Luxury today is no longer defined by indulgence but by freedom, flexibility and choice. Nowhere is this shift more apparent than in Asia, where a fast-growing population of high-net-worth individuals – young, energetic, savvy and unbound by old norms – is driving that shift.

This is something that Lisa Pile, vice president sales & general manager, Asia Pacific at Regent Seven Seas Cruises and Oceania Cruises, knows very well. With Asia poised to become the next epicentre of cruise growth, Pile is leading a strategic push to deepen both brands’ presence under the Norwegian Cruise Line Holdings across the region.

That includes putting into place a strengthened Asia-based sales force for the two cruise lines, comprising Constance Seck, Holly Kong and Toshi Kuirhara overlooking Southeast Asia, North Asia and Japan markets respectively.

“We’ve got the right team, the right people in the right places – and it’s the right time,” said Pile. “We're seeing fantastic uplift, and we've doubled business year over year for two incredible years.”

The Oceania Allura.

An increasingly sophisticated Asian clientele

“The potential in the Asia market is infinite,” observes Pile – and the signals are clear.

Singapore boasted Asia’s highest cruise penetration, overtaking Australia, as of latest figures. Meanwhile, Asia, as the third largest cruise market in the world, is projected to grow from 34.6 million in 2024 to 42 million by 2028.

This surging appetite is also reflected in the destination and sailing choices, as demand grows for luxury ships, longer cruises, and increasingly distant destinations. While the Mediterranean was once the default cruise destination barely a decade ago, today’s affluent Asians choose long-haul, niche destinations: the west coast of Africa, East Africa connecting Madagascar or the Seychelles, or the Baltics.

Seven-night sailings are no longer the norm, with average sailing lengths jumping to 14 nights or more in markets like Malaysia and the Philippines. Booking behaviours, too, have evolved. Bookings now swing from as soon as “next week” to further ahead for 2026–2028 sailing – “two extremes” that didn’t exist a decade ago, Pile adds.

Into the sunset, Skyview Regent Suite style.

Building luxury around choices

Both brands are constantly evolving to meet the new luxury behaviour, with value remaining central to the proposition. “You cannot mistake that even people with lots and lots of money want good value. You can never underestimate that,” Pile remarks.

Oceania Cruises, previously positioned as upper premium, now champions “luxury by choice”. While largely all-inclusive, guests select between beverage packages or shore excursion bundles. Its newest ships, Vista and Allura, feature 100% balcony staterooms, reflecting the market’s desire for space and openness.

Regent Seven Seas Cruises continues to elevate its ultra-luxury position with the new Prestige Class, designed around a residential aesthetic and expansive suites such as the Skyview Suite at sea. “We have gone up 40% in tonnage but only 10% in guest numbers from 748 guests to 821,” says Pile. “The rest of the ship is about public spaces and bringing people together.”

Regent’s Immersive Overnights voyages further tap the trend of slow travel, allowing guests to spend two or three nights in select European ports with access to exclusive evening excursions, from intimate local bistros to private château dining in Bordeaux.

Matching guests to the right brand

What marks a difference between the two cruise lines is their guest capacity, with Oceania ships averaging 1,200 guests and over 700 for Regent. “Both brands represent such incredible value for money, but they're at different scales,” says Pile.

“The most important thing about cruising is that you match the guest to the right cruise line. With the right match, that's when the magic happens,” Pile emphasises. “Once we get somebody on a cruise, they keep coming back – it’s like an annuity.”

Related: One leader, two luxury brands, and Asia’s rising tide of opportunity

Pile is buoyed by momentum across the luxury portfolio. With Jason Montague returning as the chief luxury officer and Steve Odell strengthening the Miami headquarters team, both brands are entering a new growth phase – more ships, new design classes, expanded loyalty programmes, and a deeper presence in Asia.

“You're definitely going to see a greater presence of us in Asia,” says Pile. “But our goal is also to educate our travel partners. We need them to understand cruise, understand luxury cruise, and know what it means for their business, because our job is to help them grow for the future.”

The next move in Asia? A new programme for travel advisor partners is now in the works. “We're going to roll it out officially in 2026 for the Asian market,” Pile hints. Keep a lookout in this space.