Oceania Cruises will begin rolling out new branding in 2026 that amplifies the integral role of the cruise line’s people and their hospitality. On board the recently christened Oceania Allura, executives revealed an imminent shake-up of its core key values, which will expand from three to four brand pillars.
“We’ve had a rich history of a three-part harmony of our brand pillars – The Finest Cuisine at Sea, Award-winning itineraries and Small ship luxury,” said Michelle Yukhtman, Senior Director of Paid Media and Performance Marketing for Oceania Cruises.
“Now, we’re excited to bring forward the brand into our next chapter,” she said.
“Something new. A new ‘fab four’.”
“Moving forward in the evolution of our brand we’ll have four strategic pillars. These pillars will be how we’ll speak about ourselves in the future.”
Those four brand pillars will be; Immersive destinations, Intimate luxurious ships, Genuine hospitality and The Finest Cuisine at Sea (a registered trademark of the brand). In addition, the order has also been shuffled.
Yukhtman said based on guest satisfaction scores, at least half of people that sail on the Oceania Cruises’ ships are there because of their itineraries.
And people keep returning to the brand because of the next two pillars, Yukhtman said.
“It’s that refined, elegant atmosphere that our ships provide our guests. It’s that authentic personalised service that we provide through our staff.
Speaking during a Town Hall of mostly travel partners aboard Oceania Allura last week, Yukhtman said “When you speak to your guests, they’re probably what they are saying is our ‘secret sauce’. Our people and their authenticity.”
And while The Finest Cuisine at Sea tagline has shifted location in the order of the pillars, it is an “exclamation mark…that we stand so proudly behind.”
“For us, it’s not just the food that’s on the plate. It’s also the lens through which we can have people see the world. It’s our connector to culture,” she added.
Brennan Quesnele, Senior Vice President of Sales says Oceania’s “number one pillar” is its immersive destinations in the 100+ countries it operates, with ships staying longer in port, and more overnight stays.
“We know that our customers are looking for unique itineraries, and a good example of that is this year coming in 2026, there are 270 options.”
“Our guests like to learn, they want to explore, and so whenever there’s the opportunity for us to extend so that more of the local and regional experiences can be taken in, we do that.”
Steve Odell, Senior Vice President International & Consumer Sales for Regent Seven Seas Cruises & Oceania Cruises says its the “genuine hospitality” of Oceania’s crew that keeps coming to the fore.
“Genuine hospitality is the new pillar of the four, but it’s actually been there all the time,” Odell said.
“We used an AI tool that compared Forbes, Skift, and CLIA and Virtuoso research. That data was complied into one piece of research, and at the core of the data was the people that look after you and the genuine hospitality.”
“It’s the people that you remember, the soft touch, the authenticity, the smile. The little things that people do for you when you come to an experience like this. I feel it every time I sail with Oceania. The people are very genuine. They love their jobs, they want to look after you and they want to make you feel special.
Citing a quote from restauranteur and author of Unreasonable Hospitality, Will Guidara…“Luxury means just giving more; hospitality means being more thoughtful.”
Oceania Cruises’ culinary experience remains fundamental for the ‘Luxury by Choice’ cruise line, with Odell saying the brands research keeps highlighting just how crucial it is.
“It’s understanding how food is prepared. It’s understanding how it is served. Understanding how it is bought with experts. It’a about being on trend and giving people the best, unique experiences.
“The team are constantly innovating, constantly asking questions, trying to find the next best thing.”
Oceania’s new branding will begin a phased global launch from early 2026.
