Four Seasons Yachts is set to disrupt the luxury cruise industry with its innovative approach to pricing. Unlike traditional luxury cruise lines that offer all-inclusive packages, Four Seasons Yachts plans to charge guests a la carte for lunch, dinner, and alcoholic drinks. This departure from the norm aligns the brand more closely with the Four Seasons hotel and resort experience, setting it apart from its competitors.
Per-Suite Pricing and Inclusions
In another break from tradition, Four Seasons Yachts will charge per-suite rather than per person. Prices range from just under $3,000 per night to a staggering $45,000 per night for the exclusive four-deck, 10,000-square-foot suite. While guests will have to pay separately for some meals and drinks, breakfast, nonalcoholic drinks, WiFi, watersports activities, the use of marina toys, gratuities, taxes, and port fees are all included. Each of the seven signature suites will also feature a complimentary bar stocked with guests’ preferences, including alcohol.
While the concept of a la carte pricing has raised eyebrows among luxury cruise specialists, Four Seasons Yachts remains committed to its unique approach. Some travel advisors have expressed skepticism about selling a product with this pricing model, citing industry trends towards all-inclusive offerings. However, the brand’s focus on catering to high net worth individuals through extensive research and consumer feedback suggests that there is indeed a market for this level of luxury and customization.
Four Seasons Yachts aims to distinguish itself from other luxury cruise brands by offering a “new category of luxury lifestyle travel” under the leadership of former Azamara CEO Larry Pimentel. The brand’s first ship, currently under construction with Italian shipbuilder Fincantieri, is set to sail in the Mediterranean and the Caribbean. Despite some key leadership departures in recent months, including Pimentel and Philip Levine, the project remains on track for its January 2026 debut. The parent company, Marc-Henry Cruise Holdings, is actively seeking a new CEO and has enlisted former Seabourn president Josh Leibowitz as a consultant to ensure a successful launch.
As Four Seasons Yachts prepares to enter the luxury cruise market, industry experts remain divided on the potential success of its a la carte pricing model. While some believe that the brand may need to evolve towards more inclusive offerings in the future, others see an opportunity to attract a niche segment of ultra-high-end consumers. With other hotel brands like Ritz-Carlton and Aman also venturing into cruising, Four Seasons Yachts is poised to make a significant impact on the industry landscape. While challenges may lie ahead, the brand’s commitment to redefining luxury cruising will undoubtedly shape the future of high-end travel experiences.