Observations from Seatrade Cruise Global 2025: Day Two The Power of Positioning, Presidents, and the New Age of Cruise Retail

After the buzz and intimacy of day one’s conversations about personalization, day two of Seatrade Cruise Global 2025 stepped into broader waters, with high-level insights, heavyweight keynotes, and a clear message: the future isn’t just personal, it’s positioned.

Here’s what stood out to us.

01 | The New Presidents Are Here—And They’re Not Here to Blend In

In one of the most anticipated panels of the day, four newly appointed presidents, Beth Bodensteiner (Holland America), Bert Hernandez (Silversea), Anna Nash (Explora Journeys), and Dondra Ritzenthaler (Azamara), sat down to share their vision for the brands they now helm.

The energy was refreshingly honest. These were not executives coasting on legacy, these were architects of niche. Each spoke about the bold moves needed to stand out in a crowded luxury and premium market, where loyalty isn’t inherited, it’s earned. Whether it was Ritzenthaler’s focus on community-driven connection or Nash’s refined take on modern European elegance, the message was clear: today’s cruise brands must stand for something.

Positioning isn’t fluff, it’s strategy. And the most exciting brands are doubling down on it.

02 | Retail is Having Its Rerenaissance

If day one was about intimacy, day two turned the lens on impact, especially when it comes to onboard retail. “The Retail Days,” in partnership with The Moodie Davitt Report, dug into what it will take to engage tomorrow’s guests.

And it’s not just about products, it’s about how they’re sold, styled, and storied. There was an undercurrent of excitement about experience-driven retail, digital personalization, and the subtle rise of cultural storytelling at the point of sale. The best brands won’t just sell luxury, they’ll curate it.

One panelist summed it up perfectly: “The next generation of cruisers doesn’t want a souvenir. They want a story they can wear.”

03 | The Keynote: A Measured Moment from the Industry’s Power Players

This year’s “State of the Global Cruise Industry” keynote was less about fanfare, more about focus. CEOs from Carnival Corp, Norwegian Cruise Line Holdings, Royal Caribbean, MSC Group, and CLIA took the stage to talk through tariffs, market shifts, and strategic resilience.

There was no sugar-coating the challenges. But what stood out was the sense of calm confidence. These were leaders playing the long game, expanding where it counts, doubling down on innovation, and keeping their eyes on guest demand rather than short-term volatility. The word of the day? Measured.

It was a reminder that the cruise industry is no stranger to rough seas, but it knows how to chart a course through them.

04 | Entertainment Takes Center Stage, Literally

The inaugural Entertainment Showcase brought a different energy, one that was bold, theatrical, and immersive. With live performances lighting up the stage and top talent agencies mingling in the wings, it was clear that cruise entertainment is evolving fast.

Gone are the days of interchangeable acts and cruise clichés. Today’s cruise lines are investing in originality, immersive storytelling, and acts that align with brand identity. The future of onboard entertainment? More Broadway, less buffet.

05 | Connection, Community, and the Cruise Comeback

As the day wrapped up with receptions and a nostalgic 40th anniversary celebration, complete with a ‘Cruisin’ Like It’s 1985’ throwback party, it became obvious: this isn’t an industry quietly rebounding. It’s one boldly redefining what it means to set sail in a modern world.

And for all the talk of data, digital, and design, what truly matters is this: Connection is currency. Whether through retail, entertainment, or onboard enrichment, the cruise lines that win won’t just offer products or programming. They’ll offer belonging.

Stay tuned for our Day Three reflections, where we’ll dive into design trends, destination immersion, and the continued evolution of what luxury feels like at sea.