Thinking outside the box…

In February 2020 a super-luxury cruise yacht – the first of a new three-strong fleet of sisterships – will set sail from Fort Lauderdale on its 10-day maiden voyage to Bridgetown. The concept of the yacht-style cruise is not new in the Caribbean. Yet Doug Prothero, the Canadian chief executive and founder of The Ritz-Carlton Yacht Collection, believes his Florida-based company has found a promising niche. In an interview with CM, he says the Ritz-Carlton fleet will not only offer a more socially involving and mentally stimulating cruise experience than the mega ship operators but will be ahead of the curve in terms of environmental responsibility.

Q. What led you to come up with the concept of the Ritz-Carlton Yacht?

A. The demand for cruising has increased over 20 per cent in the last five years and in 2018 the Cruise Line Industry Association estimates that 27.2 million people will cruise globally. Meanwhile, despite the rise in demand, there have been few new small-capacity ships entering operation in the luxury cruise market. We saw this void and the opportunity to fill it, but we also knew we had to bring something new to the table. In 2016 over 400,000 Ritz-Carlton guests reported taking a cruise, indicating that there is a huge opportunity for our concept to appeal to The Ritz-Carlton customer base. This led us to a vision of bridging the gap between a yacht and cruise ship experience by offering an aesthetic that was both modern and intimate, providing the anticipatory and personalized service for which The Ritz-Carlton is renowned and creating unique yacht-style experiences both on board and ashore.

Q. Other companies have had success with the yacht-style cruise concept. What makes your brand-name stand out?

A. The Ritz-Carlton Yacht Collection will blend exceptional design, anticipatory service and a level of personalization that will create a guest experience unlike anything else currently on the market. Guests will be able to dive into the cultures of thoughtfully selected port destinations and enjoy our highly curated programming. A relaxed pace is essential to both the destination experience and the yachting lifestyle; therefore we decided to reduce the number of port calls per sailing so we could increase the number of overnight stays. So when larger cruise ships are leaving before the sun sets, our guests will still be enjoying everything the destination has to offer.

Q. With your background in tall ship sailing, did you originally hope to create a fleet of large sail-assisted vessels?

A. My career has included time in the adventure, corporate yacht charter and cruise sectors. The concept for The Ritz-Carlton Yacht Collection has always been that of a super yacht platform.

Q. I believe your aim is to provide a ‘luxury yacht cruise’ experience. What are the key ingredients in that formula?

A. Each facet of the onboard experience is designed to combine the lifestyle of the luxury resorts of The Ritz-Carlton with the casual freedom of a yachting vacation; and at 190 meters and no more than 298 guests, both the size and guest capacity of our yachts make this a reality. The size and design of the yachts places us in a new space between ultra-luxury ships and super yachts. We are essentially recreating the yacht experience in a cruise world – the yacht has become a destination. For example, an open-air marina platform offers direct access to the sea. Public spaces have an open, residential feel. Culinary venues are intimate; and in-suite dining is offered 24 hours a day. As is essential on any yacht, suites maximize the use of space while presenting a comfortable, welcoming, casually elegant setting. Everything about the onboard experience of The Ritz-Carlton Yacht Collection reflects the legendary service, impeccable design and special experiences of The Ritz-Carlton hotels and resorts on land.

Q. How important a part will the Caribbean Region play in your overall operations?

A. The Caribbean Region is an extremely important part of our overall operations, making up about 40 per cent of our deployment for the 2020 inaugural season. While the yacht is not home-ported in any one destination, over half of our Caribbean itineraries embark or debark in Bridgetown, Barbados.

Q. Will you be looking to access destinations and harbors that are not currently offered by other cruise lines?

A. Caribbean destinations such as Carriacou, Isla Providencia, Terre-de-Haut and Bequia are typically hard to reach for larger ships, but I think these destinations really speak to the demographic of those seeking a luxury cruise. Due to the small size of our yachts, we can provide our guests with access to these areas, which really plays into the concept of yachting.

Q. Will your shore excursions differ in any significant ways from those of the regular mega-sized cruise ships?

A. The Ritz-Carlton Yacht Collection will offer a completely different experience than a larger cruise ship, starting with the ability to create a more customized itinerary. We’ll offer a range of richly rewarding experiences crafted under five themed categories of Iconic Sights, Stirring the Senses, Cultural Connections, Active Explorations and Epicurean Experiences, so guests can easily choose a category that best fits their interests and activity levels. All shore excursions take advantage of local guides who have been handpicked for their insider knowledge, ensuring a highly personalized, relevant experience while exploring a destination. The Shore Collection tours are offered in intimate group sizes and most can be personalized into private experiences; and a dedicated Concierge Ashore is available to create bespoke experiences for guests. We will also provide the opportunity for guests to extend their time in a destination through a selection of Overland Programs. We recently launched our Caribbean Shore Collection where highlights include an exclusive tour of Aruba Aloe in Oranjestad, Aruba paired with an aloe-based treatment at The Ritz-Carlton Spa, Aruba; an overland adventure to Bogotá, Colombia; and exploring Belize’s marine and mountain wonders from the skies.

Q. What type of clients do you think will be especially attracted to these cruises?

A. We are seeing that the experience offered by The Ritz-Carlton Yacht Collection appeals to existing Ritz-Carlton customers – those familiar with the brand and the type of unique and special experiences, service and luxurious accommodations it provides. We are also attracting not only existing cruise customers but those that are new to cruising – guests who would not consider a mainstream cruise but would entertain a highly curated yacht style experience with The Ritz-Carlton. The idea that we can bring people into cruising who would have never considered it before is very exciting. Additionally, given that the size of the yachts will make them an ideal setting for groups and meetings, we expect charter service to be a popular option.

Q. Will the company be looking to persuade its customers to come back and try another cruise in more exotic waters – for example, North America?

A. Our hope is that our guests will come back to sail with us again and again. Most voyages range from seven to 10 nights and no two itinerary routes are alike, so a guest booked on a Caribbean cruise for the inaugural season could try another Caribbean itinerary the following season without repeating ports. Or perhaps they would be open to an itinerary in another one of our offered destinations in the Mediterranean, Northern Europe or Canada and New England regions.

Q. Did you play an active part in the design of the three vessels?

A. The design of our inaugural yacht has been a collaborative effort and one that I’m particularly excited about. The yacht is a completely new build, being designed [by] Tillberg Design of Sweden and constructed at the Barreras Shipyard in Vigo, Spain. One of my favorite design elements of the yacht is the marina-style platform that will give guests direct access to the water, whether they want to enjoy complimentary water toys or just wish to take a swim. There will be five dining venues onboard, which is really impressive for a yacht of our size. In addition to offering a higher percentage of larger suites aboard our yachts than any competitor, we will also offer several innovative Loft suites, a unique offering that is ideal for in-suite entertaining. The yachts will also have one of the highest crew-to-guest ratios in luxury cruising, with almost one crew member for every guest. Overall, being able to build a ship specifically designed for the exceptional guest experience we will offer has been an amazing opportunity.

Q. Is there a ‘green’ aspect to The Ritz-Carlton Yacht Collection that the company would like to emphasise?

A. I believe that green efforts will be automatic for all operators in the near future. Environmental sustainability is very important to The Ritz-Carlton Yacht Collection and we are putting a lot of effort and investment behind it. In terms of emissions, we only burn marine gas oil; we don’t have the capacity to burn heavy fuel. It was a deliberate decision to be well ahead of regulations. We are able to visit places where the infrastructure is limited; and our itinerary style means we consume less time at sea – the yachting lifestyle works well in that regard.

What’s in a name…

Construction of the first of the three Ritz-Carlton yachts is well under way at Barreras Shipyard in Vigo, Spain. The hull was launched in October 2018 and, with exterior construction almost complete, it has moved into the outfitting phase. The cruise operator expects to take delivery in the last quarter of 2019. This inaugural yacht will be named ‘Azora’ (the Persian word for ‘sky blue’) for its association with beautiful skies and seas.