted porcelain and fine dining aesthetics. In other words, this isn’t your standard cruise ship café refresh. Marriott is clearly trying to position the Ritz-Carlton Yacht Collection closer to a floating luxury resort experience rather than a traditional cruise.
Ritz-Carlton: The New “Ginori Terrace” At Sea
The Ritz-Carlton Yacht Collection recently announced the launch of the first-ever “Ginori Terrace” concept aboard Evrima, the brand’s first luxury yacht. The space will feature custom Ginori décor, curated dining presentations and what Marriott describes as an elevated social venue inspired by Italian craftsmanship.
Marriott is increasingly leaning into experiential luxury, especially as competition in the premium cruise market heats up. Four Seasons Yachts is launching soon, Aman is entering the market. Moreover, luxury hospitality brands are racing to capture affluent travelers who may have never considered cruising before.
Marriott’s Bigger Luxury Play
The Ritz-Carlton Yacht Collection has been one of Marriott’s boldest luxury experiments in recent years.
The concept is simple:
- smaller ships
- ultra-premium service
- all-suite accommodations
- fewer passengers
- curated itineraries
Unlike mega cruise ships carrying thousands of guests, Evrima accommodates under 300 passengers and focuses heavily on exclusivity and personalized service.
Marriott Bonvoy members can also earn and redeem points on Ritz-Carlton Yacht Collection sailings, which adds an interesting loyalty angle for frequent Marriott travelers. That said, these voyages are far from cheap. Even entry-level itineraries can cost several thousand dollars per person, while premium suites can climb into the tens of thousands depending on the itinerary and season.
If you look at Marriott’s own website, you’ll see that the points pricing is pretty high. In essence, you’re redeeming Marriott Bonvoy points at the rate of 0.55 cents per point for a Ritz Carlton cruise experience.
Redeem an initial 180,000 points toward a $1,000 savings on your cruise fare, and increments of 90,000 points toward a $500 savings thereafter
Is This Actually A Cruise?
One of the more interesting aspects of the Ritz-Carlton Yacht Collection is that Marriott almost avoids calling it a cruise line altogether.
The branding consistently emphasizes:
- yachting
- discovery
- intimate travel
- luxury lifestyle
In fact, many guests reportedly had never cruised before sailing aboard Evrima. Marriott seems to be betting that affluent hotel loyalists are far more willing to book a “yacht voyage” than a traditional cruise vacation.
Will More Luxury Brands Follow?
The luxury hospitality industry is increasingly moving toward experience-driven travel rather than just hotel stays. Ultra-luxury cruises and yacht collections fit perfectly into that trend.
And if Ritz-Carlton continues seeing strong demand, don’t be surprised if more Marriott luxury brands eventually make their way to sea.
The Pundit’s Mantra
I still think most Marriott Bonvoy members view the Ritz-Carlton Yacht Collection as aspirational rather than practical. These voyages are incredibly expensive and redeeming points only offsets a fraction of the cost.
However, Marriott deserves credit for building something genuinely differentiated in the cruise space. The addition of concepts like the Ginori Terrace only reinforces that Ritz-Carlton wants these ships to feel more like floating luxury boutique hotels than traditional cruise vessels.
For travelers who can afford it, that formula may be very appealing. Would you sail aboard a Ritz-Carlton yacht, or would you rather redeem your Bonvoy points at luxury hotels on land? Tell us in the comments section.
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