Virgin Voyages’ ships cater to an adult audience.

Rob Bezdjian, director of growth and revenue operations at Morris Meetings and Incentives, in Salt Lake City, UT, says “the world is your oyster” when planning a corporate meeting or incentive trip aboard a cruise ship.

While the compliment is a cliche, the sentiment is shared throughout the industry as planners seek a refreshing way to create chemistry among teams, develop loyalty for companies and brands and inspire top-notch productivity when attendees return to the office.

Those goals can be accomplished at a five- or four-star resort, but event organizers like Bezdjian, who previously ran his own corporate and incentive company, says the perks that cruises offer are often too good to pass up.

Logistically speaking, cruises take away many of the challenges associated with creating experiences that awe top performers and attendees. Most of an agenda is streamlined to one venue that comes with the amenities planners are looking for. Plus, there’s an off-ramp each day for attendees to seek out adventure on their own before returning to the group experience.

Bezdjian says comparisons to land resorts are apt to a point, but ultimately, cruises are best described as “floating cities.” Restaurants, entertainment and wellness options are only a few hundred feet away or less.

Here, we explore a few reasons why many corporate event planners are now on board with cruise-based meetings and incentives.

Cruises Have Caught Up With Industry Demands

Today’s event attendees are looking to be impressed. Unique experiences, top-notch service and inspiring content are expected regardless of where a meeting is held. Cruise ships have been headed in this direction for years as they seek to evolve beyond dated misconceptions.

Sensing a match with the events industry, cruise companies are accelerating plans to stay current in a competitive meetings market.

“There’s a desire for ‘effortless wow,’ meaning companies want high-impact experiences without the operational complexity of multi-city land programs,” says Tina Husemoller, vice president, meetings and incentives at Fox World Travel.

Ailene Sorice, president of Corporate Cruise Consultants in Fort Lauderdale, FL, which supports corporate clients in developing and executing meeting and incentive events at sea, says, “Cruises naturally blend meetings, incentives and downtime into a single environment, which aligns with what organizations are looking for today.” Sorice knows a thing or two about the industry, having also previously worked within the Corporate Meetings & Incentives division and group sales at Norwegian Cruise Line.

Corporations are now also using their incentive travel as a perk like health insurance, says Bezdjian. That’s best seen in the rise of incentives welcoming spouses and children, so the event becomes a family vacation.

Sorice agrees that the abundance of kid-friendly activities like the pool, arcade and other children’s programming on certain cruise ships takes away the fear of family members’ boredom during a conference.

“That removes a common barrier to attendance, which is the concern that family members would be disengaged or bored, and instead, turns the event into something attendees could genuinely look forward to as both a professional and personal experience,” says Sorice.

Disney Cruise Line is known for being family-friendly, but they also have adults-only spaces.

Disney Cruise Line, which plans to expand from eight to 13 ships by 2031, is known for being family-friendly, but also has adult-exclusive spaces and activities. The themed ships with character experiences and unmatched hospitality add to the ships’ appeal no matter your age.

Jim Bozzelli, of Gavel International, LLC, A One10 company, admires adaptations so parents can enjoy experiences for themselves. “Disney Cruise Line has done a remarkable job of providing increased adult-exclusive spaces onboard their ships: lounges, coffee bars, etc. as well as ‘adult only’ activities including onboard beverage tastings,” says Bozzelli.

Virgin Voyages also targets a more mature crowd by asking attendees and travelers to leave the kids at home so it can create a more boutique atmosphere. They are known for having hammocks outside of most rooms and for featuring 20 high-end restaurants rather than simply a buffet, as well as award-winning immersive entertainment.

Virgin Voyages positions its ships as floating boutique venues with built-in event infrastructure. The line offers options that range from full-ship charters for large groups to smaller corporate meetings and incentive programs. Dedicated meeting spaces can accommodate presentations, networking sessions and workshops, and most are equipped with built-in audiovisual technology and flexible room setups designed for groups.

Their newest ship, Brilliant Lady, allows for a wider itinerary, including places like Alaska and the Panama Canal, rather than just staying within the Caribbean and Mediterranean.

Venerable Norwegian Cruise Line has a wide range of ships to choose from, including their Norwegian Aqua, which debuted last year, and its sister ship, Norwegian Luna, which will be joining the fleet in 2026 as the second in the Prima Plus class. Like its sister, it will be smaller than the other recent ships, allowing for better traffic flow and less crowding. Its Vibe Club is an adults-only open-air lounge but they also have plenty more to do onboard, including a digital sports complex which transforms into a nightclub. There is also Ocean Boulevard, which encircles the ship, perfect for a moonlit walk, and a food hall and other culinary options.

For those seeking a resort-style atmosphere with a strong emphasis on design and cuisine, Celebrity Cruises is the “Modern Luxury” choice. Events here are easy with Michelin-starred chefs serving their best, professional-grade AV capabilities and elevated service. Its Edge-class ships feature architectural innovation, like the magic carpet that moves between decks, allowing attendees to experience something new on different levels. This type of innovation is probably not something you can find in land-based venues. They also have a ship-within-a-ship concept called “The Retreat.” The private lounge, sundeck and restaurant are perfect for rewarding top performers while still allowing them to be part of larger group activities.

Convenience and Cost-Saving

Inflation rates, rising F&B minimums and soaring AV costs are regular strains on a meeting planner’s budget. But the sea is an escape from those challenges.

“A cruise is the best value in travel, especially for events,” says Bezdjian, who compares the experience to staying at a five-star resort at the rate of a four-star property.

Planners appreciate the ease and savings that come with bundling costs upfront. Accommodations, dining, meeting space, entertainment and much of the programming are bundled into one package, saving planners from multiple negotiations and hidden fees.

“Cruises offer a high level of cost predictability,” Sorice says. “You’re not dealing with fluctuating F&B spend or unexpected service charges, which makes it easier to manage budgets and avoid overages.”

Bezdjian adds AV costs on cruises are dramatically lower because planners typically pay only for technicians rather than renting equipment.

Cruises Are Customizable

One of the biggest misconceptions is that cruises lack flexibility or feel too “cookie-cutter,” says Husemoller. The opposite is true. Modern cruise lines include a variety of venues to hold general sessions, breakout meetings, VIP functions and more. She says the spaces compare favorably to mid-sized convention hotels.

In that same vein, Sorice was able to transfer an 800-attendee meeting from a hotel to a cruise by working with Royal Caribbean staff to address the needs of each session. “We were able to map the entire program across the ship’s venues, leveraging the main theater and Studio B for general sessions, dedicated conference spaces for breakouts and a variety of private venues for receptions and networking,” Sorice says.

Cruise ships offer built-in entertainment infrastructure, including lighting, staging, LED screens, fog machines and sound systems, notes Bezdjian. An important distinction from traditional hotels is AV staff is already trained to use the equipment, ensuring a standard level of service.

Customization extends to branding, a major consideration for corporate groups. Companies can place their logos or that of sponsors on items including room gifts, cocktail napkins and beach gear, says Lisa McGowan, president of AWA Meetings who is planning an upcoming 2027 incentive aboard Oasis of the Seas, operated by Royal Caribbean and managed previous corporate trips to Alaska and the Caribbean. “There are so many great opportunities for creating your own branding,” McGowan says.

Husemoller adds attendees’ close proximity to all of the action amplifies the marketing efforts.

“A cruise’s captive environment allows for more consistent brand immersion throughout the experience,” she says.

Royal Caribbean, Disney and others also stop at private islands, where the company can match the experience to its attendees’ preferences and the brand’s objectives.

Ambitious brands can take over a ship with elaborate activations, such as car launches on deck or creating branded pop-up stores selling company apparel and custom merchandise, says Bezdjian. “The ship can adapt to the client, rather than adapting to what’s available.”

Celebrity Cruises offers European-inspired festivals on Celebrity Xcel.

You Can Choose Your Own Adventure

Among the most popular aspects of cruise-based meetings and incentives is the chance to visit multiple destinations on one trip. Even at a traditional hotel meeting, seeking fresh environments for sessions and activities is important to planners. On cruises, this goes to another level, as attendees can walk the streets, absorb the culture and try local foods in different countries.

Many cruises depart from Florida, specifically Miami and Fort Lauderdale, but after launch, itineraries can vary a great deal. “A lot of it is based on where your group has gone before,” McGowan says, noting the importance of altering programs year to year.

The Caribbean and Mediterranean (Greece, Italy, etc.) remain popular destinations, as are Alaska and Hawaii, which would require an extended plane ride to experience for a traditional event.

Morris Meetings and Incentives broadened the map farther, holding a cruise-based event with Royal Caribbean aboard Spectrum of the Seas. The experience started with a pre-cruise stay at Cordis Shanghai SeaWorld, followed by an eight-night sailing through China, South Korea and Japan.

It’s Easy to Mingle

Providing a balance of me-time and company gatherings is essential for attendees and companies to get the most out of a cruise event, says Husemoller.

Fox recently executed a large-scale incentive program aboard Royal Caribbean for high-performing sales organizations. The itinerary included a mix of high-energy group experiences and flexible personal time, including private welcome receptions, a branded awards celebration and curated shore excursions ranging from catamaran sails to cultural island tours.

Engagement levels were exceptionally high, and post-program feedback highlighted the uniqueness of waking up in a new destination each day as a key differentiator, reports Husemoller. “What made these programs particularly successful was the balance of structure and freedom. Attendees had the ability to personalize their experience while still feeling part of a cohesive, branded program,” says Husemoller.

McGowan notes corporate groups don’t want to “disappear for days” enjoying only personal time on a cruise. Planning a structured moment at night, after attendees have returned from their land excursions, maintains continuity. “You’ve got to have at least one gathering point every day,” says McGowan.

Sorice suggests curating “dine-around” experiences, where groups can split into smaller gatherings across multiple venues, all without the logistical complexity or cost of transportation that you would typically encounter in a city-based program.

Having attendees on the same ship also facilitates networking, whether it’s running into a fellow attendee at the pool, bar or buffet or an organized function. “Because it’s a self-contained space, attendees remain immersed in the program rather than dispersing off-site,” says Sorice. “This leads to more organic interaction, stronger connections and a higher level of overall engagement throughout the event.”

Preparation is Key

For all of the many benefits of booking a cruise for your next corporate event or incentive, there are a few planning action items to watch for.

Cruise lines are becoming more structured around attrition, cancellation and payment schedules, so it’s critical to negotiate early and align terms with program goals, says Husemoller. The upside is that many inclusions, like dining and entertainment, help offset costs that would otherwise be incremental in a land-based program.

Start earlier than you think you need to, adds Husemoller. Inventory and preferred space can go quickly. Determine early on your attendee profile and program goals so you select the right ship and itinerary.

Make sure to select a port with good airlift, as coordinating air travel to get attendees aboard the ship may be your biggest challenge, says McGowan.

Don’t underestimate the importance of partnering with an experienced cruise group team. There are nuances that are very different from land programs, says Husemoller.

There’s strong momentum for cruise-based events driven by key factors, including cruise bundling value, the ease of high-impact experiences and cruise lines improving their offerings. As Bezdjian says, “You have a standard, all-inclusive package as part of the business model.” |C&IT|