Increasingly popular for meetings and incentives at sea, cruises expand offerings for 2027 and beyond.
As the cruise industry continues to flourish and expand, so does the focus on accommodating meetings and incentives at sea, with planners recognizing the built-in amenities and value proposition of cruising. Both ocean and river ships are being designed with MICE in mind—for groups that range from small corporate meetings to top-tier incentives. Many are available for full-ship charters. And there’s even a brand new river ship, the Transcend Connect, designed exclusively for group travel. The ship’s July 2026 launch was officially announced at Seatrade Cruise Global, April 13-16 at the Miami Beach Convention Center, welcoming more than 13,000 attendees and 650 exhibitors from across the global cruise community.
Speaking at Seatrade’s opening keynote, CLIA (Cruise Lines International Association) President & CEO Bud Darr assessed the state of the industry as excellent, with plenty of room to grow. He cited trends of robustly expanding luxury and expedition sectors as well as high numbers of first-time cruisers. This suggests compelling choices for planners of high-end incentive programs and for younger generations of attendees motivated by adventure travel, wellness and the desire for immersive destination experiences. Cruises are also becoming more sustainable, both in terms of the ships themselves and in terms of careful planning for environmental impact. “Being good partners in the communities we serve has started to break through in the public domain,” said Darr. After his presentation, top industry leaders joined him on stage to examine growth, demand and the forces shaping the next era of cruising. Moderated by CNBC correspondent Contessa Brewer, the keynote brought together leaders from Carnival Corporation, Royal Caribbean Group, MSC Group’s Cruise Division and Norwegian Cruise Line Holdings. Across the discussion, they touted the unmatched value proposition of cruising, “far surpassing anything you can get on land,” said Jason Liberty, Chairman & CEO Royal Caribbean Group.
Panelists also pointed to sustained global demand and continued expansion. “In the luxury segment, the entrance of hotel brands into cruising is bringing younger people and a totally new market,” noted Pierfrancesco Vago, Executive Chairman of MSC Group’s Cruise Division. Just the experience of being on the sea feels incredible, he said. The keynote conversation reinforced a central theme that the cruise industry’s new phase of growth requires balancing scale with strategic investment across destinations, fleets and guest experience. “Cruising, ultimately, is about reducing friction so that people can enjoy the hospitality that we give them,” said Josh Weinstein, CEO of Carnival Corporation.
Cruise News
Prevue curated a selection of cruise news from Seatrade that is especially relevant for meetings and incentives at sea. Among the highlights:
Atlas Adventurer, the world’s first ice-class luxury sailing yacht, will set a new bar for swoon-worthy expeditions at sea when it sets sail in late 2028. “Atlas Adventurer introduces a new design, one that combines the spirit of exploration with modern luxury, advanced technology and the power of wind-assisted sailing,” said James A. Rodriguez, President & CEO, Atlas Ocean Voyages, at a press conference prevuing the ship’s collection of 200 residential-style suites. The ship features a groundbreaking hybrid propulsion system with carbon-fiber solid sails. An elegant, inviting design aesthetic inspired by the golden age of travel will inform all the public spaces. Initial itineraries will be in Asia and Africa.
Transcend Connect, Transcend Cruises’ first river ship designed exclusively for group travel, is scheduled for delivery in July 2026. The four-deck ship has 60 identical staterooms, convertible in pairs to two-room suites. Among many onboard venues for groups up to 120 is the Forum, a two-story amphitheater. Three sister ships are in the works: Evolve and Create scheduled for delivery in 2027 and Engage in 2028. Transcend plans an initial fleet of 12 on the European waterways, with two more ships to come in 2028, three in 2029 and three in 2030. “Transcend doesn’t just plan travel—it transcends it,” said Kimberly Daly, Chief Operating Officer of Transcend Cruises, at a press briefing. “By flipping the script from rigid, mass-market itineraries to purpose-driven, fully adaptable experiences, Transcend empowers groups to create travel that truly reflects their vision.”
EXPLORA |||, the third in a series of six ultra-elegant ships in the MSC family, is set to launch in July 2026, initially sailing the Mediterranean. The gorgeous 463-suite ship is slightly larger than its predecessors but with a focus on optimizing space, not adding occupancy. It will be the first ship in the fleet powered by LNG (liquified natural gas). “Groups are very important to us,” said Chris Austin, President North America, at a press conference. “Our ships are ideal for small incentive programs or even full group charters.”
Windstar Cruises is actively expanding its upscale yacht offerings with new ship launches, new destination itineraries and a targeted focus on MICE. Launched in December 2025, Star Seeker is the first of an all-suite Star Class vessel for 224 guests. A second ship, the Explorer, is due to launch in December 2026. There’s also an ongoing fleet-wide refresh of existing ships. Particularly applicable for incentive groups is the new Quick Getaways curated voyage program sailing European destinations in 5 days or less, said Patricia Gonzalez, Vice President, Marketing, in an interview with Prevue. “We deliver the yacht experience without formalities,” she said. “We’re casual luxury.”
Century Cruises, a leader in environmental stewardship founded in China, is launching new ships geared to the North American market. Century Star, an electronic propulsion river ship built with 50 percent recycled steel, is launching in Europe in September 2026. Additionally, two ships sailing the Yangtze River in China—the new, 239-stateroom Century Voyage and sister ship Century Vision launching later this year—serve the English-speaking market and feature spacious multipurpose gathering spaces for groups. “We’re very supportive of meetings, incentives and events,” said David Fredericks, Century President and General Manager of the Americas division, at a press conference.
Scenic Group, known for its bespoke luxury yacht collection and sleek river ships suited to top-tier incentives, is adding nine new river and ocean vessels. Emerald Astra will join the recently launched Emerald Kaia in May. Emerald Lumi, Emerald Nova, Emerald Raiya, and Scenic Aria are joining the fleet in 2027. Scenic Spirit, Scenic Ikon Discovery Yacht and Emerald Xara are scheduled to set sail in 2028.
Malta is thriving and growing as a luxury cruise destination, with visits from such cruise lines as Ponant, Seabourn, Regent and Ritz-Carlton yachts. Orient Express is due to arrive this summer and Aman’s first luxury motor yacht will be visiting in 2027. There’s also been an expansion in home porting, with 45,000 cruise passengers staying overnight last year, said Michelle Buttigieg, Representative-North America, in an interview with Prevue. She cited Malta’s central Mediterranean location, rich history, strong focus on sustainability, curated cultural experiences and compact size as singular draws for incentive programs and niche conferences.
The Cayman Islands, including Grand Cayman, Cayman Brac and Little Cayman, are on the cruise radar, said the Honorable Gary Rutty, Deputy Premier and Minister for Tourism & Trade Development of the Cayman Islands, in an interview with Prevue. Cruise lines such as Celebrity, MSC, Margaritaville and others visit Grand Cayman for its famous Seven Mile Beach, Stingray City, Turtle Conservation Center and acclaimed dining. “The cruise sector is very important to us,” said Rutty. With a new Grand Hyatt opening later this year, he expects MICE will grow as well. He also recommends excursions and small-ship cruising to the peaceful islands of Little Cayman and Cayman Brac, which has been a port of call for two ships this year.
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