Cruising is having a moment at both ends of the spectrum, from intimate to humongous.
Perhaps the best corporate example surfaced this past week, as Royal Caribbean International's new Legend of the Seas floated out at a shipyard in Turku, Finland. This Icon-class-ship, one of three that are the world's largest, will serve 5,610 guests, double occupancy. In August 2026, it will become Europe's first Icon-class home-ported ship, sailing seven-night Mediterranean voyages from Barcelona, Spain.
Sister brand Celebrity Cruises also revealed a first look at its new European river cruise product. Two new river vessels, Celebrity Compass and Celebrity Seeker, will launch in 2027. One unique facet of these intimate explorers is that guests can dine floating above the river on the Magic Edge — the first-ever cantilevered dining pods. The line had opened advance, pre-sales deposits of $500, but said that effort was "sold out" within six minutes last week, given strong consumer demand.
New Voyages, Crew News
Emerald Cruises opened pre-booking access for its expanded 2027 European river program. One brand highlight is the debut of Emerald Lumi on the Seine. Costa Cruises added two itineraries for Costa Toscana this coming winter. Atlas Ocean Voyages unveiled a 2027 solar eclipse expedition sailing in the Mediterranean.
Western Australia hasn't seen a Princess Cruises ship home-ported at Fremantle since the 2019-2020 season. Now, the line plans to bring Sapphire Princess to the port for the 2027-2028 Australian summer season, according to Seatrade Cruise News. Voyages will open for sale in mid-November. In addition, Reece Witby, minister for tourism, Western Australia, told the Australian Cruise Association’s 2025 annual conference in Fremantle this week that the container port will be relocated further south, making Fremantle Harbor a dedicated cruise hub. The state government is investing $35.5 million in upgrades at the Fremantle Passenger Terminal.
On the promotional front, Viking has launched a September deal, while Celestyal Cruises added a new fall promotion with up to 50% off. Viva Cruises also unveiled a limited time offer for its 2026 boutique sailings.
One fun element of cruising for many guests is meeting people from around the world including crew members of many nationalities. However, guests may now see fewer Brazilian crew members onboard ships. That's the result of a labor ruling within that country that opened up cruise lines to lawsuits if working conditions don't replicate what's required under Brazilian law, according to Crew-Center.com
Virgin Voyages has expanded its retail partnership with Starboard across 5,500 square feet of retail space on the line's newest ship Brilliant Lady. The vessel debuted in the U.S. last week in New York City. It's now sailing southward to Miami for a winter season of Caribbean voyages.
Mocktails and More
Research shows that 49% of Americans plan to drink fewer alcoholic beverages in 2025, which compares with 41% who said that in 2024, and only 31% who said so in 2023. That's according to a survey by NCSolutions, an advertising and sales measurement technology firm, as reported in USA Today. Not surprisingly, more consumers are seeking nonalcoholic drink options while on a cruise vacation.
In the latest industry move, Carnival Cruise Line has introduced CHEERS! Zero Proof, a new, non-alcoholic beverage package. Calling it "a direct response to what we’ve heard from our guests who want a comprehensive non-alcoholic drink package when they cruise," Christine Duffy, Carnival's president, also said it provides more variety when compared with the line's existing Bottomless Bubbles soda package.”
Guests who purchase the CHEERS! Zero Proof package can enjoy: sodas (Coca-Cola products), juices, bottled water (still and sparkling), coconut water, premium coffees and teas, zero-proof cocktails (nonalcoholic), alcohol-free beer, alcohol-free sparkling wine, nonalcoholic frozen drinks, milk shakes, energy drinks, smoothies and bottled protein shakes. CHEERS! Zero Proof is now available online for pre-cruise purchase. It will be available for onboard purchase in the coming weeks.
Brand and Trade News
Explora Journeys recently named tennis star Jannik Sinner as its new global brand ambassador. Azamara Cruises, which recently launched a new destination immersion program, also unveiled its 2025 Travel Advisor Celebration, a two-month initiative designed to honor and reward the travel professionals who support the brand. Running from September 1 through October 31, the campaign features exclusive incentives, new training opportunities, and the chance to win a free cruise.
After 36 years, Mike Julius, Carnival Cruise Line’s vice president of North American field sales, is retiring. “Mike’s legacy can be measured in many ways, as he helped us build high-performing sales teams and played a key leadership role driving growth, serving as a champion for travel advisors and as a mentor and friend to many in the industry,” said Christine Duffy, Carnival’s president.
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