Virgin Voyages’ fourth ship, the Brilliant Lady, made a grand entrance into the United States as it sailed past the Statue of Liberty on September 2, and 2,400 sailors and crew members sang to mark her arrival in New York Harbor. Photo courtesy of Virgin Voyages

Oceans and rivers cover almost 71% of the Earth’s surface, giving planners who set their meeting on a ship a nearly infinite number of destinations to choose from. Planning a ship based program starts with other choices, too. Groups can join leisure passengers on a scheduled cruise, choosing from intimate vessels with 100 or fewer guests to mega ships accommodating thousands. Or they can buyout a ship for unrivaled privacy and total control over every aspect of the cruise and meeting. Some cruise lines are definitively upscale with above and beyond services and amenities; others are easier on corporate budgets. Some are more formal while others are intentionally casual, evoking that laid-back island vibe.

Cruises are perfect for incentive trips, as they provide a sense of adventure and are perfect ways to build new relationships onboard. Photo courtesy of Virgin Voyages

CONSIDERING COSTS

Meetings at sea may seem more expensive than programs on land, but that’s not necessarily the case, says Ellie Soucy, CIS, CITP, president of Incentive Meeting Services in Clearwater, Florida. She has had highly customizable programs for groups of 20 to 1,000, although she typically books 200 cabins on a cruise.

“When we evaluate the total program spend, cruising is often comparable to, or even more cost-effective than, land-based options. Once tickets are purchased, there’s little left for attendees to pay out of pocket, which means fewer variables for planners to manage. Cruising isn’t better or worse than a land program, it’s just different. But the value of a cruise ticket is hard to beat. Very few hotels can match the all-inclusive experience cruises provide,” she says.

The timing of costs, however, is typically different, and Soucy says it’s important to assess the total value of the experience and event. She notes, “Cruising is almost always a larger upfront cost than land-based programs, which can be intimidating for clients who have never cruised before. This is particularly true if you’re working with a company that requires the additional purchase of internet for all attendees and/or a beverage package. Yet, many cruise lines offer unique concessions for groups that are not possible at hotels and that add significantly more value to the experience — especially where branding is concerned.”

Different types of concessions can affect value. “First, when you charter a ship, you gain full access to everything onboard, similar to a hotel buyout but with much more flexibility,” Soucy says. “Beyond using the ship’s event spaces and restaurants, you can customize things like evening entertainment, attendee experiences and inclusions, which is especially impactful on smaller ships, such as river cruises, where those personal touches really stand out.”

The second type is a Corporate Amenities Program (CAP), which Soucy notes is offered by larger lines, including her frequent cruise partner Royal Caribbean Cruise Line (RCCL). “This is a contract concession tool where you earn CAP points at signing, which can later be flexibly redeemed as your program evolves for cabin amenities or upgraded stateroom categories. It’s a great way to lock in value early while staying nimble as your event develops through the planning and registration process.”

Soucy points to onboard branding options are another plus. “Regardless of the type of ship you’re on, these can be extensive, from flying your company’s flag to broadcasting custom content in each cabin. Cruise ships are built with this kind of customization in mind, which makes them uniquely equipped for impactful corporate events. One of my favorite examples is how ships come with built-in AV rigs in their event venues. That means if I’m hosting a session at the Aqua Theater, it’s seamless to simulcast the live event to a custom onboard TV channel. In today’s world of flexible meetings, that kind of adaptability is invaluable.”

The goal of any meeting or incentive program, she continues, is to find that perfect blend of value, networking and corporate messaging and still give everyone their perfect ‘Instagram moment.’ Cruise ships easily deliver that.

Soucy has worked successfully with Carnival and Amadeus, among others, but RCCL is her go-to for large incentive programs. “We work with a variety of cruise lines depending on the end-user’s budget and preferences. We value Royal Caribbean as our primary cruising partner because of the variety of experiences and the value the fleet currently offers.”

Picking a port with good airlift that is logistically practical is key. Pictured: Norwegian Viva at PortMiami, which is less than 20 minutes from the Miami International Airport. Photo courtesy of Norwegian Cruise Line

ALL THE REST

With a slew of available onboard activities, ships provide built-in opportunities for connections. “Planners don’t have to build these elements from the ground up. There’s ice skating for active groups, wine rooms for foodies and nightclubs for those who want to party,” Soucy says. “Want to have ample networking opportunities throughout your event but afraid your meetups will feel forced? There’s a ship that’s intimate (or large enough) for every level of contact you want with your attendees. Nobody needs to go offsite for any of these experiences; they’re included in your stay. That allows event professionals to focus on the actual event planning and liaising.”

Moreover, she adds, the large, dedicated event staff on ships allows clients to engage with attendees in unexpected ways. “One of my favorite examples of this occurred on a cruise where we had the organic opportunity to laugh and bond at a late-night karaoke event, an experience that, while possible at a hotel, feels second nature on a cruise.”

Another core benefit of cruising is the inherent flexibility. “This is especially evident in attrition policies,” Soucy says, “which are often more favorable than those of hotels. These flexible terms allow clients to dream big during the planning phase without fear of steep penalties.”

Dining is an element that gives groups flexibility to be part of the leisure cruise experience or to create special networking options. “We typically encourage guests to dine on their own in the ship’s main dining rooms during our programs. This approach gives our clients the flexibility to add pop-up dinners throughout the event, creating experiences that feel spontaneous, intimate and thoughtfully curated,” Soucy notes. “For example, a CEO might invite 20 attendees to a steakhouse dinner with people they’ve connected with during the trip, rather than relying on rigid dine-around schedules. One of my industry colleagues swears by the ‘loft ice cream social,’ where he invites attendees to build ice cream sundaes in the biggest cabin on board with the president of the client company. It’s a low-planning, casual gathering that feels organic and personal. And who doesn’t love an ice cream social?”

Of course, cruising can come with challenges, too. “When you rely on organic networking, you’re also working within the ship’s physical limitations,” Soucy says. “It can be tough to find multiple event spaces onboard that accommodate full programs without impacting other guests. Striking the balance between branded, value-driven events and preserving the leisure experience requires close collaboration and clear communication with your cruise director.”

When working on incentive programs, Soucy’s goal is to include as much as possible within the trip package, such as Wi-Fi and beverage packages. “For some clients, we’ve offered room drops for gifting, which were billed to the master; for others we’ve pre-booked VIP spa services, also billed to master. The wide variety of experiences available onboard allow us to be creative with those added extra touches, all with the flexibility of billing these services to the master account. It all goes on one bill for my program managers to approve rather than having two or three different bills to review.”

Not every incentive program includes meetings, but ships can accommodate those that do. “Our 2027 conference, for which we’ve booked 400 cabins, will have a full meeting day, the largest meeting requirement we’ve ever fulfilled onboard,” Soucy says. “While planning this conference with our contacts at Royal Caribbean, we came up with a plan that allows us to utilize the ship’s traditional conference space as well as flexible event space such as the Solarium and Aqua Theatre. Incentive research indicates that attendees are starting to want more integrative meeting spaces and more Instagram-able event venues. Cruising is great because the backdrop of our events is always changing; you can host an event in the same onboard location more than once, yet the venue will seem different.”

As a rule, Soucy suggests clients arrive a day early and fly out the day after disembarkation to avoid problems such as weather and flight delays. “Planning a buffer period before and after the cruise can prevent unnecessary stress on travelers.”

To planners considering a cruise meeting, she says good communication between planner, client and the cruise line sales team is a must to ensure you’re matching all of the ship’s amenities to your client’s needs. Pre-planning for every item you need is also paramount. “There’s no Walmart to stop at if you forget something. Finally,” she says, “there’s so much to see and do on a cruise. They’ve thought of everything — yoga, running track, karaoke, sports bar, casino, escape room and wave pools, just to name a few. So have fun!”

Disney Cruise Line has a whole fleet of ships ready to bring some magic to your next event. Photo courtesy of Disney Cruise Line

RELATIONSHIPS MATTER

Claudia Grow, program manager with Ascent Performance Group, is looking at Windstar Cruises for a future incentive program. She’s never booked with Windstar, but has held successful programs at The Broadmoor in Colorado and Sea Island Resort in Georgia. Both are owned by the Anschutz Corporation, which also owns Windstar, a cruise line focused on the same high level of excellence core to the resort properties.

“Some of our most successful programs have taken place at Anschutz properties,” she says. “Both Sea Island and Broadmoor offered warm, welcoming environments and exceptional attention to detail. Their precision in executing behind-the-scenes logistics is what truly elevates the guest experience. Our relationships with Sea Island and The Broadmoor give us a deep foundation of trust. We know we’re working with teams who understand our unique needs, are familiar with our style and share our commitment to creating exceptional experiences. We know what to expect and can count on having partners ready to help when needed. We rely on the shorthand developed over multiple projects to work more efficiently.”

Additionally, Grow says, cruising is a “bucket-list” experience for her client. “Our group has visited many of the most iconic hotels in the U.S. and has a tradition of adding a unique twist to each itinerary. Hosting a program on a ship would open the door to fresh opportunities for creativity while delivering a classic incentive experience in a completely new setting.”

As someone who has never booked a program on a ship, Grow has some concerns, such as the ability of a ship to accommodate the full group in intimate ways. “When a full charter isn’t feasible, it’s essential that the ship still offers gathering spaces that feel both organic and semi-private,” she says.

Grow does believe cruising provides excellent value when compared to similar land programs, but she needs to do more research. “I’ve mostly evaluated only charter options, which change the pricing dynamics quite a bit. This is due to the alignment of ship size with attendee numbers and customizations.”

But she does see one aspect of cruising as particularly valuable. “A cruise naturally keeps the group together. We’re always seeking destinations and properties that entice attendees to engage fully, but equally important is maintaining group cohesiveness to reinforce relationships and build company culture. A ship’s self-contained environment helps achieve both.”

Another advantage, she notes, is the ability to incorporate local special events while remaining offshore. “For example,” she says, “Windstar’s Grand Prix du Monde itinerary offers an incredibly unique experience while avoiding the log istics of land accommodations and/or multiple transfers.”

As with any program, there are always some risks out of a planner’s control. “Without overnight land stays, we risk missed flight connections,” Grow notes. “And while weather is always beyond our control, sea conditions introduce an added layer of consideration. Additionally, the quality of shore excursions can vary significantly by port, sometimes falling short of expectations.”

Grow says several challenges also arise due to the primary focus of leisure travel for ship and itinerary design. “There are limits on large group spaces, full group dining and alternate logistics routes. Common spaces don’t always lend themselves to semi-private gatherings (planned or unplanned.) Embarkation and disembarkation can create friction points, affecting the attendee experience at the beginning and end of the program. Finally, many itineraries are longer than corporate budgets or schedules allow and may begin or end in ports that are difficult to access at scale. While newer, small ports are attractive, corporate programs require start and end points that are logistically practical and well-connected.”

The trust built up by a strong relationship with The Broadmoor and Sea Island Resort is compelling. “This gives us the confidence to venture into something new together,” Grow says. “Our trips involve complex, creative programming, and the Anschutz properties have consistently delivered on that vision. If we can achieve that same level of excellence at sea, with the added novelty of a cruise setting, this could become our most memorable trip yet.”

UniWorld Boutique River Cruises offer an intimate experience traveling to exotic locations and include the all-inclusive amenities of a cruise ship along with the benefit of inland travel options. Photo courtesy of UniWorld Boutique River Cruises

FULL-SHIP BUYOUTS

With a total buyout of a ship, the entire vessel becomes your floating venue, says Shonna Nitzel, CMP, HMCC, MSHM, SEPC, MPP, EAS, global meeting planner with Maritz. She points to many reasons for choosing a private cruise.

“You don’t have to worry about security as you’re not competing with other passengers when privacy is required, such as when discussing a new product launch, strategic negotiations or strategy sessions. In the corporate world, this is important,” she says. “You also have control over attendee lists, access points and meeting locations on the ship. You select menus and dining locations and which shore excursions you want on which days, from private tours and team-building challenges to client entertainment at bucket-list destinations.”

Nitzel has run programs on conventional ships, including Disney Cruise Line and RCCL, but private charters are her specialty. She’s had successful buyouts on Silversea and Regent Seven Seas cruises, but Ritz-Carlton Yachts is the line she chose for a medical association group of about 180 last year. The company has several ships to choose from depending on a group’s needs and desired geographical area.

“Super-luxury ships often have dedicated boardrooms, theaters and lounges that can be converted for presentations or breakout sessions,” she says, “and these ships also typically offer state-of-the-art AV systems, satellite internet and hybrid-meeting capabilities already built in. “For the 2024 program, the group had meetings in the ship’s private areas while spouses and attendees enjoyed the many amenities on board.”

With everything located in one venue, Nitzel says there’s no need for shuttles or hotel hopping. “Everyone lives, eats, meets and relaxes in the same place. That’s great for networking and team building, and there are no extra charges because everything is included.”

To avoid weather and flight delays, Nitzel always has attendees overnight in the departure city prior to the cruise. Anyone who wants to extend their stay after the cruise is on their own. As for cost comparisons between ships and land-based gatherings, she says, “The two events compare similarly depending on the level of luxury, the food and beverages chosen and the destination.”

Margaritaville at Sea’s Islander is perfect for incentives, offering fun amenities, everything from a three-story poolside LandShark Bar to a 14-story tropical atrium, Caribbean Amphibian Splash and Slide and more. The ship sails from Port Tampa Bay to Key West, Mexico and the Caribbean. Photo courtesy of Margaritaville at Sea

MARGARITAVILLE AT SEA & OTHER CRUISE NEWS

Margaritaville is a brand with a foundational legacy of extraordinary business success. Now Margaritaville at Sea is poised to bring success to other businesses via meetings and events onboard its ships. Melding Jimmy Buffet’s relaxed “island state of mind” positivity with a consummately professional approach to corporate gatherings, “Margaritaville at Sea is especially well-suited for corporate incentive groups seeking both value and a distinctive, fun-forward group experience,” says Ron Gulaskey, SVP Sales.“Organizers benefit from flexible support and cost-effective planning, while attendees enjoy a truly memorable escape.” Moreover, he notes, Margaritaville ships offer versatile event venues that can be configured for meetings, conferences, incentive celebrations and private functions, “blending business with the laid-back Margaritaville vibe.”

Whether the goal is building team spirit, rewarding achievement or fostering meaningful connections among attendees, Gulaskey says Margaritaville at Sea has the right elements to help planners meet or exceed those goals. Additionally, he says, “Groups receive access to exclusive discounts, 1:12 tour conductors and perks when booking through the Groups and Events team. This includes the best tailored group rates, making it financially attractive and easy to budget for organizers.” Planners have two ships to choose from: Margaritaville Paradise, sailing out of Palm Beach, and Margaritaville Islander, which sails from Tampa Bay.

Meanwhile, Princess Cruises’ Star Princess is set to debut in October as the second sphere-class ship from the line, and the second in the fleet powered by liquefied natural gas. Star Princess can accommodate 4,300 passengers across 20 decks.

Disney Cruise Line has a shiny new vessel as well. Billed as a “heroes-and-villains” themed ship, Disney Destiny will draw on the legacies of Disney’s larger-than-life heroes and villains to forge a legendary cruise vacation steeped in the lore of illustrious Disney stories. It will depart Fort Lauderdale in November on her maiden voyage. Able to accommodate 4,000 passengers and crew, she’ll feature hundreds of cabins with connecting doors designed for larger families, as well as a brand-new family dining experience exclusive to Disney Destiny.

Virgin Voyages, the award-winning adult-only cruise line, is about to launch its newest ship, For her inaugural season, Brilliant Lady will  cruise out of four ports: New York City, Miami, Los Angeles and Seattle, with itineraries that include Bermuda, Canada, the Caribbean, Mexico and Alaska. In March 2026, she’ll make one epic Panama Canal crossing over 16 nights from Miami to LA. “As the fourth and final ship in our fleet for now, Brilliant Lady will not disappoint,” says Nirmal Saverimuttu, Virgin Voyages CEO. “We’ll always challenge ourselves to keep things fresh and exciting, and that starts with expanding into extraordinary new destinations, while simultaneously inviting new artists, chefs and musicians to enhance that quintessential Virgin vibe.”

Norwegian Cruise Line’s Norwegian Luna is launching next spring with a capacity of 3,571 passengers. It leaves from Miami and sails through the Caribbean. It is part of the Prima Plus Class of ships and a twin sister ship to the Norwegian Aqua.

Choosing the right ship for an event comes down to knowing your audience. No matter which you choose, there is sure to one perfect for your next meeting at sea. C&IT