Sustainability, authenticity, and wellness are top priorities for today’s travelers — and that includes business travelers. When companies plan retreats or incentive trips, small-ship charter cruises increasingly meet corporate expectations by offering immersive experiences, strong sustainability credentials, and personalized cultural programming.
“We’ve seen a 12 percent increase in charter and incentive bookings since 2019. Demand is strong from a mix of groups, including corporate groups,” said Amy Conover, director, Charter & Incentive Sales, Windstar Cruises. “Today’s clients want more than logistics. They’re asking for immersive experiences, strong sustainability credentials and curated cultural programming, all of which align well with Windstar’s offerings.”
© Windstar
AmaWaterways reports steady growth in group bookings for executive retreats and incentive programs, with clients from technology, finance, and pharmaceuticals especially drawn to river cruise options. While larger ships can offer cultural immersion and wellness programs, smaller vessels provide intimate settings that better support connection and collaboration among attendees.
Several small-ship operators emphasize that intentional scale. Variety Cruises limits its ships to around 72 guests, maintaining an approximate 1:2 crew-to-guest ratio. AdventureSmith’s vessels average about 40 passengers worldwide, and Secret Atlas specializes in expedition micro-cruises with ships carrying between 12 and 42 guests.
Michele D’Agostino, co-founder of Secret Atlas, noted the shift in corporate preferences: “We’re seeing companies move away from large ships toward smaller, more intimate vessels. In the past, many corporate groups ended up on big ships where it was easy to feel like just another face in the crowd. Now, there’s a growing desire for more authentic, personal experiences where people can truly connect.”
© AmaWaterways
Small-ship itineraries often include singular, memorable activities — from swimming with rare wildlife to Arctic treks — that can feel life-changing for participants. These experiences foster team bonding and provide unique opportunities for professional and personal growth. AdventureSmith founder Todd Smith has called the small ship a crucible for corporate goals, and D’Agostino describes the expedition experience as a powerful foundation for team building.
Filippos Venetopoulos, CEO of Variety Cruises, captures the broader value: “These aren’t just ‘reward trips.’ They’re curated experiences that foster collaboration, learning and long-lasting bonds.” As companies seek meaningful ways to reward, educate, and unite teams, small-ship charters offer a compelling option that aligns with modern priorities around sustainability, authenticity, and wellbeing.