Uber-rich Aussies: What luxury travellers want and why they booked Regent’s $40K suite

• Regent Seven Seas’ Steve Odell has more to do with the uber rich cruise passenger than most.
• He shares his secrets on what well heeled Australians are buying.
• And how, when money is no object, is all about the service.

When Regent Seven Seas unveiled the extraordinary Sky Suites aboard the new Prestige, priced at an eye-watering $40,000 a night, many assumed such extravagance might only appeal to a select few billionaires.

But Steve Odell, Vice President of International and Consumer Sales for Regent Seven Seas and Oceania Cruises, reveals that Australians were among the very first to snap them up.

“The response was extraordinary,” he told Cruise Passenger. “Of the first 13 voyages released, 10 sold out on the first day. People aren’t hesitating. They’re buying up, buying what they see as must-haves. Price doesn’t always matter—it’s the experience that counts.”

It’s a striking insight into the world of ultra-luxury travel, where exclusivity, personalisation, and bucket-list adventures outweigh almost everything else.

Tailored luxury

Odell, speaking alongside Lisa Pile, Regent’s Vice President Sales and General Manager for APAC, says today’s wealthy travellers demand more than just opulent surroundings. They want stories, moments, and itineraries designed to feel like their own.

“Longer trips, more bespoke personalisation—these are what our guests are looking for,” Odell explained. “And it’s down to the expertise of a travel advisor to deliver. Every detail matters.”

Pile emphasised that successful travel advisors understand that thoughtfulness often trumps ostentation. Referencing Will Guidara’s bestselling Unreasonable Hospitality, she observed: “Sometimes a simple detail that costs nothing can mean more to a guest than all the grandeur in the world. It’s about truly seeing the journey through their eyes.”

Where the uber-rich are cruising

Forget the crowded Mediterranean summers or the traditional Caribbean escapes. Today’s high-net-worth cruisers are seeking out cooler climates and more remote horizons.

“We’re seeing strong demand for Greenland, Iceland, and the polar regions,” Odell noted. “These destinations are increasingly on bucket lists, and only smaller luxury ships can access them.”

Japan has also become one of the most coveted destinations, while Europe’s shoulder seasons are rewriting the rules.

“The May to September peak in the Med is no longer the only option,” Odell explained. “Now, voyages run from March to November, and some lines are even pushing into winter. Guests want to avoid the crowds while still enjoying the region.”

The unifying factor? The bucket list. Ultra-luxury guests don’t just tick off one dream destination—they often string together several in a single, once-in-a-lifetime journey.

It’s all about balance

If the luxury market once meant indulgence without limits, today it’s more about balance.

“Wellbeing shows up in every piece of research we do,” Odell said. “People want to eat well, stay fit, and combine luxury with adventure.”

This shift is changing both itineraries and onboard offerings. Helicopter flights over volcanic landscapes, kayaking amid icy fjords, or intimate vineyard tours with the ship’s chefs are now standard expectations. On board, culinary demonstration kitchens, wine-pairing masterclasses, and even technology learning centres are packed with guests eager to explore passions they can’t easily indulge at home.

At the same time, conscious travel is moving centre stage. Regent’s surveys show 64% of luxury travellers want sustainable, environmentally responsible options. For younger guests, that means reducing their footprint; for older travellers, it often means supporting cultural preservation. “Both matter,” Odell noted, “and we’re building our future around them.”

Uber luxe isn’t stuffy

When asked about perceptions, Odell addressed one of the biggest barriers for first-time luxury cruisers.

“There’s still this idea that luxury cruises are stuffy, formal, or overly black tie,” he said. “That’s not the case anymore. Luxury cruising today is more casual, more relaxed. Guests value being among like-minded travellers—it’s about community and comfort, not dress codes.”

If there’s one message Odell wanted to leave with advisors, it’s this: luxury guests are not fickle. “They’re fiercely loyal,” he emphasised. “Once you deliver an excellent experience, they’ll stay with you. It’s very difficult to lure them to another brand.”

Value also plays a crucial role. Even at the highest levels of wealth, guests want reassurance that inclusions match the price tag. “Fares are increasingly all-inclusive,” Odell said. “Excursions, drinks, gratuities, laundry—advisors need to highlight the value of what’s built in.”

Ultimately, Odell believes the essence of modern luxury is thoughtfulness. “Luxury is no longer cookie-cutter,” he said. “It’s about choice and individuality. Price is secondary to experience. If you surprise your clients with the details that matter—big or small—you’ll not only win their loyalty but also shape memories that last a lifetime.”

From $40,000-a-night suites to kayaking beneath polar cliffs, the message is clear: luxury travel isn’t about wealth on display—it’s about curating the world’s most extraordinary moments.

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