The fast-changing face of cruise is seeing the sector assume a new importance amid the Asia Pacific luxury travel market, according to This is Beyond Founder & CEO Serge Dive.
Speaking to LATTE at trade show Further East, currently underway in Bali, Dive shared that a shift is underway in terms of cruise’s role in the region, with a marked shift toward “boutique and small luxury cruises” rather than mass-market offerings.
“People want a more intimate experience rather than a crowded ship,” he pointed out, referring to a growing trend toward personalisation, exclusivity and unique experiences.
Fortunately, there is a burst of new product that caters perfectly to these requirements. And while, traditionally, the show has featured yachting companies rather than cruise lines, this is shifting. Cruise still does not have a large presence at the show, but he expects this to “definitely” change in the coming years.
At this year’s show, both Aqua Expeditions and Heritage Line are in attendance, illustrating Dive’s assertion that luxury and small-ship operators are leading the way in this transformation. He highlighted both companies for offering “hyper-luxury small boats” designed to provide “luxury, calm, and immersive experiences”. These vessels focus on fewer guests, ensuring that every journey feels personalised and tailored to individual preferences, he explained.
The result of this approach is “unfiltered holidays”, where travellers can engage more authentically with the environment and culture, without the constraints of large crowds or rigid schedules.
This trend aligns with a broader shift in customer expectations, with modern cruise travellers increasingly seeking out “experiential, intimate, and transformational travel,” according to Dive.
“There is more and more of that offering taking place in the market,” he said. “People want to have an experience which is more intimate, and where you get to travel without unpacking your luggage every day.”
The small-ship model allows for deeper cultural engagement and a stronger sense of connection with the journey, which resonates with today’s audience, according to Dive.
“It’s a real trend,” he said. “Before people wanted to look at the sea. Now they want to be on the sea, in the sea. It’s a trend we’re seeing because it’s very calming in many ways.”
