Australians now third largest buyers, says the world’s most luxurious cruise line

• Australians have pushed the country to Number 3 in the world for luxury spending in cruise.
• They are buying bigger suites and longer voyages, despite the cost of living crises.
• That’s why Regent Seven Seas and Oceania Cruises are sending ships here, Global Ambassador Steve Odell tells Cruise Passenger in this exclusive interview.

Australians are spending more than ever on luxury cruises, booking bigger suites, longer voyages and seeking richer travel experiences – and Regent Seven Seas Cruises and Oceania Cruises are responding by bringing more of their newest ships to the region.

Speaking to Cruise Passenger following the International Luxury Travel Market (ILTM) Asia conference in Singapore, Regent Seven Seas and Oceania Cruises Global Ambassador Steve Odell said Australia has become one of the company’s most important luxury markets, with demand so strong that both brands are expanding their local presence.

The move comes as both lines invests billions of dollars in a new generation of luxury ships, including Regent’s Prestige Class, launching later this year, and Oceania’s new Sonata Class, which enters service in 2027.

Watch our video of the new Oceania Cruises here:

For Australian travellers, the news is exciting.

Following Oceania Riviera’s successful Australian deployment, she will be replaced her with Oceania Marina, while Regent Seven Seas will bring Seven Seas Navigator to Australian waters during the quieter winter months, a sign the company believes luxury cruising here has moved well beyond being a seasonal business.

“This is definitely an area with big potential,” Odell told Cruise Passenger. Australia and New Zealand is now the third largest market for both brands.

Australians are trading up

The biggest change Odell sees is not simply more people cruising—but people spending significantly more once they decide to travel. “People are spending up in luxury,” he said. “They’re buying bigger suites. They want more space.”

That philosophy has been built directly into Regent’s new Prestige Class ships. Rather than simply adding more suites, the line is increasing the amount of space available to each guest, reinforcing what Odell believes today’s affluent traveller really wants.

The evidence is already showing in sales. Seven Seas Prestige, which launches later this year, has enjoyed exceptional early demand. “We sold 10 of the first 13 voyages when they opened.”

Steve Odell with Lisa Pile, Managing Director, Luxury Group, Asia Pacific, Oceania Cruises & Regent Seven Seas Cruises

Luxury is no longer about extravagance

One of the key themes discussed at ILTM Asia was how luxury travel itself is changing. According to Odell, today’s luxury traveller isn’t motivated simply by status or excess. Instead, they’re looking for authentic experiences, trusted brands and exceptional value.

“People are spending more,” he said, “but they’re buying experiences.”

Odell believes that ultra-luxury cruising is increasingly competing with the world’s finest hotels, not mainstream cruise holidays. A suite aboard Regent, he says, can offer comparable nightly pricing to a leading luxury hotel while including fine dining, premium beverages, gratuities, entertainment and shore excursions.

But “The price tag isn’t always the decision,” he says. “You’ve got to sell the experience.”

Read Odell’s tips on booking a luxury cruise here.

Premium cruisers are moving up

Interestingly, Odell says Regent’s fastest-growing market isn’t necessarily first-time cruisers. It’s travellers moving up from premium cruise lines.

Rather than booking the largest suite on a 3,000-passenger ship, many are discovering they can enjoy a genuinely all-inclusive luxury experience aboard a much smaller vessel for a comparable overall holiday cost.

“They’re getting better service because there are fewer people. They’re getting bigger rooms. They’re going to smaller destinations that the big ships can’t reach.”

Oceania, he believes, plays a crucial role in that journey.

Long regarded as one of the world’s leading culinary cruise brands, Oceania increasingly acts as the bridge between premium cruising and Regent’s all-suite ultra-luxury experience.

More luxury ships coming to Australia

Australians will see that investment firsthand over the next two years.

After Oceania Riviera’s successful season, Oceania Marina will take over Oceania’s Australian deployment, while Oceania Vista is also expected to spend an extended season in the region.

For Regent, Seven Seas Navigator will spend winter operating voyages from Sydney to Queensland and Fiji.

The deployment is effectively a test of Australia’s winter luxury market—and early signs are encouraging.

“It sold very well,” Odell said. “We’ve proven there is off-season demand. But you have to programme for it.”

Rather than simply repeating summer itineraries, Regent has designed cruises that head north into warmer climates, allowing Australians to escape winter without long-haul flights.

Asia: the next frontier

Odell also believes Asia is becoming one of luxury cruising’s biggest growth opportunities. Regent is increasing its presence in Japan and Asia, while one of its newest ships, Seven Seas Splendor, will spend an entire season based in Asia.

Fly-cruise holidays from Australia are expected to become an increasingly important part of that strategy.

“I think we’ll see an increase in these seasons,” he said.

Destinations such as Japan, Vietnam, Indonesia and the Philippines are particularly attractive because smaller luxury ships can access ports that larger vessels simply cannot.

Cost-of-living pressures? Not for luxury travellers

While many areas of the travel industry remain cautious about consumer spending, Odell says the luxury market has proved remarkably resilient.

“I don’t see that,” he said when asked whether cost-of-living pressures were affecting bookings. “Our customers have disposable income. It’s more about what people spend their money on.”

Rather than buying another property or expensive possessions, many affluent Australians are choosing memorable travel experiences instead.

Even geopolitical uncertainty and airline disruptions have done little to dent long-term demand.

“We’re still planning for 2027, 2028 and 2029,” he said.

Regent deepens ties with Australia’s arts community

Odell also revealed that Regent Seven Seas is continuing to strengthen its partnerships with Australia’s leading cultural institutions as part of its strategy to appeal to affluent travellers whose interests extend well beyond cruising.

The line’s long-running relationship with The Australian Ballet, which Odell helped establish, gives Regent guests access to exclusive opening nights, special performances and behind-the-scenes experiences that “money can’t buy”.

Regent is also expanding its association with the Art Gallery of New South Wales, supporting events and lecture series that resonate with the same demographic as its guests.

Christmas in Europe

One of Regent’s newest initiatives is a collection of festive winter sailings through Europe, designed to show travellers a very different side of the continent.

Rather than the crowds and heat of summer, guests can experience Christmas markets, seasonal celebrations and even the famous Carnival in Venice while enjoying easier access to museums, galleries and historic sites.

Odell said the line had invested heavily in creating shore excursions that reflected the season, particularly for its expanding winter Mediterranean programme.

“The challenge was delivering experiences that were relevant to that time of year,” he said. “Going to Europe in winter means fewer crowds, better access to museums and archaeological sites, and experiencing the destination in a completely different way.”

The future belongs to smaller ships

Luxury cruising has become one of the fastest-growing sectors in travel, with around a third of all new cruise ships currently on order carrying fewer than 1,000 guests.

Odell believes Australia is perfectly positioned to benefit from that trend. “We have such great content in Australia and New Zealand,” he said. “I think this region can benefit enormously from small-ship cruising.”

For more, go here.