“With the way the luxury market has expanded over the last 20 years, we’re perfectly situated,” said Jason Montague, chief luxury officer of Oceania Cruises and Regent Seven Seas Cruises.

The two brands under the Norwegian Cruise Line Holdings umbrella have a combined nine ships on order, and Montague said the brands were capitalizing on wealth share with guests looking to spend more on experiences than physical goods.

“Oceania has evolved since it was launched in 2003. We built a business plan on ships that were not purposely built for the Oceania brand. As we purposely built ships for the brand, starting in 2011, we really changed the dynamics of what Oceania is. Those ships are truly luxury ships,” he said.

“They are larger than what people that have been in the industry for a long time think of luxury ships. They are 1,250 guest ships. Everything from top to bottom from a hardware standpoint, from cuisine, service levels, the entire thing is a truly luxury experience. We are leaning into that,” he continued.

“For Regent, when we took delivery of the Explorer-class ships, it upped the game where Regent is in that ultra-luxury category.

“The Regent Suite sets the tone for ultra luxury,” Montague said.

It comes in at just over 4,000 square feet on the Explorer-class ships and is mostly sold out going forward.

For the new Regent Seven Seas Prestige, which debuts later this year, the company has had no problem selling the suite.

The new ship will be 40 percent bigger than the previous class of Regent ships, but only carry 10 percent more guests with 822 passengers.

“Not only are we the most inclusive offering, but we are delivering an outstanding experience from the first phone call until the guests get home. We are looking at the entire journey for both brands,” Montague said.

The two brands visit over 600 ports across the global annually. Montague said itinerary planning meant immersive cruises.

Both brands will have ships in Europe in the winter.

“It’s a great opportunity,” said Montague “It’s not nearly as crowded.

Elsewhere, the fleet is heavily concentrated in Europe in the summer, and both brands have significant Alaska programs.

“The value proposition cruise delivers is off the charts,” Montague said.

“If you go to any true high-end hotel and start looking at what they are charging for and the service you get, it’s been completely flipped post covid. They are charging more and more and delivering less and less.

“We deliver outstanding experiences from top to bottom. and you only unpack once.”

Excerpted from the Spring 2026 Cruise Industry News Quarterly Magazine.