Caribbean needs more luxury cruise experiences, executive says

Caribbean destinations could attract more luxury cruise ships and higher-spending visitors by expanding their offerings of exclusive shore excursions, personalized tours and cultural experiences, according to a senior cruise industry executive.

Jason Montague, chief luxury officer of Regent Seven Seas Cruises and Oceania Cruises, both part of Norwegian Cruise Line Holdings Ltd., said the region has significant untapped potential to capitalize on the growing luxury cruise market.

Speaking during a session titled “The True Meaning of Luxury: Elevating the Caribbean Experience” at the 32nd annual Florida-Caribbean Cruise Association (FCCA) Cruise Conference & Trade Show in San Juan, Puerto Rico, last month, Montague said Caribbean destinations must do more to develop distinctive experiences that highlight their culture, cuisine and heritage.

Asked whether the region currently offers enough luxury experiences, Montague responded, “No, absolutely not.”

“If there were more luxury experiences, you would find more luxury ships my size coming in,” he added, referring to the smaller, high-end vessels operated by Regent Seven Seas Cruises and Oceania Cruises.

His comments come amid continued growth in the luxury cruise industry. Figures presented during the conference showed that the global luxury cruise fleet has more than tripled, increasing from 28 ships in 2010 to 98 in 2025. Luxury cruise passenger numbers are projected to reach 1.7 million by 2029.

Montague pointed to the Mediterranean as an example of how destinations can attract luxury cruise operators by offering exclusive access to cultural attractions, local artisans and culinary experiences.

He encouraged Caribbean destinations to adopt similar approaches while capitalizing on the region’s unique cultural identity and heritage.

The discussion, moderated by Bevan Springer, president of Marketplace Excellence, also highlighted opportunities for Caribbean entrepreneurs and small businesses to benefit from the expanding luxury tourism market.

Montague urged local artisans, restaurants and tour operators to develop exclusive experiences, including private showings, intimate dining opportunities and customized excursions designed for smaller groups.

He emphasized that flexibility is particularly important for luxury travelers, who often prefer personalized experiences over traditional group tours with fixed itineraries.

The cruise executive also identified knowledgeable and engaging local tour guides as a critical component of the luxury tourism experience.

He said exceptional storytelling, personalized attention and high-quality service can transform even relatively simple excursions into memorable experiences for visitors.

Montague noted that opportunities to attract luxury travelers extend beyond smaller cruise vessels, as larger ships are increasingly offering premium suites and exclusive onboard amenities for high-end passengers.

This trend, he said, is creating additional demand for upscale experiences at Caribbean ports of call.

He also stressed the importance of improving transportation and visitor movement through congested port areas, noting that seamless transfers, comfortable vehicles and attention to detail can significantly influence visitors’ perceptions of a destination.

According to Montague, cruise destinations should also strengthen their partnerships with cruise lines to better market their unique attractions and experiences.

He explained that compelling descriptions of shore excursions and consistently high service standards can help destinations attract more visitors and influence cruise operators’ future itinerary decisions.

Montague further highlighted the potential for cruise passengers to become repeat visitors, noting that exceptional experiences during short port calls can encourage travelers to return for longer vacations and recommend destinations to family and friends.

Addressing the increasing use of artificial intelligence in the tourism industry, he acknowledged that technology could help cruise operators collect and analyze guest feedback more efficiently, allowing them to make better-informed decisions about itineraries and shore excursions.

However, he maintained that personal interaction remains central to delivering a genuine luxury experience.

“Luxury is all about the people connection,” Montague said. “Technology cannot take that away from delivering true service.”

The FCCA Cruise Conference & Trade Show, held October 12-16 in San Juan, brought together nearly 700 cruise executives, government officials, port operators, tour providers and other tourism industry stakeholders to discuss opportunities and challenges facing the Caribbean cruise sector.