The arrival of ultra-luxury hotel brands into the cruise industry isn’t a threat to established operators but a marketing asset, said Regent Seven Seas President Wesley D’Silva.

For the company, the influx of competitors like Ritz-Carlton, Aman and Four Seasons helps resolve a challenge for the brand: convincing non-cruisers that an ocean voyage fits their lifestyle.

According to D’Silva, this new wave of operators is showing guests the value of the industry and the financial advantages of cruising.

“Having some new traditional luxury players coming in sheds more light on our industry,” D’Silva explained, noting the cost gap between cruising and high-end resorts.

“There’s always been this value gap between cruise and land vacations, and that only widened post-COVID,” he said.

“Yes, cruise prices have increased since then, but nowhere near the prices that you see in hotels and restaurants.”

D’Silva said that ultra-wealthy demographics still demand a clear return on their investment.

“It doesn’t matter if you’re appealing to a luxury guest; a luxury guest still wants to know that they’re getting value for the money that they’re paying,” he added.

To communicate this value proposition and eliminate logistical friction points like air travel, D’Silva said that Regent relies heavily on the travel advisor community.

He noted that they help passengers make a choice, educating them about the product and entrusting their clients to the brand.

Once these new-to-cruise guests are brought onboard, the focus shifts to retention through hyper-personalized service.

Highlighting the importance of low guest-to-crew ratios, D’Silva shared a story about a bartender who recognized a guest and remembered his specific preference after a 14-month gap between sailings.

“It’s that level of service; it’s the attention to detail that’s going to get the guests to come back,” he said.

“It’s those little fine points that will make them remember the entire experience,” he said, mentioning the brand’s loyalty program.

While traditional perks remain important for passengers, D’Silva stressed that top-tier guests are fundamentally looking for acknowledgment of their continued support.

He pointed to the program’s highest tier, the Commodore level, which sees members receiving a customized officer jacket as an example of visible recognition.

“You see those guests; they wear that jacket proudly everywhere around that ship,” D’Silva added.

“Some people might actually confuse them for crew members because they are always wearing it, but it’s that recognition; they just want to be recognized.”

While the brand is also subjected to uncertainty and disruptions related to world events, Regent’s passenger base is well-travelled and more prepared to deal with changes, D’Silva said.

“They also have confidence knowing that when they sail with us, we do have the ability to alter our itineraries because they know that their safety is our paramount concern, and we will never put anything above that,” he added.