When it comes to luxury cruising, everyone expects all-inclusive packages that cover everything from meals to gratuities. However, Four Seasons Yachts is set to disrupt this traditional model by offering a la carte pricing for lunch, dinner, and alcoholic drinks. Scheduled to launch in January 2026, the brand is already generating buzz in the luxury cruise market.
The decision to charge guests per-suite, instead of per person, is a bold move by Four Seasons Yachts. This pricing strategy, ranging from just under $3,000 per night to an extravagant $45,000 per night for the luxurious four-deck suite, sets it apart from the competition. By aligning more with the Four Seasons hotel and resort experience, the brand aims to cater to high net worth individuals looking for a different kind of luxury at sea.
Inclusions and Exclusivity
While a la carte pricing may deter some luxury cruise specialists from selling the product, Four Seasons Yachts aims to appeal to a segment of the market that seeks exclusivity. The brand’s offerings include breakfast, nonalcoholic drinks, WiFi, watersports activities, marina toys, gratuities, taxes, port fees, and even a complimentary bar stocked with guests’ preferences. These carefully curated inclusions were the result of extensive research and feedback from advisors and consumers.
Market Response and Differentiation
Not everyone in the luxury cruise industry is on board with the a la carte pricing model. Some travel advisors have expressed skepticism, citing the industry’s growing trend towards all-inclusive packages. However, Four Seasons Yachts is determined to stand out in the crowded luxury cruise market. With former Azamara CEO Larry Pimentel leading the brand, it promises to create a new category of luxury lifestyle travel that caters to ultrahigh-end consumers.
Despite the initial skepticism, there is potential for Four Seasons Yachts to carve out a niche in the luxury cruise industry. While a la carte pricing may evolve to include half-board or full-board options in the future, the brand’s commitment to differentiation is commendable. As the brand’s first ship nears completion with two more in the pipeline, it remains focused on delivering a unique and premium experience to its discerning guests.
Leadership Changes and Progress
In light of recent leadership departures, including former CEO Larry Pimentel, Four Seasons Yachts is undergoing a period of transition. Despite these changes, the brand remains steadfast in its commitment to launching its first ship on schedule. With new hires and external consultants on board, Four Seasons Yachts is poised to overcome any challenges and deliver on its promise of redefining luxury cruising.
Four Seasons Yachts’ innovative approach to luxury cruising sets it apart from the competition. While the a la carte pricing model may face initial resistance, the brand’s focus on exclusivity and differentiation is a bold step towards appealing to a segment of the market that craves a unique and personalized experience at sea. As the brand prepares to debut in 2026, all eyes are on Four Seasons Yachts to see if it can truly deliver on its promise of a new category of luxury lifestyle travel.