The Norwegian Viva is one of the cruise line’s newest ships. Courtesy Photo

For more than two decades, Team Horner, the Fort Lauderdale, FL-based manufacturer and distributor of swimming pool and spa equipment, has regularly conducted incentive programs on cruise ships. The company’s events director, Maria de la Peña Hoff, CMEM, is unequivocal in acknowledging the financial advantages of holding incentive programs at sea, rather than at traditional resorts.

“Time and time again, the value received from a cruise event surpasses all others,” de la Peña Hoff says. “The value you will receive versus a land-based event will offer experiences for your customers that will set you apart from your competitors. We can offer amenities and experiences at a much-reduced cost, or even no cost, that are often very pricey on land.”

Team Horner is not the only company sold on cruises for MICE programs. “The self-contained nature of a cruise ship is extremely beneficial,” says Tara Carpenter, charter and group account manager with Worldwide Cruise Associates. “Essentially, it’s one-stop shopping, as food, beverage, entertainment and excursions are all in one place. It makes planning significantly easier.”

Kathy Fitzgibbons, director of sourcing and contracting with 3D Cruise Partners, suggests cruising offers convenience compared to traditional land travel in a place like Europe. “It’s such a unique experience for the attendees, being able to visit multiple destinations and unpacking only once,” she says.

A Bright Future

With the pandemic safely in the rear-view mirror, the cruise industry is sailing into a bright future. An estimated 35.7 million passengers cruised in 2024 — a more than 17% increase over pre-pandemic 2019 numbers — and industry trade group Cruise Lines International Association (CLIA) is forecasting 37.1 million passengers in 2025. Sixteen new ships are scheduled to debut this year, ranging from the 130-passenger Douglas Mawson, an expedition vessel from Aurora Expeditions, to Royal Caribbean’s 5,610-passenger Star of the Seas.

Cruise lines anticipate the ships will increasingly be filled through growing interest from Millennials and Gen Z, many of whom are sailing for the first time, belying the notion that cruises are primarily for retirees. CLIA reports that 27% of passengers during the past two years are new to cruising, confirming that the industry is attracting plenty of first-time cruisers.

What’s in it for companies looking for new and different options for their annual meetings or incentive programs? Dalene Oroni, operations director of South African event planner Incentives at Sea and Beyond, counts off the advantages meetings at sea hold over a land-based event.

“Depending on the voyage chosen, one can literally visit a different country every day, but you only unpack once,” suggests Oroni. “The public spaces on ships are sanitized daily or weekly, and conference and meeting space with AV equipment is usually made available to groups at little to no cost. You have ample complimentary dining options available, or for a more exclusive experience, there are specialty restaurants with a cover charge, and beverage packages are available.”

Oroni notes that bad weather won’t  necessarily affect the group experience, as ample indoor activities are available. “I have yet to do a sailing of five to seven nights where I can say I experienced the entire ship’s offering,” she says.

Incentives at Sea held an event onboard Crystal Cruises, a seven-night voyage from Dubai to Abu Dhabi. Courtesy of Dalene Oroni

Last summer, Oroni had a group of 31 aboard the 606-passenger Crystal Symphony for a seven-night incentive trip hosted by an international beverage company. The ship was lavishly upgraded in 2023, while guest capacity was reduced by about one quarter (many cabins were combined to create suites).

“Crystal is a premium luxury brand with immaculate accommodation,” notes Oroni. “This group took Saphire Oceanview staterooms, which come with their own separate living area.” Butler service was provided throughout and meeting space onboard was ample and complimentary. “We pride ourselves on taking the time to create, as best we can, the perfect bond between guest and vessel. This group’s dynamics were a good fit because the delegates were all at senior executive level, they were well-traveled and they wanted something high-end, personal and exclusive.”

Oroni continues: “The client requested private shore excursions and transfers, and with Crystal now part of Abercrombie & Kent, one of the world’s largest and most accomplished land operators, they were able to offer the most incredible shore excursions, with the support staff to suit. Nothing that I asked for was not met or exceeded.”

In all, Oroni says, Crystal was a perfect fit for the group. “They loved it so much that they rebooked Crystal again for the Monaco Grand Prix, sailing in May.”

Getting the Best Value

While a cruise line like Crystal caters to the Champagne-and-caviar crowd, Matt Nye, senior director of sales operations for the Idaho Falls, ID-based company Melaleuca, suggests Carnival offers the best value for full-ship charters. “They have the best food, and we loved the cruise director” for the company’s November 2023 sailing aboard Carnival Sunrise out of Miami, he says. “But it’s their charter and incentive team that made the difference — absolutely the best we’ve ever had.”

Melaleuca’s group totaled 2,600 guests, while Sunrise holds more than 3,800 passengers, meaning the sailing was about two-thirds full, allowing plenty of elbow room. In addition to being cost-effective, Nye points to other advantages cruise charters hold. “We really like how cruises facilitate relationships and camaraderie — the closeness brings folks together.  The entertainment creates lasting memories, and Georgia, our favorite cruise director ever, was brilliant at this — our group still talks about her today,” he says.

Melaleuca used meeting spaces across the vessel. “We do a lot of workshops that use every available space,” Nye says.  “Having the jumbotron up on the pool deck helps, and the theater had a unique configuration that worked really well for us. Signage was a breeze using Carnival’s normal vendor — they know all the sizes, rigging points, so that saved a ton of time.”

Nye notes that working outside Carnival’s usual operation can be tricky. “As soon as you ask them to do anything different from normal, things go wrong,” he says.  “We’ve learned not to change things too much — when you deviate from their routine, they struggle. They require everything to be planned and approved much further in advance, which, for us, is very difficult. Just let them do what they do best.”

Nye says a cruise event costs about 65% of what a comparable stateside resort event does (Melaleuca has guests pay their own port taxes and gratuities). Suggestions he offers for a successful event include understanding any tax implications, allowing for guests needing to overnight on the way to embarkation and understanding minimum guest count or onboard food-and-beverage requirements. “Plan, plan, plan so that once on board you minimize any changes,” advises Nye. “It is very hard for them to make changes during a sailing.”

New Ship Options on the Horizon

Among the new ships coming online in 2025, we can look forward to the 3,248-passenger Celebrity Xcel, fifth in Celebrity’s acclaimed Edge-class fleet, launching in November. Event planners will find 32 food-and-beverage venues along with the line’s signature Infinite Veranda staterooms, which turn guest quarters into a seamless space from the cabin’s entry, stretching all the way to the sea. In its inaugural winter season, Xcel will sail from Fort Lauderdale, FL, and the following summer Mediterranean itineraries will be offered out of Barcelona, Spain, and Athens, Greece.

In April of this year, Norwegian Cruise Line debuts the 3,571-passenger Norwegian Aqua, the third in its line of Prima-class ships; in July, Oceania Cruises raises the curtain on the 1,200-guest Allura, a sister to 2023’s Vista; and in September, Viking Voyages launches its fourth ship, the 2,762-passenger Brilliant Lady.

Companies that happily take over an Orlando theme park for a night might well consider an event with Disney Cruise Line. The company’s sixth vessel, the 4,000-passenger Disney Treasure, arrived in December 2024 and was acclaimed for integrating elements of the Disney theme parks into the cruise experience. The Haunted Mansion Parlor is a lounge with ghostly apparitions appearing in mirrors around the bar; the Scat Cat Lounge is an Aristocats-themed piano bar; and the Skipper Society takes its cues from the Jungle Cruise ride, replete with pun-ny cocktail names, such as the HippopotoMai-Tai and Piranha Punch.

A seventh ship, Disney Destiny, arrives in November 2025, and plans are afoot for several more Disney vessels by 2031. Clearly, the Mouse House is about to become an even more significant leisure player at sea in years to come.

Also of note is the recent arrival of some well-known hotel brands in the cruise industry.  The Ritz-Carlton Yacht Collection debuted in 2022 with the 298-passenger Evrima. Last year, their 448-passenger Ilma set sail, and this year its sister ship Luminara will launch in July. Also this year, the first Four Seasons vessel arrives, offering the most spacious suites at sea, including some that connect vertically; a second ship will be delivered in 2026.  Down the road, the Orient Express and Aman brands will be launching intimate vessels.

It’s Royal Caribbean International that Team Horner looks to for its annual flagship event, Pool School, a training and team-building incentive program. Event Director, CMEM, Maria de la Peña Hoff finds Royal Caribbean to be the perfect fit for Team Horner’s customer base and corporate culture. “When we started the Pool School program back in the early 2000s, we used a different cruise line. The experience was not what we wanted, so we switched to Royal Caribbean and have not looked back. Every single year, from the first contact when we are researching the program, to the pricing process, perks and accommodations for our private functions — and there are many — the value overall keeps us coming back,” she says.

For its last Pool School, Team Horner brought 340 guests aboard Mariner of the Seas for a Caribbean cruise. Private parties were held nightly with various themes, often using the ship’s staff for entertainment, or for executing the event. They offered multiple specialty dining reservations, a buyout of the ship’s exclusive Chef’s Table and a private event at a beach on Royal Caribbean’s private island. This was all coordinated with a corporate event planner shoreside and the group coordinator on board.

“One of the many reasons we enjoy and continue to plan our incentive program around a cruise is the ability to use function space, a conference center and specialty dining,” de la Peña Hoff explains. “We have found the technology on board rivals what we experience at many resorts, and their tech team is always ready and willing to help. What stands out for me is the customer service during planning and on board and the willingness to help create a special event experience for our customers. From the big events to the little details of making sure our nightly cabin deliveries go off without a hitch, the Royal Caribbean team is there.”

De la Peña Hoff says Team Horner would use a cruise ship every year, except for one challenge: “Some of our customers will just not cruise. For this group, there is nothing we can say or do to sway them. This is really the only reason every few years we plan a land-based resort experience.”

John Deere dealer James River Equipment is another company that returns annually to Royal Caribbean for its employee incentive event. “We have shopped around periodically over the years to ensure we are receiving the best deal possible, but due to our long-standing relationship and their reasonable pricing, we remain loyal to Royal Caribbean,” explains Kayla Schultz, SHRM-CP, HR manager at the company. The company has done the cruise trips for more than 20 years. “It is a highly anticipated event and offers the best bang for our buck.”

Schultz cites the inclusive nature of the pricing as key to the program’s success: “Year over year, the cost of sending 32 people on a cruise has been very reasonable.” She adds that the company covers not just the cruise but airfare, a pre-cruise hotel room, deluxe beverage package, checked bag fees and airport parking. “With other trips, you can get nickel-and-dimed to death with fees. The way we set it up, employees can go on this trip and not spend a penny of their own money.”

Schultz says that James River Equipment has used various ships over the years — most recently the 4,635-passenger Freedom of the Seas. “There is an advantage to having it be similar each year, but I like to switch things up so it’s not exactly the same,” suggests Shultz. The company always sends employees out of Miami on a four-night Bahamas itinerary.

The company receives complimentary meeting space for a cocktail hour the second night of the cruise, allowing employees who’ve never met to interact. A few tables are designated for employees to eat together, encouraging peer-to-peer collaboration. Schultz notes that excursion offerings are robust, and employees receive an onboard stipend to spend as they wish.

“The gratitude from employees when they win and the stories they share when they return are heartfelt and make the planning process incredibly worth it,” adds Schultz. “The 2025 cruise will be my fifth year planning this incentive and it gets more fun each year. The first time was intimidating, but after a few years of planning, I have it down to a science, and being paired with the same corporate events planner at Royal has helped me so much — she has proven to be an invaluable resource and helps ensure that nothing is missed in the planning process.”

Smaller Groups, Bigger Impact

Another route some companies have taken is to divide their group onto multiple sailings. For a major financial services firm, Kathy Fitzgibbons with 3D Cruise Partners used the Holland America Line’s Rotterdam on three successive cruises out of the ship’s namesake city in Holland. “It was approximately 450 people total,” Fitzgibbons says. “But the client prefers to keep the groups smaller, to encourage networking, so we had 75 couples on three back-to-back waves.”

Fitzgibbons continues: “Cruising creates an environment for the attendees to easily network while relaxing or while doing group activities on board or ashore. Everything needed for the event is contained within the ship — accommodations, a variety of dining, spa and fitness center, endless entertainment options and meeting facilities with a variety of complimentary AV equipment. All of this, without the substantial cost to provide transportation to and from events.”

Given the all-inclusive structure of cruises, Fitzgibbons estimates the cost savings against a comparable land-based resort can be as much as 30%.

Holland America Line has been operating in Scandinavia each summer for decades, often using their newest vessel, which is currently the 2,668-passenger Rotterdam, which launched in 2021. “To be able to experience the Norwegian fjords on such an amazing ship is such a treat — it checks the bucket list for many travelers,” suggests Fitzgibbons. “Guests love knowing that they can come back to the Rotterdam after a day of touring, to the comfort of their beautiful and spacious balcony stateroom, and then enjoy an outstanding dinner and evening of entertainment.”

For those new to hosting an event at sea, Fitzgibbons recommends bringing the client on board to see for themselves. “If they can’t make the time to sail even for a few days, then definitely do a day visit to see the amazing spaces available, have lunch on board,” says Fitzgibbons. “It really helps to open their eyes to the possibilities.”

For clients with a budget to really splash out, the sky’s the limit. Tara Carpenter with Worldwide Cruise Associates has a client in the entertainment industry that does multiple full-ship charters each year, but wants an annual once-in-a-lifetime trip. Antarctica fit the agenda for a January 2025 cruise.

“For a five-star product, we had several options,” Carpenter says. “Seabourn fit our needs best due to the size of its ships, ease of programing and the dates available. Their expedition ships are beautiful and purpose-built specifically for Antarctica. They are also unique in the sense that there are two event spaces on the ship — the theater and main dining room — that can hold the entire ship all at once. This is extremely hard to come by and a huge selling point for Seabourn.”

The 264-passenger expedition ship Seabourn Venture is one of two new expedition vessels launched by Seabourn in 2022-23. The ships each carry two custom-built submarines, 24 Zodiac boats, eight double kayaks and a 24-person expedition team that engages guests in up-close wildlife encounters, off-the-beaten-path excursions and enriching cultural experiences.

“Being a full ship charter we used all spaces on the ship for events and programing,” Carpenter notes. “The benefit of doing this event on a ship is we have full access to AV, and we were able to work with our production team and the ship’s staff to coordinate the additional equipment we needed. With its remote location, bringing additional supplies proved a logistical challenge, so having access to their equipment was a must. We also needed a heavy load of food and beverage compared to their normal clientele and we were able to organize that easily through the ship. The entire process was extremely streamlined.”

Carpenter says she always provides clients a cruise option, even when one is not requested.  “We often have end-users who never consider cruising because it’s unknown and unfamiliar,” she notes. “But every single group we have ever converted to a cruise program has always come back — their guests are happy, their staff is happy and their CEOs are happy. Our passion is taking a group that has never sailed or considered an event at sea, and placing them on a ship and growing them into full ship charters over time.” C&IT