Four Seasons Yachts will soon release new itineraries including debut sailings aboard its second vessel, as capacity for the ultra-luxury yacht operator nudges three-quarters full for its first few years of operation, LATTE can reveal.

That figure, circa three-quarters, is the same fraction of new-to-cruise guests Four Seasons Yachts has enticed to its fresh top-shelf cruise concept, now scheduled to debut on 20 March 2026.

Speaking exclusively with LATTE this month at ILTM Cannes, Ben Trodd, CEO of Marc-Henry Cruise Holdings (the joint owner/operator of Four Seasons Yachts), said sales for Four Seasons I have been “fantastic”.

Trodd – who banked 28 years opening hotels with Four Seasons around the globe before a brief hiatus with Aman – said: “If this were one of the hotels that I’d launched, this would be by far the greatest commercial launch I’ve ever been involved with.”

The Englishman said passenger data collected from booked guests indicates 75% don’t identify as having any previous cruise interest or history. Two-thirds of confirmed guests on the 95-suite yacht are from North America. About half are past Four Seasons guests, familiar with the brand and who have stayed or have a future hotel booking.

Fifty per cent of guests are UHNW – a similar figure to the demographic staying at most Four Seasons hotels, and akin to other luxury hotel brands.  

“That’s where the buying power comes from,” Trodd explained.

“We’ve been engaged with our guests for close to two years, planning events for them, arranging shore excursions, so we’ve developed a good idea of who our guests are,” Trodd told LATTE. 

“They are ultra-high net worth individuals who would be looking at weekend trips to a surf club in Miami from their house in New York, or they could come and join us on a Caribbean voyage.” 

Trodd, who joined Marc-Henry Cruise Holdings in July after 2.5 years with Aman as Chief Operating Officer, described Four Seasons Yachts as a product “very much aimed at someone who’s looking at an experience.”

“If they want a 50th birthday party, they could arrange a beautiful party at their house in The Hamptons, or they could join us with a group of 10 friends. It’s that kind of buying decision that we’re seeing for the most part, but not a lot of people familiar with how the cruise market works.” 

Trodd said Four Seasons Yachts was educating new-to-cruise guests how the product links a luxury hotel experience to the sea.  

“We’re so different to other models. We have five-night itineraries, particularly in the Mediterranean, and our guests will all behave as individuals.” 

“They’re using our concierge services like they would at the Four Seasons [hotel] in Paris. There are no group activities here. We can go to Capri and because of our size and the limited number of passengers that we have, leave Capri at midnight. All of our guests could have had dinner in Capri.”

“Whereas, if you were on a cruise ship, the whole idea would be to have all the guests rounded up and back onboard by 7pm for their all-inclusive dinner in a certain venue at a set time.” 

“That’s just not our guest at all. That would make them run away,” he remarked. 

And where most ultra luxury ships and yachts are all-inclusive of meals and beverages for breakfast, lunch and dinner, Four Seasons Yachts operates on a bed & breakfast basis. That’s not because of a shortage of dining venues. Four Seasons I has 11 outlets onboard. 

“Our guests gave us insights saying they don’t want all their meals. Even the ultra-high net worth guests, they are still looking to make sure that value is maintained. They don’t want to feel like they are paying for things that they could choose to not do.” 

Bookings for Four Seasons II’s inaugural season for the summer of 2028, will launch in the coming weeks.

Meanwhile, sea trials for Four Seasons I were successfully completed earlier this month.

Over five days at sea off the coast of Ancona, Italy, the yacht underwent more than 60 rigorous evaluations, including propulsion, navigation, mechanical, electrical, safety, environmental and comfort-system tests, culminating in a six-hour endurance run at full power.

The results validated the yacht’s technical integrity, operational stability and seaworthiness, confirming that Four Seasons I meets the highest standards of performance and reliability expected of a vessel in its class.

Equally vital, the trials assessed comfort and guest-facing systems across suites and public areas, including vibration and noise levels, and climate control, ensuring that the hallmark luxury, refinement and attention to detail synonymous with the Four Seasons brand is carried into every corner of the yacht.

“The results of these trials speak to the level of craftsmanship and technical rigour behind Four Seasons I,” Trodd said. “Seeing the yacht perform as intended gives us real confidence as we move into the final stages ahead of welcoming our first guests.”

The successful conclusion of this first phase brings Four Seasons I closer to its inaugural season, with a second sea trial planned later this month in preparation for launch.