Multigenerational Luxury at Sea: How Smaller Ships Are Catering to Families and Groups

Luxury cruising has long been synonymous with intimate settings, exceptional service, and curated experiences tailored to discerning travelers. In recent years, there has been a growing trend of affluent families and multigenerational groups seeking bespoke experiences at sea. Smaller, luxury cruise lines are rising to the occasion, designing voyages that cater to families with highly customized elements.

For travel advisors, understanding the unique appeal of these cruises and effectively communicating their value can open doors to new clients seeking high-end, meaningful family travel experiences at sea.

The appeal of smaller luxury ships for families
While larger cruise lines have traditionally dominated the family travel segment, smaller luxury cruise ships are redefining the landscape with more personalized and exclusive experiences. Unlike the mega-ships that focus on massive entertainment complexes, smaller vessels prioritize intimacy, flexibility, and customization — all of which are ideal for multigenerational groups looking to create memorable connections.

“Small ship luxury travels mean choice and customization, so families don’t feel like just a number in a sea of travelers. The team onboard has the time to create meaningful memories for these families during this precious time together,” says Angela W. Pierson, SVP sales & marketing, Wallace Pierson Travel, a member of Virtuoso.

“These small luxury cruises also offer separate vacations together. The family can begin and end their days with meals together and then each spend the day doing what they are most interested in. Those needing to recharge can enjoy the spa, those needing to burn up some energy can enjoy fitness classes, bicycles at ports, active shore adventures, etc., and kids can feel grown up while enjoying time with new friends in the kids’ space.”

Luxurious accommodations for multigenerational groups
Accommodations are a key factor for families traveling together, and luxury small-ship brands are stepping up by offering interconnected suites, multi-bedroom residences, and private villa-style accommodations at sea. Elegant living areas, private terraces, and butler service ensure a seamless and comfortable stay.

This allows families to stay close while still enjoying their own retreats, a perfect solution for grandparents traveling with children and grandchildren. Ample space is provided for extended families, while maintaining the privacy and sophistication that luxury travelers expect.

Diana Castillo, founder/owner, Integra Travel Group, LLC, points out that one of the standout features on a small ship cruise is “the size makes it become so familiar. We have direct relationships on each of the ships, and our connections make it easier so we cater to each member of the family with their needs and specially surprise them with their likes, i.e., knowing our clients and having their select Scotch in their room goes a long way! … Expectations are met and even surpassed, when we surprise our clients with a few extra touches that cruise lines do so well.”

Curated adventures for every generation
One of the advantages of small luxury ships is their ability to craft highly personalized shore excursions that cater to different interests within a family. Unlike mass-market cruises, which often have rigid itineraries, smaller ships can offer flexible, immersive experiences in intimate group settings.

These curated adventures range from private cultural encounters in historic cities to hands-on activities that engage both young travelers and their older family members. A family with food lovers may enjoy a private cooking class with a renowned chef in a Mediterranean port, while adventure seekers might opt for a guided wildlife expedition in Alaska. Smaller ships can also access more secluded destinations, allowing families to partake in unique, off-the-beaten-path experiences.

Pierson describes some of her experiences of how small luxury ships cater to families in unique ways: “Our family has explored many small ship options. On our year-long trip, we joined my mother and Eric’s parents in Antarctica for Christmas and New Year. There were quite a few families, so Santa appeared on a Zodiac one day with hot chocolate and champagne. Our butlers came with ukeleles on Christmas morning and sang some Christmas songs with all of us before we opened our gifts. On a trip to the Arctic with all grandparents and some cousins, we were given our own Zodiac every day so we could have a more intimate experience.

“Eric and I also traveled with my mother and daughters from Scotland to Iceland on a traditional (rather than expedition style) small luxury line. The personalized service, attention to detail and willingness to create experiences that are meaningful to our particular family are why we keep returning to these amazing small ship travels.” 

Enrichment programs onboard
Luxury cruises also offer world-class enrichment programs that enhance the overall travel experience. Whether it is an onboard art workshop, a masterclass in photography, or a series of expert-led lectures on history and culture, these programs cater to the intellectual curiosity of all generations.

In addition, onboard wellness initiatives, such as meditation sessions, spa treatments, and fitness classes, are increasingly designed to be family friendly. Family members can take part in wellness retreats together, creating shared moments of relaxation and rejuvenation.

Culinary exploration at sea
Gourmet dining has always been a hallmark of luxury cruising, and smaller ships are taking culinary experiences to the next level by incorporating interactive and immersive elements into their dining offerings. For multigenerational groups, this means curated menus, private dining options, and hands-on culinary workshops.

A luxury cruise might offer a wine tasting experience featuring exclusive vintages, a cooking demonstration led by a Michelin-starred chef, or a bespoke menu tailored to a family’s dietary preferences. Guests can participate in fun and engaging culinary classes, learning to prepare dishes from the destinations they visit, making dining an educational and memorable experience for all ages.

Castillo describes culinary customization for families from a different perspective: “I have booked a few multi gens that have been catered to flawlessly! One of them, for example — one granddaughter (4 years old) had special needs and a feeding tube. She traveled with a nurse. However, the chef from the ship actually spoke to the mom so she did not have to carry her daughter’s food. As you can imagine, the grandfather and the whole family was so relieved and felt so specially taken care of! The trip was so much more enjoyed by all!”

Tips for travel advisors to sell multigen luxury at sea
For travel advisors, selling luxury small-ship cruises to multigenerational travelers is a lucrative and rewarding opportunity. Families are increasingly prioritizing travel as a way to celebrate milestones and create lasting memories, and they are willing to invest in extraordinary experiences that cater to their unique preferences.

Castillo offers this advice to other travel advisors looking to successfully sell into this niche: “You must know your client. It is not for everyone. It is for older generations, I would say 40s and up. Great food, special experiences, and individual service are top. Younger adults may prefer larger entertainment shows, so smaller luxury may not be it. For family reunions/celebrations, this is the best. It is perfect for them to have their bonding ‘on their own ship.’”

To successfully market small-ship luxury cruises to multigenerational families, advisors can identify clients celebrating milestones; explore small-ship luxury cruise options that align with their preferences; and highlight the personalized touches that make these experiences unforgettable.

And Pierson recommends exploring small luxury ships first-hand. “It helps that this is one of our preferred ways to experience a destination, and all advisors should experience at least one small ship itinerary to fully understand what the clients will gain from this travel style. The fact that kids, parents, and grandparents can all have an exceptional vacation together, with no one settling for a vacation they didn’t want to take, makes advisors a shining star for introducing their clients to this travel option.”

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