Why cruises want to take you to a private island instead of showing you the world

Business Insider

20-05-2025

Cruise lines are increasingly focusing their itineraries on their own private islands and resorts.
By 2027, 90% of Royal Caribbean's Caribbean cruises will sail to one of its in-house properties.
Almost every major cruise line is expanding its land-based portfolio.
Cruises have always been a vessel for exploration — a way for travelers to see the world. But over the last few years, these floating resorts have increasingly narrowed their focus to just one type of destination: theme parks in the middle of the ocean.
Cruise ships touch virtually every corner of the earth, from Antarctica to Albania, Madagascar to the Mediterranean. They're often the most convenient and affordable way to see several countries in one trip, which is why bookings have remained buoyant despite uncertain economic tides foundering the rest of the travel industry.
However, these exploratory roots are quickly becoming overshadowed by more lucrative, purpose-built beach resorts that not all travel traditionalists may be happy about.
Cruise lines want you at their private resorts
In recent years, commercial cruise lines have increasingly shifted attention, investments, and itineraries toward in-house land-based buildouts. Think branded private islands with waterparks and resorts with the same up-charges as their ships.
Industry titans like MSC Cruises, Carnival Corp, and Royal Caribbean Group collectively operate about 20 Caribbean ports, a number that seems to grow every day. Royal Caribbean expects to launch four more destinations (in addition to the two it currently has) by early 2027: two in Mexico, one in the Bahamas, and one in the South Pacific on Lelepa, Vanuatu.
By the time they open, the cruise line said earlier in May, 90% of its Caribbean voyages will sail to one of these in-house retreats. In some itineraries, they'll be the only ports of call.
Norwegian is expanding its private island and building a pier to accommodate thousands more travelers daily. Carnival and MSC are doing the same, in addition to each building a new getaway in the Bahamas.
Almost all Carnival ships have voyages scheduled for the company's upcoming Celebration Key resort, which will open in July. Similarly, most of Norwegian and MSC's future Caribbean cruises also include stops at their private islands.
If you're lucky, your voyage could visit other nearby, non-cruise-owned ports.
If not, you could spend every day of your cruise vacation at a themed beachfront park.
Take Royal Caribbean's Utopia of the Seas, for example. It's currently scheduled for 96 four-night "Bahamas and Perfect Day Cruise" voyages through April 2027. The itinerary only includes two ports: the cruise line's Perfect Day at CocoCay private island and Nassau, Bahamas, the soon-to-be home for its pay-to-enter Royal Beach Club Paradise Island.
Islands planted with money trees
The shifting focus toward company-created destinations is a no-brainer for the industry.
These ports are often close to the ships' home ports, allowing cruise lines to save on fuel costs. Plus, they don't require third-party operators, which means the companies can pocket all food, beverage, and excursion profits.
And there are plenty of big-ticket activities to entice visitors, be it $100 to enter CocoCay's waterpark or $1,000 for a villa on Norwegian's Great Stirrup Cay island.
If you're traveling with your multi-generational family, it could be a worthy vacation option.
Many of these resorts are accessible only by ship or walled off from the rest of the country (such as Royal Caribbean's Labadee, Haiti beach). They're also relatively small, consistent, and convenient, filled with kid-friendly amenities like kayaks and snorkel gear.
But if your goal is to tick off countries from your bucket list, consider another form of travel — or at least not a voyage to a remote amusement park.
Ziplining around a manicured beach or napping in an air-conditioned beachfront villa might not be the cultural immersion you want.